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How to Sell (eCommerce)

Marketing and Internet Marketing Strategies

Nicolae Sfetcu

Published by Nicolae Sfetcu

Copyright 2015 Nicolae Sfetcu

BOOK PREVIEW

Marketing

Marketing is the commercialization set, by organizations, commercial or otherwise, under
their brand names, products and services with a product name or brand name.

That is, with innovation, one of two key business functions (Peter Drucker).

The marketing management of a business, or marketing, was formally defined as:

"All the techniques and actions by which a company develops the sale of its products and
services by adapting, where necessary, their production and commercialization to
consumer needs."

This set is particularly rich and is characterized by the following ideas:

1. The purpose of marketing is to conquer market share in existing markets and
create new markets

2. Marketing is a means available to organizations of all kinds
3. Marketing implements communication strategies
4. Marketing is part of the competitive universe offering complete freedom of choice

to customers
5. Marketing is a constant adaptation to dynamic customer expectations and

competitor strategies effort and changing environment
6. Marketing's role is to achieve value creation superior to that of competitors.
7. Marketing is a long-term
8. Capital importance given with respect to the commercialization, branding, at its

creation, naming and branding management.

The revolutions of marketing since 1960

The paradigm of marketing most commonly used today dates from around the late fifties.
It was designed to provide a framework for simple analysis of the marketing of large food
consumption in supermarkets in the Minneapolis area. This framework of analysis,
initially a plan of thesis of a doctoral researcher at the University of Minnesota, included:
Product, Price, Place, Promotion, 4 “P” mnemonic significance which will ensure the
sustainability of paradigm towards and against all evidences, and inventions of qualitative
market research give rise to a second paradigm: the concept of marketing, the primacy of
knowledge of market needs.

Since 1960, the environment has changed completely: invention of the supermarket (Wal-
Mart in the US, Carrefour in France), containerization that will allow globalization,
ibarcode, credit card payment, Internet; digital world, smart phone; social networks;
personalized marketing made possible by big data, as well as participation of new
entrants: China, South Korea, Singapore, etc.. The Jerome McCarthy mnemonic
paradigm is no longer appropriate and in process, having been replaced by the
relationship marketing, then by the service marketing to be supplanted by a business
model.

Christian Grönroos, Professor of Relationship Marketing at Hanken School of Helsinki
goes on to say that the concept of marketing is an epistemological error.

The four major types of marketing decision

Whatever the nature of its business (production or distribution) and the nature of its
production (products or services), a company uses the marketing methodology in four
different contexts:

• firstly, at the strategic level and the operational level;
• secondly, to manage the demand expressed by the market or to manage new offers

to market.

Contexts that generate four types of marketing decision:

1. Operational marketing of demand
2. Strategic marketing of demand
3. Operational marketing of supply
4. Strategic marketing of supply

This gives the following matrix:

The four major types of marketing decisions

• Strategic level
o Demand marketing (traditional marketing): 2. Strategic marketing
o Offer marketing (marketing innovation): 4. Strategic management,
Strategic relational marketing, Service marketing

• Operational level
o Demand marketing (traditional marketing): 1. Operational marketing of
demand
o Offer marketing (innovation marketing): 3. Marketing of new brands
(products and services)

Marketing issues

Marketing issues for the company

Marketing is considered as the first creative link that will lead to sales. In an environment
increasingly changing, the marketing strategy is mobilized to retain focused and solvent
clients by providing economies of scale necessary for the survival of the company. By
advertising, marketing can also be used to create a portfolio of new customers without
automatically seek a margin in the short term. This may be a risk that must be weighed
and proportionate vis-à-vis the overall strategy of the company.

The power of influence and persuasion of marketing supposed to act on a variety of
audiences (consumers, business customers, government, voters, etc.) is invoked. The
organization expects the thinking marketing:

• Greater sales effectiveness offers, width varying complexity (eg in case of
associated services) to potential customers. Or the effective customer behavior
usually determines the activity of the company, and assessment tools are speaking
after sales result only. Thus it is essential for management to anticipate and
promptly determine whether it is useful and lasting an offer to sell: hence the
importance of market research, studies of cost provided by cost accounting and
generally by the entire information system.

• Optimal efficiency: Bids must be configured so that the margin generated at least
covers the fixed costs (the cost of production and cost of revenue) of the company
by the total sales. Forecasts must be able to measure the impact of possible
economies of scale and synergies.

• An analysis of the value contained and provided by the product. The acceptable
level of a target depends on the cost expected by the customer functions. Their
delivery to the customer requires a quality of service to negotiate with all the
services of the organization that produce and make available.

• An analysis of the projected profitability ideally defined and followed by product,
market, and customer or distribution channel.

To achieve this objective, marketing is required to affect all components of the offer
(marketing mix). The finesse required for this procedure face diverse scenarios helped to
emerge specific marketing. The possibilities offered by new information technologies and
communication, particularly in the context of distribution operations, have played in that.

Marketing issues for consumers

Mass marketing has evolved in recent years from a comprehensive approach to a
segmented and personalized marketing. The increase in services and new communication
technologies has changed marketing. John Kenneth Galbraith considered before
marketing as a tool of a capitalism reverse spinneret. The consumer no longer master of
his choice due to lack of countervailing power, the complexity of technology and the
scale of investment needed to serve the industrial power of a techno-bureaucratic.
However, hyper segmentation market and consumer protection (consumerism) is
empowering the consumer. From a marketing trying to convince the customer, companies
are now trying to adapt to it. So companies are looking to provide "co-construction" of
the offer with the client or to expand the number of services often creating bouquets
satisfying customer segments. This implies a specific modularity or late competitive
postponement that does not facilitate economies of scale sought by management.

The branches of marketing

It is common practice to distinguish several branches within the marketing discipline:

Depending on the concerned targeted customers

Basically arose the distinction between:

• Marketing oriented towards the final consumer: marketing of consumer goods,
and major consumer goods, also known as B2C (Business to Consumer)
marketing

• Marketing oriented towards intermediate consumer: industrial marketing or B2B
(Business to Business) marketing

Other more recent concepts have been developed: services marketing, individualized
marketing, public sector marketing, promotional marketing, international marketing,
business to employee (B2E) marketing, etc.

