MS -06 REFERENCE MATERIAL

MARKETING FOR MANAGERS

1 a) Discuss the distinguishing characteristics of services which make them different from tangible goods. What
are the implications of these characteristics in marketing of services?

A service is the intangible equivalent of an economic good. Service provision is often an economic activity
where the buyer does not generally, except by exclusive contract, obtain exclusive ownership of the thing purchased.
The benefits of such a service, if priced, are held to be self-evident in the buyers willingness to pay for it. Public
services are those society pays for as a whole through taxes and other means.

By composing and orchestrating the appropriate level of resources, skill, ingenuity,and experience for effecting
specific benefits for service consumers, service providers participate in an economy without the restrictions of carrying
stock (inventory) or the need to concern themselves with bulky raw materials. On the other hand, their investment in
expertise does require consistent service marketing and upgrading in the face of competition which has equally few
physical restrictions. Many so-called services, however, require large physical structures and equipment, and consume
large amounts of resources, such as transportation services and the military.

Services can be paraphrased in terms of their generic key characteristics.

1. Intangibility

Services are intangible and insubstantial: they cannot be touched, gripped, handled, looked at, smelled, tasted
or heard. Thus, there is neither potential nor need for transport, storage or stocking of services. Furthermore, a service
cannot be (re)sold or owned by somebody, neither can it be turned over from the service provider to the service
consumer nor returned from the service consumer to the service provider. Solely, the service delivery can be
commissioned to a service provider who must generate and render the service at the distinct request of an authorized
service consumer.

2. Perishability

Services are perishable in two regards

• The service relevant resources, processes and systems are assigned for service delivery during a definite period
in time. If the designated or scheduled service consumer does not request and consume the service during this
period, the service cannot be performed for him. From the perspective of the service provider, this is a lost
business opportunity as he cannot charge any service delivery; potentially, he can assign the resources,
processes and systems to another service consumer who requests a service. Examples: The hair dresser serves
another client when the scheduled starting time or time slot is over. An empty seat on a plane never can be
utilized and charged after departure.
• When the service has been completely rendered to the requesting service consumer, this particular service
irreversibly vanishes as it has been consumed by the service consumer. Example: the passenger has been
transported to the destination and cannot be transported again to this location at this point in time.

3. Inseparability

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 The service provider is indispensable for service delivery as he must promptly generate and render the service
to the requesting service consumer. In many cases the service delivery is executed automatically but the service
provider must preparatorily assign resources and systems and actively keep up appropriate service delivery readiness
and capabilities. Additionally, the service consumer is inseparable from service delivery because he is involved in it
from requesting it up to consuming the rendered benefits. Examples: The service consumer must sit in the hair dresser's
shop & chair or in the plane & seat; correspondingly, the hair dresser or the pilot must be in the same shop or plane,
respectively, for delivering the service.

4. Variability

Each service is unique. It is one-time generated, rendered and consumed and can never be exactly repeated as
the point in time, location, circumstances, conditions, current configurations and/or assigned resources are different for
the next delivery, even if the same service consumer requests the same service. Many services are regarded as
heterogeneous or lacking homogeneity and are typically modified for each service consumer or each new situation
(consumerised). Example: The taxi service which transports the service consumer from his home to the opera is
different from the taxi service which transports the same service consumer from the opera to his home – another point in
time, the other direction, maybe another route, probably another taxi driver and cab.

Each of these characteristics is retractable per se and their inevitable coincidence complicates the consistent
service conception and make service delivery a challenge in each and every case. Proper service marketing requires
creative visualization to effectively evoke a concrete image in the service consumer's mind. From the service
consumer's point of view, these characteristics make it difficult, or even impossible, to evaluate or compare services
prior to experiencing the service delivery.

The implications of these services are

1. The work is not going to be one and the same

2. It varies from one to one
3. There is change is the work content
4. The work method is changed.

1.b) What do you understand from Segmentation, Targeting and Positioning (STP) strategies?

