E-Business/Kmart(Incl. Biblio) Essay, Research Paper
Marketing businesses, products and services has become much more complex with the introduction of the internet. In this paper I will attempt to describe the effect of e-business on marketing strategies today, as well as describe the e-business marketing strategies utilized by Kmart, Inc.
The internet is an enormous environment that is advancing and developing at a very erratic pace, and only companies able to adapt will survive. The world wide web provides a medium that breaks through geographical boundaries, allows the customer much more control, and has no time restrictions as it is always open . According to an article by Dr. Ralph F. Wilson, Niche Marketing on the Web, there are three important steps to marketing on the internet; (1) profile your customers, (2) decide where they congregate, and (3) communicate the message where they congregate in a net-acceptable manner (Wilson, 1996).
Bluelight, Kmart s e-commerce site launched in 1999, is a shining example of this philosophy, having accumulated over 3.5 million customers in less than one year. Although Kmart had an obvious advantage with a n existing strong customer base, these shoppers were not internet customers. In an effort to establish a web based customer segment, they targeted these existing customers by placing Bluelight CD ROM s which provided information, special offers, and Blue Light specials on-line, throughout all of their stores. According to Mark Goldstein, CEO of Bluelight, When people were checking out they d get a CD ROM thrown into their bags…our access strategy was important because we already knew what people were accustomed to and preferred to buy at Kmart (America Goes On-Line).
According to Goldstein, Bluelight s core initiative was to insure that Kmart shoppers (were)…on-line, once we re convenient to them, or we know where they are, we start thinking about commerce (America Goes On-Line). Through Bluelight customers are able purchase the items normally purchased in one of their nationwide locations in the convenience of their own home. The site is treated as a vehicle to deliver an advantage to their customers, not publicity or branding content, and looks to enable both e-commerce and real world buying behavior (America Goes On-Line).
Goldstein stated, We want to integrate the store and the web very tightly…so the web is simply an extension of the store (America Goes On-Line).
In the past three years Kmart has accumulated a vast amount of information about it s customers through surveys and other various methods, in an effort to formulate a strategic plan geared to customize each individual shopper s relationship with the retailer, through individual discounts and promotions. These plans include affinity cards, a personalized membership card for use in Kmart stores only, which will allow for customer profiling, automatically fed coupons, and individual specials and discounts geared towards each customer based on their individual buying habits.
The introduction of the internet has presented marketers with an array of opportunities and challenges to bring brands to consumers and companies quick in learning and adapting will survive. Bluelight s success can be attributed to this, and is emulated in their motto which states give…customers what they want and make it easy to get. That is something any business can do – and that is what will win your customers who will visit, return, and most of all, buy (America Goes On-Line). Through utilization of today s technology, Kmart plans to take their marketing strategy one step further, from reaching a general target audience, to the individual customer themselves.
Bibliography
Wilson, Dr. Ralph F. (1996) Niche Marketing on the Web. [On-Line]. Available: httpwww.wilsoninternet.
America Goes On-Line. [On-Line]. Available: http.interviews.strategyweek. com.
Другие работы по теме:
Cadillac Essay Research Paper IntroductionNow that we
Cadillac Essay, Research Paper Introduction Now that we have looked at the Cadillac Escalade?s environment and target markets, lets look at the marketing mix to show what cadillac does to influence the demand of the Escalade.
Oh Really Essay Research Paper Oh Reallyyou
Oh Really? Essay, Research Paper Oh Really, you think i am a lark, the dogs they run and bark, but when i say to them, shut up shut up shut up, you say to be nice to them,
Commercialization Essay Research Paper Of the eight
Commercialization Essay, Research Paper Of the eight stages involved in the new-product development process, commercialization is where the rubber meets the road. A complete market strategy for commercializing a new product must consider when, where, how, and to whom the product will be introduced.
Marketing Essay Research Paper FOREWORDThe first time
Marketing Essay, Research Paper FOREWORD The first time I visited an IKEA-store was in Elisabeth, New Yersey, The U.S. The year was 1995 and I still rember the joy and excitement when I entered the building. It was huge and it
Annotated Biblio Essay Research Paper My final
Annotated Biblio Essay, Research Paper My final paper will consist of all the sources I found while doing my research on my subculture, which is on piercing and tattoos. Because there were so many websites that showed tattoo and piecing parlors, it was very hard for my to find sources online that went into detail about the methods of sterilization and the process of tattoos and piercing.
