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the subject is Marketing. 2nd Canadian edition

Lamb Chapter 19 Web Exercise

Internet Marketing

Vignette: Chapter 19 introduces you to the Get Real Girl doll.

Featured URL: www.getrealgirl.com

Becoming a Web Marketer
Getrealgirl.com is marketing dolls for young girls (and boys). You will be taking a look at related sites by other companies that are marketing to a similar target market. Using one of these sites, you will design a strategy to appeal to a different target market.

As you read in Chapter 19, it is essential to develop an effective marketing strategy when you take a business to the World Wide Web. The same elements that are important in any marketing plan need to be addressed. As you know by now, these elements may include the following:

  1. A business mission statement (which must include intentions regarding taking the business onto the Web).
  2. Objectives (how marketing the business on the Internet will help the business achieve its goals).
  3. Situation or SWOT Analysis (strengths, weaknesses, opportunities, threats).
  4. A target market strategy that takes into consideration the four Ps of the marketing mix (product, place, promotion, price).
  5. Implementation and evaluation control (a plan for putting all elements together, testing, and updating).

    When you take a business onto the Web, you are dealing with all the usual elements of a business but must also consider the impact of technology.

    In this activity, you will be taking a Website aimed at children and redeveloping it for the seniors market–for people in their 60s or older, who could be attracted to the site to find wholesome products to invest in for their grandchildren or other children in their lives.

  1. With your learning partner, look at four examples of marketing plans for on-line businesses that other marketing students have created. You will find that each student has his or her own way of responding to the questions to consider when creating a marketing plan for a commercial Website.

  2. Using the Web business plan questions provided in the Resources section, and taking into consideration the five aspects of a marketing plan noted earlier, with your learning partner, create your own marketing plan for a Website directed at seniors. For this, use one of the sites listed in the Resources section. You will be taking this site in a different direction, targeting not boys and girls, but senior citizens.

  3. Write and submit the brief plan (around two pages) for marketing this business on the Web. In this paper, carefully consider and respond to the questions found in Resources. Be as specific as possible.

Resources

Marketing Plan for a Business Website-Questions to Consider

  • Who are you? (outline your credentials) What is your marketing mission?
  • What is your business? What objectives do you have for the site promoting this business?
  • Why you believe you will be successful with launching your business on the Web?
  • Describe the site you plan to build to market your business.
  • What exactly do you plan to sell or offer? Why?
  • Why this particular business right now?
  • What is your motivation for building a site for the business?
  • Who is the audience (target market) for your goods or services?
  • Exactly why do you think these people will buy what you want to sell?
  • Describe your potential customers. Where do they live? What are they buying now?
  • Who is your competition? Why do you think you can beat the competition? How do you plan to do it?
  • What is your marketing mix? How do the four Ps come into play as you market the product or service?
  • How will you maintain quality control over the site? How will the site be evaluated?

    Sample Websites The following are aimed at children, both girls and boys. The last two are portal-type sites geared to a wider range of activities.

  • http://www.barbie.com Games, contest, parents, sister sites, clubs, collector sites, products.
  • http://www.petalien.com Cartoons, games, store.
  • http://www.brainquest.com Headquarters with items for sale. Preschool to seventh grade products, games, recipes, knowledge tests, mail cards.
  • http://www.muppets.com Games, cartoons, songs, quizzes, store with related products.
  • http://www.shrek.com Games, movie promotions, toys, upcoming sales of videos.
  • http://www.funschool.com Preschool to sixth grade. Features an arcade, puzzles, board games, gator's choice, silly stories, joke page, fan mail, and much more.
  • http://www.yahooligans.com Sports, News, Jokes, Chat, Shout Out!, dinosaurs, and much more.


Extend the Activity

These Web Exercises provide an additional opportunity for exploration of Chapter 19.

1. Mission Statements

For one or more (or all) of the sites listed in the Resources section, develop a mission statement that reflects the site's marketing strategy. If you are examining more than one site, include a paragraph comparing the statements.

2. SWOT Analysis

With a few others, develop a detailed SWOT analysis for one or more of the marketing plans created in the first activity.

3. Web Activities

Try a few of the activities on the Websites. Suggestions:

4. Discussion Topics

An important part of on-line marketing is developing a strategy for target markets. Using any of the sites listed in the Resources section, explain how to revise it so as to:

  1. appeal to the entire market with one marketing mix (price, promotion, product, place)
  2. concentrate on one segment of the market (other than children or seniors)
  3. focus on multiple market segments with multiple marketing mixes.

    Finally, Getrealgirl.com is marketing dolls using which strategies? Offer examples.

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Activity Resources Extend the Activity