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Dear Friends,
I have compiled a list of ways Internet can benefit the
Marketing function. I need to know your opinions on these strategies. As such I
hope you can assist me and my research by answering the questions listed below
Questionaire (Final)
This questionaire involves the analysis of marketing strategies used by companies
and organizations over the Internet. It engulfs the whole marketing process from
marketing concepts to tactics used by organizations over the Internet as was
discuss in section 2.0.
Q1. With the emergence of the Internet, the new competitive marketing environment
is expected to change. Which of the following changes do you expect or are
experiencing at this point ?
Q1a. A redefinition of value in the needs and wants of the market (e.g. demand for
convenience found in electronic shopping)
(Yes) (No)
Q1b. A demand and competition from customers who have a large knowledge base of
product and economies.
(Yes) (No)
Q1c. A rapid technological change in the market place
(Yes) (No)
Q1d. A friction free electronic businesess and economies throughout the world
(Yes) (No)
Q1e. A reduction in information cost for strategic decision making
(Yes) (No)
Q1f. An opportunity to get close to the customer using electronic means
(Yes) (No)
Q2. "Make and Sell" vs "Sense and Respond"
As the Internet provides a borderless and instantaneous form of transmitting
information, new business and market design are expected to emerge.
Q2a. Does your organization consider or practice a "make and sell" or "sense and
respond" marketing/business design?
(Yes) (No)
Q3. The Internet provides its users with a wealth of information and an excellent
communication tool which can help marketing research. To what extent does your
organisation practice the following types of online marketing research?
A> Yes, We practice this technique.
B> We have noted this technique and intend to implement it.
C> We have noted this technique but have not decided whether to implement it.
D> This is the first time we have heard of this technique.
E> We do not understand and are not interested in this technique.
Q3a. Primary Marketing Research
Q3ai. To what extent does your company/organization use "online focus groups" as a
tool for obtaining market intellegence. (These are groups of users specifically
gathered virtually on the internet and subjected to a marketing to observe the
response)
(A) (B) (C) (D) (E)
Q3aii. To what extent does your company/organization use newsgroups as a source of
marketing intellegence. (Virtual noticeboard discussing very specific industry
topics)
(A) (B) (C) (D) (E)
Q3aiii. To what extent does your company/organization use e-mail list to distribute
questionaire for marketing data collection.
(A) (B) (C) (D) (E)
Q3aiv. To what extent does your company/organization use "web based surveys" for
marketing data collection via the Internet. (interactive web pages which have
questionaires and allows submission of these questionaires)
(A) (B) (C) (D) (E)
Q3b. Secondary Marketing Research
Q3bi. To what extent does your company/organization use "search engines" as a
source of marketing intelligence. (e.g. collecting information on competitors,
suppliers, distributors, marketing environment etc.)
(A) (B) (C) (D) (E)
Q3bii. To what extent does your company/organization engage services from "online
research firms" as a source of marketing intelligence.
(A) (B) (C) (D) (E)
Q3biii. To what extent does your company/organization use demographic statistics
provided by demographics companies on Internet
(A) (B) (C) (D) (E)
Q3c. Others :
Q3ci. To what extent has your company/organization created or used "virtual
communities" for the purpose of gathering market intelligence.
(A) (B) (C) (D) (E)
Q3cii. To what extent does your company/organization conduct "competitive analysis"
using the Internet.
(A) (B) (C) (D) (E)
Q4. Internet Segmentation
Changes in online segmentation is needed when using the Internet as a marketing
tool which of these methods do you anticipate using in the near future.
Q4a. Psychographics : Segmentation consideration for the different psychological
profile of the Internet savy customers.
(Yes) (No)
Q4b. Geographics : Segmentation or "de-segmentation" consideration given with
regards to a borderless Internet market
(Yes) (No)
Q4c. Usage factors : Segmentation consideration given to different levels of
competencies found in users
(Yes) (No)
Q4d. Demographics : Segmentation study of the demographic profile of potential
Internet customers
(Yes) (No)
Q4e. Benefits Sought : Marketing segmentation considerations given to key Internet
benefits sought by certain Internet consumers
(Yes) (No)
Q4f. New Target Market : Segmentation considerations given to the emergence of a
new Internet market which did not exist before
(Yes) (No)
Q5. Product design
New opportunities in product design and development methods are created by the
emergence of the Internet. This opportunities come in various forms. To what extent
are companies considering investing in the new products of the Internet.
A> Yes, We are marketing products of this nature.
B> We have considered products of this nature and intend to implement it.
C> We have noted products of this nature but have not decided whether to implement
it.
D> This is the first time we have heard of this product development method.
E> We do not understand and are not interested in this product design method
Q5a. Internet Enhanced Products
With the Internet as a new communication tool many products features have evolved.
To what extent is your organization exploring the following by using the Internet.