Depending on the tasks performed

• Upstream of the marketing process, is the field of studies and its decisions
regarding the application, the market, and in general the customer and the clients.

• Downstream is the area of product marketing, covering the definition of product
parameters expected to meet the requirements of the previous step. Are thus
concerned the design, formulation, and the placing of the product on the market
(promotion, product distribution ...).

Depending on the purpose, the chosen vision

• Marketing said "strategic": The term means that marketing decisions must be
taken into account at a sufficiently high level of reflection to be effectively
contributory and articulated with the strategic approach of the company.

• Marketing said "operational": Reflection and decisions concern a more "basic"
level, oriented to basic decisions details (product characteristics, distribution
channels ...)

• Marketing said "managerial" The term emphasizes that the marketing function is
able to behave as a function in its own right within the organization and that the
policy of the latter recognizes and integrates without restrictions.

• "Marketing Planning": The term highlights the need to be credible to integrate
the approach of marketing action plans through the planning or programming of
the organization.

Marketing approach

The marketing approach is an attitude of research, analysis, listening to the market and its
supposed environmental permit

• the demand side, better listening and greater satisfaction of the final consumer or
intermediate consumer.

• the supply side, better control of the design, marketing, value-added, life cycle
and profitability of products and services offered by an organization.

Broadly, the applicable approach can be summarized in three major steps:

1. The identification, tracing and analyzing the consumers concerned with support as
appropriate to quantitative and / or qualitative market research.

2. It is then customary to segment reflection by identifying different types of
customers in light of the operational data of the marketing strategy.

3. According to the methodology of the chosen mix marketing - this is to stop the
pertinent choices and decisions.

For example, the mix marketing represented in the familiar form of "rule known as the 4P
lists the steps to be taken in 4 dimensions:

1. Product: or the modeling of the offer (product, service or idea) so that it responds
to the attitudes and motivations of consumers or users.

2. Promotion / Advertising (communication): or methods to publicize the existence,
interest and availability of supply. It also serves to increase the desire of
consumers to the product / service.

3. Price: or the requirements to get it (levels compared with other offers).
4. Place / Distribution: or templates, resources and infrastructure to provide in

supply.

Understanding the consumer

(According to Pettigrew and Turgeon)

Understanding consumer behavior involves a double research effort (via qualitative
studies or quantitative studies):

Understanding the intrinsic dimension

(According to Pettigrew and Turgeon)

The intrinsic dimension is what is unique, which is unique to each person as a way to
represent and practice the act of consumption:

• Motivation: It's about understanding how to determine a consumer who wants to
move towards a concrete goal. The client is looking to fill an unmet need for the
achievement of an ideal. The Maslow pyramid of needs shows that consumer
satisfaction proceeds by successive steps: Needs classified at lower levels of the
pyramid must be properly filled before working on the needs of a higher level.
Thus the needs of physiological types are senior to the satisfaction of personal
development needs.

• Perception: "Perception refers to the sensory area." This interpretation is in fact
opposite to a stimulus that causes a certain reaction and generates a behavior
which differs from one person to another. Companies use the repetition of ads as
an important way to attract the customer's attention, often using subliminal
messages.

• Learning: It is 'the acquisition of new behaviors as a result of experiences.' Thus,
after some experience at the consumer level, the consumer will tend to be loyal to
a certain brand or a certain product.

• Attitudes: These are predispositions that affect the consumer's perception about a
product, an object, a situation, either positively or negatively. Attitudes can
change over time and according to the experience, whether through self-will of
the consumer or due to the influence of a company capable to determine their
change.

• Personality: "The type of activity, interests and opinions are helping in
establishing the personality traits of consumers" By analyzing the lifestyle and
the way of life of the consumer, marketing practitioners can identify and
characterize specific traits that may lead to the development of profiles or families
of distinct personalities. The adjustment of product and market segmentation
allows - in mirror - to verify the relevance of distinctions identified and their
degree of response when properly managed.

Understanding the extrinsic dimension

(According to Pettigrew and Turgeon)

The extrinsic dimension consists of the external elements that surround and can influence
their choices and decisions:

• Culture: it is mainly the system of values, norms and manners that shape -
determine - the way of life in every society.

• Social classes: group of people who share the same values, the same economic
level, same interests and interact both at economic and political levels.

• Sociostyles: consumer profiles are determined by the representation of
homogeneous scatter in an area measured by two axes used as benchmarks of
sociological scales. These profiles (eg "innovators," "adventurers", "security
guards", "bobos", "conservative" ...) are supposed to explain the representations
and consumer behavior grouped this way.

• Reference groups: the groups that people identify both as the actual level and
groups to which they aspire. This may be related groups, called primary groups,
like family, friends, or outside groups, such as sports groups, professionals, etc.
called secondary groups.

• Prescribers: represent all the people who can act more or less decisive in the
decision to purchase a product or service. This role can be extremely loud (where
a doctor prescribes a drug), average (recommendations by expert council) or
lower (friendly advice that helps you out ...).

• Family: is the role that consumers play in his own family. This role may be that of
initiator (which suggest buying), or influencer (which influences the final
decision), or decision-maker (who says what to buy, where and how), or
purchaser (which actually makes the purchase), or user (who uses the product).

Consumer decision making

(According to Pettigrew and Turgeon)

For the marketer, the decision making process of the consumer spans stages and involves
many parameters.

• In extent, from understanding what triggers awareness of the need, to its behavior
after purchasing a good or service.

• In depth, it is important to pay particular attention to the elements in the
background at work and motivate the actions of customers.

Thus, decision making is often described as the sequence of five specific steps:
Recognition of a need, Information search in order to find possible solutions, Evaluating
solutions, and Purchase behavior and after purchase behavior.