Before start think about marketing (4P), you must understand what is STP. Terms of STP include : market
strategy; target markets; positioning; market segmentation and target markets; market segmentation and demographics.

Segmentation
Segmentation : Identifying al segments for the product/service. Many of the resources listed in module 3 will
be helpful to you when you develop segments. To be useful, segments should be:

Measurable
Accessible (can you reach them)
Profitable
Distinct from one another

The objective of segmentation is to find attractive markets. Strategies include

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 Break market into components
Regroup into market segments
Select which segment to target

Positioning.

Positioning is an essential component -- and skill - in good marketing. Perceptual maps are used to determine
the position of a product, firm, person, service or idea. Positioning maps, or perceptual maps can be simple, yet very
effective marketing tools. One definition of Positioning Theory is: the science of perceptual strategy. It is based on a
theory that strategy can only be planned in the mind of the consumer, not the marketplace*.

It is important to understand the levels of competition because positioning applies at all levels of competition.
For example:

Product Level (e.g., Pepsi vs. Coke)

Category Level (e.g., Cola vs. Root beer)
Corporate Level (e.g., Pepsi Inc. vs. Coca Cola Company)
Industry Level (e.g., Beverage Industry vs. Snack food Industry)

Targeting.
What is target?. This is the real goal/objective in market that marketer want to reach.

As a simple questions are :

What percent of the population uses the product at all?
What percent uses your brand?
How does that compare to competing brands?
What is the demographic profile of the product category?
Which media reach the users of this category?

2 a) How does Marketing Research aid Marketing Managers in decision making? Discuss with suitable
examples

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners, and society at large. Good customer relationships
often result in exchanges; that is, a good or service is exchanged for money. The potential for exchange exists when
there are at least two parties and each has something of potential value to the other.

When the two parties can communicate and deliver the desired goods or services, exchange can take place.
How do marketing managers attempt to stimulate exchange? They follow the “right” principle. They attempt to get the
right goods or services to the right people at the right place at the right time at the right price, using the right promotion
techniques. The “right” principle describes how marketing managers control the many factors that ultimately determine
marketing success. To make the “right” decisions, management must have timely decision-making information.
Marketing research is a primary channel
for providing that information.

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 The task of marketing research (MR) is to provide management with relevant, accurate, reliable, valid, and
current information. Competitive marketing environment and the ever-increasing costs attributed to poor decision
making require that marketing research provide sound information. Sound decisions are not based on gut feeling,
intuition, or even pure judgment.

Marketing managers make numerous strategic and tactical decisions in the process of identifying and satisfying
customer needs. They make decisions about potential opportunities, target market selection, market segmentation,
planning and implementing marketing programs, marketing performance, and control. These decisions are complicated
by interactions between the controllable marketing variables of product, pricing, promotion, and distribution. Further
complications are added by uncontrollable environmental factors such as general economic conditions, technology,
public policies and laws, political environment, competition, and social and cultural changes. Another factor in this mix
is the complexity of consumers. Marketing research helps the marketing manager link the marketing variables with the
environment and the consumers. It helps remove some of the uncertainty by providing relevant information about the
marketing variables, environment, and consumers. In the absence of relevant information, consumers' response to
marketing programs cannot be predicted reliably or accurately. Ongoing marketing research programs provide
information on controllable and non-controllable factors and consumers; this information enhances the effectiveness of
decisions made by marketing managers.

Traditionally, marketing researchers were responsible for providing the relevant information and marketing decisions
were made by the managers. However, the roles are changing and marketing researchers are becoming more involved in
decision making, whereas marketing managers are becoming more involved with research. The role of marketing
research in managerial decision making is explained further using the framework of the "DECIDE" model:

Define the marketing problem

Enumerate the controllable and uncontrollable decision factors

Collect relevant information

Identify the best alternative

Develop and implement a marketing plan

Evaluate the decision and the decision process

The DECIDE model conceptualizes managerial decision making as a series of six steps. The decision process
begins by precisely defining the problem or opportunity, along with the objectives and constraints.[4] Next, the possible
decision factors that make up the alternative courses of action (controllable factors) and uncertainties (uncontrollable

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factors) are enumerated. Then, relevant information on the alternatives and possible outcomes is collected. The next step
is to select the best alternative based on chosen criteria or measures of success. Then a detailed plan to implement the
alternative selected is developed and put into effect. Last, the outcome of the decision and the decision process itself are
evaluated.

