sharlene giselle o - 95 theses

8/4/2019 Sharlene Giselle O - 95 Theses

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Vertical Solution in Internet Marketing

(A compilation of Cluetrain Manifesto 95 These

By: Sharlene Giselle O. Ku

This work is

licensed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 Philippines License.


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Preface

I

This book is a compilation ofCluetrain Manifestos 95 Theses. This book aims to to develop minds of readers in

view of todays technology applying it to Vertical Solution. Vertical Solution aims to integrate strategies that the

technology is facing through development of web services and marketing strategies of the corporate world. With

this effect in technology, all of us has the responsibility coping with changes in our modern technology.

Through the help of Prof. Paul Amerigo Pajo, my thoughts gained more in applying and integrating these

technologies with Vertical Solution.

Dedication

II

I would like to dedicate this book to my friends Cegi and Kenneth with their unconditional support and who have

also been there through thick and thin.

To God

Be the Glory and Honor.


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Table of Contents

95 Theses

1. Markets are

conversations..1

2. Markets consist of human beings, not demographic sectors.

3. Conversations among human beings sound human. They are conducted in a human voice2

4. Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the

human voice is typically open, natural, uncontrived.3

5. People recognize each other as such from the sound of this voice.4

6. The Internet is enabling conversations among human beings that were simply not possible in the era of

mass media.

7. Hyperlinks subvert

hierarchy..5

8. In both internetworked markets and among intranetworked employees, people are speaking to each

other in a powerful new way6

9. These networked conversations are enabling powerful new forms of social organization and knowledge

exchange to emerge.7

10. As a result, markets are getting smarter, more informed, more organized. Participation in a networked

market changes people fundamentally..8


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11. People in networked markets have figured out that they get far better information and support from one

another than from vendors. So much for corporate rhetoric about adding value to commoditized products.

12. There are no secrets. The networked market knows more than companies do about their own products.

And whether the news is good or bad, they tell everyone9

13. What's happening to markets is also happening among employees. A metaphysical construct called "The

Company" is the only thing standing between the two.10

14. Corporations do not speak in the same voice as these new networked conversations. To their intended

online audiences, companies sound hollow, flat, literally inhuman.11

15. In just a few more years, the current homogenized "voice" of businessthe sound of mission statements

and brochureswill seem as contrived and artificial as the language of the 18th century French

court..12

16. Already, companies that speak in the language of the pitch, the dog-and-pony show, are no longer

speaking to anyone13

17. Companies that assume online markets are the same markets that used to watch their ads on television

are kidding themselves..14

18. Companies that don't realize their markets are now networked person-to-person, getting smarter as a

result and deeply joined in conversation are missing their best opportunity.

19. Companies can now communicate with their markets directly. If they blow it, it could be their last

chance.15

20. Companies need to realize their markets are often laughing. At them..16

21. Companies need to lighten up and take themselves less seriously. They need to get a sense of

humor17

22. Getting a sense of humor does not mean putting some jokes on the corporate web site. Rather, it

requires big values, a little humility, straight talk, and a genuine point of view.


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23. Companies attempting to "position" themselves need to take a position. Optimally, it should relate to

something their market actually cares about18

24. Bombastic boasts"We are positioned to become the preeminent provider of XYZ"do not constitute a

position19

25. Companies need to come down from their Ivory Towers and talk to the people with whom they hope to

create relationships20

26. Public Relations does not relate to the public. Companies are deeply afraid of their markets.

27. By speaking in language that is distant, uninviting, arrogant, they build walls to keep markets at

bay21

28. Most marketing programs are based on the fear that the market might see what's really going on inside

the company22

29. Elvis said it best: "We can't go on together with suspicious minds.".23

30. Brand loyalty is the corporate version of going steady, but the breakup is inevitableand coming fast.

Because they are networked, smart markets are able to renegotiate relationships with blinding speed.

31. Networked markets can change suppliers overnight. Networked knowledge workers can change

employers over lunch. Your own "downsizing initiatives" taught us to ask the question: "Loyalty? What's

that?"...24

32. Smart markets will find suppliers who speak their own language..25

33. Learning to speak with a human voice is not a parlor trick. It can't be "picked up" at some tony

conference.