1. Recognizing a need is the first step in the decision process for consumers. In
marketing it is important to understand that companies do not create needs.
Indeed, they only stimulate them to their target customers. For a consumer
recognizes a non-bridged need, he will be stimulated by using three types of
stimuli: environmental stimuli, marketing stimuli (advertising), autosuggestion
stimuli. Needs that can be felt are about psychological and physical needs.

2. Seeking information comes after the client has identified its unmet need. It was at
this point that it will proceed to list possible solutions. If the consumer wishes to
purchase a car, it seeks information regarding the different brands through various
means.

3. Then, the consumer then will evaluate possible solutions. It was at this point that
it will eliminate unsatisfactory options and then observe that those that best meet
their expectations. Indeed, it is then that from his experience, the influence of
reference groups and other influences, he will proceed to evaluate, as objectively
as possible, these choices.

4. Thereafter, the customer selects the product or service and determines the supplier
able to deliver. This step is of course that of purchase. At this time, the customer
service and the presence of a distributor can play a decisive role.

5. After purchase, the question is the behavior of customer usage and measuring
their satisfaction (via qualitative studies for example). A customer fully satisfied
with their purchase generates a positive impact for the company, with increased
sales and improved market share (through the rise of digital broadcasting and / or
dissemination value) and by increasing the fidelity. In addition, customers can
also advertise favorable ear to mouth. Conversely, a negative experience can push
the customer to disseminate information to the contrary, which can have a
negative impact on the reputation of the product or the company.

The contribution of market research

Market research are used to gather information to better understand the coveted target
and environment (legal, political, social, regulatory, economic, cultural ...) of the target.
This will adapt methods of operational and strategic marketing accordingly.

There are several techniques for conducting marketing research. For example, during the
launch of a product, several phases can be identified: research, design and development,
marketing. For each of these phases, different techniques of market research or opinion
may be used, depending on the types of needed information.

Depending on the type of data collected, the study is said to be quantitative or qualitative
research study. All these studies are based on the same approach: problem analysis, target
analysis, development of specifications, implementation of the action, information
collection, information processing, information analysis, recommendations.

Marketing techniques are based on the study of consumer behavior. Multidisciplinary
tools complement each other to form a solid, empirically reliable basis. Psychology,
sociology and microeconomics form an interrelated triangle. The theoretical validity of

the concepts used is less important than the validity of their prediction on the ground. The
psychology of marketing is multifaceted.

The most prestigious publications in this field (Journal of Consumer Research in
particular) are generally defined as interdisciplinary publications and articles found there
are often the basis for further research of pure social sciences.

It currently seems that today one of the most advanced subject is the study of
unconscious phenomena altering mood and emotions. The factors that regulate the
formation of an intention on the consumer are the subject of many studies.

Not to mention the fact that with the advent of internet it works directly on the total
population and less on panels. However, the sampling error should be monitored closely,
in fact, the population adept of internet is not representative in many studies.

Marketing strategy

The marketing strategy aims to put the company in question in line with the implicit or
explicit requirements of the market in which it operates. The foundations of the strategy
are to discover and especially to influence the needs of potential customers and identify
products and services. Political communication, advertising, promotion and organization
of the sale of products is in turn the most visible part of marketing to the general public.

The marketing strategy is the process of analysis and reflection to equate supply and
demand, which is part of the overall strategy of the company. This is a work essentially
structured around long-term operational marketing and not around activities. It is a
strategy deliberately turned over to economies of scale (for sale) rather than focusing on
organizational synergies due to the segmentation of the levers analysis (4P).

Operational marketing is the implementation on the ground of policy decisions taken at
the level of the marketing strategy and results in the development of a marketing plan.
The marketing department of a company should take into account a maximum of
parameters on the relevant product or service market for sale, in order to develop a
business strategy for the company.

As in organizations, decision-making in marketing does not always from the top down:
the marketing strategy to operational marketing. It is conceivable those critical decisions
can be made directly by so-called operatives, or that the strategy is established after
receiving the results of operations.

The decisions of marketing strategy can also be taken following quantitative studies or
qualitative studies.

Marketing guidelines in the company: Marketing direction in the company is divided
into three phases:

1. Marketing which is the analysis of the current situation
2. Market research consisting in the search for market information
3. Mix marketing is the persuasion phase of the potential buyer.

Marketing mix

Operational marketing is the implementation on the ground of policy decisions taken at
the level of strategic marketing (although, in practice, decisions are not always made at
this level). It is a short-term policy, which must be constantly adapted to changes in the
market situation. Operational marketing is the intermediate stage between field action,
which must constantly adapt, and marketing strategy, which covers the general
guidelines, it leads to the establishment of an action plan, marketing plan called for a
given (eg one year) period. This plan must be consistent with plans for other areas of the
company's shares (research and development, production, finance, human resources,
information systems, etc.) and the general policy of the company.

Operational marketing for simplicity is segmented into four main areas called marketing
mix. This segmentation is arbitrary and has the simple goal to simplify decision making
in marketing. Each part of the marketing mix is not strictly defined a priori and may
cover all areas relating to marketing.

The "Model 4 P" usually referred to as the "marketing mix" (operational marketing plan)
was introduced in 1960 by Edmund Jerome McCarty as thesis plan to deal with the
marketing of cans of Green Giant corn in supermarket

1. Product
2. Price
3. Place
4. Promotion

It is sometimes suggested adding other elements:

• P for packaging when it is considered a major component of the product.
• P for personal, insofar as the mobilization of human resources is often a key

success factor, among others, at the after-sales service.
• B for brand

Today, there are also emerging the "Model 5C" or another proposed segmentation in
order to achieve the most comprehensive analysis:

1. Company: Product Range - Stock in the market - Technology - the culture of the
company - the objectives.

2. Customers: the market size and growth - market segments - sources of customer
information - seasonal factors - the buying process (or pulse caution).

3. Competitors: direct, indirect - market share - the strengths and weaknesses of
competitors.

4. Collaborators: distributors - suppliers - retailers, etc.
5. Context: macro environmental factors.

Performance: Provided by Staff

Xperience: Experienced by the client

Product (Product mix)

The product concept is not limited to the product itself:

• it must take into account: lifecycle of the generic product or activity, the range of
product in which it fits, the brand or company history;

• it must clearly define the characteristics, features, components and related
services to offer to the client;

• it must specify - especially if the product is intended to be distributed free service
- optimize packaging, packaging, design, etc. ;

• it leverages standards, label of relevant quality to stay in the context of sustainable
development a valid object "from cradle to grave."

