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Essay / Research Paper Abstract
This 7-page paper discusses whether consumer behavior is different when it comes to Internet marketing versus the more traditional channels. Bibliography lists 3 sources.
Page Count:
7 pages (~225 words per page)
File: D0_MTinmacobe.rtf
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Unformatted sample text from the term paper:
low budget, an "indie" film, that had absolutely no budget for advertising. But the producers decided to market the film on the as-yet untested Internet. Word about the movie spread
like wildfire, leading to the packed theaters on opening day. The Internet was able to generate the buzz, which got consumers excited and encouraged them to tell their friends.
But would Blair Witch Project had worked with conventional media marketing? Would consumer behavior have gone the same way as it did
on the Internet, to the point that theaters were filled during the first weekend of release? One could suggest that, given the somewhat unique content and the praise the movie
was already receiving in some quarters, it might have had the legs necessary to do well. But theres no doubt the Internet helped spread the word.
The question we ask here, therefore, is whether consumer behavior is any different when it comes to Internet marketing, versus standard marketing. The media are certainly
different, but in this paper well explore if buyers behave differently online versus offline. Marketing 101 - The Standard Media Bearer To
open the discussion, well first point out the differences between traditional marketing and that used for the Internet. Traditional marketing methods, by their very nature, are one-way - the medium
involves a one-way communication to the consumer (Stern and Wakabayashi, 2007). The traditional way of marketing is less about what the consumer wants, and more about communication consistent with the
brand strategy (Stern and Wakabayashi, 2007). Any type of communication with the audience involved ensuring that customers understood they werent just buying a product or service, they were buying the
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