rdlc qr code FIGURE 3-14 Marketing concept in Software

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take an outside-in look at their own company, where they are concerned about satisfying the needs of the customer base first, followed by examining (and executing) all the activities associated with satisfying the customer s needs Salespeople look from inside their company and then outside to the specific customer They are focused on selling because their salaries are normally commission-based Any reasonable person selling would not care about the overall needs of the market Figure 314 illustrates the marketing concept Marketing and sales are two diametrically opposed efforts that cannot exist without one another RETAIL MARKETS Marketing across the Internet is functionally no different than marketing any other product The Internet is a medium, so the marketer promoting the product needs to determine how to use the medium to their advantage Companies selling products must understand that any company needs an image or message
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Marketing people want to satisfy the needs of the customer first and then worry about how their company will meet their needs Marketing people are focused on understanding a market, not a specific customer
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FIGURE 3-14 Marketing concept
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Challenges of the Internet Business Business and Technology
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to communicate to its customer base The Internet retailer must create and maintain an image Some Internet retailers are known for selling books These same retailers have opened up their site to the sale of other kinds of products Suddenly, the nation is joking that this Internet retailer is selling barbecue grills The result just described might have been part of that retailer s market plan However, it is doubtful that this Internet retailer was seeking to become the target of jokes Image is everything in marketing The retail chain Sears, Roebuck & Co is known for items such as vehicular tires, hardware, and home appliances This chain of stores is very successful in its market space Internet sites that retail products to the consumer are no different than brick and mortar stores The customer must associate himself/herself with the Internet retailer with a specific product type, otherwise the retailer becomes everything to everyone The reality is that the shopping patterns of people are affected by the image of the store Some people would never be caught in a discount store known for selling clothes that are not manufactured by high-priced fashion houses Discount brick and mortar stores even segment their market space Some discount stores focus on appliances whereas others focus on popcorn, junk food, and clothing Internet retail sites are no different Internet retailers should know the customer segment to which they are communicating Figure 3-15 depicts the need to establish and communicate an image During the 1999-2000 holiday season, a large national toy store started selling products over the Internet To many people, this event was a confusing one The toy store promoted itself as a place where any toy a person wanted could be purchased The toy store even promoted fast moving checkout lines The toy store was a national chain, discount store that had a presence in nearly every community in the United States However, the toy store s Internet site was not adding any additional discounts The question everyone was asking was why bother selling over the Internet This resulted in confusion on Wall Street The final result was total disaster for the toy store chain Customers orders were either filled late or unfilled Customers became
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Images are as fragile as glass
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FIGURE 3-15
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angry and the toy store s stock (Wall Street) took a nose dive Selling over the Internet does not mean instant success Planning and execution are still important
PLANNING AND EXECUTION
The planning process described earlier in this chapter portrays the overall planning process Planning is an activity that can be divided into strategic and tactical categories Strategic planning The process of developing and maintaining a viable fit between the company s objectives and resources and the changing marketplace Strategic planning looks at the future of both the company and the marketplace
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