Vertical Solution in Internet Marketing

(A compilation of Cluetrain Manifesto 95 These

By: Sharlene Giselle O. Ku

This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 Philippines License.

Preface I This book is a compilation of Cluetrain Manifestos 95 Theses. This book aims to to develop minds of readers in view of todays technology applying it to Vertical Solution. Vertical Solution aims to integrate strategies that the technology is facing through development of web services and marketing strategies of the corporate world. With this effect in technology, all of us has the responsibility coping with changes in our modern technology.

Through the help of Prof. Paul Amerigo Pajo, my thoughts gained more in applying and integrating these technologies with Vertical Solution.

Dedication II I would like to dedicate this book to my friends Cegi and Kenneth with their unconditional support and who have also been there through thick and thin.

To God Be the Glory and Honor.

Table of Contents 95 Theses 1. Markets are

conversations..1 2. 3. 4. Markets consist of human beings, not demographic sectors.

Conversations among human beings sound human. They are conducted in a human voice2 Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived.3

5. 6.

People recognize each other as such from the sound of this voice.4 The Internet is enabling conversations among human beings that were simply not possible in the era of mass media. 7. Hyperlinks subvert

hierarchy..5 8. In both internetworked markets and among intranetworked employees, people are speaking to each

other in a powerful new way6 9. These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge.7 10. As a result, markets are getting smarter, more informed, more organized. Participation in a networked market changes people fundamentally..8
3

11.

People in networked markets have figured out that they get far better information and support from one

another than from vendors. So much for corporate rhetoric about adding value to commoditized products. 12. There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone9 13. What's happening to markets is also happening among employees. A metaphysical construct called "The Company" is the only thing standing between the two.10 14. Corporations do not speak in the same voice as these new networked conversations. To their intended online audiences, companies sound hollow, flat, literally inhuman.11 15. In just a few more years, the current homogenized "voice" of businessthe sound of mission statements and brochureswill seem as contrived and artificial as the language of the 18th century French court..12 16. Already, companies that speak in the language of the pitch, the dog-and-pony show, are no longer

speaking to anyone13 17. Companies that assume online markets are the same markets that used to watch their ads on television are kidding themselves..14 18. Companies that don't realize their markets are now networked person-to-person, getting smarter as a result and deeply joined in conversation are missing their best opportunity. 19. Companies can now communicate with their markets directly. If they blow it, it could be their last

chance.15 20. 21. Companies need to realize their markets are often laughing. At them..16 Companies need to lighten up and take themselves less seriously. They need to get a sense of

humor17 22. Getting a sense of humor does not mean putting some jokes on the corporate web site. Rather, it requires big values, a little humility, straight talk, and a genuine point of view.
4

23.

Companies attempting to "position" themselves need to take a position. Optimally, it should relate to something their market actually cares about18

24.

Bombastic boasts"We are positioned to become the preeminent provider of XYZ"do not constitute a position19

25.

Companies need to come down from their Ivory Towers and talk to the people with whom they hope to

create relationships20 26. 27. Public Relations does not relate to the public. Companies are deeply afraid of their markets. By speaking in language that is distant, uninviting, arrogant, they build walls to keep markets at

bay21 28. Most marketing programs are based on the fear that the market might see what's really going on inside the company22 29. 30. Elvis said it best: "We can't go on together with suspicious minds.".23 Brand loyalty is the corporate version of going steady, but the breakup is inevitableand coming fast. Because they are networked, smart markets are able to renegotiate relationships with blinding speed. 31. Networked markets can change suppliers overnight. Networked knowledge workers can change

employers over lunch. Your own "downsizing initiatives" taught us to ask the question: "Loyalty? What's that?"...24 32. Smart markets will find suppliers who speak their own language..25 33. Learning to speak with a human voice is not a parlor trick. It can't be "picked up" at some tony conference. 34. To speak with a human voice, companies must share the concerns of their communities. 35. But first, they must belong to a

community27
5

36. 37. 38.

Companies must ask themselves where their corporate cultures end.

If their cultures end before the community begins, they will have no market...28 Human communities are based on discourseon human speech about human concerns29 39. The community of discourse is the

market30 40. 41. Companies that do not belong to a community of discourse will die.

Companies make a religion of security, but this is largely a red herring. Most are protecting less against competitors than against their own market and workforce..31

42.

As with networked markets, people are also talking to each other directly inside the companyand not just about rules and regulations, boardroom directives, bottom lines.32

43. 44.

Such conversations are taking place today on corporate intranets. But only when the conditions are right. Companies typically install intranets top-down to distribute HR policies and other corporate information that workers are doing their best to ignore.

45.

Intranets naturally tend to route around boredom. The best are built bottom-up by engaged individuals cooperating to construct something far more valuable: an intranetworked corporate

conversation33 46. A healthy intranet organizes workers in many meanings of the word. Its effect is more radical than the

agenda of any union35 47. While this scares companies witless, they also depend heavily on open intranets to generate and share critical knowledge. They need to resist the urge to "improve" or control these networked conversations36

48.

When corporate intranets are not constrained by fear and legalistic rules, the type of conversation they encourage sounds remarkably like the conversation of the networked

marketplace.37 49. Org charts worked in an older economy where plans could be fully understood from atop steep management pyramids and detailed work orders could be handed down from on high. 50. Today, the org chart is hyperlinked, not hierarchical. Respect for hands-on knowledge wins over respect

for abstract authority..38 51. Command-and-control management styles both derive from and reinforce bureaucracy, power tripping and an overall culture of paranoia39 52. 53. 54. Paranoia kills conversation. That's its point. But lack of open conversation kills companies. There are two conversations going on. One inside the company. One with the market40 In most cases, neither conversation is going very well. Almost invariably, the cause of failure can be traced to obsolete notions of command and control..41 55. As policy, these notions are poisonous. As tools, they are broken. Command and control are met with hostility by intranetworked knowledge workers and generate distrust in internetworked markets. 56. These two conversations want to talk to each other. They are speaking the same language. They recognize each other's voices..42 57. 58. Smart companies will get out of the way and help the inevitable to happen sooner...43 If willingness to get out of the way is taken as a measure of IQ, then very few companies have yet wised

up44 59. However subliminally at the moment, millions of people now online perceive companies as little more than quaint legal fictions that are actively preventing these conversations from intersecting.

60.

This is suicidal. Markets want to talk to

companies..45 61. Sadly, the part of the company a networked market wants to talk to is usually hidden behind a

smokescreen of hucksterism, of language that rings falseand often is.46 62. Markets do not want to talk to flacks and hucksters. They want to participate in the conversations going on behind the corporate firewall47 63. 64. De-cloaking, getting personal: We are those markets. We want to talk to you.

We want access to your corporate information, to your plans and strategies, your best thinking, your lacking any substance48

genuine knowledge. We will not settle for the 4-color brochure, for web sites chock-a-block with eye candy but

65.

We're also the workers who make your companies go. We want to talk to customers directly in our own voices, not in platitudes written into a script49

66.

As markets, as workers, both of us are sick to death of getting our information by remote control. Why do we need faceless annual reports and third-hand market research studies to introduce us to each other?................................................................................................50 67. As markets, as workers, we wonder why you're not listening. You seem to be speaking a different language.

68.

The inflated self-important jargon you sling aroundin the press, at your conferenceswhat's that got to do with us?..................................................................................................51

69.

Maybe you're impressing your investors. Maybe you're impressing Wall Street. You're not impressing us.52

70.

If you don't impress us, your investors are going to take a bath. Don't they understand this? If they did, they wouldn't let you talk that way..53

71.

Your tired notions of "the market" make our eyes glaze over. We don't recognize ourselves in your projectionsperhaps because we know we're already elsewhere.

72. 73.

We like this new marketplace much better. In fact, we are creating it..54 You're invited, but it's our world. Take your shoes off at the door. If you want to barter with us, get down off that camel!............................................................................................................55 74. We are immune to advertising. Just forget it.

75. 76.

If you want us to talk to you, tell us something. Make it something interesting for a change..56 We've got some ideas for you too: some new tools we need, some better service. Stuff we'd be willing to pay for. Got a minute?..................................................................................................57

77.

You're too busy "doing business" to answer our email? Oh gosh, sorry, gee, we'll come back later.

Maybe58 78. 79. 80. 81. You want us to pay? We want you to pay attention.

We want you to drop your trip, come out of your neurotic self-involvement, join the party59 Don't worry, you can still make money. That is, as long as it's not the only thing on your mind. Have you noticed that, in itself, money is kind of one-dimensional and boring? What else can we talk about?..................................................................................................................................81

82.

Your product broke. Why? We'd like to ask the guy who made it. Your corporate strategy makes no sense. We'd like to have a chat with your CEO. What do you mean she's not in?..................61

83. 84.

We want you to take 50 million of us as seriously as you take one reporter from The Wall Street Journal. We know some people from your company. They're pretty cool online. Do you have any more like that you're hiding? Can they come out and play?................................................................62

85.

When we have questions we turn to each other for answers. If you didn't have such a tight rein on "your people" maybe they'd be among the people we'd turn to.63

86.

When we're not busy being your "target market," many of us are your people. We'd rather be talking to site. But you tell us speaking to the market is Marketing's job.

friends online than watching the clock. That would get your name around better than your entire million dollar web

87.

We'd like it if you got what's going on here. That'd be real nice. But it would be a big mistake to think we're holding our breath64

88.

We have better things to do than worry about whether you'll change in time to get our business. Business is only a part of our lives. It seems to be all of yours. Think about it: who needs whom?.......................................................................................................................................65

89.

We have real power and we know it. If you don't quite see the light, some other outfit will come along that's more attentive, more interesting, more fun to play with. 90. Even at its worst, our newfound conversation is more interesting than most trade shows, more

entertaining than any TV sitcom, and certainly more true-to-life than the corporate web sites we've been seeing66 91. Our allegiance is to ourselvesour friends, our new allies and acquaintances, even our sparring partners. Companies that have no part in this world, also have no future. 92. Companies are spending billions of dollars on Y2K. Why can't they hear this market timebomb ticking?

The stakes are even higher..67 93. We're both inside companies and outside them. The boundaries that separate our conversations look like from both sides to take them down. 94. To traditional corporations, networked conversations may appear confused, may sound confusing. But we are organizing faster than they are. We have better tools, more new ideas, no rules to slow us down68
10

the Berlin Wall today, but they're really just an annoyance. We know they're coming down. We're going to work

95.

We are waking up and linking to each other. We are watching. But we are not waiting69

Citations70

Sharlene Giselle O. Ku

Vertsol 95 Theses

1. Markets are conversations. The society consists of people interacting with each other to achieve a common goal. People are the basic components in a society where there are governing bodies, territories, and the citizens. In order to gain stability, these people are interconnected improving their lives for productivity to survive. Markets are formed as a process of exchanging goods where people came to buy what others had to sell. Normally, it is where we get used to seeing vendors talk about the quality of their products, what it was made of, convincing their customers to avail their products and so on. These were conversations, a sense of communication to persuade others. Buyers have their own choices and give feedbacks to the sellers, stating their opinions, and gaining satisfaction. These make up the conversation that is very helpful in our country especially for the economy. With markets described as conversations, it portrays the relationship of demand and supply. We experience situations like these in our daily lives. We sought for satisfaction with the things we avail and its benefits to us. In terms of price range, we demand for the cheaper ones so that we can bargain for more. We can compare this to a literal market, but that doesnt what really mean. Simply, markets are conversations because markets are the reasons for making it possible for us to achieve our daily needs and help in sustaining economic growth. It is a systematic approach to attracting whats on the market and making it possible to reach out increasing customer relationship. Thats how the market works in conversations. 2. Markets consist of human beings, not demographic sectors.

11

Each of us is consumers and we depend on the market for our basic needs. Products/services are made for clients satisfaction or for the needs of us human beings. It should be us the center of attention of the market by every business production. From this statement, it delivers to the perception of readers that markets are created for natural beings, to support needs and expectations of their customers, and to manage the demands of the products or services. With the demands, I want to point out the quantity the market delivers it to their customers. The products/services that the markets are producing should meet the demands of these people who are vying for their goods or quality services. This includes the supplies, qualities, and the needs of every human being. Every human has the right to achieve or to reach out for his/her basic needs with the quality products endorsed by the market. Not only dependent on the supplies in the market, the market must also focus on the raw materials for the products and must meet what is needed by the people who will be using it. It must be identified properly with the age limits suitable for the buyers. There should also be included with precaution labels on the products to ensure the safety usage of the products and also to avoid these from the reach of children which can cause danger. The consumers are still the ones being benefitted by the market. The market focuses and gives concern what is needed by its clients and to pull consumers to avail their products ensuring quality. 3. Conversations among human beings are sound human. They are conducted in a human voice. Reaching for potential clients, every market must have their own strategies. The basic instrument is to communicate with them and to do the sales talk to be able to attract them into business. Communication is an important thing whether in business or not. You are able to show your insights with conversations. It is a means of exchanging information. With communication, you are able to gain friends and also help in knowing the person very well. Like in business, you are able to meet customers and to gain their perspectives about availing your products. You give them insights like a normal talk and starts to have the strong bond for that customer to be intact with your services.

12

Once they are intact with your services, they will start to ask many things about your products until they are attracted to purchase it. Imagining the world without words, things will be more complicated. It is very important for most of us. Companies require their employees to have the expertise in conversation. Conversation skills are what make a conversation pleasant. In todays job market it`s not enough to be good at what you do, you must also be able to communicate well with subordinates and authority and possess necessary skills in order to move towards next level within your career track. This is how basic communication/conversation is. Without it, you cannot gain trust and wont be able to look deeper into someones personality. Conversations are tools of humans to express knowledge and feelings. Through conversation, it conveys the mind to persuade, share info, relate to real stories, and to give special connection to a person. Different thoughts are conveyed with conversations. Good relationships start with simple conversations and to get intact with someone. 4. Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived. Customers are important in a business. Beside from making the stocks or the sales higher, companies also build a good sense of having this relationship to reach out for their clients. In a conversation with the client in a typical store, customers are the ones who are most prioritized. Whether delivering information, product endorsing or giving quality services, customers ask more than just about these. They also give incentives to those who serve them well like giving tips. More than that, the one who gives service and the customer have the mutual relationship. If the customer appreciates the service given to him/her, not only he/she has been benefitted. The one who gives service also benefits if he/she gets to persuade the client or get the attention of the client to get into business as well or the employer will be recommended to be promoted. The company and the client have built the foundation of trust with one another.

13

Markets today have become extremely competitive where business organizations are vying against each other to grab the attention of the clients. With business transactions, its much easier if the clients are convenient having conversation with the employee. The process of having the conversations gets more natural and flowing smoothly if both the client and the employee are calm and are interested to the topic. Like asking about a particular product, clients are prone to ask more if they are interested to it. That is the way how the company markets its product and services. 5. People recognize each other as such from the sound of this voice. Our voice is an essential tool for information dissemination. When we get too close with someone, the voice becomes familiar to us. Without seeing their face, we knew already their identity just by their voice. Of course, we all need voice to communicate, to have conversation. Besides familiarity, the voice also indicates the feelings of a person. This includes the tone which easily tells if the person is happy, sad, excited or mad. Now in business, voice is needed in order to communicate and transmit information. With communication, reputation and credibility is built in getting the clients trust and confidence. Having a good sense of communication, builds a good foundation in having a long term relationship with employees and clients. Communication makes a company to be well-organized, making it possible for the employees to do well in building the good reputation of the company, problems and other business matters are resolved properly and promptly. It is also important that every person in an organization must also take note with the tone of voice they are using. Whether someone is in a bad mood, everyone must be considerate and watch over the words coming from their mouth. Take note that a little mistake in giving out the information because of wrongfully conveying the message in any ways can cause damage to the business and worse can cost millions to the company. Thats how important communication to each one of us. This is how the feelings are conveyed through communication and the voice also which expresses the mood of the speaker. Communication is also very essential in a relationship. Without this, everything will get into the worst situation due to lack of communication.
14

6. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media. Emerging technologies have been prominent in this century and so is the emerging field of study of the well-known World Wide Web, the Internet. As far it is concern, no one can certainly trace the phenomenal birth of the Internet. Internet has gone so far that it became our lifestyle. There are many things that you can do on the Internet, like surfing, downloading and uploading, gaming, online blogging, and many other things. Internet is now the most influential medium of communication, knowledge resources and the main distributor of information. It had a big impact on peoples social and psychological realities. From books, newspapers, and cable media, all of these are only used with limited capacity. There is no question that easy access to the Internet, like the introduction of mail service and the invention of the telephone, has changed the nature of people's connection to others in their social world. Mail made possible connections among people without physical proximity, and the telephone facilitated communication among distant people, making rapid connections possible across long distances. Now, everything has been made possible with the Internet, a very wide range in conversations or many forms of communication. This has beaten up the impact of media in terms of communication. Media is also a wide range of information transmission but has limit to socialization. Since now, there is a law regarding the live viewing of media coverage of sensitive events to the viewers. Media is limited to television and radio. Media is now a sub-part of the Internet. The Internet can now cover the media online; the Internet can now be source of news and information online. Media gives only information to the public and the public receives it while the Internet, there is a user that can manipulate information or receive information that gives the users to be connected as one. 7. Hyperlinks subvert hierarchy. We all know how far technology has come with the use of computers and the powerful impact of the Internet. Todays generation is now focused on emerging technologies with the usage of the Internet.
15

From mobiles to Ipad, connecting to the net is just a click. Just in the field of business, the company now uses the web to connect to possible consumers or to target a market. Using the web for advertising and commercializing has a lot of benefits. Most of these ads are now common in social sites because nowadays blogging is everywhere. These ads gives it an advantage to promote in social sites where there are active users, people are connected one another, and people can spread the news easily in social sites. With the possibilities of the hyperlink, its easy to target consumers. Hyperlinks give benefits to online shopping, sharing new trends, and new services to consumers. First, what we all see when we connect to the Internet? We see lots of information that we can browse on especially with the use of hyperlinks. Hyperlinks allow us to jump to a new document that is clickable. It is a word or group of words or an image. You can explore anything with hyperlinks. In the world of business, they use hyperlinks when people enter a word or terms in search engines. Hyperlinks can be used for tags for a word that is related to that of a user wants to search for. Like, if a user searches for a brand of bag, hyperlink generates the term into different brands in word tags, so that the user can easily browse from one another.