Price

The price (for the client) can be seen simultaneously as the sum of costs, the margin of
the seller and the various taxes or as the amount a customer is willing to pay for them;
psychological price, this is the optimal price acceptance (according to the theories of the
Austrian school). Demand is generally elastic: the number of purchases changes relative
to changes in price. If the price rises, demand falls and vice versa. Consequently,
different pricing policies are possible, such as political skimming, trying to sell fewer
products, but more expensive, and therefore well to reach a greater benefit. The price can
also be seen qualitatively (fixed-variable), dynamically (political balance) or relational
(retention policy). Widespread ignorance of buyers is reported in the service sector: the
price of services is generally underestimated relative to product prices. Hence the
importance of a much more educational marketing and therefore more costly to the
industry. However, many states do not allow the sale at a loss.

Distribution (Place mix)

The distribution includes activities that make the products available and accessible on the
market by an attractive merchandising.

Examples of methods according to the size distribution:

• Big distributions (and other linked big names)
• Department stores (or supermarkets and hypermarkets, or large specialty surfaces)
• Retailer

(The marketing guides sales but must ensure that they provide the economies of scale
(dampen fixed costs).)

Channel: Channel routing consists of a vertical succession of intermediate, the sum of
the channels constituting a circuit.

• Wholesaler, semi wholesaler or central purchasing
• VPC (sale by mail)

Network: Circuit and individuals animating it.

• Sales force (commercial sometimes commute to customer contact with the
product)

• Franchise
• Broker (and other networks ...)

Communication (Promotion mix)

Communication is the set of activities that promote the product and its benefits in order to
encourage customers to buy targeted. Examples: advertising, sales promotion,
sponsorship, etc.

The rise of information technology and communications coupled with changes in
consumption patterns (nomadism, mobility ...) leads marketers to rethink their campaigns
by combining optimally different messages and channels. The study "challenges around
data in the cross-channel customer relationship management" conducted by an
independent firm study shows that the development of campaigns to multichannel
communication is a fundamental trend in current marketing strategies. While the phone
and face to face were still predominant a few years ago, they should be overwhelmed by
the web and e-mail by 2012. On this date, each channel (telephone, face to face or mail or

fax, web, email, etc.) should weigh for a weigh roughly equivalent to customer
interactions.

• Mass media communication: TV, print, outdoors, cinema, radio, Internet, etc.
• Non-media communication: POS (point of sale), corporate communications, t-

shirts, techniques of direct marketing, public relations, non-advertising message
(informational type) to the general public via the mass media, organization of
events accompanying the promotion of products and/or services, capitalizing on a
cultural event, sales promotion (one seeks to significantly increase revenue over a
fixed period. Several techniques for this: bonuses, games, price reductions, free
trials, samples or tasting, entertainment ...)
• Sales force: Direct information via trade visiting customers

Business

A business is an institutional unit, driven by a project based on a strategy or policies and
action plans, the goal being to produce and supply goods or services to a set of customers
or users. To do this:

• the company is organized, uses, mobilizes and consumes resources (material,
human, financial, immaterial and informational);

• the company operates within a specific context to which it must adapt: a more or
less competitive environment, technical-economic sector characterized by a state
of the art, a specific socio-cultural and regulatory framework ;

• the company can create a goal to reach a certain more or less level of profitability.

No company can be exempt from the balance between the level of income and its
expenses. If deficit gap, it must be reduced or filled by external input (eg a balancing
subsidy) under penalty of unsustainability and more or less imminent disappearance.

In search of a definition

The company according to the legal approach

The company is a socio-economic reality (a project, a decision-making and economic
management). From a legal point of view, it has strictly speaking no consistency or
reality.

1. To exist in law, the company must choose one of the forms provided for which it
must take necessarily exist and develop legally.

2. The legal form chosen must be registered with the competent authorities.
3. This legal form is associated with a distinctive and unambiguous identification.

When it comes to a company, this recording gives it legal personality and legal status
whose shape depends on the objects of the company, the number of providers of capital,
the amount of capital committed, and the legislative and regulatory framework in force.

The company's activity exercise can also be subject to prior authorization or adjustable
permanent basis. Again in the context of existing legislation (eg banking, insurance,
pharmaceuticals, temporary work, etc.).

The best-known legal forms that carry a "business" are:

• companies: where the business is carried by several partners - anonymous by
shares, limited liability.

• associations or cooperatives: where the social object has certain characteristics
(including lack of profit)

• individual structures: when the business is carried by a single individual:
entrepreneur, professional, craftsman, sole proprietorship.

The company according to pragmatic point of view of the entrepreneur

The concept of the entrepreneur means one who "undertakes," which happens to be at the
origin and materialize a project of 'undertaking'.

• His approach can be innovative when he anticipates a need, or assembles and
organizes the tools and skills needed to meet this need in a new way. This type of
"entrepreneur" uses concepts of creation and innovation and therefore differs from
that of chief executive officer. Yet these two terms, although under different
realities, often characterized the same people: an entrepreneur is a chief executive
officer, if he pilots himself his project and a chief executive officer can be
described as "entrepreneur" due to the intrinsic goals of its function.

• The approach may be less original and more conventional when the entrepreneur
has a project that draws heavily (uses or reproduces) patterns of activity or
existing business.

In doing so, the contractor takes the risk that the need does not materialize or that the
means he puts in place to meet will be inadequate.

Historically, the entrepreneur is an intermediary, a working broker: it is passing to him
firm orders for goods or services, he searches the workers who will produce each part of
this order and ensures the proper delivery. This in a context where the division of labor is
too little marked, where workers work at home, and have their tools and even their
machines.

