1 What four elements in tier one and five elements in tier t

1. What four elements in tier one and five elements in tier two are devised for e-marketing strategy? Describe all of them briefly. Answer to each question could be between one to two full pages.

Solution

Tier 1 -

Tier 1 consists of following 4 elements :-

1) Market Opportunity Analysis:-

It consists of

a) Demand Analysis and

b) Segment Analysis

2) Differentiation :-

It identifies brand differentiation variables.

3) Positioning:-

It deternines how to position a brand.

4) Targeting:-

The last element in tier 1 is the targeting. It identifies the market to be targeted.

Tier 2 -

There are following 5 elements in tier 2 :-

1) Offer - Product Strategies :-

a) Sell merchandise, services or advertising on the website

b) Online Auctions

c) Create new brands for the online market

d) Sell selected current or enhanced products

2) Value - Pricing Strategies :-

How online product prices will compare with offline equivalents. Two pricing trends are -

a) Dynamic Pricing - different price levels for different situations / customers.

b) Online bidding - allowing customers to bid for products or services to alleviate for slow business periods.

3) Distribution Strategies :-

Firms use the Internet to distribute the products among supply chain members.

a) Direct Marketing

b) Agnet e-business models

4) Marketing Communication Strategies :-

These are used to draw customers to a website and to interact with brick-and-mortar customers

5) Relationship Management Strategies:-

These include 2 strategies:-

a) Customer Relationship Management (CRM) and

b) Partner Relationship Management (PRM)