34. To speak with a human voice, companies must share the concerns of their communities.

35. But first, they must belong to a

community27


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36. Companies must ask themselves where their corporate cultures end.

37. If their cultures end before the community begins, they will have no market...28

38. Human communities are based on discourseon human speech about human concerns29

39. The community of discourse is the

market30

40. Companies that do not belong to a community of discourse will die.

41. Companies make a religion of security, but this is largely a red herring. Most are protecting less against

competitors than against their own market and workforce..31

42. As with networked markets, people are also talking to each other directly inside the companyand not

just about rules and regulations, boardroom directives, bottom lines.32

43. Such conversations are taking place today on corporate intranets. But only when the conditions are right.

44. Companies typically install intranets top-down to distribute HR policies and other corporate information

that workers are doing their best to ignore.

45. Intranets naturally tend to route around boredom. The best are built bottom-up by engaged individuals

cooperating to construct something far more valuable: an intranetworked corporate

conversation33

46. A healthy intranet organizes workers in many meanings of the word. Its effect is more radical than the

agenda of any union35

47. While this scares companies witless, they also depend heavily on open intranets to generate and share

critical knowledge. They need to resist the urge to "improve" or control these networked

conversations36


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48. When corporate intranets are not constrained by fear and legalistic rules, the type of conversation they

encourage sounds remarkably like the conversation of the networked

marketplace.37

49. Org charts worked in an older economy where plans could be fully understood from atop steep

management pyramids and detailed work orders could be handed down from on high.

50. Today, the org chart is hyperlinked, not hierarchical. Respect for hands-on knowledge wins over respect

for abstract authority..38

51. Command-and-control management styles both derive from and reinforce bureaucracy, power tripping

and an overall culture of paranoia39

52. Paranoia kills conversation. That's its point. But lack of open conversation kills companies.

53. There are two conversations going on. One inside the company. One with the market40

54. In most cases, neither conversation is going very well. Almost invariably, the cause of failure can be

traced to obsolete notions of command and control..41

55. As policy, these notions are poisonous. As tools, they are broken. Command and control are met with

hostility by intranetworked knowledge workers and generate distrust in internetworked markets.

56. These two conversations want to talk to each other. They are speaking the same language. They

recognize each other's

voices..42

57. Smart companies will get out of the way and help the inevitable to happen sooner...43

58. If willingness to get out of the way is taken as a measure of IQ, then very few companies have yet wised

up44

59. However subliminally at the moment, millions of people now online perceive companies as little more

than quaint legal fictions that are actively preventing these conversations from intersecting.


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60. This is suicidal. Markets want to talk to

companies..45

61. Sadly, the part of the company a networked market wants to talk to is usually hidden behind a

smokescreen of hucksterism, of language that rings falseand often is.46

62. Markets do not want to talk to flacks and hucksters. They want to participate in the conversations going

on behind the corporate firewall47

63. De-cloaking, getting personal: We are those markets. We want to talk to you.

64. We want access to your corporate information, to your plans and strategies, your best thinking, your

genuine knowledge. We will not settle for the 4-color brochure, for web sites chock-a-block with eye candy but

lacking any substance48

65. We're also the workers who make your companies go. We want to talk to customers directly in our own

voices, not in platitudes written into a script49

66. As markets, as workers, both of us are sick to death of getting our information by remote control. Why do

we need faceless annual reports and third-hand market research studies to introduce us to each

other?................................................................................................50

67. As markets, as workers, we wonder why you're not listening. You seem to be speaking a different

language.

68. The inflated self-important jargon you sling aroundin the press, at your conferenceswhat's that got to

do with us?..................................................................................................51

69. Maybe you're impressing your investors. Maybe you're impressing Wall Street. You're not impressing

us.52

70. If you don't impress us, your investors are going to take a bath. Don't they understand this? If they did,

they wouldn't let you talk that way..53


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71. Your tired notions of "the market" make our eyes glaze over. We don't recognize ourselves in your

projectionsperhaps because we know we're already elsewhere.