8. In both internetworked markets and among intranetworked employees, people are speaking to each other in a powerful new way. You know what makes us interconnected? Theres no other else like the Internet. With the usage of computers, surfing the net became dominant. Chatting with another user or simply through e-mail became possible. So what else can the Internet cannot do? With the Internet, everyone can communicate at the same time. In the field of business especially in the field of IT, the Internet is used to provide services for the clients and to assist them with their concerns. The Internet is really an effective tool for communication. In Facebook or in any other sites, the Internet gives more benefits allocating more customers in the market. Employees can send data to the customer via e-mail. Promotions are wide spreading in the Internet. Online shopping is in demand like E-bays and Amazon websites. Its much easier and convenient for the clients to surf on the net

16

with their busy sched. Internet makes it less hassle to pay for product purchasing because clients can pay online through credit cards like PayPal. The Internet reaches beyond distance. With just a click, information is being distributed and makes communication easier and convenient. It can be used anywhere through a Wi-Fi connection. In a company they use intranet for easy transaction of file sharing with the databases with the use of Local Area Network (LAN). With the Internets capability to spread information, business operations became fast and can easily transact with clients. It can also boost the companys sales as the customer base begins to grow. Companies can be recognized with their quality services.

9. These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge. Anything is now possible by any means in distributing information. There are many things that we can adapt from our modern technology. Just with a simple click on the Internet, users already know whats happening from their surroundings. The Internet has shaped our socio-cultural aspects. We became more sociable, because of social networking sites. We increase our knowledge through forming researches on the Internet. We became aware of whats happening just by reading the news online. Rather than reading a newspaper, some would prefer going online. Once you have the Wi-Fi connection, getting information is just a shot and less cost compared to paying regularly for having newspaper. Its everything under the sun. With the kind of technology we are having, rise of commercialization is now possible. Business sectors or organizations can now have their operations to be productive. Clients can surf whats hot or latest products on the net. They can inquire for product orders or reservations. Good example for quality services are E-bay and Amazon. E-bay is a site known for selling items around the globe. Normally, the items that they are selling are for auctions. A seller places an item on the site and buyers then bid on the item. At the end of a predetermined period, the highest bidder wins. The seller can also provide "buy it now" prices for buyers who wish to avoid waiting for other bidders. Online marketing is a way of attracting
17

prospective customers who are already looking for the products and services that you offer which enables you to reel in those prospects that are ready to make a commitment. 10. As a result, markets are getting smarter, more informed, more organized. Participation in a networked market changes people fundamentally. As ways of communication became more developed, information is already being reached without having difficulties. Aside from mass media, the computer has now exceeded its usage compared to a television or a radio. With the use of a computer, the user can interact with it in different ways; like, its considered a virtual world capable of transforming the minds of the users with its functions. Since information gathering is now in demand for communication, its now easier for companies to reach out for their prospective customers. Online Marketing or web services became possible for users around the globe. These services on the net get on the interests of future clients to products offers and services. One thing that is an advantage is to consider online shopping for the website or called ecommerce. To make it easier for clients to browse and purchase products, its convenient to pay online by considering PayPal. The Web is currently driving an enormous percentage of the world's commerce, and you will find every possible product or service online. Having a website for business, stands out from competitors showing them what youve got and drawing more visitors to your site with the information provided that is easy to find. Aside from a designed website, it also encourages those prospective clients and customers who are looking at your site to get a sense of who you are and what your business is about. It is important that your site makes it inviting for future prospects. Nevertheless, the information that you are giving to your customers and the services that you offer, depends on a companys marketing strategy. 11. People in networked markets have figured out that they get far better information and support from one another than from vendors. So much for corporate rhetoric about adding value to commoditized products.

18

Initializing the business strategy of a company is very essential. Getting to online marketing is not just enough for considering quality services to customers. Everyone should coordinate inside a company. The company, supplier, and the client are connected to ensure the productivity and quality of a business. An example would be a retailing business. A retailing business should have a direct contact with its supplier for the raw materials. The business sees to it that the raw materials are processed well. The quality is preserved and delivers on-time. This is necessary for a retailing business to know to ensure that the products that they are offering to their clients are safe and the quality is guaranteed. This shows how the retailing business works. With better coordination of a business from a supplier, the business will project a quality service offer for the clients. Since there a lots of competitors, it is important that a business should have employees who are trusted and who are willing promote the quality in serving the customers. A business also considers innovation of services given to customer like making radical changes to the business processes for producing or distributing products and services. The business can also apply cost leadership strategy which finds ways to help its suppliers or customers reduce their cost or to increase the costs of their competitors by becoming a low-cost producer of products and services in the industry. Another factor is developing ways to differentiate a firms products and services from its competitors or reduce the differentiation advantages of competitors. This may allow a firm to focus its products or services to give it an advantage in particular segments of the market. As the demand of customers continues, there should be growth strategy which is expanding a companys capacity to produce goods and services, expanding into global markets, diversifying into new products and services, or integrating into related products and services. And the most important part is to have alliances by establishing new business linkages and alliances with customers, suppliers, competitors, consultants, and other companies. 12. There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone.

19

This applies to domino effect. In a firm, it is really essential to have the coordination in each departments or sectors concerning for productivity. In the world of business, theres no such thing as minding your own business. A firm should also its capability of producing goods. For example in the Finance Department, its job is to let the CEO know the companys assets and to review the companys ability to continue with the business. The Supervisor reports to the Manager regarding the production of the workers. Each department has contributions for the foundation of business operations. If one falls, then everything is affected already. The domino effect comes first in my mind regarding a networked market. Even just for a business to be able to exceed customer expectations, they also review whats inside the operations of its competitors. So I can say that nothing is kept as a secret in the world of businesses. Some firms will consider partnership or merge as one like Sony products with Ericsson mobiles. Since Sony is a large company of electronics, they considered to merge in with mobile company as a complete variance of product differentiation and also to consider the partaking of shares. Entering a business has a lot of factors to consider in order for it to become a success. In order for it work, its a must for a business know first whom they are targeting in the market, how would they able to communicate with potential customers, and how they produce an impact with their customers. So each of the people working for the growth of the company is connected are one. No matter what your position is, as long you are working for your valued customers, everyone has its own contribution. 13. What's happening to markets is also happening among employees. A metaphysical construct called "The Company" is the only thing standing between the two. What comes around goes around. This would be like a cause and effect relationship. When everything seems to be a mess inside the company, then the market will be affected as well. Having employees who are not doing their job or who cannot coordinate well with the other employees can affect the productivity of a company. These inner forces can affect the market: the company, employees, competitors, and suppliers as well. It can be like the employees need to be computer literate applying information technology in our society. There can be necessity for on-going investment for human resources like trainings for the employees or having seminars which will let them understand more.
20

Corporate cultures are also applied inside of a company. These are visible behaviour and expressed values. An example for a visible behaviour: Managers pay close attention to all their constituencies, especially customers, and initiate change when needed to serve their legitimate interests, even if it entails taking some risks. In this situation, the expressed value would be Mangers would care deeply about customers, stockholders, and employees. They strongly value people and processes that can create useful change (e.g., leadership initiatives up and down the management hierarchy). Aside from the internal effects, the market is also affected with the external forces. They are technological, socio-cultural, economic, legal/political, and international trends. With technology, the company can manage all necessities to produce faster and convenient. The Socio-Cultural aspect shows important characteristics are geographical and population density, age, and education levels which can really identify the demographic aspect of a country. The Economic factor explains the consumer purchasing power, unemployment rate, and interest rates. This can easily identify how the country can manage import and exportation of goods, the demands of consumers, and job availability. The legal or political aspect shows how companies ensure that their product or service offers provide quality and approved by the government. The International aspect shows that how a company can be competitive not just locally but competitive in the market. Like Jollibee, it is not only popular here in the Philippines but Jollibee has also branches outside the country. There are many factors to consider affecting the market and these factors must be taken into considerations. 14. Corporations do not speak in the same voice as these new networked conversations. To their intended online audiences, companies sound hollow, flat, and literally inhuman. In a corporate world, the Managerial positions responsibility is to decide for the long term planning of the company and its priority is the target market. Any businesses have their own common groups like belonging either to music industry or entertainment, technology industry, food industry, and many more. Each of those industries has its own competitors. Corporations must have their own strategies in order to survive in the market. In order to gain the attention of consumers, the company identifies where do they belong in the industry and also identify how their competitors are into their operations. They also take into consideration the type of technological tools they are using to target the market. When a company is into online business, they are not just communicating themselves to their clients limited only via online. It still
21

depends on how the company can offer their quality service to their clients by reaching out to them. Having online web service, they can make it interactive like putting some videos regarding what their business is all about. Most likely, a website also which is designed and equipped with information can really target prospective consumers. A website which contains direct information and the style of interactivity can really attract. It can also give positive impacts from clients especially if there are feedback options in a website. Posting positive comments from users can give ideas and ways for the business to develop. There are many options and choices to do applying digital marketing or simply online web services. Today, Electronic Commerce is more than just buying and selling products online. Instead, it encompasses the entire online process of developing, marketing, selling, delivering, servicing, and paying for products and services transacted on internetworked, global marketplaces of customers, with the support of worldwide network of business partners. The scope of Electronic Commerce tackles marketing/discovery, transaction processing, and service and support. There are two types of online business. It can be E-Commerce or E-Business. E-Commerce is just a subset of an overall E-Business strategy. It handles the sales aspect of an E-Business while E-Business refers to more strategic focus with an emphasis in the functions that occur using electronic capabilities thru automated information systems. 15. In just a few more years, the current homogenized "voice" of businessthe sound of mission statements and brochureswill seem as contrived and artificial as the language of the 18th century French court. During the ancient time, the history of management from the adaptation of French Principles, we can say that it is more constructed, prcised, and organized foundation. There are also known people who have contributed to the principles of management. With their contributions, three classical perspectives were structured: Scientific, Bureaucratic Organizations, and Administrative Principles. Characteristics of Scientific approach were divided into three parts: general approach, contributions, and criticisms. The general approach shows that workers are trained for a standard method and workers are selected with appropriate abilities for each job. Contributions demonstrated the importance of compensation of performance, importance of personnel and their training, and initiated the careful study of tasks and jobs. While in criticism, it does not appreciate social context of work and higher needs of workers, does not acknowledge variance among individuals, and tended to regard workers as uninformed and ignored their ideas. Bureaucracy Organization focused on authority and responsibility, hierarchy, qualifications, separation from ownership, and rules regarding personnel and their behaviour.
22

These principles were reconstructed by Henri Fayol, Mary Parker, and Chester I. Bernard. Management is the attainment of organizational goals in an effective manner through planning, leading, organizing, and controlling organizational resources. Applying these four functions, the organization can deal with the challenges effectively in terms of technology, innovating new business models, striving to remain competitive in the global arena, dealing with uncertain environments, cutbacks, and massive worldwide economic, political, and social shifts. These are all triggered by the management inside the corporate world. In order to attain organizational goals in an effective and efficient manner, goals must be directed and deliberately structured. Goals must be specific, measurable, attainable, realistic, and timely in order to achieve the desired outcome. When goals are planned and structured, tasks are divided and responsibility for their performance is assigned. The Managerial Activity is a position that provides for variety, is fragmented, and represented by brevity, and performs a great deal of work quickly. From ancient activity, we can learn and easily adapt with managing skills. 16. Already, companies that speak in the language of the pitch, the dog-and-pony show, are no longer speaking to anyone. As a consumer, everyone has their own choices and expectations. Who says no one has preferences? We all have unique taste and differences when it comes to styles and quality. Some would prefer to have the cheaper one. Some would demand for quality. Some would choose the pricy one, because they believe that it has a strong quality. Consumers nowadays are now more expectant with product purchasing. They would prefer to be on whats top on the market. They would rather have the products which are not common to everyone. Each of them will have the second thought of choosing substitute products comparing them in terms of prices. Companies have no choice if they want to stay competitive, but to think on how to deploy it. Businesses now should be practical and to be in depth in reaching out for their client. Weak technology is not an option for stability and growth. With the ways of the Internet, a lot has changed in contribution to organizations and integration with other marketing activities. The challenge for marketers is to assess which innovations are most relevant to their organization and to seek to gain advantage through introducing them to a company such that the digital marketing techniques integrate effectively with traditional marketing communications. With over one billion people around the world regularly using the
23

web to find products, entertainment and soul mates, consumer behaviour and the way companies market to both consumers and businesses have changed dramatically. 17. Companies that assume online markets are the same markets that used to watch their ads on television are kidding themselves. To succeed in the future, organizations will need marketers, strategists and agencies with up-todate knowledge of how to apply digital media such as the web, e-mail, mobile and interactive TV. I can say that not everyone is a couch potato. A TV may be an option but, it's not enough to support the specific details to target your customers with your product / service offer. Consumers wont just rely on print ads or what they see on television. Most of the consumers will still have to research on the net to see details regarding that particular product. Some were very meticulous whether that product is safe or they can still look for other substitutes for that product. As a BS-IS student (Bachelor of Science in Information System, normally visit websites if I have to browse for products just when I saw it on TV. I have to see marked-up prices and check for the quality of the product Ive seen on TV or print ads. Thats the way of consumer behaviour in the real world! Television is only a small part for marketing products and services. Recognizing the strategic importance of digital technologies and developing a planned approach to reach and migrate customers to online services through e-communications and traditional communications. Different access platforms deliver content and enable interaction through a range of different content and enable interaction trough a range of different online communication tools or media channels. With the growth of social networks, product / service can reach out for possible clients. Plus, anyone can sell items they want by just posting or uploading pics and tagging people especially with Facebook. Aside from social networking sites, there are much more ways to target online marketing. These include blogs, feeds, podcasts, and social networks. Retention is achieved through improving the customer knowledge (of their profiles, behaviour, value and loyalty drivers), then delivering integrated, targeted communications and online services that much their individual needs. 18. Companies that don't realize their markets are now networked person-to-person, getting smarter as a result and deeply joined in conversation are missing their best opportunity.

