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(2008, 2100 words)
The paper looks at the position of the traditional (direct) sales force in modern business-to-business marketing examining the prospect for sales organizations in the conditions of online operations and discussing the ongoing evolution of sales roles.
(2008, 2100 words)
The paper looks at the position of the traditional (direct) sales force in modern business-to-business marketing examining the prospect for sales organizations in the conditions of online operations and discussing the ongoing evolution of sales roles.
(2008, 2700 words)
The paper examines the arrangement between International firms and their offshore producers known as subcontracting. Controversial approaches to labour standards are reviewed; the benefits and drawbacks of globalisation are outlined touching on the exploitation of labour and workers' rights movement in developing countries, the policies of Multi-nationals, etc.
(2007, 2500 words)
The report provides an in-depth e-marketing plan for one of independent hotels in the West Yorkshire Area named Five Rise Locks Hotel. In order to devise the e-marketing plan for the hotel, the report uses the SOSTAC Framework developed by PR Smith. The sections covered in the report are Situation Analysis, Objectives, Strategy, Tactics, Action and Control.
(2006, 3000 words)
The paper examines the features of an Internet website that contribute to effective e-marketing. The websites of Frankfurt and Vienna airports are compared evaluating their friendliness towards users, legibility, navigation, accessibility of contact details, presentation, etc.
(2006, 2000 words)
The paper examines the opportunities provided by e-marketing proposing a new on-line table booking service to the international restaurant chain La Tasca. The key issues of the foodservice industry are addressed; the types of on-line marketing are outlined; a website plan is presented.
(2005, 2600 words)
The Internet has affected UK businesses in many different ways however it has increased the amount of UK SMEs operating internationally. The report looks at the increase in personal and commercial use of the internet which shows that consumers have different reasons for shopping online and how the internet only reaches certain groups. There has been a large increase in the commercial use of the internet and its applications including email and websites. SMEs use the internet for 5 core tasks: communications (email); competitive advantage (erecting barriers to entry); cost savings (from use of on-line communications); information search and retrieval; and marketing and sales promotion (through website). The report looks at two SMEs that operate internationally these are Bibendum wine and Katie Ellen jeweler and the practical uses of the internet for international activities.
(2006, 3000 words)
The paper offers an overview of the UK broadband industry focusing on Bulldog, a primary service provider of broadband. The company’s development is analysed using Porter’s 5 forces and SWOT models; Bulldog’s Internet marketing strategy is described evaluating their brand awareness, brand associations, brand loyalty (equity), etc. Recommendations are made about Bulldog’s website improvement.
(2005, 2000 words)
The paper looks at the forms of marketing communications examining pod-casting, interactive shopping and the connected consumer. Each medium of pod-casting (including 3G mobile phones, OR codes, WiFi, etc.), is described and critically evaluated.
(2005, 1500 words)
The paper evaluates the effectiveness of two websites selling British Airways tickets describing the basic differences between them and providing a review of theories related to individual value systems, transaction costs, e-commerce, etc. Conclusions are made about the advantages of the websites from the companys and the customers perspective. Report is comparing www.britishairways.com and www.travelsupermarket.com websites.
(2005, 4000 words)
The paper examines the influence of the Internet on the development of marketing practices reviewing its history, outlining its prospects and touching upon the problems of consumer demand, new technology, areas of future marketing, relationship marketing, advantages and disadvantages of Internet retailing, etc.
(2005, 2000 words)
The paper compares face-to-face and virtual interactions between consumer and retailer from a marketers perspective. The advantages and disadvantages of each interactive media are discussed. Challenges of e-marketing related to security and privacy are argued.
(2002, 600 words)
The paper is devoted to the problem of unsolicited e-mail messages, or spam. Various definitions of spam are offered showing advantages and disadvantages of this form of direct e-mail marketing. The future prospects for spam are outlined with the reference to UK legislation.
(2005, 2200 words)
The present paper is the analysis of the e-marketing strategy of the FMCG retailer. The analysis reviews the segmentation strategy, marketing mix and branding strategy of the firm. The aim of this analysis is to identify the way the firm utilises the potential of online marketing tools. Through the analysis of 4Ps elements the paper distinguished the drawbacks and introduces suggestions for the improvement. The other area of concern is the branding strategy which is viewed as the key catalyst of customer-firm relations building.
(2004, 3000 words)
This paper examines whether the non-profit organisation Oxfam is successful in the youth market (18-21 years). It considers Oxfams main objectives and philosophy and the current strategy. Furthermore, other charity organisations, like Comic Relief and Christian Aid are also evaluated in order to compare their new media using strategies. Internet, SMS text messaging and digital marketing are taken as the new media means. On the base of the comparison and the characteristics and advantages of the new media, the recommendations for Oxfams strategy are given with the concrete example steps to undertake. Some concluding remarks are also given in the end.
(2004, 3000 words)
This essay looks at the role of the Internet in providing customisation and personalisation for consumers. It looks at the importance of customisation and personalisation and attempts to discuss how customisation / personalisation have been enabled by the Internet. It also discusses how both features can benefit consumers and organisations and whether these benefits also have drawbacks. The essay also critically analyses and evaluates the factors a business to consumer business should consider in implementing customisation/personalisation. More and more companies are using personalisation features and customisation features over the last several years and therefore this paper aims to illustrate how these methods are changing and becoming important for organisations.