Q5ai. To what extent is your organisation using the Internet communications to
provide better product customization for your customers
(A) (B) (C) (D) (E)
Q5Aii. To what extend is your organisation using the Internet to provide better
customer service
(A) (B) (C) (D) (E)
Q5b. Digital Products & Services
At the same time new products are developed over the Internet. These are products
or services which did not exist before without the Internet.
Q5bi. To what extend is your organization exploring the development of Internet
Intermediary Services (middle man, online match making etc)
(A) (B) (C) (D) (E)
Q5bii.To what extend is your organization exploring the devlopment of content based
products/services over the Internet (digital products, graphics, chat, reports etc)
(A) (B) (C) (D) (E)
Q5biii. To what extend is your organization exploring the devlopment of Digital
Cash/Payments over the Internet. (Providing/using secure payment over the Internet)
(A) (B) (C) (D) (E)
Q5c. Convergence
Convergence is integration of several different services to the Internet. This
includes web telephony, web GPS, web television etc. To what extend is your
organization exploring these method of new product development.
(A) (B) (C) (D) (E)
Q6. Pricing Techniques
The Internet because of its low communications cost inavertantly affects the
pricing policy of companies selling their products. There are many ways this is
achieved. Which of the following methods is your company using or taking advantage
of.
A> Yes, We practice this pricing method.
B> We have noted this pricing method and intend to implement it.
C> We have noted this pricing method but have not decided whether to implement it.
D> This is the first time we have heard of this pricing pricing method.
E> We do not understand and are not interested in this pricing method.
Q6a. Using the Internet eliminates the need for middle man in distribution
processes thus the profit margins saved. This reduced distribution cost would allow
manufacturers to provide a lower price for the end-users. To what extend is your
organization practising or considering these pricing method ?
(A) (B) (C) (D) (E)
Q6b. As the Internet creates new intemediaries and virtual market places the value
chain of a product moving to the cost is again affected. To what extend is your
organization practising or considering these pricing method ?
(A) (B) (C) (D) (E)
Q6c. The Internet enhances consumer knowledge of pricing. As such companies now
need to practice competitive pricing on the Internet. To what extend is your
organization practising or considering these pricing method ?
(A) (B) (C) (D) (E)
Q6d. In an Intergrated web environment floating prices is made possible a marketers
can now change prices with changes in stock movements and demand much more easily.
To what extend is your organization practising or considering these pricing methods
?
(A) (B) (C) (D) (E)
Q6e. With the ability to track and database customers better using the Internet
companies are able to practice special and discrimitory pricing for specific
customers (e.g. long time customers get better discounts). To what extend is your
organization practising or considering these pricing methods ?
(A) (B) (C) (D) (E)
Q7. Logistics & Distribution
Distribution and logistics along the value chain is greatly enhanced by using the
Internet and both a distribution network and communication tool. Several methods
are highlighted as ways to achieve the benefits provided by Internet. To what
extend is your organization exploring the development of and use of these
distribution methods ?
A> Yes, We practice this distributions method.
B> We have noted this distributions method and intend to implement it.
C> We have noted this distributions method but have not decided whether to
implement it.
D> This is the first time we have heard of this distributions method.
E> We do not understand and are not interested in this distributions method.
Q7a.To what extend is your organisation using electronic retailing to penetrate
more markets especially the global internet market ?
(A) (B) (C) (D) (E)
Q7b. Virtual distribution is where the Internet is used to further enhance the
supply chain management between suppliers, customer, support companies etc to
achieve better materials planning like JIT (Just In Time) inventory. To what extend
is your organisation using virtual distribution ?
(A) (B) (C) (D) (E)
Q7c. Internet intermediaries replace traditional intermediaries by using the
Internet's communication and planning capabilities. To what extend is your
organisation exploring the distribution opportunities in an Internet Based
Intermediary?
(A) (B) (C) (D) (E)
Q8. Advertising and Promotion
The Internet being a digital communication tool greatly enhances traditional
advertising and promotion functions. There many ways this is achieved beyond
building a web page.
A> Yes, We practice this online advertising, promotion and publicity method.
B> We have noted this online advertising, promotion and publicity method and intend
to implement it.
C> We have noted this online advertising, promotion and publicity method but have
not decided whether to implement it.
D> This is the first time we have heard of this online advertising, promotion and
publicity method.
E> We do not understand and are not interested in this online advertising,
promotion and publicity method.
Q8a. Email lists : (A) (B) (C) (D) (E)
Q8b. Online Banners : (A) (B) (C) (D) (E)
Q8c. Links Exchange : (A) (B) (C) (D) (E)
Q8d. Search Engines : (A) (B) (C) (D) (E)
Q8e. Product Sponsorship : (A) (B) (C) (D) (E)
Q8f. Online Literature (A) (B) (C) (D) (E)
Q8g. Newsgroups : (A) (B) (C) (D) (E)
Q8h. Corporate Identity : (A) (B) (C) (D) (E)
Q8i. Public Relations : (A) (B) (C) (D) (E)
Q8j. Integrated A&P : (A) (B) (C) (D) (E)
Q8k. Ethics : (A) (B) (C) (D) (E)
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