Environmental Scanning Essay Research Paper This paper
Environmental Scanning Essay, Research Paper This paper will discuss environmental scanning, marketing procedures, and describe how the environment affects marketing in relation to the automobile detailing business.
Baby Foods Essay Research Paper Baby foods
Baby Foods Essay, Research Paper Baby foods are basically sold through supermarket, grocery stores, mass merchandisers, and some of direct marketing.? Opportunities:The demand in baby food industry is constant. Except United States, there are good opportunities in international markets like European, Asia and South America.
Technology Essay Research Paper How Technology Has
Technology Essay, Research Paper How Technology Has Changed The Way Businesses Work Technology has definitely changed the way businesses operate today. Over the last three years many standard procedures have now become obsolete. With the invasion of the Internet the entire picture has changed. Business has had to quickly transform to keep up with the technological
Basic Marketing Essay Research Paper MarketingAccording to
Basic Marketing Essay, Research Paper Marketing According to the American Heritage Dictionary, marketing defined is the act or process of buying and selling in a market, but what are some of the strategies that successful corporations use to gain an advantage over their competition? Successful companies invest up front to develop an advertising and promotions plan, which clearly outlines the goals and strategies of the organization.
Smoking 2 Essay Research Paper Teen Tobacco
Smoking 2 Essay, Research Paper Teen Tobacco Wars Even though there is a seemingly huge restructuring of the tobacco marketing industry underway, it s all one giant shift in targeting with kids now semi-protected, and the college age
Marketing Ethics Essay Research Paper The question
Marketing Ethics Essay, Research Paper The question of whether or not marketing is completely unethical is the question most critics of marketing seem to be focusing their attention on. Ethics provide the basis for deciding whether a particular action is morally good or morally bad (Britt 553). But, each individual develops different opinions, moral standards, and values.
Societal Marketing Concept Essay Research Paper The
Societal Marketing Concept Essay, Research Paper The societal marketing concept holds that the organisation should concentrate on the needs and wants of their customers, and then deliver the desired satisfactions more effectively and efficiently than competitors, in a way that maintains or improves the consumer’s and the society’s well-being.
Ethics 2 Essay Research Paper The business
Ethics 2 Essay, Research Paper The business world is all about selling a product or service and earning money. To sell the products, especially with all the other competition in the marketplace, marketing the product through advertising, packaging, and labeling is important. With all the pressure to sell “your” product, over someone else’s product, many use deceptive and/or manipulative marketing practices.
Paper Products Corporation Essay Research Paper Mary
Paper Products Corporation Essay, Research Paper Mary Miller is the marketing manager for Paper Products Corporation and she has to decide whether she should allow her largest customer to buy some of Paper Products?
Marketing Analysis Essay Research Paper Ethical Issues
Marketing Analysis Essay, Research Paper Ethical Issues in Marketing 1 I believe that a Company has the obligation in all cases of R-rated movies to make it aware to the public what actual events in the movie give it that R- rating. Whether it is because of language, nudity, violence, or all of them included.
Internet PC
’s: Next Wave Or Nonsense? Essay, Research Paper Internet PC’s: Next Wave or Nonsense? Call them what you will: Internet appliances. Network terminals. The whole
Solutions 2 Essay Research Paper Even though
Solutions 2 Essay, Research Paper Even though the main area to attack is illiteracy we cannot ignore the other problems. To eliminate hunger and also boost the economy, the focus should be on new efficient farming methods so that more of the farmable land can be used. Improvements in farming equipment and methods, marketing, and transportation are needed to increase agricultural output; therefore, Ethiopia should form ties in the form of student exchanges with other first world nations.
Marketing Case Study Essay Research Paper 1
Marketing Case Study Essay, Research Paper 1. EVALUATE THE PRESENT MARKETING STRATEGIES: Currently, O?Keefes owner Manuel Gray has successfully established a market segment with the ice hockey players. However, he wishes to diversify his operation with the introduction of public skating, much like the format of rollerskating rinks.