24

As part of strategy development, organizations require clarity on the type of business model they will develop. A company not only offers quality product/ / service to their customers, but also create values for customers. Prior to customer value, it is important to know to ensure convenience to customer by creating and innovating technology usage. Important factor to consider is to know whom a company bargains for. The company may be a supplier, manufacturer, wholesaler, retailer or distributor. A fundamental aspect of the business model is whether the proposition developed appeals to consumers or business. So online marketing opportunities are described in terms of the extent to which an organization is transacting with consumers (business-to-consumer B2C) or other businesses (businessto-businesses B2B). These are all common business models. Others are Consumer-to-Consumer (C2C), Consumer-to-Business (C2B), and Business-to-Business (B2B). For example, Googles revenue is largely based on its B2B AdWords (http://adwords.google.com/). Advertising service and advertisingbased revenue is also important to sites such as YouTube, MySpace and Facebook. Blogs, eBay, Skype (Peer-to-Peer), Social Networks are examples of Consumer-to-Consumer (C2C). Business-to-Consumer (B2C) is transactional like Amazon or Brand-building: Unilever. Consumer-to-Business (C2B) is for Priceline, Consumer-feedback, communities or campaigns. Business-to-Business (B2B) is more on relationship-building or partnerships of both companies. The form of digital strategy developed by a company will also depend on the nature of a business. With the type of business model, the company can now plan and decide how they can market their product / service. With online marketing, its easy to penetrate the market. The Internet can be used to sell more existing products into existing markets. Market development is also enhanced by selling into new geographical markets, taking advantage of the low cost of advertising internationally without the necessity for a supporting sales infrastructure in the customers countries. New products or services are developed which can be delivered by the Internet. These are typically digital products. Through diversification, the Internet supports selling new products which are developed and sold into new markets. 19. Companies can now communicate with their markets directly. If they blow it, it could be their last chance. New opportunities are opened with the use of web services. The interaction and integration between Internet channels and traditional channels is a key part of Internet marketing strategy development. Internet marketing strategy is essentially a channel marketing strategy and it needs to be integrated with other channels as part of multichannel marketing. It is important for a company to align
25

with business strategy. The company should focus and prioritize with their vision and keep their goals consistent. Goals must be predictable and objectives are based on models of the number using the channels. These are online contribution of leads and sales for the Internet or other digital channels. With these opportunities in technology, the company can now add value to their customers. In order to utilize this opportunities, companies need to set specific objectives for their cannels in communicating first with their customers. It is the most important thing to have the strategy on how to attract and communicate people in the market. These objectives should be informed by and influence the business objectives. The Internet can be used as a direct-response tool, enabling customers to respond to offers and promotions publicised in other media. Since using online provides more concrete information, it enables new forms of interaction and new models for information exchange. Without the attraction, the company wont be able to get the attention of prospective clients. These people would prefer to have interaction with the one which offers product / services. The customer is seeking information or an experience. The company should be the one to do the pull method. The marketer will have 1005 of the individuals attention when he or she is viewing a website. A company can gather and store the response of the individual. Individual needs of the customer can be addresses and taken into account in future dialogues. 20. Companies need to realize their markets are often laughing. At them. , Dont they (companies) know that people are very meticulous nowadays? People dont just believe what others say or what they often hear or see in television. Companies may have the belief that endorsement on televisions and print ads can attract more consumers. This is totally false. People would rather choose if companies will initiate to have the interaction to clients who can give them a sense of media. They say: Consumers can interact with the medium, firms can provide content to the medium and, in the most radical departure from traditional marketing environments, and consumers can provide commercially-oriented content to the media. From this statement, having a direct communication with the consumer gives an impact to service provider. The company can have the chance to accommodate issues with the consumers regarding the product / service. Having an online media is a way of open communication. Chances are the company can get much more experience to improve with the clients needs. Problems of some companies, they rely on television ads so that consumers will have that product brand on their heads. It really depends on the company to attract the market without just remembering their brands, but to have the interaction.

26

Marketers shouldnt conceive the Internet as an impassive network of hardware and software, but as a means of creating global conversations within markets. Interaction with customers, suppliers, and distributors occurs across the Internet. The web and e-mail are particularly powerful if they can be used to create relevant, personalised communications. These communications are also interactive. If access is restricted to favoured third parties this is known as an extranet. If Internet technologies are used to facilitate internal company communications this is known as an intranet a private company internet. Both inside and outside the company, interaction is made which is a way of information exchange just like targeting the market. 21. Companies need to lighten up and take themselves less seriously. They need to get a sense of humor. Creating a business takes passion. You enter into business not because you just want to. It takes some experience and you enjoy what you are doing. Having a business is that you are ready to serve people and to continue to improve lives. The purpose is to create and innovate. When offering products and services, the target is for the people, but not the business alone to become rich. A business is also a hobby when you get to love what products you are creating and also seeing that people are vying for your creations. It takes the company to have that success when they already got the trust of the many. More than just innovations, companies create value, quality and trust to gain attraction from their prospective clients. When a company already got the attention of these people, it still not stops from here. You have to motivate them with your quality services and to retain them. With this, all organizations operate within an environment that influences the performance of their business. Organizations that monitor, understand and respond appropriately to changes in the environment have the greatest opportunities to compete effectively in the competitive marketplace. There is also the need for a process to continually monitor the environment. The need to sense and respond is particularly important for marketers because of the rapid changes in customer behaviour. For development of Internet marketing strategy, the most significant influences are arguably those of the micro-environment. This is shaped by the needs of customers and how services are provided to them through the competitors, intermediaries and upstream suppliers within the marketplace. 22. Getting a sense of humor does not mean putting some jokes on the corporate web site. Rather, it requires big values, a little humility, straight talk, and a genuine point of view.
27

In the corporate world, these people involved are in competition. When I say competition, it means that they are serving their very best to offer something unique. These companies creating strategies have never ending competitions. Having the sense of humor means that getting direct intact of service providers to clients. Humor doesnt literally mean to share jokes, but to target the people on what the companys purpose and intention to be involved in the market. The Internet introduces new facets to the environment that must be considered by marketers since strategy development is strongly influenced by considering the environment the business operates in. Prospects and customers in an online marketplace will naturally turn to search engines to find products, services, brands and entertainment. A website which contains forums and surveys are necessary judgment for companies to improve in their services. Websites must not focus on ways of interaction with users, especially having feedbacks on it. The quality information on a site defines the companys image. It is important for companies to identify consumer behaviour, customer insight, and customer segments in marketing their websites. Situation analysis related to customers is very important to setting realistic objectives, estimates for volumes of online customers and developing appropriate propositions for customers online. Customer-related analysis can be divided into two. Firstly, demand analysis, which involves understanding the potential and actual volume of visitors to a site and the extent to which they covert to outcomes on the site such as leads and sales (conversion and modelling). The company should understand the needs, characteristics and consumer behaviour of users of digital channels, often collectively referred to as customer insight. 23. Companies attempting to "position" themselves need to take a position. Optimally, it should relate to something their market actually cares about. As I have said earlier, people wont mind if the company havent gained the trust of the people. It is important to identify knowledge about customers needs, characteristics, preferences and behaviours based on analysis of qualitative and quantitative data. These are what people are into it. The market show demand analysis that the company should consider it. If customer usage of online media is evaluated for customers in a target market, companies can identify the opportunity for influencing and delivering sales online. Different marketing tactics are the company should consider approaching consumers in the market, because they are the companys top priority.

28

For a company to develop targeting approaches as part of the strategy development, company should also identify customer segments. Customer segments are groups of customers sharing similar characteristics, preferences and behaviours who are targeted with different propositions as part of target marketing strategy. With customer segments, the company can connect them to demand analysis. The demand analysis is a quantitative determination of the potential usage and business value achieved from customers of an organization with online marketing. Qualitative analysis of perceptions of online channels is also assessed. Companies can also understand the drivers to usage and barriers to increased usage and so encourage adoption of online channels by emphasizing the benefits in their communication and explaining why some of the barriers may not be valid. Companies also need to assess their volume and share of customers who have access to the digital channel, customers who are influenced by using the digital channel but purchase using another channel as part of the multichannel buyer behaviour, and customers who purchase or use other services using the digital channel. 24. Bombastic boasts"We are positioned to become the preeminent provider of XYZ"do not constitute a position. Customers dont believe or look for words. They are not after the brand of the product or what other would prefer. They all have their own choices and preferences. Rather than words, labels or brands, quality is after by the many. A person would refer if they have trust on that offer or being tested already with the quality. Depending on the companys approach to the market, customers have different characteristics, needs, and motivation approach. With the integration of online services, customers have many options to choose and can satisfy their needs. It is important that marketers gain an appreciation of online consumer behaviour for their audiences including the combination of web and mobile media with other channels. With social networking sites, blogs, commercial sites, these all shaped the personal characteristics of users such as culture, social group and personal and psychological make-up. Together these characteristics will affect the consumers response to marketing messages. There are users who will be looking for product, market or leisure information such as details of their football clubs fixtures. They are not typically planning to buy online. These are directed informationseekers. There are undirected information-seekers who are usually referred to as surfers who like to browse and change sites by following hyperlinks. There are online buyers who purchase specific products online. These are directed buyers. Users who want to find the offers available from sales promotions such as free samples or competitions are called bargain hunters. Those who are looking to
29

interact with the web for enjoyment through entering contests such as quizzes, puzzles or interactive multi-player games are entertainment seekers. These are behaviours that the company must be guided. Their service offer to the users is after for not the brand or label they are handling!

25. Companies need to come down from their Ivory Towers and talk to the people with whom they hope to create relationships. In order for companies to target their prospective in the market, they have to do something to create a communication with them. So, the first step of the company is to impress these people on how they will introduce themselves with their marketing tactics. These marketing tactics will ultimately pull the attraction of possible clients. The hardest part of starting in a business is to get attention and to target your products/services. Marketing consists of strategic management. Things to think about are changes and trends that are occurring, target customers, products or services to offer, and how to offer these products or services efficiently. For an organization to achieve long-term goals, the organization, sets three categories: growth, stability, and retrenchment. Marketing for the people, a company considers peoples awareness, interest, evaluation, trial, and adoption. When people are new to your product/service, they can still have choices in their minds to stay or to choose others. It depends on how they are amazed with the quality service or not. So in the field of business, first impression lasts. Once they are intact with your service, the company should consider improvement and innovation of services in order to survive in the market. The company thinks for the market and not for their own benefits. The companys responsible is to generate leads (engage and capture interest). Another challenge for the company is to retain its customers. Once the customers are already engaged with the business, it already means that the company already gained their trust. The process should still continue and should be consistent. 26. Public Relations does not relate to the public. Companies are deeply afraid of their markets. There are two factors surrounded by public relations. These are micro-economic and macroeconomic. The micro-economic is affected by what is happening inside the company. These can be the vision, long-term goals, employee concerns, etc. While in macro-economic, it consists of social, legal, economic, political, and technological factors. These all contribute to industry pressure. Business can
30

develop competitive strategies to counter the impact of the competitive forces. In this world where technology is much appreciated, there are new ways companies can counteract with challenges in the corporate world. The growth of networking and its continuous development brought about a milestone in spreading information. Changes in the macro-environment such as changes in social behaviour, new laws and the introduction of new technologies can all present opportunities or threats. Organizations that monitor and respond best to their macro-environment can use it as a source of differentiation and competitive advantage. Changes in social culture and particularly pop culture (whats hot and whats not) tend to be very rapid. Introduction of new technologies and changes in their popularity tend to be frequent too and need to be assessed. Government and legal changes tend to happen over longer time scales, although since this is only generalization new laws can be introduced relatively quickly. To survive with these factors in the market it is important that companies build strategic agility. Public relations relate to the capacity to innovate and so gain competitive advantage within a marketplace by monitoring changes within an organizations marketplace, and then to efficiently evaluate alternative strategies, and then select, review and implement appropriate candidate strategies. 27. By speaking in language that is distant, uninviting, arrogant, they build walls to keep markets at bay. I believe that communication is a means to penetrate relationship in the market. The market needs to be convinced in order to get their attention. Like Facebook, it has caught the attention of users who are into blogging and online consumers. Marketing takes it now an advantage with the usage of Facebook with sidebar ads. People who usually sell their products/services can now reach the attention of consumers. Billions of people who are into Facebook, the market can now assist people around the globe. Its amazing how Facebook has convinced the attention of online users. Since online blogging and social networks are in, Facebook made it a way on how friends can keep it up with one another and to stay connected. The market strategy of Facebook makes it inviting and attracting for the many because it used demanding trends and shaped the social culture of the people. Integration of media and online technology created ways on marketing products and services. But, online technology has proven more in terms of marketing with its billions of online users. There are ways the Internet can potentially be used to achieve four strategic directions: market penetration, market development, product development, and diversification. The Internet can be used to sell more existing
31

products into existing markets with market penetration. With market development, the Internet is used to sell into new geographical markets, taking advantage of the low cost of advertising internationally without the necessity for a supporting sales infrastructure in the customers countries. Product development can be achieved with new products or services which are developed and can be delivered by the Internet. These are typically digital products. Through diversification, the Internet supports selling new products which are developed and sold into new markets. 28. Most marketing programs are based on the fear that the market might see what's really going on inside the company. Firstly, I dont agree with the statement. Marketing doesnt mean that you have to spread out private concerns inside the company. Marketing is how you will attract the market with your products and services. Its how the company integrate and implement its strategy through positioning, target marketing strategy, and value proposition. These familiar target marketing strategy approaches involve selecting target customer groups and specifying how to deliver value to these groups as a proposition of services and products. This generation of technology especially with online services, marketing business integrates growth and stability. The interaction and integration between Internet channels and traditional channels is a key part of online marketing strategy development. Internet marketing strategy is essentially a channel marketing strategy and it needs to be integrated with other channels as part of multichannel marketing. Effective online marketing strategy should be aligned with business strategy. For example, many companies use a rolling three-year plan and vision, with more specific annual business priorities and initiatives. Use clear objectives for business and brand development and the online contribution of leads and sales for the Internet or other digital channels. These should be based on models of the number using the channels. This is also a way of positioning through which customers perception of the product and brand which offers relative to those of competitors. Targeting marketing strategy is consistent with the types of customers who use and can be effectively reached through the channel which evaluates and selects appropriate customer segments and the development of appropriate offers. Another key is to define a compelling, differential value proposition for the channel which must be effectively communicated to customers which reinforces the core proposition and differentiates from an organizations offline offering and those of competitors.

32

29. Elvis said it best: "We can't go on together with suspicious minds." Trust is the foundation of a business. Working and serving constitutes honesty and integrity. Foundation inside a company starts. The company doesnt just convince its potential customers on how their services are trusted compared to their competitors. Instead of convincing people, pulling them with your purpose and attracting them with excitement is a great choice. The company should focus on how would they implement and settle their goals through effective strategies to excite their potential clients in the market. Building a relationship in communication with the people is a way of targeting the market. There are ways of communicating to people. Its not by means of talking to each of them one by one. That would be an impossible task! Using digital channels are means to communicate and integrating it to an innovating way to market your brand is the first move. The challenge for marketers is to assess which innovations are most relevant to their organization and to seek to gain advantage through introducing them to a company such that the digital marketing techniques integrate effectively with traditional marketing communications. Todays technology is now centered with the application of the Internet and related digital technologies in conjunction with traditional communications to achieve marketing objectives. Search engine marketing, interactive advertising, email marketing and partnership arrangements with other websites are techniques used to support the objectives of acquiring new customers and providing services to existing customers that help develop the customer relationship. For online marketing to be successful there is still a necessity for integration of these techniques with traditional media such as print, TV and direct mail as part of multichannel marketing communications. 30. Brand loyalty is the corporate version of going steady, but the breakup is inevitableand coming fast. Because they are networked, smart markets are able to renegotiate relationships with blinding speed. Customers have their own choices and preferences. Their minds are unreadable. With the companys responsibility to retain customers, its really a challenge for them. The company cant tell if the customers they already have will stay with them permanently. These people would prefer quality and
33

consistency and wont mind the brands or labels. As a consumer, I would prefer the one which satisfies my needs, convenient to use, and has the quality that wont never disappoint me. Aside from these quality services, the market needs an approach that would attract them to that kind of service approach. Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably. With the application of modern technology, direct communication without a channel doesnt exist and doesnt progress. The most crucial today in the corporate world is how would they able to spread the information faster and convenient for the consumers. Its not enough to have the puppet talk to be able to convince the market, but how to be able on top of the market without convincing but attracting. It is important to know that technology doesnt drive marketing, but the business returns from gaining new customers and maintaining relationships with existing customers. It also emphasises how technology or demands for online marketing does not occur in isolation, but is most effective when it is integrated with other communications channels such as phone, direct mail or face-to-face. With online technology, the task is to support the customer journey through the buying process as they select and purchase products using the digital channel in combination with other channels. 31. Networked markets can change suppliers overnight. Networked knowledge workers can change employers over lunch. Your own "downsizing initiatives" taught us to ask the question: "Loyalty? What's that?" Marketing consists of individual and organizational activities that facilitate and expedite satisfying exchange relationships in a dynamic environment through the creation, distribution, promotion, and pricing of goods, services and ideas. We can see how powerful networking technology in the sense of interacting with clients, increase in sales, adding value, saving costs, and extending the brand online. Loyalty is achieved by building a relationship which has a foundation of trust and quality. Coping with the market is not a mean of direct communication because definitely that wont just work with words, but through process of attracting them. For established multichannel organizations, the goal for having transactions through online is to sell. This includes direct online sales from offline channels influenced online through wider distribution to customers which the organizations cannot readily service offline or perhaps through a wider product range than in-store, or lower prices compared to other channels. From selling, the organization serves
34

and adds value by giving customers extra benefits online or informs product development through online dialogue and feedback. This way of serving is to speak with clients by creating a two-way dialogue through web interactions like forums and surveys and conducting online market research through formal surveys and informally monitoring chat rooms to learn about them. The organization can also save costs through online e-mail communications, sales and service transactions to reduce staff, print and postage costs. Savings also accrue through web self-service where customers answer queries through online content. The final goal is to sizzle by providing new propositions, new offers and new experiences online while at the same time appearing familiar. 32. Smart markets will find suppliers who speak their own language. Inside a company, everyone who is working for the company should know what is happening regarding concerns. The companys responsibility is to monitor the condition of their suppliers quality production. Since what the suppliers job is to create materials for the company, both the company and the supplier should have the bridge for open communication. The company ensures the quality that is being added to their inventory. Raw materials for production should be counted correctly before delivering to the company. Having the quality products, the company sees to it that they are offering products that seals quality and ensures safety for the market. The most significant aspect of monitoring suppliers in the context of marketing through online is with respect to the effect suppliers have on the value of quality of product or service delivered to the end customer. Key issues include the effect of suppliers on product price, availability and features. It also depends from the supplier the future of the company. The supplier who produces the materials for the product shows the quality that the company can offer quality to its clients. The company just adds value to it through how the company markets it. The company also adds the branding, labels and packaging before offering it to the market. The supplier adds the core quality to the products while the company adds face value to the products ready to be offered to the market. The relationship between the supplier and the company is directly proportional. In this case, the company serves as a customer, because the supplier produces and markets for the company. 33. Learning to speak with a human voice is not a parlor trick. It can't be "picked up" at some tony conference.