Before the Industrial Revolution, an entrepreneur was essentially a "one-man band"
capable of optimizing capital requirements and human resources to conduct a lawful and
profitable activity, the means of production and labor power not being yet consolidated
within the company.

During the twenty-first century is still found this type of organization, for example, in the
transportation industry, services (engineering ...) where, next to large groups,

independents are owners of their working tool (for example, trucks, barges) and find their
contractors through brokers.

With the industrial revolution, entrepreneurs changed, they include machines on the same
workplace and retain the same workers long time, giving rise to companies in the
traditional sense. We then see immerse the figure of the chief executive officer (a known
example being that of Henry Ford).

……………………………….

Contents

Marketing
- The revolutions of marketing since 1960
- The four major types of marketing decision
- Marketing issues
- - Marketing issues for the company
- - Marketing issues for consumers
- The branches of marketing
- - Depending on the concerned targeted customers
- - Depending on the tasks performed
- - Depending on the purpose, the chosen vision
- Marketing approach
- - Understanding the consumer
- Marketing strategy
- Marketing mix
- - Product (Product mix)
- - Price
- - Distribution (Place mix)
- - Communication (Promotion mix)
- Business
- - In search of a definition
- - - The company according to the legal approach
- - - The company according to pragmatic point of view of the entrepreneur
- - Purposes
- - - General objectives
- - - Enterprise, competition and competitive situation
- Competitive advantage
- - Issues
- - Characteristics
- - Competitive advantage and competition
- - Competitive advantage and innovation
- Behavioral economics
- - The conceptual bases
- - Observed methods and phenomena

Selling
- Distribution
- - Issues of distribution management
- Retailing
- - Trends in retail
- Economies of agglomeration
- - Regional economics
- - - Agglomeration advantages
- - - Agglomeration disadvantages
- - Study of commerce
- Anchor tenants
- Shelf life
- Shopping
- - Home shopping
- - Shops
- - - Stores
- - - Regulation
- Payments
- - Development factors
- - Payment systems
- - - System of large-value payment
- - - Mass payment system
- - - System of settlement for securities
- - - Developments
- Automated teller machine
- - Use
- - Networks
- - Hardware and software
- - - Reliability
- - - Security
- Credit cards
- - Prepaid credit cards
- - - Origin and development
- - - - Mobile phone
- - - - Electronic money
- - - - Prepaid phone cards
- Consumer theory
- - Function of consumer demand
- - Effects of price changes
- - New approach to consumer theory
- Conceptual framework and basic assumptions of the theory of consumer
- - Ordinal and cardinal utility
- - - Cardinal utility
- - - Ordinal utility
- - - Preferences
- - - Indifference curve

- - - Marginal rate of substitution
- - - Budget constraint
- - - Consumer equilibrium
- - Utility function
- Consumer behavior
- - Types of behavior
- - Scientific influences
- Bandwagon effect
- - Explanations by social pressure
- Impulse purchase
- - Compulsive buying disorder
- Thoughtful purchase
- - Issues using the marketing concept
- - Nature of the thoughtful purchase
- Anti-consumerism
- - Origin
- - Politics and society
- - Conspicuous consumption
- - Criticism
- Consumer
- - For the economist
- - For the marketer
- - For lawyer
- - Consumer behavior
- - The new consumer
- - Rights and responsibilities of consumers
- - Consumer rights
- - The duties of consumers
- - Adulterant
- - - Detection
- - Consumer protection
- Class action
- - Advantages
- - Criticism
- Consumer policy as an essential contribution to Europe 2020
- - European Consumer Centres Network
- - - Context
- - - Objectives
- - - Operation
- - - Stats
- - Building on strong EU consumer protection rules
- - Unfair terms in European Union
- Current problems and future challenges
- - Challenges regarding product, service and food safety
- - Economic and societal change
- - - The digital revolution

- - - Sustainable consumption
- - - Social exclusion, vulnerable consumers and accessibility
- Euro
- - Operation
- - - Issuance and control
e-Commerce
- Different distribution channels for marketing
- - Combined sales for the RIMA method
- - Multichannel sales
- - The difference between e-commerce and e-business
- Environmental impacts and logistical challenges
- Environmental impacts and logistical challenges
- Implementation
- - Technical specifications
- - Delegated e-commerce
- - Measuring the volume of e-commerce
- Security responsibility of the seller and legal aspects
- e-Commerce in the European Union
- - Regulations and official sources on e-commerce
- - Cross-border e-commerce within the European Union
- Mobile commerce
- - m-Commerce in society
- - Mobile commerce in the European Union
- - The attraction of m-commerce
- - Available products and services
- Social commerce
- - Evolution of social commerce
- - Facebook Commerce (f-Commerce)
- - Twitter Commerce (t-Commerce)
- - Comparing products and prices
- - The "6 C's" of social commerce
Advertising
- Advertising chain
- - Advertisers
- Major players in advertising
- Media and advertising approaches
- - Media advertising
- - Non-media advertising
- Economics of advertising
- - Economic weight
- - Impact
- - Efficiency
- Advertising campaigns
- - Creative working plan
- - Argumentation message
- - Media plan

- Native advertising
- - The main principles of native advertising
- - Opportunities and threats
- - Huge growth expectation
- - Advantages
Internet marketing
- Online marketing
- - Websites
- - Banner advertising
- - Video advertising
- - Search engine marketing
- - e-Mail marketing
- - Affiliate marketing
- - Social media marketing
- Inbound marketing
- Content marketing
- - Advantages and disadvantages of the use of content marketing
- - - Advantages
- - - Disadvantages
- - How does content marketing work?
- - What does your content marketing strategy entail?
- - Types of contents in a content marketing strategy
- - - Photographs
- - - Videos
- - - Tutorials
- - - Infographics
- - - Mobile apps
- User-generated content
- - Crowdsourcing
- - - Ethical, limitations, and controversies
- - - Economics of crowdsourcing
- Search Engine Marketing
- - SEM objective
- - Criticism
- - Paid inclusion
- Web indexing
- - Indexing a product or service
- - - Indexing of products
- - - Indexing providers
- - Web indexing
- - - Organic indexing
- - - Local indexing
- - - Indexing on directories
- - - Paid search
- - - Social referencing
- Local indexing