This is how the marketing research helps the marketing managers.

b) What is the type of packaging you would adopt in the following cases and why:

(i) Sea Food Exports

(ii) Premium Basmati Rice

(iii) Unisex Perfume

(i) Sea Food Exports

1. Packaging must be carried out under satisfactory conditions of hygiene, to preclude contamination of the
fishery products.

2. Packaging materials and products liable to enter into contact with fishery products must comply with all the
rules of hygiene, and in particular:

- they must not be such as to impair the organoleptic characteristics of the fishery products;

- they must not be capable of transmitting to the fishery products substances harmful to human health;

- they must be strong enough to protect the fishery products adequately.

3. With the exception of certain containers made of impervious, smooth and corrosion-resistant material which
are easy to clean and disinfect, which may be re-used after cleaning and disinfecting, packaging materials may not be
re-used. Packaging materials used for fresh products held under ice must provide adequate drainage for melt water.

4. Unused packaging materials must be stored in premises away from the production area and be protected
from dust and contamination.

Modified Atmosphere Packaging

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 Recent introduction in the fish retailing are vacuum packs, Modified Atmosphere Packages (MAP) and active
packaging. Table 2 provides a review of the shelf-life and extensions reported for chilled fish and shellfish products in
MAP, which have been examined by sensory techniques. The total shelf-life indicates the shelf-life in MAP, while the
extension of shelf-life has been calculated relatively to the reference material concerned.

(ii) Premium Basmati Rice

We export supreme quality basmati rice that has an exceptional aroma and taste which transforms even regular
meal into a feast. Our basmati rice is exported to major overseas markets and is known for their quality and delicious
taste. Our team of quality analysts ensures that the range offered meets the necessary food and health safety standards
and provides complete nutritional value to our clients.

Packing

Packing size is 2-5kgs. – material is Food Grade Plastic bag, option: vacuum bag.

Packing size is 5-50kgs. – material is Single Polypropylene (PP). Option: PE bag, Quality Guarantee Bag,
Quality Guarantee Coin.

Rice is sold either in a truck load (140 sacks of 100kg each per truck) or in packs of 1, 5, and 15 kgs.
Polyethylene bags are usually used for packing rice, on which the brand could be sealed. Pricing depends on the rice
quality, which ranges from low to high.

(iii) Unisex Perfume

A simple combination of silver, crystal and pearls comes to mind when one looks at the bottle of the perfume. It
looks like a great white wine but at the same time one knows that it is definitely a perfume. The packaging is elegant
and appropriate. They have done justice to their perfume.

3 a) Discuss the main objectives of Sales Promotion. Identify some sales promotions methods directed at
consumers, which can be used by a soap manufacturer

Sales Promotion

Sales promotion plays a vital role in inducing the consumer to buy your product. Sales promotion work
includes all those activities, which are directed towards promoting sales.

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In short, sales promotion is any activity, which improves the effectiveness of personal selling and advertising.

Sales promotion devices can include premiums, coupons, contest, temporary price reduction, free goods, letters
to trade, literature, educational material, displays and trade shows. Sales promotion takes into consideration the
communication gaps that always exist between the producer and the consumer. Sales promotion should therefore be
closely coordinated with advertising the personal selling.

Objectives:

The sales promotion program are made to accomplish the following objectives:

• To introduce a new product.

• To increase the inventories of middlemen and consumers.

• To increase a products rate among existing consumers.

• To attract new customers.