35

As I have mentioned earlier, direct communication without the usage of a tool or medium channel doesnt exist anymore. Spreading of information is much important nowadays. The voice cannot spread information to a whole community or especially globally. When this is typically used for marketing, this wont survive for a longer period of time. People wont prefer to cling on words, but quality, trust, and the attraction it can get from the services. The Internet provides further scope for integrated marketing communications. When assessing the marketing effectiveness of a website, the role of the Internet in communicating with customers and other partners can best be considered from two perspectives. First, there is outbound Internet-based communications from organization to customer considering how the Internet complements other channels in communicating the proposition for the companys products and services to new and existing customers with a view to generating new leads and retaining existing customers. Second, inbound Internet-based communications from customer to organization considering how the Internet can complement other channels to deliver customer service to these customers. Many companies have now integrated e-mail response and website call-back into their existing call centre or customer service operation. The Internet can be used to support the buying decision even if the purchase does not occur via the website. For example, Dell has a prominent web-specific phone number on their website that encourages customers to ring a representative in the call centre to place their order. This has the benefits that Dell is less likely to lose the business of customers who are anxious about the security of online ordering and Dell can track sales that result partly from the website according to the number of callers on this line. Considering how a customer changes from one channel to another during the buying process, this is referred to as mixed-mode buying. It is a key aspect of devising online marketing communications since the customer should be supported in changing from one channel to another. 34. To speak with a human voice, companies must share the concerns of their communities. Communicating directly to consumers, the company focuses on its target market to which their products/services are for only a particular segment to which it meets the demands. The main purpose of the company is to be the center of attraction to which meets the customers expectation and demands. It is on the impact of the companys strategies on communicating with the people. The exact stage of the buying decision varies for different products and different types of customers, so an alternative approach is to develop channel chains which reflect these differences. In general, digital media support the consumer buying process.
36

Generating awareness of need is conventionally achieved principally through the mass media used in offline advertising. The Internet is relatively ineffective at this since it tends to have a more limited impact and reach than television, radio or print media. However, display advertising or paid search marketing can be used to supplement offline awareness-building. Once a consumer is aware of a need and is considering what features and benefits he or she requires from a product or online service, then they may turn straight to the web to start identifying the range of features available from a particular type of product through using a generic search using search engines such as Google, MSN, and Yahoo! So influencing consumers through search engine marketing and affiliate marketing is important at this stage. Specification development effectively happens at the same time as supplier search and more suppliers can be evaluated in greater depth than traditionally. 35. But first, they must belong to a community. A community consists of people with different kinds of needs. Some would prefer their own commodities than to purchase their wants. They have their own specification in terms of choosing on what products/services are offered to them. Branding or label can be a major factor. Like for example, Apple products are known for its continuous innovation. If you're a typical consumer, you would think Apple is the best because that's what they said or probably the pricing of gadgets. If you're a technical, you would know how cheap the specs supposed to be and get an alternative with better specification at lower price. Thats how the impact of brand can bring. Since it is famous for laptops it gave the consumers to be attracted with other products of Apples also since it brought a different kind of innovation for tablets which is I-pad and now in version 2. But, Apple has its limitation like it has no Flash on their laptops. So, Apple must consider this because Flash is really useful for viewing videos and needed for some applications. Belonging to a community, its how the service provider can give quality, marketing experience and especially provide the needs of these people with continuous innovation. Once customers are actively searching for products, the web provides an excellent medium to help them. It also provides a good opportunity for companies to describe the benefits of their websites and obtain qualified leads. The web marketer must consider the methods that a customer will choose for searching and then ensure that the company or its product is featured prominently on these sites whether they are search engines, aggregators or affiliate intermediaries.

37

36. Companies must ask themselves where their corporate cultures end. Entering to a business field, the management considers how strong their impact was to the consumers. Its simply how the company introduces themselves to the market and its impact. Considering innovations, the company should learn how to invite these people to be intact with their products and services. In a corporate world, there are lots of competitors that can get the attention of your clients. Latest trends are very useful in attracting the market. But before applying these trends, communication is important through which the company attracts the market with its purpose, goals, motives including their marketing strategy and commitment to the market. The company evaluates marketing strategies and innovations comparing them to their competitors. Agility refers to the speed at which a company is able to change strategic direction and respond to new customer demand. Reach is the ability to connect to or to promote products and generate new business in new markets. Time-to-market is the product lifecycle from concept through to revenue generation. Companies with a high competitive capability within their market and competitive markets are arguably the most important ones to watch. The ability of the company in coping consumers behaviour is the one the company should target. Marketing intermediaries are firms that can help a company to promote, sell and distribute its products or services. It is also important that companies have also alliances that support strategic business relationships with customers, suppliers, subcontractors and others. In the Internet context, online intermediaries can be contrasted with destination sites which are typically merchant sites owned by manufacturers or retailers which offer information and products. Online intermediary sites provide information about destination sites and provide a means of connecting Internet users with product information. 37. If their cultures end before the community begins, they will have no market. In a corporate world, the company is surrounded with five competitive forces. They are the bargaining power of buyers, bargaining power of suppliers, threat of substitute products and services, and barriers to entry. With the bargaining power of buyers, the increase in customer power and knowledge is perhaps the single biggest threat posed by electronic trading. With usage of the Internet, the bargaining power of customers is greatly increased when they are using the Internet to evaluate products and compare prices. The bargaining power of suppliers can be considered as an opportunity rather than a threat. Companies can insist, for reasons of reducing cost and increasing supply chain
38

efficiency, that their suppliers use electronic inks such as electronic data interchange or Internet EDI to process orders. Additionally, the Internet tends to reduce the power of suppliers since barriers to migrating to a different supplier are reduced, particularly with the advent of business-to-business exchanges. For threat of substitute products and services, this threat can occur from established or new companies. The Internet is particularly good as a means of providing information-based services at a lower cost. The greatest threats are likely to occur where digital product and/ or service fulfilment can occur over the Internet. These substitutes can involve the new online channel essentially replicating an existing service as is the case with online banking or e-books. For traditional companies, new online entrants have been a significant threat for retailers selling products such as books and financial services. These new entrants have been able to enter the market rapidly since they do not have the cost of developing and maintaining distribution network to sell their products and these products do not require a manufacturing base. With these forces affecting the market, the company can identify changes, how they can implement strategic decisions, and evaluate environment analysis. For online marketers, reviewing the technologies available to enhance customer value is a useful activity as part of situation analysis. 38. Human communities are based on discourseon human speech about human concerns. Outside the business sectors, people communicate on normal talks regarding this or that product to avail. They are much aware of what is happening in the market. With the way they are approached in the market, its either they can be persuaded or not. These are consumers who are dependent on their certain needs or commodities for living. The market bases these commodities to serve these people. In order for a company to survive in the market, the company proposes strategies to attract these people and to be on top against the competitors. Competitors also learn from the commodities of these people and can take the advantage to attract more clients into them through innovating and creating a unique approach to the market. How business create value within their markets is fundamental to their success. Digital technologies have a significant role in changing the balance of value creation within a market, so the extent of this change and how well it has been implemented must be evaluated as part of environmental analysis. Value delivered is dependent on the difference between the consumer benefit created by the business and the costs incurred or delivering the value. Creating value and dealing with customers, Michael
39

Porters value chain (VC) is a well-established concept for considering key activities that an organization can perform or manage with the intention of creating value for customers (Porter, 1980). It can be identified through an internal value chain within the boundaries of an organization and an external value chain, where activities are performed by partners. By analysing the different parts of the value chain, managers can redesign internal and external processes to improve their efficiency and effectiveness. 39. The community of discourse is the market. The market is the main target of the companies. Companies create certain approach to the market through value, quality, and trust. Applying these strategies, the company has to do something inside the company for it to work well serving the market. Aside from technologies and innovations, the company should work in efficiency and effectively to serve the market by constructing the purpose through communication and implementation their goals. With value chain analysis of the internal value chain, it distinguishes between primary activities which contribute directly to getting goods and services to the customer (such as inbound logistics, including procurement, manufacturing, marketing and delivery to buyers, support and servicing after sale) and support activities which provide the inputs and infrastructure that allow the primary activities to take place. The Value Chain Analysis generally involves identifying the organizations main activities or processes using Porters framework. For each activity, identifies changes to the current process with the potential to create value through means of introducing a cost advantage or differentiation compared to competitors. By reviewing the suitability of enhancement to processes with a view to their capability, creates a sustained competitive advantage. With these processes, the company can have the benefits. The benefits are extending the brand value to the consumers and also add value through purchase experience (content, customization, choice, ease of use). These are intangible benefits which focus on consumer surplus. The tangible benefits are product quality, product range and customization, service quality, and fulfilment which contribute to business from its costing. 40. Companies that do not belong to a community of discourse will die. To gain people in the market, the company considers latest trends in the market and connects it to innovation. Through innovation, the company develops strategic plans and goals to market their products and services to the market.
40

Through introduction of technology to the market, web services gave way to wider opportunities. Giving these benefits to the market, it both gives the value to creating and maintaining relationship with existing clients and prospective. With these integration, it paves way to development of market research and new product development by encouraging customer feedback on new products, monitor marketplace trends through social networks, use search engine keyphrase analysis to understand the demand for new products or content, and using web analytics to understand the popularity of different products. It can also improve marketing products by attracting new customers at lower cost through online marketing (e.g. affiliate marketing, paid search marketing), using aggregators (price comparison sites) to make products available to a wider audience, using customer communities (reviews and ratings) to encourage other customers to purchase, and customizing product options or bundles online. Procurement of materials and products will rather be convenient through review options for buying direct from suppliers and options for buying online auctions and marketplaces. It also benefits managing of selling and fulfilling with the use of web self-service or online chat to reduce cost-to-sale and offering choice in delivery (for example weekend or evening deliveries or deliveries to work). 41. Companies make a religion of security, but this is largely a red herring. Most are protecting less against competitors than against their own market and workforce. Considering security, companies should be on alert with their data security. With this alert in security, companies are now strict with their employees with the matter of bringing usb and security checks before entering the company. Information security could be a big deal if this was not taken not seriously. Competitors are watching over and can get through some juicy details regarding the companys private information. Most likely in online technology, there can be hacking on companys profile. The administration and management can increase complexity of computer infrastructure. Security is a state of well-being of information and infrastructure in which the possibility of successful yet undetected theft tampering and disruption of information and services is kept low or tolerable. Security is really a must especially for todays evolution of technology. It is also a must for decreasing skill level needed for exploits. Security rests on confidentiality which is the concealment of information or resources and the ability to use the information or resources desired. Security needs to have authenticity. This is the identification and assurance of the origin of information. Employees working for the company should manage information of the company with security. Management should also strengthen and provide set of rules
41

regarding file sharing inside the company. For example, the management can impose monitoring of desktop computers of employees in viewing history of sites viewed by these employees. The security of companys profile and private databases should also be known only by the person who is in charged to ensure trustworthiness of data or resources in terms of preventing improper and unauthorized changes. A major goal of information security is to reduce the risk of systems and organizations ceasing operation. The company should maintain information confidentiality ensuring the integrity and reliability of data resources, uninterrupted availability of data resources and online operations, and compliance with policies and laws regarding security and privacy. Mostly organizations focus a lot on how they would beat their competitors in the market. They already forgotten whats their main purpose in targeting the market, and so, their competitors already has beaten them. When competitors are already on the move, it may be the downfall of the company if information is not secured properly! 42. As with networked markets, people are also talking to each other directly inside the companyand not just about rules and regulations, boardroom directives, bottom lines. Competing in the market, people working inside it are focusing on goals and objectives. These objectives are structured, built with foundation and strategic plans. These plans are not only motives built in words. These are promises to be implemented and to be achieved. Networked markets are about creating not just a name in the market, but with a purpose. Creating a purpose, the company focuses on discovering innovative approaches to satisfying customer value and business value goals. Financial benefits include impacts on the organizations budget and finances, e.g., cost reductions or revenue increases. Non-Financial benefits include impacts on operations or mission performance and results, e.g., improved customer satisfaction, better information, and short cycle-time. Each person working inside the company has its own job to do. They have their own responsibility or duty to perform the task or an assigned activity to an employee. The employees are assigned with accountability. People with authority and responsibility are subject to reporting and justifying task outcomes to those above them in the chain of command. Having these accountability and responsibility of employees, trust is built inside the company. In return, quality and trust will also be given to clients. With trusted employees, the company now considers the employees suitable for the functional job of the companys business model. Business model is architecture for product, service and service information flows, including a description of the various business actors and their roles; and a description of the potential benefits for the various business actors; and a description of the sources of revenue.
42