(2004, 5000 words)
This paper reviews the unique features of new communication media and the way it have shifted the balance of bargaining power on the market of financial service products. Through the wide range of theoretical and empirical arguments the paper builds the logical bridge between the new business requirements and the importance of developing relationship marketing perspective. To support this logical chain the paper reviews the advantages of new approach for financial service providers against transaction approach. Further on, the paper discusses the way relationship marketing concept is currently applied by financial service providers, especially in the recently emerged electronic business area. The aim of this paper is to explore the critical success requirements that shall be considered when developing e-relationship marketing strategy. The aim arises from the understanding of the strategic importance of new marketing tools in contemporary marketing environment. It seeks to explore the way new media may be perceived by consumers and what efforts shall be undertaken by marketers in order to develop strengths and reduce weaknesses of new media. This aim would be fulfilled through the secondary research.
(2004, 3000 words)
The concept of Global vs. Local branding has been deeply researched and discussed by many academics and practitioners in the last 20 years, starting with Publication by Theodore Levitt "The globalization of markets" in the Harvard Business Review. However with the development of Internet the concept of branding received the third dimension: online branding. Many brands are nowadays not only global, but also globally-known online brands. However this online dimension of branding presents the opportunity for the companies to brand products and services either locally (e.g. UK) or globally for the whole world. Further in this essay the terms will be used: Online-Local branding (branding which is used for the specific country, region or groups of people which share similar attributes (for example language)) and Online-Global branding, where the same brand is being used everywhere. The aim of the following essay is therefore to critically analyse both approaches to online branding and suggest upon the advantages and drawbacks of each one. The essay will therefore start with definition of branding, continue to advantages and disadvantages of branding; online branding and will analyse both approaches to online branding.
(2003, 1000 words)
This report is analysing the newly developed opportunities that Internet bought to marketers in several marketing areas: promotion (marketing communications), Distribution, Market research and Customer Relationship Management (CRM).
(2003, 3800 words)
This essay explores how traditional marketing has been changed and in some cases revolutionized by cyber environment; changes that online marketing has made to the marketing as the whole; marketing mix for cyber marketing, advantages and disadvantages of different advertising mediums (Newspapers, Television, Direct mail, Radio, Magazines, Outdoor, Yellow pages, Newsletters, Brochures, Telephone and Internet); Online marketing research and the problems that online marketing faces (e.g. limited usage, privacy and etc). Conclusion is drawn onto whether online marketing will replace traditional marketing or not.
(2003, 3000 words)
This paper examines the extent to which children are capable of recognizing advertising's intent, their use of cognitive defences, adolescent attitudes towards commercials and if certain parental styles are more synonymous with mediating the advertising's messages. One of the main areas of contention is that many scholars have criticised previous studies identifying that the intricate subject matter warrants significant changes to the methodological approaches adopted. The project concludes by linking the literature review with proposals for future research within the field.
(2003, 2500 words)
This paper firstly defines e-branding. Secondly the important of e-branding for corporations is discussed and the reason why they need to invest so many funds in brand awareness is explained. Secondly, this paper argues that Internet did not change the role and nature of branding, in contrast, brought more responsibility and a new branding approach. Finally the paper examines why and how companies need to adapt a new business strategy for the online environment.
(2002, 2900 words)
Conclusion:
Internet marketing activities can work both in conjunction with off-line activities and represent purely Internet marketing strategy. Since the time the Internet became the service, that is available roughly to everyone opportunities for marketing activities expanded rapidly and significantly. Unfortunately many companies do not understand the whole potential of Internet for marketing purposes. This happens due to the lack of knowledge and desire to progress. In our current fast-moving and rapidly changing world marketer have to work according to the customer needs, but not concentrating on the current potential of the organisation.
(2002, 3000 words)
Abstract:
This paper attempts to explain the dramatic decline in click-through ratings in terms of a change in consumer attitudes to Internet advertising. Although previous researchers found fairly positive attitudes to Internet advertising, our research found more negative attitudes. We used quantitative research to identify attitudes to Internet advertising, and found that for many respondents Internet advertising is annoying, and that many had left web-sites because of the advertising. The level of Annoyance with Internet advertising was significantly related to length of usage, frequency and volume of usage. Our findings relate to evidence that surfers actively avoid looking at advertising banners, with more experienced surfers showing different scanning patterns.
(2003, 15000 words)
This dissertation compares email marketing and usual direct marketing activities. Extensive literature review, identifying the benefits and drawbacks of both methods is supported by questionnaire survey. Results of the research enabled researcher to compare the response rate for both mediums, effectiveness of both mediums and relationship of customers to email and direct marketing. Conclusions of the dissertation are drawn regarding the future of email and direct marketing, their interdependence and affect which email marketing has upon the direct marketing.
(2003, 2000 words)
This paper discusses how new technologies have affected and
will affect marketing communications. It starts by discussing
the new technologies, their impact and threats to traditional
marketing communications. Review of the current literature suggest
how marketing communications (Advertising, Personal selling,
Sales promotions, Public Relations, Direct Marketing) will be
affected by the new technology. Conclusions are drawn upon the
significance of adaptation and usage of new technologies for
the businesses to survive.
(2003, 3000 words)
The purpose of the following report is to outline the e-marketing strategies for Waitrose. The report starts with Waitrose company overview and analysis of current marketing and e-marketing activities, which are being critically evaluated. Secondly, set of appropriate e-marketing objectives and key success factors is developed and justified. Lastly, implementation and evaluation plans will are outlined to ensure the success of the venture.
(2002, 4000 words)
The paper touches upon the challenges of marketing management for service oriented industries. The definitions of 4Ps, 5 Is and 7Ps models are given and critically analysed. The implications of the Internet impact on the marketing mix are discussed highlighting the types and trends in internet marketing transactions. Information on online marketing of various companies is provided including recommendations about online pricing.
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