E Marketing Essay

631 words - 3 pages

e-marketingTanımlar:- e-marketing (sanal pazarlama) olarak da anılan, internet pazarlama, en temel anlamıyla potensiyel müşteriye ulaşımın, ürün ve hizmetlerin tanıtım ve satışının internet üzerinden yapılmasıdır.-Tanımlar: E-ticaret: mal ve hizmet alım satımının elektronik ortamda gerçekleştirildiği süreçtir.-İnternette pazarlama: hedef pazarlara yönelik olarak internet ortamında mamüllerin geliştirilmesi, fiyatlandırılması, tutundurulması ve dağıtılmasına ilişkin stratejik süreçtir.-İntranet: dışarıdan erişime kapalı, işletme birim ve personelinin birbirleriyle iletişim kurması için oluşturulan sistem.-Extranet: işletmenin tedarikçileri, bayi ve dağıtıcıları arasında kullanılan ağ.-İnternette pazarlama başlıca 4 şekilde yapılır:-İşletmeden tüketiciye-B2C-business to consumer-İşletmeden işletmeye B2B-Tüketiciden tüketiciye C2C-Tüketiciden işletmeye C2B-İnternette pazarlama 3 unsura dayanir:-telekomünikasyon altyapısı(ttnet, koç.net vb- bu gruptan değişme ve gelisme az olur),-Yazılım ile mamuller (e-katalog, e-bankacilik hizmetleri vb) ,-Pazarlar (e-açık arttırma, e-araştırma pazarı)-İnternet pazarlamasını işletmelere yararları-interaktiflik ve müşterilerle yakın ilişki kurma(müşteri veri tabanı oluşturma ve online olarak müşteri sorularının ve taleplerinin hızlı cevaplandırılması.)-düşük maliyet ve artan etkinlik:(mağaza ve çalışan maliyeti düşük)-stok, teslimat ve tutundurulma faaliyetlerinde verim artışı olur.-esneklik veya uyum kolaylığı(değişen koşullara göre yapılacak ayarlamaları uyum kolaylığı sağlanır, örn: online katalog basılı kataloğa göre daha kolay değiştirilebilir.-küresellik ve hızlılık-İnternette pazarlamanın sorunlarI:- Sınırlı sayıda müşteriye ulaşabilme: (Özellikle güvenlik sorunları nedeniyle bir kitle hala internetten alışveriş yapmıyor. Web kullanıcılarının bir kısmı satın almaktan çok sanal pazarda dolaşıyor, sörfçülerin sadece % 18'i alisveriş yapıyor.)-internet kullanıcılarının demografik ve psikografik özelliklerinin genel nüfustan farklı...

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