43. Such conversations are taking place today on corporate intranets. But only when the conditions are right. How would a company be able to communicate efficiently with the market if the people working dont have the sense of communication? Communication is not only for the purpose of achieving these goals and not arranging certain matters that would affect the success of the company. The companys assumption for the success relies on taking serious matters that would create downfall. There are many things that could create problems just with the usage online connections inside the company. Like for example, a computer could be down and all of the other computers are also affected. With this, file sharing is affected as well inside the company. There can be also threats with the information security like hacking. Such problems are not only affecting the inside of a company. There are also challenges that the company should focus on and to have the concern. There are risks that a company should have the communication assessment. There can be unclear responsibilities for the many different Internet marketing activities like creating vision assessing technological innovation, market analysis and competitor benchmarking, financial analysis and modelling, defining the multichannel customer experience managing customer information, annual planning and budgeting, and IT project and campaign planning and management. Plus, managing relationships are also affected like interfacing with senior management, interfacing with marketing and corporate communications, interfacing with IT, staff development, education and retention, managing external relationships vendor selection and management, and managing improvement and change. These are some risks in managing online technology which are commonly seen in many organizations. 44. Companies typically install intranets top-down to distribute HR policies and other corporate information that workers are doing their best to ignore. Innovation of technology inside the company has a lot of challenges and risks. Modern days consider effectiveness and efficiency of sharing information with the usage of computer. I can say, not all people know how to use a computer. Whether in an organization, distribution of tasks should be taken properly into considerations. Automation is not mainly the solution, but on how employees or workers can handle their job effectively. Changing systems and innovation should be taken one step at a time. The company considers training and seminars for the employees. The benefits are they are trained on how to handle tools and implement them. They can be taught on how to use the tools efficiently. Standard of
43

employment doesnt depend on how an employee or worker knows how to manage these tools. They can be trained for that specific job. Considering tasks inside the company, the management also considers delegation of job positions. Delegation is the transfer of authority and responsibility to positions. These positions dont define the perfectionist standard of an employee. Employees are also human and can create mistakes as well. It also doesnt depend on meeting high expectations of the boss. Employees can show the best they can give by finishing tasks accordingly and properly. Having a higher position, doesnt mean you consider yourself efficient and effective by working alone. An employee can work independently even though he / she is in a team. Working in a team, each one should report to subordinates. Inside a company, management and employees should be patient and have the communication. Everyone in the company should do their tasks accordingly and should have the diversity of tasks. No one can also be control freak. 45. Intranets naturally tend to route around boredom. The best are built bottom-up by engaged individuals cooperating to construct something far more valuable: an intranetworked corporate conversation. Having a networked technology should have an integrated and modified implementation. The company cant just immediately assign tasks for employees without indicating purposes. There are things to consider for reviewing an organizations existing and future capabilities to meet the challenges posed by the new digital channels and some of their aspects. With the application to digital marketing strategy, consider the strategy for the significance of digital marketing in influencing and supporting the organizations strategy. These can include gaining appropriate budgets and demonstrating / delivering value and ROI from budgets, annual planning approach, techniques for using digital marketing to impact organization strategy, and techniques for aligning digital strategy with organizational and marketing strategy. Implementations of intranetworked corporate conversation should also imply the structure for implementing technological and strategic aspects inside the company. The application for digital marketing strategy imposes for the structure with the modification of organizational structure to support digital marketing. This can be managed through integration of team with other management, marketing (corporate communications, brand marketing, direct marketing) and IT staff, use of cross-functional teams and steering groups, and insourcing versus outsourcing. Including the systems, the development of specific processes, procedures or information systems must support digital marketing. The company can consider campaign planning approach-integration, managing / sharing customer information,
44

managing content quality, unified reporting of digital marketing effectiveness, and in-house versus external best-of-breed versus external integrated technology solutions. Companies need to set specific numerical objectives for their online channels and then resource to deliver these objectives. These objectives should be informed by and influence the business objectives. Consider customers, competitors, intermediaries, suppliers, internal capabilities and resources, and the broader macro-environment which influences strategy such as legal requirements and technology innovation. 46. A healthy intranet organizes workers in many meanings of the word. Its effect is more radical than the agenda of any union. Plans consist of structured steps that the company can easily modify and define. Goals are objectives that the company wants to achieve in the future. These are tangible thoughts for the company. The implementation part and creating strategies have the most impact for the company. Setting plans and goals can be easily achieved, but problems may occur as well. With todays modern technology, yeah its advanced and convenient to use for the many spreading information easily. Considering these technologies, company should consider problems that would occur having that kind of technology, how would they have success considering these digital channels, how would they motivate employees using these medium, and strategies to clients and implementation. There are some of the challenges in marketing strategies with Internet technology that companies should consider. Like, there are no specific objectives are set for Internet Marketing. These objectives are settled by the company to make strategies for marketing products and services. Insufficient budget is allocated for Internet Marketing because customer demand for online services is underestimated and competitors potentially gain market share through superior online activities. Budget is wasted as different parts of an organization experiment with using different tools or suppliers without achieving economies of scale. The company should also consider costing. They should define what the company needs. Having or not having these technologies, the company can still manage without wasting money. New online value propositions for customers are not developed since the Internet is treated as just another channel to market without review of opportunities to offer improved, differentiated online services. Results from digital marketing are not measured or reviewed adequately, so actions cannot be taken to improve

45

effectiveness. An experimental rather than planned approach is taken to using e-communications with poor integration between online and offline marketing communications. 47. While this scares companies witless, they also depend heavily on open intranets to generate and share critical knowledge. They need to resist the urge to "improve" or control these networked conversations. Marketing to the public starts with effective communication inside the company. Without further conversation on how to settle goals and objectives will affect a lot in serving the market. Sharing information heavily on intranets will just allow the risen of competitors around. These conversations are private and must be settled through communication. Applying these conversations constitutes effective strategies on how to pursue the online marketing. Communicating online doesnt mean that the communication inside the company will be generated through online. What we see online is the implementation and integration of digital channels of both the company objectives and marketing their products and services. What the company should focus more is on how they can achieve more with their marketing strategies through efficient and effective communication and implementation. Through effective handling of employees to market online strategies, there should be the breakdown of staff in terms of their background and characteristics such as IT versus marketing, use of contractors / consultants, age and sex. With this practice, the company can easily redefine and implement insourcing versus outsourcing, achieving senior management buy-in / involvement with digital marketing, staff recruitment and retention, virtual working, and staff development and training. The company can contribute to style including both the way in which key managers behave in achieving the organizations goals and the cultural style of the organization as a whole. This relates to the role of digital marketing team in influencing strategy it is dynamic and influential or conservative and looking for a voice. With this influencing strategy, it is easy to manage the skills of employees through distinctive capabilities of key staff, but can be interpreted as specific skill sets of team members. The staff skills can be distributed I specific areas: supplier selection, project management, and content management, specific e-marketing approaches (SEO, PPC, affiliate marketing, e-mail marketing, and online advertising). The companys superordinate goals guide the concepts of digital marketing organization which are also part of shared values and culture and the internal and external perception of these goals may vary. This is through improving the perception of the importance and effectiveness of the digital marketing team among senior managers and staff it works with (marketing generalists and IT).
46

48. When corporate intranets are not constrained by fear and legalistic rules, the type of conversation they encourage sounds remarkably like the conversation of the networked marketplace. When involving marketing strategies, a company must be amiable to the market. People working together inside the company are not pressured to do their jobs and the company has the sense of enlightenment. The company can deal with challenges and risks without any pressures involved. To be involved in the market, the company can achieve the attention of the market through strategies that can be achievable with the help of the management and employees Goals must be specific, measurable, attainable, realistic, and timely. Laying plans, it should have purpose and must have objectives for development. The company must consider change if needed managing people in order for the company to achieve its purposes. Achieving goals for success, also considers change if it is not working already and so that the company doesnt have to pressure people inside the company that would only be unrealistic. These approaches to the market are also affected if the people working in the company dont work in harmony. Responsibilities start inside the company. This can be only shown through how they communicate and attract the market. Any marketing strategy should be based on clearly defined corporate objectives, but there are has been tendency for online marketing to be conducted separately from other business and marketing objectives. Many companies responding to distorted market signals, have used rampant experimentation that is not economically sustainable. Economic value or sustained profitability for a company is the final arbiter of business success. It is best, of course, if the online marketing strategy is consistent with and aligns with business and marketing objectives. 49. Org charts worked in an older economy where plans could be fully understood from atop steep management pyramids and detailed work orders could be handed down from on high. Evolving technology makes it now easier to pass and spread information. With also the hierarchy in management, tasks are managed properly and distributed accordingly. In a systems view, the departments are the ones who give the output and each departments working for the company have functions and purposes in achieving goals of the company. From procurement of raw materials, training of employees from human resources, funding and costing from financial resources, and Information resources gives the impact to the market through customer satisfaction and quality products / services.
47

The relationship between customers and the company who offers has a mutual relationship. Both can give benefit from one another. The customers are the reason for profit, employee satisfaction, and motivation. Functional managers are responsible for departments that perform a single functional task. General Managers are responsible for several departments that perform different functions. These functional departments are Advertising, Sales, Finance, Human Resources, Manufacturing, and Accounting. There are ten roles managers perform and these are divided into three categories. Types of managers can be informational, interpersonal, and decisional. From an informational view, managers role is to monitor, disseminator, and as a spokesperson. An interpersonal manager serves as a leader, figurehead, and a liaison while decisional can be a negotiator, entrepreneur, disturbance handler, and resource allocator. Differences occur within the management inside the company. Everyone has their own responsibilities for the vision and development of the company. Todays managers embrace ambiguity which create organizations to be flexible, adaptable, and relationship-oriented. They focus on leadership and connected with employees and customers. 50. Today, the org chart is hyperlinked, not hierarchical. Respect for hands-on knowledge wins over respect for abstract authority. Companies now dont consider the hierarchical, because it may be sound like treating employees unfairly. With the sense of communication, these people belonging to the company exchanges information and create the vision of the company as one. No one can be able to work alone without the help of others. Mostly people in a company works as a team but each have their own tasks to do and responsibilities. Each has unique abilities and all are treated equally. A company doesnt work on its own, but works for others. They cant just have position, but to have integrity serving the market. Position doesnt mean anything when you have nothing to do to give benefits for others. What matters most, is how the company can innovate and interact with the market and not just about title position. It doesnt depend for the companys concern, but for the people who needs them. Just like creating a quality name or brand in the market, its important that you serve because thats your purpose and you have passion in the business. Technology changes a lot of aspects in terms of implementing goals and strategies of a company and how the company would manage their resources properly. Strategic agility requires characteristics and requirements for an organization to be successful
48

in its strategy development. The company efficiently collects, disseminates, and evaluates different information sources from the micro- and macro-environment. This is through having effective processes for generating and reviewing the relevance of new strategies based on creating new value for customers. The company also researches into potential customer value against the business value generated, implements prototypes of new functionality to deliver value generated, and efficiently measures and reviews results from prototypes to revise further to improve proposition or to end a trial. 51. Command-and-control management styles both derive from and reinforce bureaucracy, power tripping and an overall culture of paranoia. Management doesnt mean to have power and to down other people. It is good to work in a place where everyone is treated equally and with purpose. Yeah, to manage is to control because thats the main job of subordinates. Controlling is to implement discipline and professionalism in the workplace. The workplace is centered on information and ideas, free-flowing and flexible, and often virtual. To implement power, it is not by name or position. For me, having the power is gaining the respect from subordinates and co-workers especially inside of a company. When you gain respect, it means you lead the group with integrity. Managers can also be considered leaders who should be role models with their co-workers. Leading a team is like marketing services. You also communicate with the members and to have the persuading ability to manage the group. Imposing rules and objectives are normal in order to have responsibilities in a team. But implementations of these rules are also mean for people to work efficiently. Imposing rules also shows that every member in the team has commits in their tasks and has dedication. Working as a team doesnt mean to not coordinate, but to work with the assigned tasks independently. The team must also collaborate with one another in order to develop synergy. Collaboration helps in gathering data and connecting them to implement strategic objectives. These objectives can help with the visions of the company and can contribute for the success. Each people in a company must be taken into consideration, because a simple thought can lead to an impact for the stability and growth. 52. Paranoia kills conversation. That's its point. But lack of open conversation kills companies. From the recent statement, the main point of Cluetrain Manifesto shows how important conversation skills are especially in business. Companies now hire employees who are good with oral communication
49

which gives a boom to the sales / stock of the company. A good speaker has more opportunities to go far beyond. They are not stuck up inside a shell or not afraid to show their intellectual side or to socialize with other people. Conversations allow to pin-point whats inside the mind of the persons involved. You can have the instinct of the other being if you are talking to him / her rather than using a device like texting. With the importance of conversation in a company, clients / customers will be more attracted to product / service offering which is approachable to the market. For example, the company can market these goods to the public through free samples. Marketers are more open to communicate with these people in terms of sample testing. Paranoia not only kills conversation, but also kills the entertainment. Employees with this kind of mental illness are not interested to have their customers to know more details regarding the product / service. When this situation happens, customer will be less approached and chances are they wont be pursuing for the services of the company. Also, a paranoia is self-centred a person who talks too much, but doesnt care to listen to the one who is speaking or keeps butting in even when the speaker is not yet done talking. This can be any typical person in the company who makes him / herself proud and doesnt have the consideration with the abilities of other people. Both the customer and the employee will not be in the right mood to open-up a conversation especially if the customer gets irritated already with the service that should be given to him / her. Marketing strategies are also affected. 53. There are two conversations going on. One inside the company. One with the market. In order to have quality service in the market, the company has to build a good relationship among the employees within the company. Before the company can reach out to their future clients, it is also important that they have good reputations inside the company with their employees. Building good reputations, respect must be applied to each and every one. Like a manager or head of a department, he or she must coordinate well with his / her subordinates. Building good relationship within the company, each should know how to appreciate the skills of one another. We learn how to appreciate others if we have respect in ourselves. Conversation makes it possible to gain trust of others and also to be honest with one another. Targeting the market outside the company, there must be a technology convergence. Technology convergence is an important phenomenon as digital marketers consider how they can evolve their propositions for consumers. As we know, today a mobile phone is not just a phone; it is likely also a text
50

messaging system, music playing system, e-mail reading platform, camera, personal organizer, Internet access device and global positioning system (GPS). Of course, just because a technology is possible does not mean it is widely used. So, for marketers it is important to assess new technologies and support them once they reach critical mass, or if there is a niche which can be exploited. Communication inside the market differs to communication with the market. The market needs to be attracted in many ways through innovation, communication strategy, and consistency in serving those people. 54. In most cases, neither conversation is going very well. Almost invariably, the cause of failure can be traced to obsolete notions of command and control. Information is what mostly needed by everyone whether inside or outside of the company. Both ways, they are linked to one another. Command and control doesnt exist already when goals and plans are already implemented. Tools are much appreciated both inside the company and to the market to spread information. Command and control is now changed with the term leading. When leading, it doesnt mainly focuses on command and control, because command and control is a way of already preaching or demanding. As I have said earlier, leading has to do with managing the team with respect and discipline. The management also considers abilities of their employees and to treat them equally. Conversation may not be enough, but command and control is not an option. The management cant simply command and control without further clarifying new strategies and purposes. These strategies include efficient and effective objectives of tasks distribution, usage of digital tools, and strategic plans for marketing products and services. One of the great challenges for Internet marketers is to be able to successfully assess which new technological innovations can be applied to give competitive advantage. For example, personalization technology is intended to enhance customers online experience and increase their loyalty. Aside from technology, the management considers training if needed for the abilities of employees to manage it with the market. How does a manager decide whether to proceed and which solution to adopt? In addition to technologies deployed on the website, the suitability of new approaches for attracting visitors to the site must be evaluated. 55. As policy, these notions are poisonous. As tools, they are broken. Command and control are met with hostility by intranetworked knowledge workers and generate distrust in internetworked markets. Using technology without applied goals and objectives is not applicable. How can the management use these tools efficiently without implying targets for the market? Conversation inside the company
51

doesnt measure with the usage of a tool to communicate. How would the company integrate these digital channels to the market if there is distrust in internetworked markets? Online technology doesnt imply security is already spread out. It is how the company manage concerns affecting the company, but marketing efficiently and effectively. The management can also face difficult decision as to whether to ignore the use of technique completely, perhaps because it is felt to be too expansive or untried, or because they simply dont believe the benefits will outweigh the costs, ignore the technique for now, but keep an eye on the results of other companies that are starting to use it, evaluate the technique in a structured manner and then make a decision whether to adopt it according to the evaluation, and enthusiastically adopt the technique without a detailed evaluation since the hype alone convinces the manager that the technique should be adopted. Yet, for marketers to better understand their customers needs this type of information is very valuable. Through collecting such information it will also be possible to use more targeted communications and develop products that are more consistent with users needs. How should marketers respond to this dilemma? An obvious step is to ensure that marketing activities are consistent with the latest data protection and privacy laws. Companies have to make their own business decisions based on the business benefits of applying particular marketing practices against the financial and reputational risks of less strict compliance. 56. These two conversations want to talk to each other. They are speaking the same language. They recognize each other's voices. When a company and the market have the ability to communicate, relationship and trust is built. Marketing with consumers has a lot to focus on digital channels to be used. Aside from technology, persuading the market is needed from quality of your products and services. The marketer focuses on strategies on how to get these people into business and to retain them. For example, it is necessary to make sure that a company, as a supplier, is represented with the new intermediaries operating within your chosen market sector. This implies the need to integrate, using the Internet, databases containing price information with that of different intermediaries. Secondly,, it is important to monitor prices of other suppliers within this sector (possibly by using the intermediary website for this purpose). Thirdly, longterm partnering arrangements such as sponsorships need to be considered. This is how a business builds trust with its alliances. There are things that should be integrated in order achieve their purposes in the market.
52

The Internet can encourage the formation of new channel structures. These include disintermediation within the marketplace as organizations channel partners such as wholesalers or retailers are bypassed. Alternatively, the Internet can cause reintermediation as new intermediaries with a different purpose are formed to help bring buyers and sellers together in a virtual marketplace or marketspace. The Internet may also offer opportunities for new revenue models such as commission on affiliate referrals to other sites or banner advertising. The opportunity for new commercial arrangements for transactions includes negotiated deals, brokered deals, auctions, fixed-priced sales, and pure spot markets; and barters should also be considered. 57. Smart companies will get out of the way and help the inevitable to happen sooner. Marketing has also challenges and risks from the company. Considering this, the company should evaluate the consumers commodities. The company considers medium or tools in order to market their products and services. Taking these risks can result to a negative impact, but this is unavoidable. Considering risks, the company can have the change of plans to improve marketing strategies and development. They can consider the channels to use or improve more by upgrading. Internet marketing strategy is a channel marketing strategy which defines how a company should set channel-specific objectives and develop a differential channel proposition and channel-specific communications consistent with the characteristics of the channel and consumer usage of it. The focus of Internet marketing strategy is decisions about how to use the channel to support existing marketing strategies, how to exploit its strengths and manage its weaknesses, and to use it in conjunction with other channels as part of a multichannel marketing strategy. This multichannel marketing strategy defines how different marketing channels should integrate and support each other in terms of their proposition development and communications based on their relative merits for the customer and the company. Some companies will reconsider financial capabilities to cope with these innovations in technologies. There are also aspects that the company should take an experiment like costing for databases or redesigning the business plan structure of the company. Taking careful evaluation should focus on customer acquisition, customer conversion, proposition and experience development, and customer retention and growth. Internet marketing strategy blends elements of marketing strategy and information technology strategy.

