ITM 350 Lecture Notes - Lecture 11: Barter, Online Advertising, Cybersquatting

• School: Ryerson University
• Department: Information Technology Management
• Course: ITM 350
• Professor: Franklyn Prescod

Document Summary

Uilizaion of the internet and electronic technologies to assist in the creaion, implementaion and evaluaion of markeing strategy. Useful in online branding: involves creaion of e-markeing strategy, implementaion and evaluaion. Requires the use of both tradiional and online tools. Development of e-markeing strategy requires analysis of compeiion and other environmental factors. Research provides management with the informaion necessary to deine their market segments. Market segments: group of customer sharing common needs/characterisics that the selling irm may saisfy. Primary method of market segmentaion: demographics, geography, psycho-graphics, behaviour. Strategy creaion should conclude with a comprehensive e-markeing plan. Internet ofers opportunity to carry out research to develop markeing strategies. Secondary data: data that has not been developed for the task at hand, but may be useful for decision making. Primary data: informaion gathered to make a speciic decision. Data collecion used for user behaviour analysis (ex. click-stream analysis, cookies, proiles, shopping paterns) Focuses on various interrelated components within each target market.