Quality Statement Example We are commited to assuring customer satisfaction by providing quality products. We will perform all activities in a manner, which meets or exceeds the expectations of our customers.

Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges (with customers) that satisfy individual and organizational objectives. A product is a good, service, or idea consisting of a bundle of tangible and intangible attributes that satisfies consumers and is received in exchange for money or some other unit of value. Goods are tangible. You can see them, feel them, touch them etc. Services are intangible. The result of human or mechanical efforts to people or objects eBusiness Marketing

Developing an eBusiness Marketing Plan Step 1. Define goals for marketing activities. Step 2. Analyse your competition Step 3. Analyse and Segment your Customers Step 4. Differentiate your products and/or services Step 5. Consider the 4 P’s of Marketing Step 6. Plan the promotion of your eBusiness

Step 1. Define goals for marketing activities. e.g. Move from hobby site to a profit centre within two years. Year one, add e-commerce capability. Year two, develop advertising revenue from both website and newsletter

Step 2. Analyse your competition If you decide after surveying the competition that you don't have anything to offer that is different to your competitors then perhaps your decision should be to tailor your online offerings to areas in which you CAN compete successfully, or decide not to compete at all. You CAN find weaknesses and gaps if you look carefully for them. Then use your ingenuity to offer customers more than they can find anywhere else.

Step 3. Analyse and Segment your Customers Once you've studied the customers who are likely to purchase your products or services, you may find that there are several kinds of customers (segments), each with different interests and needs. One of the most profitable exercises you can conduct is to segment your potential site visitors into specific categories. Then decided which products or services are most suitable for each segment, and a marketing strategy to reach each segment of your market.

Step 4. Differentiate your products and/or services "The greatest single factor in a new product's failure is the lack of significant 'points of difference' that set it apart from competitors' substitutes," How is the casual web surfer going to perceive your online business as distinct from a thousand others? Developing a clear Unique Selling Proposition (USP) has a lot to do with differentiating your website from others. Differentiation can be demonstrated in: The ebusiness name A clear (narrow) product/service focus Website design

Step 5. Consider the 4 P’s of Marketing PRODUCT – PLACE – PROMOTION – PRICE Product: What will be your product/services features, accessories, installation, instructions, warranty, packaging, and brand names. Place: How will customers acquire/access your goods and/or services Promotion: “If you build it will they come?” How will you establish and maintain customer communications Price: What will be the price of your product/services?

Step 6. Plan the promotion of your eBusiness Internet promotion can be distilled down to the following eight essential types: 1. Search engines 2. Linking strategies 3. Viral (word of mouth) strategies 4. Public relations 5. Traditional media 6. publishing 7. Networking 8. Paid advertising

eZines for promotion With your own newsletter, you can: establish yourself as an expert. gain infinite promotion for your business. drive highly qualified customers to your site. boost sales – without actually selling. build strong reader and customer loyalty. make additional income from selling ads

1. Write a possible goal for marketing this business. 2. Identify competitors’ websites. 3. Describe possible customer segments. 4. How are products and/or services differentiated? 5. How do customers acquire/access products or services? 6. Describe a promotion strategy for this eBusiness eBusiness Marketing Exercise Select a ‘large investor’ case study at AND

eZine Marketing An e-zine is the electronic form of a magazine, delivered via the Internet through the web, by e- mail, as a PDF file, or some other commonly accepted electronic form. It shares many of the characteristics of a paper magazine. It will have a regular publishing schedule: daily, weekly, monthly, quarterly, yearly, etc

eZine exercise Develop an eZine to promote and support your ebusiness. References: Examples: