Integrated E-Marketing Plan: Developing an E-Marketing Plan for Competing in the Electronic Global Marketplace

16073 words 65 pages
Integrated e-Marketing Plan: Developing an e-Marketing Plan for Competing in the Electronic Global Marketplace

Prepared for Powder Mountain Resort

By: Student

Date: 02/26/2011

Table of Contents

Integrated e-Marketing Plan: Developing an e-Marketing Plan for Competing in the Electronic Global Marketplace 1

Table of Contents 2

Executive Summary………………………………………………………………………………………………………………………………………………3

Selection of the e-Business for the Project……………………………………………………………………………………………………………7

Environmental Analysis of the Marketplace…………………………………………………………………………………………………………9

Targeted Market Segmentation………………………………………………………………………………………………………………………….20

Consideration of Placement
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Not only are the new customers imperative in any business but so are the repeat visitors. The relationships have to be maintained so they are more likely to recommend the product or services to friends and family. Going even further to target specific groups would be through segmentation, it can include geographic and psychographic. Examining the surrounding areas of consumers would help a company to conclude whether or not a group would be interested in going to a ski resort. If the targeted group comes from a mountainous region then it would be safe to assume that people from there would be interested in skiing in a new and different location, making them a geographic segmented group. High income families, outdoor enthusiasts, and thrill-seekers would all be examples of psychographic segmenting. It is getting to know what types of people are interested in the product by way of lifestyles, personalities, attitudes and values. When a company takes the time to recognize patterns and data relating to customer behavior, it can easily increase their return on investment.

Taking product placement into consideration is a fundamental part of an online marketing approach; some things to determine is where the product will be sold, how it will be delivered and how it will be supplied. The channel of distribution is equally

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