- - Advantages
- - Main local indexing platforms
- - - Google My Business
- - - Bing Business Portal
- - - Yellow Pages
- - - Foursquare
- Search engine optimization
- - Organic search results
- - Link analysis
- - White hat and Black hat techniques
- - The selection of keywords
- - Current technology and SEO
- - Fight against spamdexing
- - SEO blogosphere
- - How to SEO
- - - On-page optimization
- - - Off-page optimization
- - Academic Search Engine Optimization
- - Ethical rules
- - Link pyramid
- - Technical limits
- Social marketing
- - Making the case for social marketing
- - - End-user driven
- - - A focus on longer term behavior change and relationship building
- - - Transparent and measurable objectives
- - - A full intervention mix
- - - Behavior change intervention insights from social marketing research - selected
examples
- - - What social marketing is not
- - What are the key social marketing concepts and principles?
- - - Key concept 1: Insight
- - - Key concept 2: Exchange
- - - Key concept 3: Competition
- - - Key concept 4: Behavior – behavior theory and behavioral goals
- - - Key concept 5: Audience segmentation
- - - Key concept 6: Method mix
- - The 4 Ps
- - When should social marketing be used?
- - - Ethical guidelines
- - - Applying social marketing principles- the role of managers, policy makers and
practitioners
- - Applying social marketing principles
- - Step 1: Scope
- - Step 2: Test
- - Step 3: Enact

- - Step 4: Learn and act
- Social Media Optimization
- - Optimization techniques
- - Optimization strategies
- - - Blogging strategy
- - The origins
- - Spam
- - Advantage
- - Risks
- Affiliate marketing
- Google AdSense
- - AdSense for Search
- - Origin of ads
- - Contextual ads
- - Limitations
- - Google Ad Manager
- Marketing 2.0
- - Exploitation of Web 2.0 tools
- - Development of a new marketing
- Growth hacking
Internet advertising
- Pricing models
- Web banners
- - IAB Standard Banners
- Search Engine Advertising
- Google AdWords
- - Operation
- - Ads and Gmail
- - How to block AdWords ads
- - How to be aware of AdWords ads
- Sponsored links
- - The basic principles of sponsored links
- - - The billing system: PPC
- - - Buying keywords auction
- - The optimization strategies of PPC campaigns
- - - The keyword selection
- - - The ad title
- - - The description of the ad
- - - Adapt ads based on used keywords
- - - The displayed URL
- - - Redirect URLs
Reputation management
- Key drivers of online reputation
- - Consumers
- - Institutional sites
- - The major media sites

- - Forums
- - Blogs
- - Social networks
- - News aggregators
- - Free comments on social networking sites
- - Internally
- - Partners
- - Video or photo platforms
- - Wikis
- Marketing of online reputation
- - e-Marketing
- - Professions for online reputation
- - Insurance of online reputation
- - Marketing and communication strategies
- Impact and management of online reputation
- - For individuals
- - Insurance advertising
- - For professionals
- - Prevention
- - Actions
- - Tools
- - The risk
Web analytics
- Key indicators
- Web analytics technologies
- - Site-centric analysis
- - User-centric analysis
- - "Hybrid" mixed methods
- - Other methods
- Definitions and vocabulary
References
About the author
- Nicolae Sfetcu
- - By the same author
- - Contact
Publishing House
- MultiMedia Publishing

Book

Techniques and actions for a company to develop the sale of the products and services by
adapting, where necessary, the production and commercialization to consumer needs.

Marketing is considered as the first creative link that will lead to sales. In an environment
increasingly changing, the marketing strategy is mobilized to retain a focused and solvent
clients by providing economies of scale necessary for the success of the company. By
advertising, marketing can also be used to create a portfolio of new customers without
automatically seek a margin in the short term.
The marketing strategy aims to put the company in question in line with the implicit or
explicit requirements of the market in which it operates. The foundations of the strategy
are to discover and especially to influence the needs of potential customers and identify
products and services. Political communication, advertising, promotion and organization
of the sale of products is in turn the most visible part of marketing to the general public.
The rise of information technology and communications coupled with changes in
consumption patterns (nomadism, mobility ...) leads marketers to rethink their campaigns
by combining optimally different messages and channels.

MultiMedia Publishing House Edition: https://www.setthings.com/en/e-books/how-to-
sell-ecommerce-marketing-and-internet-marketing-strategies/
- e-Book: EPUB (ISBN 978-606-9041-99-4), Kindle (ISBN 978-606-033-001-1), PDF
(ISBN 978-606-033-000-4)
Publication Date: October 18, 2015
Amazon (Print, Kindle) https://www.amazon.com/dp/1518684807/

Smashwords (EPUB): https://www.smashwords.com/books/view/586263
Google (EPUB, PDF): https://books.google.ro/books?id=AD_DCgAAQBAJ&pg=PT1

Facebook: https://www.facebook.com/HowToSell.eCommerce/

About the author

Nicolae Sfetcu

Owner and manager with MultiMedia SRL and MultiMedia Publishing House.

Project Coordinator for European Teleworking Development Romania (ETD)

Member of Rotary Club Bucuresti Atheneum

Cofounder and ex-president of the Mehedinti Branch of Romanian Association for
Electronic Industry and Software

Initiator, cofounder and president of Romanian Association for Telework and
Teleactivities

Member of Internet Society

Initiator, cofounder and ex-president of Romanian Teleworking Society

Cofounder and ex-president of the Mehedinti Branch of the General Association of
Engineers in Romania

Bachelor of Science in Nuclear Physics. Master of Philosophy.