53

58. If willingness to get out of the way is taken as a measure of IQ, then very few companies have yet wised up. Take the road which is less taken. I heard this quote from my class in Vertical Solution. I learned from it that change starts from within us. In order to create this change, we should develop uniqueness within ourselves. Explore things that we havent done before. Take the risks and initiatives and dont intact failure in your mind. A failure will be a failure if we never learned to rise. We consider change in ourselves to help as grow as an individual with purpose in the community. As change defines us, we understand more and see ourselves clearer. And so in the field of business, everything starts from scratch and experimentations. Like, a small enterprise will remain small if the owner wont take the initiative to expand it or market it globally. The company considers changes for improvement. Instilling a curve path, will not be a solution for the success of a company. The company is built with a purpose to serve individuals in the market as well as the people who work for it. Its the companys responsibility to make it run, because it also serves as an income for the employees and to serve people accordingly. Myers et al (2004) say: Customers may always be right, but allowing them to follow their own preferences often increases a companys costs while leaving untapped opportunities to boost revenues. Instead, customers [segments with different characteristics and value] must be guided to the right mix of channels for each product or service. So, the multichannel communications strategy needs to specify the extent of communications choices made available to customers and the degree to which a company persuades customers to use particular channels. Serving these people in the market, the company has to decide on its own on what can be suitable for the market and how to be implemented. 59. However subliminally at the moment, millions of people now online perceive companies as little more than quaint legal fictions that are actively preventing these conversations from intersecting. As networking sites continue to grow, online purchasing has become in demand. We cant control these things since, every little details of the product which a consumer purchases in the market, can be
54

easily availed through online. People would consider this kind of communication through technology perhaps another virtual world. Some people would react strangely with the modern technology, because some of us are in the stage of curiosity. This curiosity triggers, because these people are not aware of handling these typical Internet tool. The best way the company can manage these is through assess which channels that can be suited which can easily attract the market through product samples. The company can consider advertisements in Facebook or create a fan page just to introduce it with the users. It would be much better if the company would take it one step at a time to impose product / services through online. They must consider it first to evaluate consumers demand through product samples that can be distributed before processing web services. Many have assumed that the Internet changes everything, rendering all the old rules about companies and competition obsolete. That may be a natural reaction, but it is dangerous one, resulting in decisions that have eroded the attractiveness of their industries and undermined their own competitive advantages. For us, the main thrust of Internet marketing strategy is taking the right decisions on the selective targeting of customer groups and different forms of value delivery for online channels. But that is not the point! Since the Internet is a relatively new medium, and many companies are developing a strategy for the first time, a range of strategic factors must be considered in order to make the best use of it. 60. This is suicidal. Markets want to talk to companies. This can be possibly don and not impossible! Internet marketing strategy blends elements of marketing strategy and information technology strategy. In common with marketing strategy, Internet marketing strategy must determine the best value propositions to offer to online customers and how these integrate with other channels. But in common with marketing strategy, many of the decisions of Internet marketing strategy involve selection of the most appropriate investments in software or functionality and hardware technology and resources to provide an improved customer experience and to provide an infrastructure to gain better results from digital channels. The first initiative of these digital channels is having new customer proposition (product and pricing). These are new site features or other online communications which and directly related to offering new products or services that will generate revenue. Examples are bank which introduces new product requiring different quotes, portal which introduces comparison service, Service Company which
55

introduces new functionality acquired through takeover of company, and magazine or music service offering new pricing options. Second initiative is customer acquisition. These are strategic projects to enhance a sites capability to deliver new prospects on a continuous basis through different online techniques. They may involve investment in the site itself (e.g. SEO) or the back-end, integrating with affiliates. Third initiative is customer conversion and customer experience. These are investments in new customer features on the site. These will be based on a business case of increased conversion rate and average order value. This may include major functionality such as that for a new online store or more specific functionality integrated into existing site functionality. The effect can result to improving the customers experience of a brand. 61. Sadly, the part of the company a networked market wants to talk to is usually hidden behind a smokescreen of hucksterism, of language that rings falseand often is. Internet marketing strategy differs from marketing strategy in that media selection becomes a more strategic decision. The integration of an Internet marketing strategy to business and marketing strategies represents a significant challenge for many organizations, in part because they may have traditionally considered the Internet in isolation and in part because of the profound implications of the Internet for change at an industry level and within organizations. To assess the contribution and the effectiveness of Internet marketing involves the organization in reviewing how well its online presence is meeting its goals. Assessing effectiveness also requires a performance measurement or web analytics system to collect and report on data effectiveness. The company assesses business effectiveness which includes the contribution of the site directly or indirectly to sales and how well it is supporting business objectives. The relative costs of producing; updating and promoting the site will be reviewed as part of a cost-benefit analysis. Another factor is marketing effectiveness. These measures may include leads (qualified enquiries), sales, customer retention loyalty including lifetime value, online market (or audience share), brand enhancement, and customer service. For large organizations, these measures can be assessed for each of the different markets a company operates in or for product lines produced on the website. The way in which the elements of the marketing mix are utilized will also be reviewed. Lastly is Internet effectiveness. These includes unique visitors which is the number of separate, individual visitors to the site, total number of sessions or visits to the website, repeat visits which is the average number of visits per individual, duration which is the average length of time visitors spend on the site, subscription rates such as the number of visitors subscribing for
56

services such as an opt-in e-mail and newsletters and the response rates for these e-newsletters, conversion rates which is the percentage of visitors converting to subscribers (or becoming customers), attrition rates through online buying process, churn rates which is the percentage of subscribers withdrawing or unsubscribing, and click-through rates (CTR) from third-party sites to your own. 62. Markets do not want to talk to flacks and hucksters. They want to participate in the conversations going on behind the corporate firewall. Markets are not the ones who should introduce to companies. They are the ones to be benefitted and to be served. Relying on what the media is not important to them. Hearing those brand names and labels are less important to them. Communicating to them which is informing them aside from these digital channels are important to them. Considering the environment, the company will not just market immediately without analysis from consumer behaviours and demands analysis. For example, business objectives such as increasing market share in an overseas market or introducing a new product to market can and should be supported by online communications channel. The aim is not to predict, but to explore a set of possibilities; scenarios take different situations with different starting points. In an Internet marketing perspective, scenarios that could be explored: One player in our industry becomes dominant through use of the Internet. Major customers do not adopt ecommerce because of organizational barriers. Major disintermediation occurs in our industry. B2B marketplaces do or do not become dominant in our industry, and new entrants or substitute products change our industry. Through performing this analysis, better understanding of the drivers of different views of the future will result, new strategies can be generated and strategic risks can be assessed. It is clear that the scenarios above will differ between worst-case and best-case scenarios. But rather than selective development of online propositions, a common strategic option is to replicate existing offline segmentation, targeting, differentiation and positioning in the online channels. 63. De-cloaking, getting personal: We are those markets. We want to talk to you. Building long-term relationships with customers is essential for any sustainable business, and this applies equally to online elements of a business. Over the last decade or more, relationship marketing, direct marketing and database marketing have combined to create a powerful new marketing paradigm. This paradigm is often referred to as customer relationship management (CRM). A related approach is
57

known as one-to-one marketing, where relationships are managed on an individual basis. Many companies will apply CRM by using approaches which automate the tailoring of services to develop relationships with particular customer segments or groups, rather than individuals. These tailored messages can then be delivered by e-mail marketing or recommendations and promotions on the website. Delivering the relevant messages involves a company in developing a long-term relationship with each customer in order to better understand the customers needs and then deliver services that meet these individual needs. The interactive nature of the web combined with e-mail communications provides an ideal environment in which to develop customer relationships, and databases provide a foundation for storing information about the relationship and providing information to strengthen it by improved, personalized services. Relationship marketing is aimed at increasing customer loyalty or retention within a current customer base which is highly desirable. These can effectively no acquisition costs (which are usually far higher than maintenance costs), less price-sensitive (loyal customers are happy with the value they are getting), loyal customers will recommend the company to others (referrals), and individual revenue growth occurs as trust increases. The implementation of CRM can brought about another way of developing effective way approaching the market. 64. We want access to your corporate information, to your plans and strategies, your best thinking, your genuine knowledge. We will not settle for the 4-color brochure, for web sites chock-a-block with eye candy but lacking any substance. Companies can compete more effectively online if they have websites that are efficient at converting visitors to sale and mastery of the online marketing communication techniques such as search engine marketing, affiliate marketing, and online advertising. These lead to market share growth. Companies can increase their value to customers and so increase loyalty by migrating existing customers online by adding value to existing products, services and brand by developing their online value proposition. These can benefit to customer loyalty improvement. The value delivered by customers to the company can be increased by increasing customer profitability by decreasing cost to serve (and so price to customers) and at the same time increasing purchase or usage frequency and quantity. These contribute to customer value improvement.

58

With market development, channels are used to sell into new markets, taking advantage of the low cost of advertising internationally without the necessity for a supporting sales infrastructure in the customers country. The Internet may offer further opportunities for selling to market sub-segments that have not been previously targeted. For example, a product sold to large businesses may also appeal to SMEs that they have previously been unable to serve because of the cost of sales via a specialist sales force. Through product development, the web can be used to add value or extend existing products for many companies. For example, a car manufacturer can potentially provide car performance and service information via a website. Facilities can be provided to download tailored brochures, book a test drive or tailor features required from a car model. Through diversification, new products are developed which are sold into new markets.

65. We're also the workers who make your companies go. We want to talk to customers directly in our own voices, not in platitudes written into a script. Internet has the potential effect of accentuating differences in quality of life, both within a society in a single country and between different nations, essentially creating information haves and information have-nots. This may accentuate social exclusion where one part of society is excluded from the facilities available to the remainder and so becomes isolated. These employees working for the company can conduct what they have implemented with online marketing. Definitely, these people can market companys products and services by giving away free samples. Online marketing is another way the company can show quality of services to their target market. Online marketing gives virtual interaction between the company and the market. Online marketing gives additional details regarding products and services and information to introduce the company background to the market. Online marketing is not considered platitudes written into a script. Well, web services make it convenient for customers to purchase online with their busy sched. Users can also browse for product information and people can also communicate through chat with simply the use of a webcam, like chatting for real. Online technology is the integration of digital channels such as a television, posters, etc. Internet is more concrete and efficient to use in terms of information dissemination. Having with a conversation with a client personally, he / she may be persuaded, but words are not enough to attract

59

people as a whole. The market mostly focuses on innovation and impact of that product / service offer to the market and the capability attract and retain people in the market. 66. As markets, as workers, both of us are sick to death of getting our information by remote control. Why do we need faceless annual reports and third-hand market research studies to introduce us to each other? Simply information should be kept as with security. It is really a hassle for the company to manage all paper tasks and to keep orderly and properly important data. Information is to be shared and disseminated to people and not as an individual. Without usage of tool for spreading information, it would be costly for the company to buy paper and to find important documents. The essence of todays digital media is through search engine marketing by placing messages on a search engine, encourages clickthrough to a website when the user types a specific keyword phrase. Two key search marketing techniques are paid placements or sponsored links using pay-per-click, and placements in the natural or organic listings using search engine optimization (SEO). The digital channel media can benefit Online PR. This is through maximizing favourable mentions of the company, brands, products or websites on third-party websites such as social networks, or blogs that are likely to be visited by target audience. This also includes responding to negative mentions and conducting public relations via a site through a press centre or blog, for example. Online partnerships are also benefited by creating and managing long-term arrangements to promote online services on third-party websites or through e-mail communications and different forms of partnership include link building, affiliate marketing, aggregators, such as price comparison sites online sponsorship, and co-branding. With interactive advertising, online ads such as banners and rich media are used to achieved brand awareness and encourage click-through to a target site. Through opt-in email marketing, there can be renting e-mail lists or placing ads in third-party e-newsletters or the use of an in-house list for customer activation and retention. Lastly is viral marketing. Viral marketing is effectively online word of mouth through which messages are forwarded to help achieve awareness and, in some cases, drive response.

67. As markets, as workers, we wonder why you're not listening. You seem to be speaking a different language.

60

Internet marketing communications differs significantly from conventional marketing communications because digital media enable new forms of interaction and new models for information exchange. There are six things to consider that apply to aspects of online marketing such as personalization, direct response and marketing research, but also strategic issues of industry restricting and integrated channel communications. Interactivity is where the customer initiates contact and seeking information or an experience. It is a high-intensity medium which the marketer will have the individuals attention when he or she is viewing a website. It is where a company can gather and store the response of the individual. It is where the individual needs of the customer can be addressed and taken into account in future dialogues. Second is Intelligence. The Internet can be used as a relatively low-cost method of collecting marketing research, particularly about consumer perceptions of products and services. The third one is Individualism. Another important feature of interactive marketing communications is that they can be tailored to the individual at relatively low costs, unlike in traditional media where the same message tends to be broadcast to everyone. Importantly, the individualism can be based on the intelligence collected about site visitors and then stored in a database and subsequently used to target and personalize communications to customers to achieve relevance in all media. The fourth one is Integration. When assessing the marketing effectiveness of a website, the role of the Internet in communicating with customers and other partners can be best considered from outbound Internet-based communications through which the website and e-mail marketing are used to send personalized communications to customers and inbound Internet-based communications where customers enquire through web-based forms and e-mail. The fifth one is Disintermediation and reintermediation. For the marketer defining their companys communications strategy it becomes very important to consider the companys representation on these intermediary sites by answering question such as How do our offerings compare to those of competitors in terms of features, benefits and price? The last one is independence of location. Electronic media also introduce the possibility of increasing the reach of company communications to the global market. This gives opportunities to sell into international markets which may not have been previously possible. The Internet makes it possible to sell to a country without local sales or customer service force (although this may still be necessary for some products). 68. The inflated self-important jargon you sling aroundin the press, at your conferenceswhat's that got to do with us?

61

This is where marketing coincides in the market. Companies have to deal in with their brand to be known in the market. This has something to do on how the company can penetrate the market. Some customers will prefer online channels for product selection or making enquiries while others will prefer traditional channels. See, every people in the market have their own approach. Multichannel communications strategy needs to specify the extent of communications choices made available to customers and the degree to which a company persuades customers to use particular channels. Deciding on the best combination of channels is a complex challenge for organizations. The market has something to do with this, because they are the audience. They are consumers who rely on their commodities and wants as well. To the outside observer, it will appear almost edgeless, with permeable and continuously changing interfaces between company, supplier and customer. From inside the firm, the view will be no less amorphous, with traditional offices, departments, and operating divisions constantly reforming according to need. Job responsibilities will regularly shift. Davidow and Malone (1992) A further implication of the introduction of electronic networks such as the Internet is that it becomes easier to outsource aspects of the production and distribution of goods to third parties (Kraut et al, 1998). Employees may work in any time zone, and customers are able to tailored products from any location. The absence of any rigid boundary or hierarchy within the organization should lead to a company becoming more responsive and flexible, and having a greater market orientation. 69. Maybe you're impressing your investors. Maybe you're impressing Wall Street. You're not impressing us. Some companys goal is to be rich. Some would rather serve while some would want to be famous. Working in a company, you can simply read the minds of these people with their motives. Having a name in the industry, its not only fame that makes the company successful. Its rather on how people gave their perspiration and effort to work for it. Its neither also about money, because these consumers outside the company are the reasons for the growth and stability. Their main goal is to provide the best quality and potential of serving. Not just about spreading their name in the market, the company uses ways to get closer to potential clients in the market through developing ways of spreading information and giving benefits to their products and services through communication in an efficient and effective way. However, delivering relevant content for the audience is only part of the story. Interacting with web content is not a static experience, it is an interactive one. So online marketers also have to work hard to develop consumer trust and deliver a great experience for their audience. We can consider it on how
62

people adjust with the channel you are using for communication. Maybe they are not convinced with your strategy, or maybe the other company has a lot of impact than yours. These consumers are what they are hearing are only your brands and names, but dont intend to avail your products and services. The company serves for the market and not themselves. 70. If you don't impress us, your investors are going to take a bath. Don't they understand this? If they did, they wouldn't let you talk that way. Investors give their share to the company because they trust the company. The greater the investors means that the company exemplifies success in the market and its competitive. These investors believe that the company they are giving money, uses their money for company purposes. What these investors are not seeing is their money were already wasted and taken for granted. What they dont see is that the company can use their investments only for enriching the name of the company. Companys purpose is to serve the market. Without these people in the market, investors would no longer be existing. Without also the market, companies wont have the purpose. Money is invested by investors, because they believe that they could be part in the growth of the company and their money will be a lot in use. As money grow I the company, company becomes richer and their name in the market becomes soundly, But what does this soundly means to the market? The company implemented strategic goals and objectives pursuing the attention of the market. The market can cling with it or consider it as another commercialized product. The market doesnt need a convincing approach but to be communicating efficiently with the company.
71. Your tired notions of "the market" make our eyes glaze over. We don't recognize ourselves in your projectionsperhaps because we know we're already elsewhere.

