You are a newly installed marketing manager in company selling products in the business-to-business sector in Mauritius. Presently, the company only has a limited website holding electronic versions of its brochures. You want to convince the directors, of the benefits, of investing in the website to provide more benefits to the company. Feel free to make any relevant assumptions to support your answer.
(a) Define an e-marketing strategy. You may use a SWOT analysis for the strategic planning procedure.
(b) What are the intangible and tangible benefits which you are targeting?
(c) What is the marketing mix which you are proposing to adopt?
(a) How would you transform a normal website to a one-to-one interactive site? List all the steps.
(b) describe and discuss the concept of a ‘virtual community’ and how such communities can be employed as part of relationship marketing.
(c) Briefly describe and give exs of online promotion and offline promotion techniques.