Contact

Email: [email protected]
WhatsApp: +40745526896
Online Media: https://www.setthings.com/

Facebook/Messenger: https://www.facebook.com/nicolae.sfetcu
Twitter: http://twitter.com/nicolae
LinkedIn: http://www.linkedin.com/in/nicolaesfetcu
YouTube: https://www.youtube.com/c/NicolaeSfetcu

Other books

Other books written or translated by the same author:

• A treia lege a lui Darwin - O parodie reală a societăţii actuale (RO)

• Ghid Marketing pe Internet (RO)

• Bridge Bidding - Standard American Yellow Card (EN)

• Telelucru (Telework) (RO)
• Harta politică - Dicţionar explicativ (RO)

• Beginner's Guide for Cybercrime Investigators (EN)

• How to... Marketing for Small Business (EN)

• London: Business, Travel, Culture (EN)
• Fizica simplificată (RO)

• Ghid jocuri de noroc - Casino, Poker, Pariuri (RO)

• Ghid Rotary International - Cluburi Rotary (RO)
• Proiectarea, dezvoltarea şi întreţinerea siturilor web (RO)
• Facebook pentru afaceri şi utilizatori (RO)
• Întreţinerea şi repararea calculatoarelor (RO)
• Corupţie - Globalizare - Neocolonialism (RO)
• Traducere şi traducători (RO)

• Small Business Management for Online Business - Web Development, Internet

Marketing, Social Networks (EN)
• Sănătate, frumuseţe, metode de slăbire (RO)
• Ghidul autorului de cărţi electronice (RO)

• Editing and Publishing e-Books (EN)
• Pseudoştiinţă? Dincolo de noi... (RO)

• European Union Flags - Children's Coloring Book (EN)
• Totul despre cafea - Cultivare, preparare, reţete, aspecte culturale (RO)

• Easter Celebration (EN)

• Steagurile Uniunii Europene - Carte de colorat pentru copii (RO)
• Paşti (Paşte) - Cea mai importantă sărbătoare creştină (RO)
• Moartea - Aspecte psihologice, ştiinţifice, religioase, culturale şi filozofice (RO)

• Promovarea afacerilor prin campanii de marketing online (RO)

• How to Translate - English Translation Guide in European Union (EN)

• ABC Petits Contes (Short Stories) (FR-EN), par Jules Lemaître

• Short WordPress Guide for Beginners (EN)

• ABC Short Stories - Children Book (EN), by Jules Lemaître

• Procesul (RO), de Franz Kafka

• Fables et légendes du Japon (Fables and Legends from Japan) (FR-EN), par

Claudius Ferrand
• Ghid WordPress pentru începători (RO)

• Fables and Legends from Japan (EN), by Claudius Ferrand

• Ghid Facebook pentru utilizatori (RO)

• Arsène Lupin, gentleman-cambrioleur (Arsene Lupin, The Gentleman Burglar)

(FR-EN), par Maurice Leblanc

• How to SELL (eCommerce) - Marketing and Internet Marketing Strategies (EN)

• Arsène Lupin, The Gentleman Burglar (EN), by Maurice Leblanc
• Bucharest Tourist Guide (Ghid turistic București) (EN-RO)
• Ghid turistic București (RO)

• Ghid WordPress pentru dezvoltatori (RO)

• French Riviera Tourist Guide (Guide touristique Côte d'Azur) (EN-FR)
• Guide touristique Côte d'Azur (FR)
• Ghid pagini Facebook - Campanii de promovare pe Facebook (RO)
• Management, analize, planuri și strategii de afaceri (RO)

• Guide marketing Internet pour les débutants (FR)
• Gambling games - Casino games (EN)
• Death - Cultural, philosophical and religious aspects (EN)
• Indian Fairy Tales (Contes de fées indiens) (EN-FR), by Joseph Jacobs
• Contes de fées indiens (FR), par Joseph Jacobs
• Istoria timpurie a cafelei (RO)
• Londres: Affaires, Voyager, Culture (London: Business, Travel, Culture) (FR-

EN)
• Cunoaștere și Informații (RO)

• Poker Games Guide - Texas Hold 'em Poker (EN)
• Gaming Guide - Gambling in Europe (EN)
• Crăciunul - Obiceiuri și tradiții (RO)
• Christmas Holidays (EN)
• Introducere în Astrologie (RO)
• Psihologia mulțimilor (RO), de Gustave Le Bon

• Anthologie des meilleurs petits contes français (Anthology of the Best French
Short Stories) (FR-EN)

• Anthology of the Best French Short Stories (EN)
• Povestea a trei generații de fermieri (RO)

• Web 2.0 / Social Media / Social Networks (EN)

• The Book of Nature Myths (Le livre des mythes de la nature) (EN-FR), by
Florence Holbrook

• Le livre des mythes de la nature (FR), par Florence Holbrook
• Misterul Stelelor Aurii - O aventură în Uniunea Europeană (RO)
• Anthologie des meilleures petits contes françaises pour enfants (Anthology of the

Best French Short Stories for Children) (FR-EN)
• Anthology of the Best French Short Stories for Children (EN)
• O nouă viață (RO)

• A New Life (EN)
• The Mystery of the Golden Stars - An adventure in the European Union (Misterul

stelelor aurii - O aventură în Uniunea Europeană) (EN-RO)
• ABC Petits Contes (Scurte povestiri) (FR-RO), par Jules Lemaître
• The Mystery of the Golden Stars (Le mystère des étoiles d'or) - An adventure in

the European Union (Une aventure dans l'Union européenne) (EN-FR)
• ABC Scurte povestiri - Carte pentru copii (RO), de Jules Lemaitre
• Le mystère des étoiles d'or - Une aventure dans l'Union européenne (FR)
• Poezii din Titan Parc (RO)
• Une nouvelle vie (FR)
• Povestiri albastre (RO)
• Candide - The best of all possible worlds (EN), by Voltaire
• Șah - Ghid pentru începători (RO)
• Le papier peint jaune (FR), par Charlotte Perkins Gilman

• Blue Stories (EN)
• Bridge - Sisteme și convenții de licitație (RO)
• Retold Fairy Tales (Poveşti repovestite) (EN-RO), by Hans Christian Andersen
• Poveşti repovestite (RO), de Hans Christian Andersen
• Legea gravitației universale a lui Newton (RO)

• Eugenia - Trecut, Prezent, Viitor (RO)
• Teoria specială a relativității (RO)
• Călătorii în timp (RO)
• Teoria generală a relativității (RO)

