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Essay / Research Paper Abstract
An 8 page paper. E-commerce continues to grow at exponential rates. In today's marketplace it is essential for companies to incorporate e-marketing in their overall marketing plan. This essay explains that e-marketing still requires the company to consider segmentation and positioning. The differences are also discussed. Three types of Web positioning are explained. Characteristics of Web shoppers are reported. Bibliography lists 9 sources.
Page Count:
8 pages (~225 words per page)
File: MM12_PGemkt.rtf
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Unformatted sample text from the term paper:
reported that Online shopping increased by 60 percent during the holiday season of 2000 over the same season in 1999 (Davis, 2001; Biggs, 2001). Argimon suggests there will be a
complementary relationship between the retail store and Online sales (2000). Argimon commented: "It is tempting to assume that Internet retailers will capture more and more of the overall market within
the next few years, but retailers using the new technologies creatively rather than competing against them will remain very successful" (2000). Argimon offers Wal-Mart as an example of the complementary
relationship between Internet and traditional stores; Wal-Mart has made the transition and offers consumers both options for shopping (Argimon, 2000). And, Davis reported that the e-sales for ToysRUs grew
from $39 million in 1999 to $124 million in 2000 (2001). Both of these corporations have engaged in e-marketing activities. The theory of e-marketing is not that much different than
traditional marketing plans (Pragnetix Ltd., nd). The marketer must still consider target market, positioning, segmentation, competitors, supply chain, products and services and so on (Pragnetix Ltd., nd). The difference is
that e-marketing, that marketing that is conducted on the Internet World Wide Web is using a different medium (Pragnetix Ltd., nd). Because it is a medium that is still in
its infancy, there are no steadfast rules regarding marketing on the Web (Pragnetix Ltd., nd). Nonetheless, as stated, the very same considerations and investigations made to write and implement a
more traditional marketing plan must also be considered with e-marketing. For instance, the target market will likely be different than the target market in a print ad. Pragnetix Ltd.
offers some of the many ideas one needs to consider when building this medium into the marketing mix: Marketing environment audit - understand the online market for your goods
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