Thesis - Online Marketing Concept for a new E-Commerce Jewelry Store - ID:05623 - Volum 23 pagini

1 Introduction

2 Theory of Strategic and Operative Marketing Planning
2.1 Marketing Analysis
2.2.1 Business Analysis
2.2.2 Market Analysis
2.2.2.1 Market Delineation
2.2.2.2 Consumer Analysis
2.2.2.3 Competitor Analysis
2.2.2.4 Industry Structure Analysis
2.2.3 Environmental Analysis
2.2.4 SWOT‐Analysis
2.2 Strategic Marketing
2.2.1 Corporate Vision and Corporate Mission
2.2.2 Corporate and Marketing Goals
2.2.3.1 Building Strategic Business Segments
2.2.3.2 Market Coverage Strategy
2.2.3.3 Market Segment Strategy
2.2.4 STP-Strategies
2.2.4.1 Market Segmentation
2.2.4.2 Targeting
2.2.4.3 Differentiation and Positioning
2.3 Operative Marketing
2.2.1 Product
2.2.2 Price
2.2.3 Place
2.2.4 Promotion

3 Practical Application of The Marketing-Management-Process – Online Marketing Concept for a new E-Commerce Jewelry Store
3.1 Analytic Perspective
3.2.1 Company Analysis
3.2.2 Situation Analysis
3.2.3 Environmental Analysis
3.2.4 SWOT‐Analyse
3.2 Strategic Perspective
3.2.1 Corporate Vision and Corporate Mission
3.2.2 Corporate and Marketing Goals
3.2.3 Marketing Strategy
3.2.4 STP-Strategies
3.2.4.1 Market Segmentation
3.2.4.2 Targeting
3.2.4.3 Differentiation and Positioning
3.3 Operative Perspective: Marketing-Mix (15 pages)
3.2.1 Product
3.2.2 Price
3.2.3 Place
3.2.4 Promotion: Key Online Marketing Instruments
3.2.4.1 Search Engine Marketing (SEM)
3.2.4.2 Content Marketing
3.2.4.3 Affiliate Marketing
3.2.4.4 Social Media Marketing
3.2.4.5 Conversion Optimization
3.2.5 Success Controlling of Online Marketing Tools

4 Conclusion – A Critical Reflection