• Contes bleus (FR)
• Sunetul fizicii - Acustica fenomenologică (RO)
• Teoria relativității - Relativitatea specială și relativitatea generală (RO), de Albert

Einstein
• Fizica atomică și nucleară fenomenologică (RO)

• Louvre Museum - Paintings (EN)

• Materia: Solide, Lichide, Gaze, Plasma - Fenomenologie (RO)
• Căldura - Termodinamica fenomenologică (RO)
• Lumina - Optica fenomenologică (RO)

• Poems from Titan Park (EN)
• Mecanica fenomenologică (RO)
• Solaris (Andrei Tarkovsky): Umanitatea dezumanizată (RO)
• De la Big Bang la singularități și găuri negre (RO)
• Schimbări climatice - Încălzirea globală (RO)
• Electricitate și magnetism - Electromagnetism fenomenologic (RO)
• Știința - Filosofia științei (RO)

• La Platanie - Une aventure dans le monde à deux dimensions (FR)

• Climate Change - Global Warming (EN)

• Poèmes du Parc Titan (FR)
• Mecanica cuantică fenomenologică (RO)
• Isaac Newton despre acțiunea la distanță în gravitație - Cu sau fără Dumnezeu?

(RO)

• The singularities as ontological limits of the general relativity (EN)
• Distincția dintre falsificare și respingere în problema demarcației la Karl Popper

(RO)
• Buclele cauzale în călătoria în timp (RO)
• Epistemologia serviciilor de informaţii (RO)
• Evoluția și etica eugeniei (RO)

• Filosofia tehnologiei blockchain - Ontologii (RO)
• Imre Lakatos: Euristica și toleranța metodologică (RO)
• Controversa dintre Isaac Newton și Robert Hooke despre prioritatea în legea

gravitației (RO)
• Singularitățile ca limite ontologice ale relativității generale (RO)
• Filmul Solaris, regia Andrei Tarkovsky – Aspecte psihologice și filosofice (RO

• Tehnologia Blockchain - Bitcoin (RO)
• Fizica fenomenologică - Compendiu - Volumul 1 + 2 (RO)

• Causal Loops in Time Travel (EN)

• Chinese Fables and Folk Stories (Fables et histoires populaire chinoises), by (par)
Mary Hayes Davis, Chow-Leung (EN-FR)

• Isaac Newton on the action at a distance in gravity: With or without God? (EN)
• Isaac Newton vs Robert Hooke sur la loi de la gravitation universelle (FR)
• Epistemology of Intelligence Agencies (EN)
• The distinction between falsification and refutation in the demarcation problem of

Karl Popper (EN)
• Isaac Newton vs. Robert Hooke on the law of universal gravitation (EN)
• Evolution and Ethics of Eugenics (EN)
• Solaris, directed by Andrei Tarkovsky - Psychological and philosophical aspects

(EN)
• La philosophie de la technologie blockchain - Ontologies (FR)
• Philosophy of Blockchain Technology - Ontologies (EN)
• Isaac Newton sur l'action à distance en gravitation : Avec ou sans Dieu ? (FR)
• Imre Lakatos: L'heuristique et la tolérance méthodologique (FR)
• Épistémologie des services de renseignement (FR)
• Boucles causales dans le voyage dans le temps (FR)
• Le film Solaris, réalisé par Andrei Tarkovski - Aspects psychologiques et

philosophiques (FR)
• Les singularités comme limites ontologiques de la relativité générale (FR)
• Etica Big Data în cercetare (RO)
• Teorii cauzale ale referinței pentru nume proprii (RO)
• La distinction entre falsification et rejet dans le problème de la démarcation de

Karl Popper (FR)
• Epistemologia gravitației experimentale – Raționalitatea științifică (RO)
• The Adventures of a Red Ant, by Henri de la Blanchère (EN)
• Big Data (RO)
• Tapetul galben, de Charlotte Perkins Gilman (RO)
• Evolution et éthique de l'eugénisme (FR)
• Imre Lakatos: Methodological Tolerance and Heuristic (EN)
• Gravitația (RO)
• Filosofia contează - Prezentări și recenzii (RO)
• Les aventures d'une fourmi rouge (The adventures of a red ant), par (by) Henri de

la Blanchère (FR-EN)
• Big Data Ethics in Research (EN)
• Înțeles, sens și referință în filosofia limbajului și logica filosofică (RO)
• Epistemology of experimental gravity - Scientific rationality (EN)
• Fables et histoires populaires chinoises, par Mary Hayes Davis, Chow-Leung

(FR)
• Causal Theories of Reference for Proper Names (EN)
• Last Thoughts, by Henri Poincaré (EN)
• Memories of a Sparrow, by Henri de la Blanchère (EN)
• Les mémoires d'un Pierrot (Memories of a Sparrow), by Henri de la Blanchère

(FR-EN)
• De ce (nu) suntem fericiți? (RO)
• Excel - Ghid pentru începători (RO)

• PowerPoint - Ghid pentru începători (RO)
• Epistémologie de la gravité expérimentale - Rationalité scientifique (FR)
• L’éthique des mégadonnées (Big Data) en recherche (FR)
• Théories causales de la référence pour les noms propres (FR)
• Emoțiile și inteligența emoțională în organizații (RO)
• Inteligența emoțională (RO)
• Emotions and Emotional Intelligence in Organizations (EN)

Publishing House

MultiMedia Publishing

web design, e-commerce and other web applications * internet marketing, SEO, online
advertising, branding * software localization, English - Romanian - French translation *

articles, desktop publishing, secretarial services * powerpoint, word and pdf
presentation, image, audio and video editing * book and e-book conversion, editing and

publishing , isbn

Email: [email protected]
MultiMedia: http://www.multimedia.com.ro/
MultiMedia Publishing House: https://www.setthings.com/publishing

Facebook: https://www.facebook.com/multimedia.srl/
Twitter: http://twitter.com/multimedia
LinkedIn: https://www.linkedin.com/company/multimedia-srl/