Sport Marketing As a Part of Promotion
Anton Bichan K. P. Pilova, research supervisor O. D. Shvets, language adviser National Mining University, Dnipropetrovsk Sport Marketing As a Part of Promotion
Implementing Relationship Marketing Essay Research Paper Implementing
Implementing Relationship Marketing Essay, Research Paper Implementing Relationship Marketing Many family businesses now a day are being over-run by large corporations that have more money and manpower. This is the case in the business I’m going to talk about. The business is called “The Book Barn”; a family owned and operated business that has been selling books in the Boston area for the last 50 years.
Marketing Initiative Essay Research Paper Marketing InitiativeMarketing
Marketing Initiative Essay, Research Paper Marketing Initiative Marketing Initiative is an act or step taken in advertising, packing, and/or selling designed to gain and/or maintain customers. It is created to help transfer goods for the producer to the consumer. I recently read an article about the Clear Channel Outdoor company and their launch of a new Hispanic marketing initiative.
Data Mining
& Music Industry Essay, Research Paper Bruce Haring, in his article “Datamining: Spam or Future of Music Business” appearing in Inside states that “Bands are beginning to embrace the data-collection method…” and then poses the question, “…will some fans be put off by the tactic?” Disappointingly, he fails to answer the question of fan response to datamining (DM) in the article and instead gives many examples of why it is a huge element of the future of the music industry marketing, and at present is grossly underutilized.
Internet Marketing Essay Research Paper Internet Marketing
Internet Marketing Essay, Research Paper Internet Marketing and Associated Topics Computers and the Internet are becoming faster and capable of new and exciting things every day. Through this evolution, businesses have begun to reach out to consumers in new, unprecedented ways. With the amazing growth of users of the Internet, and the enormous growth that is expected to continue, businesses are aware that there is tremendous potential to provide and promote products and services in previously inconceivable ways.
Marketing Plan Essay Research Paper The purpose
Marketing Plan Essay, Research Paper The purpose of the marketing plan in a business is to bring customers or clients into the business and keep them coming back. To accomplish this goal, we have to have efficient business operation, excellent customer service, advertising and promotion. To increase revenue, we have to have these five attributes: excellent customer service, good value for money, high standard of service, quality products, convenience (location, parking), and Awareness, Trial, and Usage (ATU).
Marketing In Mcdonald
’s Essay, Research Paper Marketing in McDonald?s ?Welcome to McDonald?s what can I get for you today?? Does that famous saying sound familiar to you? Do you ever wonder why you keep going back to McDonald?s week after week? It?s because of their marketing and advertising. McDonald?s image is more than just food; it?s a place for families.
Case Study 2 Essay Research Paper Marketing
Case Study 2 Essay, Research Paper Marketing Mix: The term marketing mix is used to describe the all the options available to the marketing manager in order to market a particular good or service. It is often referred to as the 4P s(i.e Product, Place, Promotion, and Place)
Marketing Mix Essay Research Paper Marketing MixWhat
Marketing Mix Essay, Research Paper Marketing Mix What is the marketing mix? Professor Jerome McCarthy coined this term which breaks down into four separate parts: product, price, place, and promotion, better known as the four P’s of marketing. Some experts feel this early 60’s mentality is a little archaic and should reflect societies other factors.
Broadcast Promotion Marketing
& Promotion Essay, Research Paper Broadcast Promotion / Marketing In today’s market you must: 1. generate and understand new ideas 2. tackle challenges of:
Retail Trade Essay Research Paper Write a
Retail Trade Essay, Research Paper Write a structure-performance study of the retail trade industry Paper should include the ff structure 1 Introduction. In this section you give an overview of the industry, its size, growth over the past 10-20 yrs, its important to the economy and other significant factors. 1-2 pages
Sports Marketing Essay Research Paper The Grand
Sports Marketing Essay, Research Paper The Grand Rapids Hoops and their marketing team are obviously in some serious trouble. Let me start out by commenting and some of the game we saw last week. When I first walked into the arena I didn’t know what to expect, I had never been to a hoops game before. I had gotten there a little bit early so I figured that was the reason for the low attendance.
Marketing Plan Essay Research Paper 5 MarketProduct
Marketing Plan Essay, Research Paper 5. Market-Product Focus This section explains the seven-year marketing and product objectives for the town of Berks, Pennsylvania and the target markets and points of difference.