This report critically examines the implications of enabling technologies that will have an impact on the marketing strategies of businesses. As techology, such as the Internet, provides new opportunities an challanges for marketers while aligning a customer-focused strategy, this medium is becoming crucial in today's dynamic business environment in order to maintain competitive.
This report analyses the role of the Internet for marketers followed by an examination of opportunities and threats to global businesses from enabling technologies. Furthermore, a detailed examination of strategic approaches will be given, focusing on the e-marketing mix and pricing strategies in order to highlight the increased pressures for organisations when applying new media formats. Apple Inc. will be indicative as an example for important aspects throughout the report, in order to clarify and visualise the execution of new media formats by Apple Inc., followed by a critical evaluation of its web site with a focus on strengths, weaknessed and proposed improvements.
Inhaltsverzeichnis (Table of Contents)
- Introduction.
- The Role of the Internet for E-businesses & Marketers.
- Opportunities & Advantages of Enabling Technologies
- Interactivity
- Intelligence
- Individualisation
- Integration
- Industry Restructuring
- Independence of Location
- Threats & Challenges of Enabling Technologies.
- Opportunities & Advantages of Enabling Technologies
- Internet Marketing Strategy
- Online Competitive Advantage
- The E-marketing Mix.
- Product
- Place
- Promotion
- The Internet & Pricing
- Critical Evaluation of Apple Inc.'s Web Site.
- Strengths
- Weaknesses & Proposed Improvements
- Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This report examines the impact of enabling technologies, particularly the Internet, on the marketing strategies of businesses. It analyzes the role of the Internet for marketers, highlighting opportunities and threats posed by enabling technologies. The report delves into strategic approaches, including the e-marketing mix and pricing strategies, illustrating the increased pressure on organizations when adopting new media formats. Apple Inc. serves as an example to clarify and visualize the execution of new media formats. The report concludes with a critical evaluation of Apple Inc.'s website, focusing on its strengths, weaknesses, and proposed improvements.
- The impact of enabling technologies on business marketing strategies
- Opportunities and challenges presented by the Internet for marketers
- Strategic approaches in e-marketing, including the e-marketing mix and pricing strategies
- Analysis of Apple Inc. as an example of new media format execution
- Critical evaluation of Apple Inc.'s website, focusing on strengths, weaknesses, and proposed improvements
Zusammenfassung der Kapitel (Chapter Summaries)
The Introduction chapter sets the context for the report by outlining the significance of enabling technologies, particularly the Internet, in today's dynamic business environment. It emphasizes the need for businesses to adopt a customer-focused strategy to remain competitive. The chapter then introduces the report's structure and the focus on Apple Inc. as a case study.
Chapter 2 delves into the role of the Internet for e-businesses and marketers, highlighting the opportunities and challenges posed by enabling technologies. The chapter discusses the impact of the Internet on international trade and its contribution to global business growth. It then examines the six determinants of the paradigm shift between traditional and new media marketing approaches, including interactivity, intelligence, individualisation, integration, industry restructuring, and independence of location.
Chapter 3 focuses on Internet marketing strategy, exploring online competitive advantage and the e-marketing mix. The chapter examines the elements of the e-marketing mix, including product, place, and promotion, and discusses pricing strategies in the context of online marketing.
Chapter 4 provides a critical evaluation of Apple Inc.'s website, highlighting its strengths and weaknesses. The chapter proposes improvements to the website, focusing on areas such as user experience, interactivity, and content.
Schlüsselwörter (Keywords)
This report focuses on the role of enabling technologies, particularly the Internet, in shaping business marketing strategies. Key themes include e-marketing mix, online competitive advantage, customer-focused strategy, interactivity, intelligence, individualisation, integration, industry restructuring, and independence of location. The report uses Apple Inc. as a case study to illustrate the application of these concepts in practice.
- Citation du texte
- MSc International Marketing Strategy Benjamin Bach (Auteur), 2007, Implications of enabling technologies for Apple Inc., Munich, GRIN Verlag, https://www.grin.com/document/76930
