Навигация
4. Research Methodology
In order to define effectiveness of Print Express Company marketing activity it is necessary to carry out an estimation of marketing effectiveness regularly.
At the considered company the complex estimation of marketing activity was never carried out. Therefore within the limits of the given project I attempt to estimate quality of marketing activity of Print Express Company in order to achieve my research objectives.
In order to estimate marketing activity effectiveness of the company named above I chose direct method of estimation by making a questionnaire (the Appendix 1), containing 15 questions on performance of functions. Each question has 3 options to answer which are estimated in points from 0 to 2. The Maximum quantity of points on each question is equal 2. On the basis of the received answers the points estimating efficiency of various directions of marketing activity have been put (Appendix 2).
I carried out the research in Print Express Company Marketing and Sales department directly.
Given results testify that despite lacking a system and structure of Print Express Company’s e-marketing activity.
1. Lack of e-marketing strategy. Delivering information is a service that needs to be focused on definite market demand backed by appropriate product, strongly targeted customers and becoming pricing model.
2. Unadjusted product strategy. When Print Express Company was launching its product the market it was targeting was still in pregnancy, it was nascent market. Established companies who really had understood the importance of e-commerce in the future were focusing on in-house solutions developing. Growing companies hadn’t realized this importance yet, but those who had were open to experiment with simple and low-cost decisions. And these two groups of customers were on the extreme edges of the market and making decision model.
3. Unjustified pricing model. Firstly, the price of the product for the growing and still scaring market is too high. Secondly, the pricing model targets long-term partner relationships, that was to ealy for the nascent market that preferred short-term relationships.
4. Wrong target market. Customers that were mostly targeted by the company as a closer bunch to its well-established parents were generally not making as aggressive move to the Internet as were some of the smaller retailers. Moreover, the well-established the company’s product decision was too complex for usual users. Most virtual companies that really needed company’s product were less sophisticated from a business infrastructure standpoint and did not yet see the need for an ERP-like system.
Thus, it is possible to establish that financial and economic indicators of Print Express Company would be much better if centralize marketing functions, strengthen control over marketing activity and behind an expenditure of budgetary funds. Proceeding from it we could recommend:
1) To enter the reporting on planning, organizing and controlling carrying out of marketing actions. It will allow to simplify process of an estimation of marketing activity and to save money resources on carrying out of inefficient marketing actions.
2) To begin working out of electronic information base for simplification of work with clients, to create «the book of the client» in which to skid all nuances of work with the given customer.
3) It is obligatory to fix the reason on which the client has addressed Print Express Company services, and also – a source of the company’s information.
The ways to increase the effectiveness of e-marketing in Print Express Company.
1. Web site
As one of the most significant ways to increase the effectiveness of e-marketing at any company is to consider optimization of its communicative policy. The communicative policy is a course of actions of the company, directed on planning and realization of interaction of firm with all subjects of marketing system on the basis of use of a complex means of Internet communications.
Marketing communications in the Internet can be divided into two kinds:
a) The communications connected with creation and perfection of the goods and its behavior in the market;
b) The communications connected with advancement of the goods.
The company Web-site usually acts as the central element of the communicative policy in the Internet. The Web-site gives the companies a wide number of additional possibilities, in addition to accessible earlier communication services. Their main feature consists that now the company can give to users additional service: information, to sell the goods and services.
2. Application of Internet advertizing elements
Advertizing today is one of the most widespread tools of a communicative policy. The Internet is an effective remedy of advertizing. It is connected with the multimedia nature of its environment, allowing to use all possible kinds of finishing to the information user. The Internet is the interactive environment that gives to the advertiser an effective mode of the focused influence on target audience and concrete users.
The Internet as the advertizing tool considerably differs from traditional advertizing means not only the properties, but also applied approaches.
3. Application of e-marketing elements
When the Internet only started to develop actively, the e-mail marketing was usually used for advertizing only. But, gradually, this technology has started to draw attention of serious firms which considered it in the beginning as cheaper alternative compare to mail. With growth of Network users, many have started to realize e-mail marketing. Falling of efficiency of the banner advertizing caused by explosive growth of number of banners, and also, not in the last instance, occurrence of effective programs.