The company should take the first step to attract customers and with the usage of modern technology, because that the trend that is on demand. The Internet can be used as a direct-response tool, enabling customers to respond to offers and promotions publicised in other media. As innovations continue to grow, people choose and prefer according to their needs that suit their personality. Consumer Perspective can help you develop long term branding strategies and positioning tactics.

The process element of the marketing mix refers to the methods and procedures companies use to achieve all marketing functions such as new product development, promotion, sales, and customer 63

service. Customer contact strategies are a compromise between delivery quality customer contacts. Typical operational objectives that should drive the strategies and measure effectiveness are: to minimize average response time per e-mail and the range of response time from slowest to fastest. This should form the basis of an advertised service quality level. It is to minimize clear-up (resolution) which is time, for example number of contacts and elapsed time to resolution. It is also to maximize customer satisfaction through ratings with response and to minimize average staff time and cost per e-mail response. Customer contact strategies for integrating web and e-mail support into existing contact centre operations usually incorporate elements of both of customer-preferred channel and companypreferred channel. From customer-preferred channel, the company uses a customer-led approach where customers use their preferred channel for enquiry, whether it be phone call-back, e-mail or live chat. There is little attempt made to influence the customer as to which is the preferable channel. From company-preferred channel, the company will seek to influence the customer on the medium used for contact.

72. We like this new marketplace much better. In fact, we are creating it.

Consumer behaviour involves the use and disposal of products as well as the study of how they are purchased. Product use is often of great interest to the marketer, because this may influence how a product is best positioned or how they can encourage increased consumption. The main thrust in this course is the consumer. However, it is also need to analyse the firms strengths and weaknesses and those of competing firms. Suppose, for example, that making product aimed at older consumers, a growing segment. A competing firm that targets babies, a shrinking market, is likely to consider repositioning toward the market. To assess a competing firms potential threat, it is needed to examine its assets (e.g., technology, patents, market knowledge, and awareness of its brands) against pressures it faces from the market. Finally, it is needed to assess conditions (the marketing environment). For example, although firms may have developed a product that offers great appeal for consumers, a recession may cut demand dramatically.

Consumer behaviour involves services and ideas as well as tangible products. The impact of consumer behaviour on society is also of relevance. For example, aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have serious repercussions for the national health and economy. There are many ways to consider on how to approach the market defining their needs. Without these people, there will be no profit and circulation of money. It is a fact that the market is the source of economy of the country. 64

73. You're invited, but it's our world. Take your shoes off at the door. If you want to barter with us, get down off that camel!

The success of a business depends on how they cooperate to their environment. A communications strategy, including marketing and public relations, is responsible for building the awareness and credibility that leads to sales needed to reach those business objectives. Being on top, much effort is needed to get along people in the market. Businesses are not born to be proud ones without passion in serving its community, A good example is the success of Jollibee, it really got the taste of many Filipinos around the globe.

There are three basic ingredients to any successful communications programpositioning, awareness and third-party credibility (confirmation of the companys claims and qualifications through press coverage, customer/partner endorsements, and other outside support). Communications programs should be strategically aligned with business goals to ensure that the right messages are reaching the right audiences. Take the time to assess the market and be aware of trends. Changes in consumer spending can be shifting. What do consumers want? Provide what your customers will buy.follow trends. If people are spending less each time they shop, perhaps repackaging your product in smaller quantities may be helpful for customers. Now is the time to listen to your customers and respond. From multiple forms of communications being used simultaneously, to different views on one topic getting sent instantaneously to a single consumer, the information bombardment competes to grab the attention of your target market too. In fact, sitting at a computer for even an hour can be overwhelming with a number of messages being transmitted in a matter of minutes.

74. We are immune to advertising. Just forget it.

The evolution of this new perspective has two origins. Marketers began to realize that advertising, public relations, and sales were often at odds regarding responsibilities, budgets, management input and myriad other decisions affecting the successful marketing of a brand. Executives in each area competed with the others for resources and a voice in decision making. The outcome was inconsistent promotional efforts, wasted money, counterproductive management decisions, and, perhaps worst of all, confusion among consumers. Advertising serves as a promotional tool only of a brand name of a product. This is not necessary for the market. What the market needs now is on how they can be served conveniently and to gain their trust.

65

Secondly, the marketing perspective itself began to shift from being market oriented to market driven. Marketing communication was traditionally viewed as an inside-out way of presenting the company's messages. Advertising was the dominant element in the promotional mix because the mass media could effectively deliver a sales message to a mass audience. But then the mass market began to fragment. Consumers became better educated and more skeptical about advertising. A variety of sources, both controlled by the marketer and uncontrolled, became important to consumers. News reports, word-of-mouth, experts' opinions, and financial reports were just some of the "brand contacts" consumers began to use to learn about and form attitudes and opinions about a brand or company, or make purchase decisions. Advertising began to lose some of its luster in terms of its ability to deliver huge homogeneous audiences. Companies began to seek new ways to coordinate the multiplicity of product and company messages being issued and used by consumers and others.

Thus, two ideas permeate integrated marketing communication: relationship building and synergy. Rather than the traditional inside-out view, IMC is seen as an outside-in perspective. Customers are viewed not as targets but as partners in an on-going relationship.

75. If you want us to talk to you, tell us something. Make it something interesting for a change.

Through the use of symbols and images advertising can help differentiate products and services that are otherwise similar. Advertising also helps create and maintain brand equity. Brand equity is an intangible asset that results from a favourable image, impressions of differentiation, or consumer attachment to the company, brand, or trademark. This equity translates into greater sales volume, and/or higher margins, thus greater competitive advantage. Brand equity is established and maintained through advertising that focuses on image, product attributes, service, or other features of the company and its products or services. Technology platforms are ways on how to communicate with the market. Most companies problem is the impact on how they got the attention of people and how they can retain their customers.

Customers, prospects, and others encounter the brand and company through a host of sources and create from these various contacts ideas about the brand and company. By knowing the media habits and lifestyles of important consumer segments, marketers can tailor messages through media that are most likely to reach these segments at times when these segments are most likely to be receptive to these messages, thus optimizing the marketing communication effort. For marketing communication to be successful, however, sound management decisions must be made in the other three areas of the marketing mix: the product, service or idea itself; the price at which the brand will be offered; and the

66

places at or through which customers may purchase the brand. The best promotion cannot overcome poor product quality, inordinately high prices, or insufficient retail distribution.

76. We've got some ideas for you too: some new tools we need, some better service. Stuff we'd be willing to pay for. Got a minute?

Consumers rely on the information from marketing communication to make wise purchase decisions. Businesses, ranging from multinational corporations to small retailers, depend on marketing communication to sell their goods and services. Marketing communication has also become an important player in the life of a business. Marketing communication helps move products, services, and ideas from manufacturers to end users and builds and maintains relationships with customers, prospects, and other important stakeholders in the company. Advertising and sales promotion will continue to play important roles in marketing communication mix. However, marketing strategies that stress relationship building in addition to producing sales will force marketers to consider all the elements in the marketing communication mix. In the future new information gathering techniques will help marketers target more precisely customers and prospects using direct marketing strategies. New media technologies will provide businesses and consumers new ways to establish and reinforce relationships that are important for the success of the firm and important for consumers as they make purchase decisions. The Internet will become a major force in how organizations communicate with a variety of constituents, customers, clients, and other interested parties.

The interactivity of the Internet is perhaps its greatest asset. By communicating with customers, prospects, and others one-on-one, firms can build databases that help them meet specific needs of individuals, thus building a loyal customer base. Because the cost of entry is negligible, the Internet is cluttered with web sites. However, this clutter does not present the same kind of problem that advertising clutter does. Advertising and most other forms of promotion assume a passive audience that will be exposed to marketing communication messages via the mass media or mail regardless of their receptivity. Web sites require audiences who are active in the information-seeking process to purposely visit the site. Therefore, the quality and freshness of content is vital for the success of the web site.

77. You're too busy "doing business" to answer our email? Oh gosh, sorry, gee, we'll come back later. Maybe. CRM system should be bi-directional. In other words, CRM system should talk to your marketing automation platform and your marketing automation platform should talk to your CRM system. For example, if you have your websites Contact Us form integrated into your marketing automation platform, the data submitted via that form submission should be replicated in your CRM system. On the 67

flip side, if your organization is making regular updates to their customer and prospect records within the CRM system, that data should sync back to your marketing automation platform. This ensures there is consistency in the data between the two systems. For example, lets say a sales rep is speaking with a prospect. The prospects title is entered as Marketing Coordinator in the CRM system, but the rep learns it is actually Director of Marketing. You will want the ability to update the record to reflect the proper title, and then have that information synced back with your marketing automation platform. This is important when it comes to database segmentation, lead nurturing and lead scoring.

The majority of CRM and marketing automation systems provide integration and external access to their databases using an Application Programming Interface (API). An API will allow an external system to access and make use of the services of the connected system. For example, it can allow a marketing automation system to access a specific leads data from the CRM system and add it to a campaign. Utilizing an API will provide a much more stable experience from an integration standpoint, as well as provide access in areas where one data table has a relationship with another (i.e. contacts linked to accounts/companies). Other methods of integration consist of batch or automated file imports via either a static URL or FTP where the file referenced is updated on a regular basis. These methods are best suited for the initial upload of data, rather than the on-going synchronization of detailed data.

78. You want us to pay? We want you to pay attention.

Direct marketing allows a company to target more precisely a segment of customers and prospects with a sales message tailored to their specific needs and characteristics. Unlike advertising and public relations, whose connections to actual sales are tenuous or nebulous at best, direct marketing offers accountability by providing tangible results. The economics of direct marketing have also improved over the years as more information is gathered about customers and prospects. By identifying those consumers they can serve more effectively and profitably, companies may be more efficient in their marketing efforts. Whereas network television in the past offered opportunities to reach huge groups of consumers at a low cost per thousand, direct marketing can reach individual consumers and develop a relationship with each of them. Research indicates that brands with strong brand equity are more successful in direct marketing efforts than little-known brands. Direct marketing, then, works best when other marketing communication such as traditional media advertising supports the direct marketing effort using technological innovation.

Since people have different kinds of preferences, people choose the ones who offer different ways on how they market their products / services. Like for example, having promotional brochures, free samples, discounts, and many more are some of the ways. These focus on integration of tools and 68

marketing communications. Some direct marketers have responded by regarding privacy as a customer service benefit. Direct marketers must also overcome consumer mistrust of direct marketing efforts due to incidents of illegal behaviour by companies and individuals using direct marketing.

79. We want you to drop your trip, come out of your neurotic self-involvement, join the party.

Developing a marketing strategy is important, but it's difficult work. It takes time and commitment to create. A marketing strategy is often developed by a committee that is using incomplete information, and it is easy for the contributors to get side tracked or delayed. The key to creating a usable marketing strategy is to follow a clear, structured, well-thought-out process. Doing so helps to keep the team focused, ensures the consistent use of information, and streamlines decision-making. A more structured process also involves some front-end preparation, but this process ultimately saves you time and money. The communications strategy defines how you present information about your company and products. It is built on your product-positioning strategies and a thorough understanding of your target customers. Establish high-level customer impressions of your company and products that are consistent with your product positioning. Create consistent, concise, benefits-based messages that build the desired net impressions. Determine which communications methods are appropriate for each customer segment.

Companies can create different strategies on how to target the market. In order for this to work, the company lowers their high standard of approach. It means that people can build trends that could bring clients together. Examples can be, they can have promotional events regarding their products and services. A closer interaction is needed to approach the market. They can also give freebies during the event to promote quality. The company should ensure that people will have the benefits from the event. Marketing strategies should not be boring! 80. Don't worry, you can still make money. That is, as long as it's not the only thing on your mind.

How can a business be stable or grow if they would only think of getting rich? Money should be the last thing a business should think. Without developing ways on how to communicate with the market, the business will just be automatically a waste of time. Energy and money will just be wasted in the long run. Priorities will be affected and goals will be set aside. One thing that can be considered are pricing strategies. Pricing strategies are typically dictated by the product-positioning strategies. Depending on positioning the product as the low-cost leader or the high-quality leader, then set prices accordingly. Cost-based pricing - This pricing reflects a calculation of your products cost, plus a profit margin. It's a 69

complex financial exercise with multiple products. Some costs are easy to associate with a particular product (for example, material costs); other costs are not as easy to associate (for example, the CEO's salary). Value-based pricing - This pricing is based on an assessment of how much a customer is willing to pay for your product given its set of features and benefits. The main issue is: What will the market bear? Both of these pricing strategies are subject to market and competitive realities. Discounts and promotions are two important components of your overall pricing strategy. Sales promotions can motivate customers to select a particular brand, especially when brands appear to be equal, and they can produce more immediate and measurable results than advertising. However, too heavy a reliance on sales promotions results in "deal-prone" consumers with little brand loyalty and too much price sensitivity. Sales promotions can also force competitors to offer similar inducements, with sales and profits suffering for everyone.

81. Have you noticed that, in itself, money is kind of one-dimensional and boring? What else can we talk about? To be in a corporate world, money is not the only option for success. Yeah! It is one-dimensional and boring and the root of all evil. The companys goals and vision should not focus on money matters. Priorities are aligned with the market and how to serve these people efficiently and effectively. Certain aspect appears to be affecting the market like socio-cultural factor, customer demand, digital channel usage, and many more. Aside from integrating these, the company considers customer loyalty. Money flow will not be continuous without meeting the expectations of the people in the market. Setting aside to be rich is a must, but to put in mind on how to manage the business. The market serves as the foundation for the stability and growth of the company.

To successfully develop retention strategies, it is useful to acknowledge that there are two types of loyalty, behavioural loyalty and emotional loyalty. Behavioural loyalty is the name given to behaviour that proves loyalty to the brand trough sales. It means that the customer behaves in the way the brand wants, i.e. by spending money. Measures of behavioural loyalty include response rates to direct marketing to the customer base, share of wallet and market share. Emotional loyalty acknowledges that perceptions and emotions drive behaviour. A customer who is emotionally loyal has empathy and attachment with a brand and company and is more likely to recommend it to potential customers. The most important is for a customer is to know a companys purpose and dedication to give quality services.

82. Your product broke. Why? We'd like to ask the guy who made it. Your corporate strategy makes no sense. We'd like to have a chat with your CEO. What do you mean she's not in?

70

In reality, product management starts with existing products and have to improve on them with limited cash, skills and technological resources. But the principle still applies - good product marketing looks for ways to adapt and promote products to match customer requirements. Product features, design and quality can all be tailored to the needs of target market. People can easily distinguish differences among products, more personalized, and trusted. Latest trends and innovation are big deal for todays market. An example is that the trends of Nokia Phones. Nokias platform is already left behind of what the other brands are competing now which are Smartphones. Products targeted in this way - such as car insurance specifically for women - can give a competitive edge, even if the product itself has few specific features.

