MARKETING FOR ENTREPRENEURS
Table of Content
1. Introduction 2
2. Internet Marketing Vs. Traditional Marketing 3
2.1 Benefit to Customers 3
2.2 Benefit to Companies 3
3. Importance of Internet Marketing to Small and Medium-size Companies 5
3.1 Equal Playground in Marketing Processes 5
3.2 Enable the Medium and Small Companies to Conduct Database Marketing and Email Marketing 6
3.3 Easily Adapted to Relationship Marketing and Customer Relationship Management (CRM) 7
4. Issues Involved in Internet Marketing 8
4.1 Junk Emails 8
4.2 On-line Credibility 8
4.3 Internet Privacy 9
4.4 Internet Security 9
5. Conclusion 10
Reference 10
1. Introduction
The advent of the computer predicts a new era of the human being's life, and this new era was further developed after scientists found out ways to link individual computers with each other. The amazing Internet expands people's lives to a virtual community where people can almost conduct all the activities they do at the real world. So the Internet draws the marketers' attention to the virtual community created by it. Internet marketing has changed many traditional marketing theories fundamentally (Burns, 2007). In traditional marketing environment companies put their efforts mainly on handling with the 4Ps issues, while in Internet marketing environment, these 4Ps英语论文网 【http://www.51lunwen.org】 issues has been linked to 4Cs with more focus much more on the buyers. Another change can be observed in the marketing resources. Compared with those in the traditional marketing environment, the marketing tools have been broadened with the supplements of e-mail marketing, customer relationship marketing, and database marketing and so on. But all these changes are brought about by the application of the Internet, and are supposed to bring more convenience to both buyers and sellers. So despite of all these changes, Internet marketing can still be viewed as the on-line traditional marketing. However, compared with the traditional marketing, Internet marketing owns some advantages. In this report, I chose a small and medium sized enterprise – Meihua LTD. in China as the case to make the analysis. MeiHua LTD. started business in 1999 and developed rapidly in recent years. However, with the application of information technology, the advantages of it became les and less competitive. So I chose it as the representative for such kind of enterprises and tried to make suggestions for its development in the information age.