Unlike banners which are used as a mode to draw attention of potential clients, the e-mail can serve variety of the purposes: sale of production and services, by use of specialized mailings, a fast and convenient mode of dialogue with clients, especially if they live in other time zone.
Using electronic mailing makes possible:
a) to suggest the interested organizations to become your dealers or distributors;
b) to inform potential buyers on possibility to get party of your goods or to use services of your company;
c) to invite your partners and colleagues to exhibitions, meetings, seminars, banquets, presentations, press conferences;
d) to send the newsletters, press releases;
4. Creation marketing information system.
The majority of the companies have the representations in the Internet (web-sites or easier pages) where the information on their activity, offers, requirements and so forth is presented. The Internet gives fine possibilities for carrying out marketing competitive investigation.
To survive in high competitive conditions Print Express Company should trace all changes in the market: requirements of buyers, a parity of the prices, actions of competitors, creation of new products, and introduction of new elements. In order to solve these marketing problems Print Express Company should possess system of reception, storage and the analysis of the marketing information that called marketing information system (MIS) – system of actions for gathering, sorting, and analyzing of the marketing information.
The basic advantages of using MIS: a) the organized gathering of the information; b) wide coverage of the information; c) the prevention of crises in firm activity; d) coordination of marketing plans; e) high speed analysis; f) representation of a quantitative results.
5. Timescale
Week 1 – Week 3 Choice of research topic and literature review
Week 4 – Research problem – clarification of specific question
Week 5 – Assumptions and hypothesizes
Week 6 – Identify concepts, constructs and models
Week 7 Data analysis
Week 8 Data analysis
Week 9 – Interpretation and conclusions about the research problem
Week 10 – Review and improvements in problem solving
References
marketing globalization internet effectiveness
1. ZONGQING, Z. 2004. E-Commerce and Information Technology in Hospitality and Tourism. Canada: Thomson Delmar Learning.
2. KRISHNAMURTY, S. 2006. Contemporary research in e-marketing. London: Idea Group Publishing.
3. NANSI, S. and MURTHY, V.K. 2003. Architectural issues of Web-enabled electronic business. London: Idea Group Publishing.
4. ZHIVETIN, V.V., SAMOHVALOV, V.L., CHERNOV, N.P., FERAPONOVA I.A. 2008. E-marketing as the way to increase profitability. Marketing. 36. p. 74.
5. TUGAN-BARANOVSKY, M., BALABANOV, L.V. 2006. Effectiveness of marketing: methods and results. 2-nd edn. Moscow: Finance and statistic.
6. JASHEVOJ, G.A. 2007. Practical marketing. 5th edn. Moscow: UNITY.
7. ASSEL, G. 2007. Introduction to marketing. 3rd edn. Moscow: High school of economics
8. KOTLER, P. 2002. Marketing management. 1-st European edn. Essex: Pearson Education limited.
Похожие работы
... . The advertising idea is defined. Advertising strategy is however insufficiently clearly stated. We will take advantage of the given reserve for increase of efficiency of an advertising campaign of Open Company "Натали", i. e. we will develop advertising strategy. 3.3 Use of methods of optimization in advertising activity One of optimisation methods in advertising activity is use of ...
e. Journalists, financial markets and the public are still learning the new strategy and language of monetary policy in the euro area. By its nature, the challenge of improving communications between the Eurosystem and the public is two-sided. On the one hand, the ECB must use a clear and transparent language consistent with the strategy it has adopted. It must help the public understand the ...
... the foundation of the first computer club. Homebrew Computer Club The legendary Homebrew Computer Club was the first of its kind, and provided an early impetus for the development of the microcomputer industry in Silicon Valley. Its first meeting in March 1975 was held in one of its members' garage in Menlo Park in Santa Clara County. The Homebrew members were engineers and computer enthusiasts ...
... - along with the ISBN, the publisher and all of the information needed for your potential students to acquire this text. Here is a good place to put a link to your institute's bookstore - assuming it has a web site. 7.2.1.1.5 Communications This is where you put as much information as you can about how students can reach you. Will you have office hours? Virtual office hours? Can they reach you via ...
0 комментариев