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S # | Topic | Description |
1 | 1:1 Marketing | focus on customers one at a time, establish learning relationship |
2 | Brand Differentiation | differentiate brand from competitive offerings in a way that is valued by customers |
3 | Brand Equity | create brand equity, perceived quality, brand awareness/identity/association/loyalty |
4 | Commercial Online Services | understand strengths/weaknesses/audiences of online services & target consumers |
5 | e-Retailing Best Practices | overcome customer reluctance, transform interest into action, facilitate online sales |
6 | Global Branding | common features of global brands, benefits and pitfalls |
7 | ICDT Model (INSEAD) | systematic approach to analysis and classification of internet-based strategies |
8 | Infomediaries | custodians/agents/brokers of customer info, market on their behalf, protect privacy |
9 | Interactive Website Databases | discover visitor characteristics, engage them, establish ongoing dialogue, customize |
10 | Internet Bullseye Marketing Model | use 30 criteria to predict success, prioritize offerings, determine appropr. Objectives |
11 | Internet Communication Medium | understand unique features of new communication medium, & consumer behavior |
12 | Internet Impact on Marketing Concepts | evolution of marketing/product concept, create value in marketspace, marketing role |
13 | Internet, Intranets, Extranets, Intronets, & Supranets | understand how web rides on the Internet, 4 types of network applications, examples |
14 | Internet Marketing Exemplars | market segments/info provided to stakeholders/website development by Dell/Amazon |
15 | Market Segmentation Analysis & Positioning | market segmentation, product positioning, VALS, VALS 2, i-VALS, use online data |
16 | Marketing Technology | data collection / storage, ease of info access, and availability of applications |
17 | Physical and Virtual Value Chains | customer delivered value, physical & virtual value chains, add value, value matrix |
18 | RS Model (Harvard) | marketplace v marketspace transactions, value creation in marketspace, opportunities |
19 | Real-Time Marketing | use technology in interactive new product development & reduce time to acceptance |
20 | Response Hierarchy Models | cognitive, affective and behavioral stages of consumer response, 4 models, sequences |
21 | Strategic Market Planning | use integrated strategic market planning, BCG Matrices, GE Strategic Grid, PIMS |
22 | Technographics (Forrester Research) | consumer segments based on motivations, buying habits, and ability to purchase |
23 | VALS, VALS 2, i-VALS (SRI) | values and lifestyles analysis, psychographic analysis, VALS, VALS 2, i-VALS |
24 | Value-added Internet Marketing Techniques | website adoption process and prerequisites, value-added techniques for visitor types |
25 | Value Matrix | 3 stages of value-adding information process adoption, implications for management |
26 | Virtual Communities | move closer to 1:1 marketing, leverage customers' ideas/voices in design/promotion |
27 | Website Development Stages | 17 stages of website development; use Dell Computer illustration |
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