• To counter a competitor's sales promotion and other activities.

• To reduce a seasonal decline in sales.

• To make it easier for salesmen to secure more orders and arrange displays in retail stores.

As a powerful method of sales promotion with a capability to complement and supplement the advertising
function of marketing, sales promotion help marketers realise a variety of objectives. These objectives could relate to
the promotion of sales in general, or to a specific activity at a particular level i.e. consumer, dealer or sales force. Some
of the-commonly attempted objectives are to:
• Increase sales (in general, and focusing on new uses, increased usage, upgrading unit of purchase, winning
sales of fading brands etc.)
• Make the sale of slow-moving products faster
• stabilise a fluctuating sales pattern
• Identify and attract new customers to launch a new product quickly
• Educate customers regarding product improvements
• Reduce the perception of risk associated with the purchase of a product
• Motivate dealers to stock and sell more (including complete product line)
• Attract dealers to participate in manufacturer's dealer display and sales contests
• Obtain more and better shelf space and displays
• Bring more customers to dealer stores
• Make goods more faster through dealers
• Improve manufacturer-dealer relationship
• Motivate sales force to take the achievement higher than targets
• Attract sales force to give desired emphasis on new accounts, latent accounts, new products, and difficult
territories

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 • Reward sales force for active market surveillance and for rendering superior customer service
• Put power into the sales-presentation
• Counter competitors sales-promotion and, marketing efforts
• Provide punch to the company's advertising efforts
• Build goodwill.
Companies may use anyone or a combination of the above objectives in varying form to suit the product-
market needs of their product. What is of significance is that the sales promotion objectives set to be accomplished must
be integrated with the promotion and marketing objectives pursued by the company.

Some sales promotions methods directed at consumers

PROMOTIONS

Consumer sales promotions are steered toward the ultimate product users—typically individuals—especially
shoppers in the local supermarket. Some of the same general techniques may be used to promote business-to business
sales, although they tend to be implemented in different ways given the contrasts between the consumer and the
corporate markets. In addition, trade sales promotions target resellers—wholesalers and retailers—who carry the
marketer's product. Following are some of the key techniques in the storehouse of varied consumer-oriented sales
promotions.

PRICE DEALS

A consumer price deal saves the buyer money when a product is purchased. The price deal hopes to encourage
trial use of a new product or line extension, to recruit new buyers for a mature product, or to reinforce existing
customers' continuing their purchasing, increasing their purchases, accelerating their use, or purchasing of multiple units
of an existing brand. Price deals work most effectively when price is the consumer's foremost criterion or when brand
loyalty is low. Four main types of consumer price deals are used: price discounts, price pack deals, refunds or rebates ,
and coupons .

PRICE DISCOUNTS.

Buyers learn about price discounts and cents-off deals either at the point of sale or through advertising. At the
point of sale, price reductions may be posted on the package or signs near the product or in storefront windows. Ads
that notify consumers of upcoming discounts includes fliers, newspaper and television ads, and other media. Price
discounts are especially common in the food industry, where local supermarkets run weekly specials.

PRICE PACK DEALS.

A price pack deal may be either a bonus pack or a banded pack. When a bonus pack is offered, an extra amount
of the product is free when the product is bought at the regular price. This technique is routinely used for cleaning
products, food, and health and beauty aids to introduce a new or larger size. A bonus pack rewards present users but
may have little appeal to users of competitive brands. It is also a way to "load" customers up with the product.

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 COUPONS.

Coupons are legal certificates offered by manufacturers and retailers. They grant specified savings on selected
products when presented for redemption at the point of purchase. Manufacturers sustain the cost of advertising and
distributing their coupons, redeeming their face values, and paying retailers a handling fee. Retailers who offer double
or triple the amount of the coupon shoulder the extra cost. Retailers who offer their own coupons incur the total cost,
including paying the face value. Retail coupons are equivalent to a cents-off deal. In 1859, Grape-Nuts cereal created
this promotional technique by offering a $.01 coupon.

