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Internet marketing master thesis


internet marketing master thesis

are interpreted as the needs of a market. But marketing is not just an isolated operational function, it is much more. The distribution policy has to make the supply available for the market and the communication policy has the task of advertising the supply and to build up a positive image of the product and the company. For instance it is possible to vary the price depending on different interactions or unlimited possibilities to create product variants. Figure 2: Push Strategy illustration not visible in this excerpt Source: Learnmarketing, The push strategy pushes a product through the trade channels. It depends if one uses a marketing agent oriented strategy or a consumer oriented strategy which of the following two strategies are used (Weis, 2004,.92; Meffert., 2008,.511-517). The internet should not only be seen as a virtual supermarket, although there are many good possibilities to sell goods and services online. On the one hand there are the sellers which offer a product and on the other hand the buyers which want to exchange a valid equivalent for the product. Drives the classical mail-order companies out of business and a company like Google which does not even have a product has grown up to be one of the world greatest companies.

The objective of marketing is to produce customer satisfaction by building up a relationship with the customers, because the customer can expect a satisfaction of his needs for the long term (Kotler., 2006,.17). 2.5 Advertising on the internet Advertising is defined as any paid form of non personal presentation and promotion of ideas, goods or services in mass media such as newspapers, magazines, television or radio by identifiable advertisers. An online shop can offer a section where a customer designs his own product, for example letters on a t-shirt. Online advertising, which is included in the marketing mix, dessay french also requires public relations, sponsoring event marketing as well as a precise control, planning, implementation and a follow-up. Online marketing is about all measures which concern the internet, commercial and non-commercial online services (Herrmann and Sulzmaier, 2001,.15). In comparison to that only 17 percent of German households had an internet connection ten years ago and only 4 percent used it weekly (Destasis, 2009). A marketing strategy contains four key areas: Product-, price-, communication- and distribution policy.

Besides the communication policy, the tasks of online marketing are also the sale of products, the distribution policy and the realization of services (Bruhn, 1997,.56). This results in a better position for negotiations with wholesaler and retailers, because they are obligated to offer this product (Kotler., 2006,. Pull Strategy Depending on whether a company wants to use a push or pull strategy, the communication and marketing mix has to be designed differently. A strategic business unit is an own department within a company with own fields of activities.

Your central statement (or thesis statement) will, Alien and sedition acts thesis,


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