Marketing Systems
Business
functions of marketing associated with the planning, promotion, and sales of
existing products in existing markets, as well as the development of new
products and markets brbagai new to be able to attract and better serve
existing customers and prospective customers. Business firms are increasingly
turning to technology to help them perform inference marketing functions,
important in the face of changes in the current environment is changing
rapidly.
We
describe illustrate how marketing information systems provide a variety of
information technology that supports the main components of the marketing
function. For example, a web site or intranet and internet services to make the
process interactive marketing can be done by the customer to be a partner in
making, marketing, purchasing, and improved its range of products and services
. Sales automation systems using mobile computing and information technology to
automate a wide range of activities to support information processing and ma
najemen sales. Marketing information systems in customer relationship
management, product planning, pricing, and other product management decisions,
advertising, sales promotion, and targeted marketing strategies, as well as
research and market forecast. Let's take a closer look at all three of these
marketing applications.
Interactive
Marketing.
Interactive
marketing products are found to describe pemaran process that focuses on the
customer, which is based on the use of internet, intranet and extranet to
create a two -way transaction anatar company with customers or prospective
customers. The goal of interactive marketing is to allow companies to use their
networks menguntukan in order to attract and retain customers who will be
partners preformance company makes , as well as raise the purchase of products
and services.
Targeted
marketing.
Targeted
marketing has become an important tool in developing advertising and
promotional strategies to strengthen the company's e-commerce businesses , as
well as the location of the company's business . We illustrate the concept of
targeted marketing and advertising campaign management that includes five major
components, namely :
community; Companies can customize the
advertising messages and their web promotion methods to appear in depat people
in a particular community. Those interested can berupakomunitas, such as
virtual communities online sports fan, or those with a hobby arts and crafts,
or geographic community formed by a city or a website other local
organizations.
contents; Ads such as electronic
billboards or banners can be placed on various Web sites selected, in addition
to the company's web site. The contents of these messages are aimed at the
target group. An advertising campaign for the product on the opening pages of
Internet search engines is a common example .
context; Ads appear only on web pages
that are relevant to the content of the product or service. So, advertising is
directed only at persons who have been looking for information about a subject
(traveling on vacation, for example) associated with the company's products
(car rental services , for example).
Demographic or
physiographic regions;
Web marketing efforts can dtujukan only on the types or certain classes of
human beings : not married, twenties, middle- income, male university
graduates, for example.
Online Behavior; Advertising and promotional
efforts may be established any presence of visiting a website by someone. This
strategy is based on various techniques such as search, files a "cookie "
that web visitors recorded on the disk drives of various previous visits. This
allows the company to trace a person's online behavior on the web site so that
marketing efforts (such as cash coupon redeemable at retail stores or
e-commerce web sites) can be directed to that person whenever he visited their
website.
Sales Force
Automation.
More
and more computers and the Internet that provides a means to automate the sales
force. In many companies, the sales force is equipped with nootbook computer,
web browser, and sales contract management software that connects them with
marketing websites on the internet, extranet and intarnet their company. This
not only improves personal productivity, sales force, but scecara dramatically
speed up the capture and analysis of sales data from the field to The marketing
manager at the company headquarters. Finally, it enables marketing and sales
management to improve the delivery of information and support they provide to
their salespeople. Therefore, many companies saw sales force automation as a
way to gain a strategic advantage in sales productivity and marketing
responsiveness.
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