SPECIAL EVENTS

By some estimates companies around the world spent over $15 billion a year as of 1997 to link their products
and corporate identities with everything from jazz festivals to golf tournaments to stock car races. In fact, a number of
large corporations have special divisions or departments that handle nothing but special events sponsorships. One of the
world's largest agencies, Saatchi & Saatchi DFS Compton, has a group called HMG Sports that manages sports events,
including the Olympics, a ski tour for Sanka and Post Cereals, bass-fishing contest for Hardee's, and a worldwide yacht-
racing event for Beefeater's Gin.

SAMPLING

A sign of a successful marketer is getting the product into the hands of the consumer. Sometimes, particularly
when a product is new or is not a market leader, an effective strategy involves giving a sample product to the consumer
either free or for a small fee. The first rule is to use sampling only when a product can virtually sell itself. Thus, the
product must have benefits or features obvious to the consumer. Also, the consumer must be given enough of the
product to enable an accurate judging of its value. Trial sizes of a product dictate how much will be received.

TRADE PROMOTIONS

A trade sales promotion is pointed toward resellers who distribute products to ultimate consumers. The term
"trade" traditionally refers to wholesalers and retailers who handle or distribute marketers' products. Other terms for
wholesalers and retailers include "resellers" and "dealers."

Like these some of the sales promotional methods can be used to attract the customers.

b) What is a brand? What distinct advantages do companies get from branding? Illustrate.

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 The definition of brand: A brand is an identifiable entity that makes specific promises of value.

In its simplest form, a brand is nothing more and nothing less than the promises of value you or your product
make. These promises can be implied or explicitly stated, but none-the-less, value of some type is promised.

Additional definitions

Brand image is defined as consumers' perceptions as reflected by the associations they hold in their minds
when they think of your brand.

Brand awareness is when people recognize your brand as yours. This does not necessarily mean they prefer
your brand (brand preference), attach a high value to, or associate any superior attributes to your brand, it just means
they recognize your brand and can identify it under different conditions.

Brand awareness consists of both brand recognition, which is the ability of consumers to confirm that they
have previously been exposed to your brand, and brand recall, which reflects the ability of consumers to name your
brand when given the product category, category need, or some other similar cue.

Aided awareness occurs when you show or read a list of brands and the person expresses familiarity with your
brand only after they hear or see it.

Top-of-mind awareness occurs when you ask a person to name brands within a product category and your
brand pops up first on the list.

When you think about facial tissue, gelatin, and adhesive bandages, do the brands Kleenex®, Jello®, and
Band-Aid® come to mind? These brands enjoy strong top-of-mind awareness in their respective categories.

The benefits of a strong brand

Here are just a few benefits you will enjoy when you create a strong brand:

• A strong brand influences the buying decision and shapes the ownership experience.
• Branding creates trust and an emotional attachment to your product or company. This attachment then causes
your market to make decisions based, at least in part, upon emotion-- not necessarily just for logical or
intellectual reasons.
• A strong brand can command a premium price and maximize the number of units that can be sold at that
premium.
• Branding helps make purchasing decisions easier. In this way, branding delivers a very important benefit. In a
commodity market where features and benefits are virtually indistinguishable, a strong brand will help your
customers trust you and create a set of expectations about your products without even knowing the specifics of
product features.
• Branding will help you "fence off" your customers from the competition and protect your market share while
building mind share. Once you have mind share, you customers will automatically think of you first when they
think of your product category.
• A strong brand can make actual product features virtually insignificant. A solid branding strategy
communicates a strong, consistent message about the value of your company. A strong brand helps you sell
value and the intangibles that surround your products.
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 • A strong brand signals that you want to build customer loyalty, not just sell product. A strong branding
campaign will also signal that you are serious about marketing and that you intend to be around for a while. A
brand impresses your firm's identity upon potential customers, not necessarily to capture an immediate sale but
rather to build a lasting impression of you and your products.
• Branding builds name recognition for your company or product.
• A brand will help you articulate your company's values and explain why you are competing in your market.