72. We like this new marketplace much better. In fact, we are creating it..54

73. You're invited, but it's our world. Take your shoes off at the door. If you want to barter with us, get down

off that camel!............................................................................................................55

74. We are immune to advertising. Just forget it.

75. If you want us to talk to you, tell us something. Make it something interesting for a change..56

76. We've got some ideas for you too: some new tools we need, some better service. Stuff we'd be willing to

pay for. Got a minute?..................................................................................................57

77. You're too busy "doing business" to answer our email? Oh gosh, sorry, gee, we'll come back later.

Maybe58

78. You want us to pay? We want you to pay attention.

79. We want you to drop your trip, come out of your neurotic self-involvement, join the party59

80. Don't worry, you can still make money. That is, as long as it's not the only thing on your mind.

81. Have you noticed that, in itself, money is kind of one-dimensional and boring? What else can we talk

about?..................................................................................................................................81

82. Your product broke. Why? We'd like to ask the guy who made it. Your corporate strategy makes no

sense. We'd like to have a chat with your CEO. What do you mean she's not in?..................61

83. We want you to take 50 million of us as seriously as you take one reporter from The Wall Street Journal.

84. We know some people from your company. They're pretty cool online. Do you have any more like that

you're hiding? Can they come out and play?................................................................62


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85. When we have questions we turn to each other for answers. If you didn't have such a tight rein on "your

people" maybe they'd be among the people we'd turn to.63

86. When we're not busy being your "target market," many of us are your people. We'd rather be talking to

friends online than watching the clock. That would get your name around better than your entire million dollar web

site. But you tell us speaking to the market is Marketing's job.

87. We'd like it if you got what's going on here. That'd be real nice. But it would be a big mistake to think

we're holding our breath64

88. We have better things to do than worry about whether you'll change in time to get our business. Business

is only a part of our lives. It seems to be all of yours. Think about it: who needs

whom?.......................................................................................................................................65

89. We have real power and we know it. If you don't quite see the light, some other outfit will come along

that's more attentive, more interesting, more fun to play with.

90. Even at its worst, our newfound conversation is more interesting than most trade shows, more

entertaining than any TV sitcom, and certainly more true-to-life than the corporate web sites we've been

seeing66

91. Our allegiance is to ourselvesour friends, our new allies and acquaintances, even our sparring

partners. Companies that have no part in this world, also have no future.

92. Companies are spending billions of dollars on Y2K. Why can't they hear this market timebomb ticking?

The stakes are even higher..67

93. We're both inside companies and outside them. The boundaries that separate our conversations look like

the Berlin Wall today, but they're really just an annoyance. We know they're coming down. We're going to work

from both sides to take them down.

94. To traditional corporations, networked conversations may appear confused, may sound confusing. But

we are organizing faster than they are. We have better tools, more new ideas, no rules to slow us

down68


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95. We are waking up and linking to each other. We are watching. But we are not waiting69

Citations70

Sharlene Giselle O. Ku Vertsol

95 Theses1. Markets are conversations.

The society consists of people interacting with each other to achieve a common goal. People are the

basic components in a society where there are governing bodies, territories, and the citizens. In order to

gain stability, these people are interconnected improving their lives for productivity to survive. Markets

are formed as a process of exchanging goods where people came to buy what others had to sell.

Normally, it is where we get used to seeing vendors talk about the quality of their products, what it was

made of, convincing their customers to avail their products and so on. These were conversations, a

sense of communication to persuade others. Buyers have their own choices and give feedbacks to the

sellers, stating their opinions, and gaining satisfaction. These make up the conversation that is very

helpful in our country especially for the economy. With markets described as conversations, it portrays

the relationship of demand and supply.

We experience situations like these in our daily lives. We sought for satisfaction with the things we avail

and its benefits to us. In terms of price range, we demand for the cheaper ones so that we can bargain

for more. We can compare this to a literal market, but that doesnt what really mean. Simply, markets

are conversations because markets are the reasons for making it possible for us to achieve our daily

needs and help in sustaining economic growth. It is a systematic approach to attracting whats on the

market and making it possible to reach out increasing customer relationship. Thats how the market

works in conversations.

2. Markets consist of human beings, not demographic sectors.


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Each of us is consumers and we depend on the market for our basic needs. Products/services are

made for clients satisfaction or for the needs of us human beings. It should be us the center of attention

of the market by every business production. From this statement, it delivers to the perception of readers

that markets are created for natural beings, to support needs and expectations of their customers, and to

manage the demands of the products or services.

