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Online Marketing

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eBusiness / Kmart Analysis Online Marketing Marketing businesses, products and services has become much more complex with the introduction of the internet. In this paper I will attempt to describe the effect of e-business on marketing strategies today, as well as describe the e-business marketing strategies utilized by Kmart, Inc. The internet is an enormous environment that is advancing and developing at a very erratic pace, and only companies able to adapt will survive. The World Wide Web provides a medium that breaks through geographical boundaries, allows the customer much more control, and has no time restrictions as it is always "open". According to an article by Dr. Ralph F. Wilson, Niche Marketing on the Web, there are three important steps to marketing on the internet; (1) ...read more.


According to Mark Goldstein, CEO of Bluelight.com, "When people were checking out they'd get a CD ROM thrown into their bags...our access strategy was important because we already knew what people were accustomed to and preferred to buy at Kmart (America Goes On-Line). According to Goldstein, Bluelight's core initiative was to "insure that Kmart shoppers (were)...on-line, once we're convenient to them, or we know where they are, we start thinking about commerce" (America Goes On-Line). Through Bluelight.com customers are able purchase the items normally purchased in one of their nationwide locations in the convenience of their own home. The site is treated as a vehicle to deliver an advantage to their customers, not publicity or branding content, and looks to "enable both e-commerce and real world buying behavior" (America Goes On-Line). ...read more.


These plans include affinity cards, a personalized membership card for use in Kmart stores only, which will allow for customer profiling, automatically fed coupons, and individual specials and discounts geared towards each customer based on their individual buying habits. The introduction of the internet has presented marketers with an array of opportunities and challenges to bring brands to consumers and companies quick in learning and adapting will survive. Bluelight.com's success can be attributed to this, and is emulated in their motto, which states "give...customers what they want and make it easy to get. That is something any business can do - and that is what will win your customers who will visit, return, and most of all, buy" (America Goes On-Line). Through utilization of today's technology, Kmart plans to take their marketing strategy one step further, from reaching a general target audience, to the individual customer themselves. ...read more.

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Response to the question

In summary, the report is quite good. The report states a number of advertising methods that the company has used to attract on-line consumer's to their website. However the report does lack the student's own view and analysis on their ...

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Response to the question

In summary, the report is quite good. The report states a number of advertising methods that the company has used to attract on-line consumer's to their website. However the report does lack the student's own view and analysis on their methods. The report states 'a vast amount of information', however this is in-correct. The report should state 'a vast amount of data', as companies would collect data and not information. This would need to be corrected within the report, to show the examiner that the student understands the subject.

Level of analysis

The report uses a number of quotes from people within the company, however there haven't analysis these. The report would need to state the reason to why there have implemented such methods. For example, the report could include 'Kmart sent a number of CROM's to their consumer base, to exploit their current customers, which is cost effective and could build their brand easily without much cost involved or hassle at finding new methods..

Quality of writing

The student has talked about Kmart, however there haven't included an screenshot of the website within the report. This would be useful, as this would enable the examiner to visualize the report.

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