Business Use of Brands

Different strategies are adopted by businesses to exploit the advantages provided by brands. The brand might
be associated with the company (IBM) or with individual products (Seven-Up). A brand can be promoted by working
on specific attitudes, as Nike did with sports excellence. Multiple brands of the same product can be offered by the same
company, often competing with each other. Such multiple brands might succeed in increasing the overall market share
of the company.

Strong retailers might get private label products branded in their own name from manufacturers, and these
private labels might compete against the manufacturer's own brands in shop shelves. And key component suppliers like
Intel, with their Intel Inside slogan, might be able get their brand displayed by different manufacturers.

Lately, even No Brand has itself become a branding strategy. Good quality products with no branding is
displayed on shop shelves, and the lower prices of these (made possible by avoiding the expenses of branding effort)
can generate high sales volumes. Non-branding can also cater to the anti-brand movement.

Branding is a key strategy for gaining and keeping a competitive advantage. Many famous brands are able to
command surprisingly great customer loyalty and premium prices. Companies that own successful brands can also
command valuations that far exceed the value of their assets. Brand building involves creating expectations of superior
value in the minds of customers and then aligning customer experiences with these expectations.

4 a) Why does the marketing mix change as the product moves through its life cycle? How would you expect the
mix to change for a novel home vacuum cleaning kit moves through the product life cycle?

Marketing Mix

The marketing mix principles (also known as the 4 p’s.) are used by business as tools to assist them in pursuing their
objectives. The marketing mix principles are controllable variables, which have to be carefully managed and must meet
the needs of the defined target group. The marketing mix is apart of the organisations planning process and consists of
analysing the defined:
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 • How will you design, package and add value to the product. Product strategies.
• What pricing strategy is appropiate to use Price strategies.
• Where will the firm locate? Place strategies.
• How will the firm promote its product Promotion strategies.

Four Product Life Cycle Stages:

Entry or Introduction Stage:

o Launch new product.
o Develop the market for the product.
o Build brand awareness. Advertise.
o Trademark or patent the new product if necessary.
o Consider your pricing strategy: should it be a low price to quickly gain market share; or a high price if
limited competition and high cost to bring to market:
o Target Marketing distribution, place or location based on your market research – target the easiest
market to enter first; you want to have early and fast wins.
o Promotional materials are developed to inform and gain awareness, understanding and acceptance of
the product. Focus on an audience that likes to be an early adopter.
Growth Stage:
o Focus on growing market share.
o Increase brand preference: focus on product features, advantages and benefits.
o Product quality must be good. Awareness of quality focus must be a communication message.
o As product demand grows, stabilize pricing and ensure that the cost/price relationship is valid AND
also supported by the market. At this stage (for new products specifically) you will have an advantage
over your competition and price will not be as sensitive as in later stages.
o Enter additional markets. Your product, and its brand, will be gaining recognition and will receive
easier acceptance. Demand will increase.
o Promotional materials are focused on the broader, more expanded market (and audience).
Mature Stage:
o Small business sales growth starts to slow down. Focus on holding on to market share and making as
much profit as possible.
o Competitors have caught up to you and your product.
o Define and refine what’s unique about your product: unique value proposition and strong product
differentiation and product positioning (or re-positioning). If possible, and/or necessary, add new,
different and unique features and benefits to your product.
o Pricing may be impacted by competitive activity. Develop alternative competitive strategy to cutting
price for as long as possible.
o Distance to market may begin to cost in time and money. Look for alternatives: open a branch closer
to the big markets, or the smaller less competitive markets; can the product be sold online – expand
your market reach.
o Promotional materials are focused on the unique value proposition, new features and benefits and
other product differentiation.
Declining Stage:
o Your product has become a commodity. Typically at this stage, competition is fierce and you can only
continue to win if you are the lowest cost provider.
o Consider carefully if you wish to continue with this product if cannot compete effectively.
o Look at ways to reduce product costs.