Successful products don't often stay at the top for long. What usually happens is that they follow a life cycle, from introduction to the point where they are overtaken by newer, better alternatives. If the company understands their product is in its life cycle, they can market it in a way that will maximise sales. When introducing a product, for example, it needs to invest in promotion to build awareness (such as free samples) and target your marketing at people who influence others to buy. As the product's popularity grows, sales will increase and your unit costs will go down. But competitors will emerge to grab a share of the profits to be made. Marketing objective will now be to maintain and increase your market share - for example, by improving offer and making it more widely available. The companys sales will peak and competition will heat up as the product reaches maturity. At this point, stressing the way offer differs from the companys rivals' can help maintain margins and market share. Finally, sales will fall as new products emerge. At this stage, the company should focus on controlling costs and boosting efficiency.

83. We want you to take 50 million of us as seriously as you take one reporter from The Wall Street Journal. Part of connecting with the market, is to bridge communication. Communication can bring further the relationship in product marketing. With the companys continuous improvement with their marketing, information is spread throughout the community. Aside from producing quality products and services, the company ensures that they already have an impact to the community and gained their trust. Having that trust, ensures that the company serves for the people and concerning the commodities of these people. Price ranges should be reasonable to be able to compensate with the target market. A successful business starts by understanding needs of the community and the benefits it can give. The market serves as the winning price of businesses. Without them, they would not be able to create a name in the industry. The most successful small businesses understand that only a limited number of people will buy their product or service. The task then becomes determining, as closely as possible, exactly who those people are, and 'targeting' the business's 71

marketing efforts and dollars toward them. There are infinite ways to address the wants and needs of a target market. For example, product packaging can be designed in different sizes and colors, or the product itself can be altered to appeal to different personality types or age groups. Producers can also change the warranty or durability of the good or provide different levels of follow-up service. Other influences, such as distribution and sales methods, licensing strategies, and advertising media, also play an important role. It is the responsibility of the marketing manager to take all of these factors into account and to devise a cohesive marketing program that will appeal to the target customer. 84. We know some people from your company. They're pretty cool online. Do you have any more like that you're hiding? Can they come out and play?

Privacy refers to a moral right of individuals to avoid intrusion into their personal affairs by third parties. Privacy of personal data, such as our identities likes and dislikes, is a major concern to consumers, particularly with the dramatic increase in identity theft. Ethical issues concerned with personal information ownership have been successfully categorized into four: First is privacy: what information is held about the individual. Second is Accuracy: Is it correct? Third is Property: Who owns it and how can ownership be transferred? And fourth is Accessibility: Who is allowed to access this information and what under conditions? Data protection law consists of legislation that is enacted to protect the individual, to protect the individual, to protect their privacy and prevent misuse of their personal data. Member states shall protect the fundamental rights and freedoms of natural persons [i.e. a named individual at home or at work], and in particular their right to privacy with respect to the processing of personal data.

The company should also learn how to encrypt their passwords to private databases. Web technology, which is, like privacy, a major concern for Internet users that needs to be understood and managed by site owners and marketers to ensure sites are secure and that consumers are reassured about security. Avoid storing data that is not needed on website and its database(s). For example, some data relating to payment cards should never be stored. Data poisoning which can amend or delete data inappropriately and this is then used to update internal systems, business information is being lost. The company should consider these methods to protect information.

85. When we have questions we turn to each other for answers. If you didn't have such a tight rein on "your people" maybe they'd be among the people we'd turn to. Companies now impose strict guidelines with their employees. Employees are now ordered not to bring usb inside the company for information protection. Information security aids in securing

72

and managing properly of information resources. Assessment of using the web during work hours is prohibited. Viewing of history sites used by the employees during work hours is also implemented.

Information security includes malicious file execution where uploaded files or other data feeds may not be what they seem. There is also alteration on log-in user account. With system architecture and configuration, the information system architecture model should address the sensitivity of data identified during the requirements and specification phase of a website project. Phishing, where users are misled into behaving some other entity is or belongs to own organization (email messages and websites are the most common combination), is best tackled through user education, but the way the website is designed. Its architecture and how it communicates with users can reduce the risk.

86. When we're not busy being your "target market," many of us are your people. We'd rather be talking to friends online than watching the clock. That would get your name around better than your entire million dollar web site. But you tell us speaking to the market is Marketing's job.

People who may be considered current customers, potential customers, and former customers and people who are likely never to be customers are constantly changing. By identifying these various segments and developing a working knowledge of their wants, needs, and characteristics, marketers can reduce the cost of reaching non-prospects and build customer loyalty. Perhaps the most important role of database marketing is its ability to retain customers. The cumulative profit for a five-year loyal customer is between seven and eight times the first-year profit. At the core of database marketing is the idea that market segments are constantly shifting and changing.

Database marketing is a form of direct marketing that attempts to gain and reinforce sales transactions while at the same time being customer driven. Successful database marketing continually updates lists of prospects and customers by identifying who they are, what they are like, and what they are purchasing now or may be purchasing in the future. By using database marketing, marketers can develop products and/or product packages to meet their customers' needs or develop creative and media strategies that match their tastes, values, and lifestyles. Like IMC, database marketing is viewed by many marketers as supplanting traditional marketing strategies and is a major component of most IMC programs. Since database marketing is expensive to develop and complex to implement effectively, companies considering database marketing should consider three important questions. First, do relatively frequent purchasers for the brand exist? Secondly, is the market diverse enough so that segmenting into subgroups would be beneficial? Finally, are there customers that represent opportunities for higher volume purchases? 73

87. We'd like it if you got what's going on here. That'd be real nice. But it would be a big mistake to think we're holding our breath.

Considering business, its target purpose would mainly his audience. Marketing control involves setting a desired standard, measuring deviations from the standard and taking the appropriate action. In many cases the standard is expressed in terms of budgets and any substantial deviation from budget is investigated. Both positive as well as negative deviations can be a cause for concern. If sales are far in excess of planned levels then this can over-stretch the enterprise's production, storage and distribution resources, for example. At the same time, the investigation of all deviations from budgeted levels would prove an unbearable load on managers.

Instead, since not all deviations are significant, parameters are set for allowable deviations and only those exceeding these parameters are investigated. There are four types of marketing control: the annual plan control, profitability control, efficiency control and strategic control. Whilst most of the control techniques described so far have been quantitative in nature, customer attitude tracking studies give qualitative information. The main customer attitude tracking measures are complaint or suggestion schemes, customer panels or customer surveys. These can be very useful in revealing what customers feel about the organisation, its products, services and behaviour towards society as a whole. Besides annual plan control, organisations need to measure the profitability of their various products, territories, customer groups, trade channels and order sizes. This information will help management determine whether any products or marketing activity should expand, reduced or eliminated.

88. We have better things to do than worry about whether you'll change in time to get our business. Business is only a part of our lives. It seems to be all of yours. Think about it: who needs whom?

Market research involves surfing the web, reading available literature and speaking to potential clients. It also means researching the competition! Competition is going to be the best guide to the market you are looking to enter. If there are countless of businesses operating in the same way as you intend doing do not be put off. This indicates that the market is big enough for a new player to take a small slice and will need to find ways of being better than competitors. If the competition is low this might mean that you have a relatively untapped market or it might mean that the market is depressed or the interest is low. These questions need answering by your market research.

74

On very good way of carrying out market research within chosen business opportunity area is by carrying out a test run. Testing the market can be carried out for a number of businesses but is not always suitable for some. One very large area with a lot of potential for a home based business is selling items over the Internet either through an online auction site or through your own shopping site (or both). It is very easy, and a very low risk activity, to buy a few samples of chosen product and set up some test sales. Forget about the administration of the business, all you are looking to do is see what interest there is in a certain product and what prices are paid.

89. We have real power and we know it. If you don't quite see the light, some other outfit will come along that's more attentive, more interesting, more fun to play with. Consumer behaviour involves the use and disposal of products as well as the study of how they are purchased. Product use is often of great interest to the marketer, because this may influence how a product is best positioned or how we can encourage increased consumption. Companies that introduce new products must be well financed so that they can stay afloat until their products become a commercial success. It is important to please initial customers, since they will in turn influence many subsequent customers brand choices.

A buyer is also influenced by personal characteristics and the process by which he or she makes decisions. A buyer's cultural characteristics, including values, perceptions, preferences, and behaviour learned through family or other key institutions, is the most fundamental determinant of a person's wants and behaviour. The variables impacting the business buyer are similar to those of the consumer buyer in some ways but very different in others. In general, the business buyer is much more technical, price-oriented, educated for the job, and risk-averse than the consumer buyer. In addition, with the business-buying environment, there is more concern for the status and power of potential vendors, and persuasiveness and empathy play relatively lower roles. Consumer and business markets and buying behaviour have to be understood before sound marketing plans can be developed.

90. Even at its worst, our newfound conversation is more interesting than most trade shows, more entertaining than any TV sitcom, and certainly more true-to-life than the corporate web sites we've been seeing.

These days, many companies reach out to their customers to get feedback on their products and services, as well as their overall shopping experience. You may find an invitation to take this kind of survey on the bottom of a receipt, in a post-purchase email, or even on a website pop-up window, among other places. And to encourage shoppers to participate, there is often a small reward for doing 75

so, or a chance to win a bigger prize. The big question is, do these surveys make a difference? Are the answers properly evaluated? Are the questions even relevant? Is proper follow-up done? Of course, the answer can be different depending on the company, but with the right process, companies can certainly improve the way they do business, and end up giving customers a better experience. Using proper follow-up, companies can even make amends for a less-than-optimal experience. To begin, the right questions have to be asked. As part of this, its important to give customers the chance to add their own comments.

91. Our allegiance is to ourselvesour friends, our new allies and acquaintances, even our sparring partners. Companies that have no part in this world, also have no future.

Strategic Market Alliance is a distributor-owned cooperative comprised of North Americas leading independent janitorial, sanitation, food service and industrial packaging distributors. It was founded by a group of like-minded distributors who recognize the need and opportunity to exceed expectations attached to traditional buying groups and marketing organizations. By uniting in a common purpose, they are committed to presenting to their business partners solutions that will result in tangible, sustainable business improvement within the channel. In todays marketplace, margin shrinkage, increased competition, alternative sourcing, and an expanding array of end customer demands have made it difficult to maintain focus and easy to lose sight of the core components that drive business. Consequently, the role of buying groups and marketing organizations within the supply chain is becoming more integral.

The importance of this role, and resulting opportunity to make a unique impact, is the driving force behind the development of SMA. SMA is a catalyst for optimizing the efficiency and effectiveness of all stakeholders within the supply channel distributors, manufacturers and the customers they serve. How? By executing our mission - create value based solutions that bring greater focus back to those core components that drive sales, improve operating efficiencies and create more strategic business alliances.

92. Companies are spending billions of dollars on Y2K. Why can't they hear this market timebomb ticking? The stakes are even higher.

Innovation in terms of technology, the company considers type of channels to be used. In addition to a company's marketing mix and factors present in the external environment, a buyer is also 76

influenced by personal characteristics and the process by which he or she makes decisions. A buyer's cultural characteristics, including values, perceptions, preferences, and behaviour learned through family or other key institutions, is the most fundamental determinant of a person's wants and behaviour. Business markets consist of individuals and organizations that buy goods for purposes of further production, resale, or redistribution. Businesses (including government and non-profit organizations) are a market for raw and manufactured materials and parts, installations, accessory equipment, and supplies and services. The variables impacting the business buyer are similar to those of the consumer buyer in some ways but very different in others. In general, the business buyer is much more technical, price-oriented, educated for the job, and risk-averse than the consumer buyer. In addition, with the business-buying environment, there is more concern for the status and power of potential vendors, and persuasiveness and empathy play relatively lower roles. Consumer and business markets and buying behaviour have to be understood before sound marketing plans can be developed.

To devise good marketing plans, it is necessary to examine consumer behavioural attributes and needs, lifestyles, and purchase processes and then make proper marketing-mix decisions. The study of Consumer behaviour includes the study of what they buy, why they buy, how they buy, when they buy, from where they buy, and how often they buy.

93. We're both inside companies and outside them. The boundaries that separate our conversations look like the Berlin Wall today, but they're really just an annoyance. We know they're coming down. We're going to work from both sides to take them down. The type of buyer or consumer of a product powerfully affects every aspect of the marketing strategy. That is because the strategy is built around the marketer's understanding of the needs, wants and personal characteristics of the target market, a group of consumers who are most likely to choose the firm's brand. Before it can effectively market its product, a firm needs to pinpoint exactly which potential buyers will be the focus of its efforts. Otherwise, it risks wasting money and time on people who are loyal to other brands, uninterested in the product category or unresponsive for other reasons. These buyers are often selected based on demographic features, like age, sex or income. They also can be identified by the lifestyle, personality and attitudinal characteristics known as psychographics. Many key dimensions of a product, like flavour, size and style, must be designed in accordance with the preferences of target consumers. For example, a firm that hopes to market a breakfast cereal to children would need to incorporate features like a sweet taste and a colourful box. If the target market is composed of large families, marketers would probably choose large, reseal able packages in order to extend the brand's shelf life and encourage use by all family members. Also, marketers need to learn which media vehicles are influential with the target.

77

94. To traditional corporations, networked conversations may appear confused, may sound confusing. But we are organizing faster than they are. We have better tools, more new ideas, no rules to slow us down. Cultural, social, personal and psychological these four factors have great influence on consumer buyer behaviour. Human wants, perceptions, values, behaviour learned from society, family other institutions. Social factor consists of a person's reference group family, friend's organizations. Personal factor is included age of lifecycle, economic situation, profession, personality and other personal characteristics influence buyer decision process. Different psychological factors like motivation, perception, attitude, belief have influence on consumer buying decision. A consumers behaviour is also influenced by social factors, such as the consumers small groups, family, and social roles and status. Because these social factors can strongly affect consumer responses, companies must take them into account when designing their marketing strategies. Groups - a persons behaviour is influenced by many small groups. Groups which have a direct influence and to which a person belongs are called membership groups. References groups are groups that serve as direct or indirect points of comparison or reference in the forming of a persons attitudes or behaviour. Marketers try to identify the reference groups of their target markets. The importance of group influence varies across products and brands, but it tends to be strongest for conspicuous purchases. Markets must be understood before marketing strategies can be developed. The consumer market buys goods and services for personal consumption. Consumers vary tremendously in age, income, education, tastes and other factors. Marketers must understand how consumers transform marketing and other inputs into buying responses. Consumer behaviour is influenced by the buyers characteristics and by the buyers decision process. Buyer characteristics include four major factors: cultural, social, personal, and psychological. A persons buying behaviour is the result of the complex interplay of all these cultural, social, personal, and psychological factors. Many of these factors cannot be controlled by marketers, but they are useful in identifying and understanding the consumers that marketers are trying to influence.

95. We are waking up and linking to each other. We are watching. But we are not waiting. One of the main purposes of a conference, in general, is networking. It is an excellent opportunity for many people from around the globe to congregate for a common purpose. In this case it would be marketing and communications. Networking allows individuals and groups to interact with other individuals and groups within a common industry, offering mutual support and diverse perspectives. With effective networking in place you can definitely give your business more credibility. For example if you have links on a site for a business that has an excellent reputation consumers will be more confident to buy from you. Therefore you need to be careful who you allow to place links on your own site. It is best if they have similar ethics and goals as your own business. You want them to be a type of business that will appeal to your same target market too. However, be careful that they are not directly going to be your competition because that can take money out of your own pocket and place it into theirs. 78

Clients can now apply the technology of networking just with the marketing of clients. Clients are your responsibility. They are connected to yours through communication, but they will not wait for you to get in touch with them. Observation of consumers is often a powerful tool. Looking at how consumers select products may yield insights into how they make decisions and what they look for.

79

Citations: http://www.ehow.com/info_7916173_benefits-ebay.html http://www.benefitsofinternetmarketing.com/ http://management-communication.bestmanagementarticles.com/a-31591-the-benefits-ofnetworking.aspx http://www.consumerpsychologist.com/ http://www.websitemarketingplan.com/pr/Communications_Plan.htm/ http://www.referenceforbusiness.com/management/Log-Mar/Marketing-Communication.html http://office.microsoft.com/en-us/help/develop-an-effective-marketing-strategy-HA001142642.aspx http://www.marketingdonut.co.uk/marketing/marketing-strategy/product-development http://www.smasolutions.com/ http://www.mulconrey.com/conf2.html http://elliotcampbell.wordpress.com/2011/02/11/do-surveys-improve-customer-experience/#more514 http://destinydawnmarie.blogspot.com/2007/04/analyzing-consumer-and-business-markets.html http://www.ehow.com/info_8150757_type-consumer-affect-marketing-strategy.html Low Price Edition: Internet Marketing Fourth Edition, Pearson, PEARSON EDUCATION SOUTH ASIA PTE. LTD. (PHILIPPINE REPRESENTATIVE OFFICE), Copyright 2010.

80

81