Transcript Designing Survey Questionnaires

BellSouth E-Commerce Seminar:
Marketing on the Internet
Business Development Focus
PRESENTED BY:
The Georgia Tech
Electronic Commerce
Resource Center
EC
What’s covered in this session
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Why Marketing
Marketing Defined
Marketing Research
Competition
Defining a Target Market
Marketing Mix
“To fail to plan is to plan
to fail” (Author
Unknown)
“The plan is nothing,
planning is everything”
General Dwight David
Eisenhower
Why Marketing
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Large percentage of dollar goes to
marketing
Marketing is all around you; affects
you daily
Must work with marketing people
Vital for economic growth and
development
Rewarding career opportunities
Market Research
….is the objective search for
and analysis of information
relevant to identifying and
solving any marketing problem.
Your Market Research Should attempt to
Answer
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Who are my customers
Where are they located
What does/will make them by
my product/services
What is my optimum selling
price
What should my
advertising/promotional
message consist of
How do I get to them
Need to Know or Acquire the Following:
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Standard Industrial Classification (SIC) Code https://eweb1.sba.gov/naics/dsp_naicssearch2.cfm
North American Industrial Classification (NAICS) Code (see SIC
Code website)
Federal Supply Classification (FSC) Code-
http://www.scrantonrtg.com/secrc/fsc-codes/fsc.html
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National Institute of Government Purchasing (NIGP)www.nigp.com
Commercial and Governmental Entity (CAGE) Codewww.dlis.dla.mil/cageserv.asp
Data Universal Numbering System (DUNS) Number http://www.dnb.com/US//
Trading Partner Identification Number (TPIN)http://www.ccr.gov/
https://eweb1.sba.gov/naics/dsp_naicssearch2.cfm
http://www.nigp.com
Market Research Conducted by Two
Principle Methods
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Primary Research
u Surveys, Questionnaires,
Interviews, Focus Groups,
etc.
u Ex:
http://www.thertg.com/ebtdc/v
endorsurvey.asp
Market Research Conducted by Two
Principle Methods (cont’)
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Secondary Research Sources
u Company Data
u Industry
Sources/Associations
u Governmental Agencies
u Universities/Libraries
u Search Engines
u Directories
http://www.fpdc.gov
Competition
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Who are your competitors
Where are they located
What are their
strengths/weaknesses
How does my product/service
compare
Marketing Strategy Development
G
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A marketing strategy is a target market
and a related marketing mix
A target market is a similar group (market
segment) of customers to whom you wish
to appeal
A marketing mix consists of a group of
controllable variables (product, place,
promotion, price) which are put together to
satisfy a target market
Target Market Examples
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Homeowners with homes valued
at $1million and over
Professional athletes
Colleges and Universities
Families between the ages of 20
and 45 years of age
Federal, state and local
governments
Electronic Information Sources to Identify
Commercial/Industrial/Governmental
Establishment
u
u
Build/Existing Contact Database
Access/Purchase Database
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Chamber of Commerce
 Select Phone Pro-CD
 Yellowpages.com
 Thomas Register
U.S., State and Local Governments
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u
Reference USA
http://www.referenceusa.com/
http://www.statelocalgov.net
Controllable Variables-4Ps
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Product
Promotion
Place
Price
Product/Service Strategy
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What the customer gets to satisfy a
need
Most time spent in this area
perfecting
Examples of “Electronic” products
include:
u Software
u Music
u CDs
u Training
u Teleconferencing
u Website (?)
Promotion Strategy (Advertising)
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Most applicable to e-commerce
of the 4Ps
E-Commerce has revolutionized
how products/services are
viewed (Ex: email)
What’s happening with our mail
system?
Internet Promotion Tactics
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Internal visitor registrations
External website registrations
Website Linking
Advertising/Publicity
Internal Visitor Registrations
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Generates contacts for your
“contact” database
Used to develop proactive
marketing campaign
Request permission to receive
marketing material
Specify on your page your
privacy policy
What to do With Locally Registered
Contacts
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Send news release such as
openhouse, moving to new
location, published articles, etc.
Provide information on new
product/service or new affiliations
Provide information on incentives,
contests, coupons, discounts,
Lunch & Learn series, etc.
External Website Registrations
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Search engines extremely valuable
in getting traffic to your website
Corporate/Industrial sector primarily
using Electronic Data Interchange
as a tool for conducting business
electronically
Government and particularly, the
Federal Government farther ahead
in website registrations than the
private/industry sector
Must continue to be proactive in
marketing efforts
http://www.ccr.gov
http://www.mbda.gov/
http://www.pro-net.sba.gov
http://www.fedbizopps.gov
Form Associations with Like Organizations
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Link to other web sites and
request visitors to your site to
add a link to their site
Ask your visitors to bookmark
your site
Develop an affiliate/associate
program
Include your company in other
industry/association group lists
Place (Distribution) Strategy
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Process of getting the
product/service to the customer
Can be a major factor in
customer satisfaction
Christmas 2000 was a major
fiasco for some retailers
Supply chain/Fulfillment must be
continuously revisited
Must make every effort to be
customer “sentric” since limited
customer interaction
Delivering the Goods
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Delivery On-line
Delivering Online Content
Drop Shipped from Manufacturer or
Wholesaler
Conventional Methods
u UPS - http://www.ups.com
u FedEx - http://www.fedex.com/us/
Pricing/Payment Strategy
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In the non-internet environment,
pricing is quite speculative
In the internet environment, a
more open process
Tends to be a negative for the
business
Auctions/Reverse Auctions
becoming a trend
Securing The Payment
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Business Concerns
u
Security
Considerations
u
Credit Cards
u
"Electronic
Money"
u
Other Methods
Internet Marketing Requires Another 4Ps
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Persistence
Perseverance
Patience
People
“Better to try something and
fail than to try nothing and
succeed.”
Reverend Charles Stanley