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 o Look at ways to improve or change the product.
o Understand your customers and your competition very well during this stage: Develop your marketing
research plan. Is market demand dying? Do your competitive intelligence and analyze your
competition in business. Can your competitors be more efficient at producing the product than you?
Don’t hang on to the product for emotional reasons but also don’t let go of the product too soon.

Based on the above mentioned details the marketing mix has to be followed according to the conditions of
the \product life cycle only. Because if they do not follow that then the business firm has to face the failure. Thus it has
to be changed according to the product life cycle only.

4. b) What is cyber marketing? What are the prospects and problems faced by the buyer in using this method?
Discuss the limitations of cyber marketing?

Cyber marketing:

Cyber marketing has now become an indispensable segment of e-commerce

as well as the internet and World Wide Web related topics. Cyber marketing simply refers to a technique of attracting
potential customers by advertising your products or services through such means as websites, emails, and banners. \
In other words, cyber marketing is a blend of internet technology and direct marketing principles that is
adopted by business owners to find profitable customers and to interact with them in order to enhance their business
activities, thereby ensuring improved ROI (Return on Investment.) A number of activities are involved in cyber
marketing such as online marketing, fax direct marketing, canvassing, call center direct marketing, and mobile phone
marketing via SMS (Short Message Service.)
Benefits derived from the adoption of cyber marketing techniques are immense. First of all, it enables to
minimize business costs and helps you to reach a substantial number of customers and that too within minimal time
frame. Another great benefit of cyber marketing is that it allows you to cost-effectively reach in any type market, let it
be regional, national, and international.
Also, a significant benefit of cyber marketing is that it enables you to win profitable customers. Exceptionally
low marketing costs, high profit margin, increased customer loyalty, round the clock services, and expansion in
customer base are the other obvious benefits of cyber marketing.
However, it is not as easy you think to enhance your business profitability via cyber marketing techniques. In
other words, in order to employ this marketing technique, it is important that business owners and other people engaged
in the internet field such as ecommerce and marketing professionals must possess adequate skills.

Cyber marketing includes

- E-Business technology
- E-Business Communication
- E-Business Distribution Systems
- E-Business Value Strategies
- E-Business Strategy
- E-Business Management
- Individual as well as the diffusion of innovations
- How to gather and use information
- The Political, Legal, and Ethical Environment

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Knowledge of cyber marketing helps such areas as:

- Strategies as well as tactics involved in online marketing

- Role of E-business in restructuring the traditional distribution systems
- Way of designing advertising campaign and advertising banner
- How to employ email marketing, blog advertising, viral marketing, and Google advertising
- What is search engine optimization (SEO) and how to increase web visitor count through SEO?
- How to develop contents that should be included in a website
- Web analysis
- Aspects covering ethical, legal, and political sides of cyber marketing
- Cyber marketing tools
WHICH HELPS TO UNDERSTAND

- How to gain the attention of audience through an effective website

- How to use gathered information to discover new knowledge
- How to enhance the value of your business using management systems
- How to organize E-Business strategies to compete with your rivals
- How to employ different data to gain competitive benefits
Limitations of Cyber Marketing:

Limitations of cyber marketing include the requirement that consumers have access to the technology required
to access the advertising in the first place. While many consumers have televisions, and therefore are able to access
advertising and marketing in that form, they may not have internet access. Fortunately, internet access is becoming
more widespread, and the younger generation is very likely to have some sort of access to the internet.

The consumer is also not able to physically interact with the product before purchasing it. The major barriers to
entry for marketing a product online are the low measurement of impact, the poor internal capability, and the difficulty
in convincing senior management to move forward with it.

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Please send your documents/contribution at kvrajan6@gmail.com .

Send documents in *.pdf or *.doc format only. Your contribution is vital for success of this blog’s mission.
Thanks Rajan VK.