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Marketing Defined

If I conducted a poll on the definition of marketing, I am likely to receive a variety of responses.  Many people think marking is advertising, or selling. According to the American Marketing Association (AMA) “Marketing is an organizational function and a set of process for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders (Marketing News, 2004 p.1)” 

For the next week, we will focus on five key areas of the marketing component, needed for a strategic marketing campaign. These areas are customers, product, promotion, price, and distribution.  

Please preview our slideshow on some great business ideas for your organization.

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Inexhaustible Icon

No company -- or at least no company's products -- has been as celebrated in American popular culture as General Motors. For generations, GM vehicles have inspired artistic metaphors of freedom, speed, youth, romance, power, sex. As a billboard in Chev...

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Add Internet Marketing To Your Marketing Mix

[ Business]

The importance of Internet marketing is continuing to expand. Surveys of all kinds show a major shift in traditional marketing budgets to dollars being spent online to market all types of products and services.

Internet Marketing Defined. Internet marketing is the use of the Internet to advertise and sell products and services. Within the definition of Internet Marketing you will find mention of pay per click advertising, banner ads, e-mail marketing, search engine marketing (including search engine optimization), blog marketing, and article marketing. Each of these subject areas is important to consider prior to planning your internet marketing strategy.

Internet Marketing Provides Many Benefits. There are many advantages to having a fully executable internet marketing strategy. These benefits include measurability, flexibility, and affordability. Many online marketing tactics provide marketing professionals with the ability to customer acquisition costs. Moreover, marketing professionals are better able to track what marketing campaigns are working and quickly allocate their spending towards higher producing media placements.

Internet Marketing Tactics. As the Internet has expanded, so have the opportunities for marketing online. Here we will take a brief look at each type of Internet marketing and explain the benefits of each.

1. Pay-per-click Advertising. Sites like Google offer pay-per-click advertising for anyone interested in getting their message in front of the right segment or prospective buyer. This method is highly targeted and offers one of the best and most popular forms of internet marketing. Marketers using pay-per-click advertising only pay a fee, based on the competitiveness of a keyword or ad title, when a link is clicked on.

2. Banner Ads. Once the king of Internet marketing, online banner ads have evolved to include animated and flash banners, but the premise remains largely the same. Marketers purchase a specified number of impressions to run on a single site or network of sites and are generally not guaranteed a specific number of clicks.

3. Email Marketing. Effective among current clients and prospects who have requested information form your company, email marketing is a well established means to communicate and marketing your products. However, be aware of CAN-SPAM requirements and contact preferences of those you plan to reach.

4. Search Engine Marketing. If you want web browsers to visit your site, than focusing on search engine optimization and search engine marketing is a must. No Internet marketing plan is complete without ensuring that your site is submitted and included on major directories like Google, Yahoo!, and DMOZ. The dollars spent on Search Engine Marketing of any type will pay huge dividends.

5. Blog Marketing. Getting mention of your site or information related to your products can quickly scale if you are able to effectively tap into the countless blogs that are being created everyday. It is essential that you focus your efforts on blogs covering topics relevant to your product or service offering.

6. Article Marketing. One of the most important aspects of Internet Marketing, is to improve the link popularity to your site and improve the awareness of your product or service offering. To do so, many companies are focusing on publishing valuable content and making available for other to post to their website’s.

Regardless of the Internet marketing tactics you choose, be sure to consider an integrated marketing strategy. Be sure that your internet marketing has a specific goal and is supported with a definitive plan and budget. Lastly, be sure to pick up a book, conduct some research, or work with professionals to enhance your Internet marketing know-how.

Michael Fleischner is a marketing expert and the president of, the Internets biggest source of marketing information and free marketing resources. He has more than 12 years of marketing experience and had appeared on The TODAY Show, Bloomberg Radio, and other major media. He can be contacted at Visit for further details, Internet marketing secrets, or more FREE reprint articles.

Add Internet Marketing To Your Marketing Mix
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Target marketing via RFID to debut in Seattle

Some cafes and retail stores in Seattle this week will begin individually marketing products and services to bypassers in Seattle using RFID (radio frequency identification) technology. The first target group is visually and hearing-impaired individuals who can benefit from positioning and navigation applications added to the system.

Six wireless public areas, called activation fields, will go live next week throughout downtown Seattle and at the city's ferry terminal. Over a few months 15 more city areas will be added. Users carrying an active tag and entering the activation field are recognized as the tag is read, and then are presented with announcements.

"Speakers are mounted on the telephone booth or the facade of the store. So they will be above the individual’s head when they pass underneath or nearby," said Harry H Hart. III, founder and chief executive officer of Seattle's Awarea, which owns and manages the system.

Users of the personalized marketing system carry an active RFID tag roughly the size of a stack of four credit cards. When the tag comes within 100 feet of a transmitter sending low frequency signals at 126 kilohertz, the tag transmits a unique identification signal to a receiver connected to a monitoring and execution server.

Depending on what information the system has filed on the individual carrying the tag, the server selects the correct file to output -- either an audio file in Microsoft. Wave-format for an announcement or an Apple Computer. Quicktime file for American sign language to be displayed on a video monitor. The first message could be the address and sale information from a nearby retailer.

Customers needing more information can push a tell-me-more-button, explained Ben Donohue, vice president of business development for Axcess Inc., which is providing the hardware and designing the system.

Data about the customer can be mined and sold to the retailers, Donohue said. It can also be used to personalize marketing and map customer behavior.

One hundred thirty active RFID tags have been in use at a test site with only one transmitter at Pioneer Square in Seattle for a year. Beginning June 1, when more transmitters are activated in downtown Seattle constituting six tag activation zones, more tags will be sold and rented.

Awarea plans to market the system at the National Federation of the Blind of Washington’s legislative luncheon this weekend.

Assistive technology could include safety and navigation information displayed on a personal digital assistant or a smart phone. The information could also be delivered in audio format the same way as it is today to speakers mounted in information zones or to a Braille reader.

Other possible applications might be for tourists who might want guidance in the downtown Seattle area.

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Direct Marketing Concepts and Strategies

Direct Marketing Concepts from MarketingProfs Understanding direct marketing concepts can be very beneficial in creating and marinating a successful business. The use of direct marketing is one of the most effective ways to develop relationships wit...

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