With the demands, I want to point out the quantity the market delivers it to their customers. The

products/services that the markets are producing should meet the demands of these people who are

vying for their goods or quality services. This includes the supplies, qualities, and the needs of every

human being. Every human has the right to achieve or to reach out for his/her basic needs with the

quality products endorsed by the market. Not only dependent on the supplies in the market, the market

must also focus on the raw materials for the products and must meet what is needed by the people who

will be using it. It must be identified properly with the age limits suitable for the buyers. There should also

be included with precaution labels on the products to ensure the safety usage of the products and also

to avoid these from the reach of children which can cause danger.

The consumers are still the ones being benefitted by the market. The market focuses and gives

concern what is needed by its clients and to pull consumers to avail their products ensuring quality.

3. Conversations among human beings are sound human. They are conducted in a human voice.Reaching for potential clients, every market must have their own strategies. The basic instrument is to

communicate with them and to do the sales talk to be able t o attract them into business. Communication is

an important thing whether in business or not. You are able to show your insights with conversations. It is a

means of exchanging information. With communication, you are able to gain friends and also help in knowing

the person very well. Like in business, you are able to meet customers and to gain their perspectives about

availing your products. You give them insights like a normal talk and starts to have the strong bond for that

customer to be intact with your services.


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Once they are intact with your services, they will start to ask many things about your products until they

are attracted to purchase it.

Imagining the world without words, things will be more complicated. It is very important for most of us.

Companies require their employees to have the expertise in conversation. Conversation skills are what make

a conversation pleasant. In todays job market it`s not enough to be good at what you do, you must also be

able to communicate well with subordinates and authority and possess necessary skills in order to move

towards next level within your career track.

This is how basic communication/conversation is. Without it, you cannot gain trust and wont be able to

look deeper into someones personality. Conversations are tools of humans to express knowledge and

feelings. Through conversation, it conveys the mind to persuade, share info, relate to real stories, and to give

special connection to a person. Different thoughts are conveyed with conversations. Good relationships start

with simple conversations and to get intact with someone.

4. Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, thehuman voice is typically open, natural, uncontrived.

Customers are important in a business. Beside from making the stocks or the sales higher, companies

also build a good sense of having this relationship to reach out for their clients. In a conversation with the

client in a typical store, customers are the ones who are most prioritized. Whether delivering information,

product endorsing or giving quality services, customers ask more than just about these. They also give

incentives to those who serve them well like giving tips. More than that, the one who gives service and

the customer have the mutual relationship. If the customer appreciates the service given to him/her, not

only he/she has been benefitted. The one who gives service also benefits if he/she gets to persuade the

client or get the attention of the client to get into business as well or the employer will be recommended

to be promoted. The company and the client have built the foundation of trust with one another.


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Markets today have become extremely competitive where business organizations are vying against

each other to grab the attention of the clients. With business transactions, its much easier if the clients

are convenient having conversation with the employee. The process of having the conversations gets

more natural and flowing smoothly if both the client and the employee are calm and are interested to the

topic. Like asking about a particular product, clients are prone to ask more if they are interested to it.

That is the way how the company markets its product and services.

5. People recognize each other as such from the sound of this voice.Our voice is an essential tool for information dissemination. When we get too close with someone, the

voice becomes familiar to us. Without seeing their face, we knew already their identity just by their voice.

Of course, we all need voice to communicate, to have conversation. Besides familiarity, the voice also

indicates the feelings of a person. This includes the tone which easily tells if the person is happy, sad,

excited or mad.

Now in business, voice is needed in order to communicate and transmit information. With

communication, reputation and credibility is built in getting the clients trust and confidence. Having a

good sense of communication, builds a good foundation in having a long term relationship with

employees and clients. Communication makes a company to be well-organized, making it possible for

the employees to do well in building the good reputation of the company, problems and other business

matters are resolved properly and promptly. It is also important that every person in an organization must

also take note with the tone of voice they are using. Whether someone is in a bad mood, everyone must

be considerate and watch over the words coming from their mouth. Take note that a little mistake in

giving out the information because of wrongfully conveying the message in any ways can cause damage

to the business and worse can cost millions to the company.

Thats how important communication to each one of us. This is how the feelings are conveyed through

communication and the voice also which expresses the mood of the speaker. Communication is also very

essential in a relationship. Without this, everything will get into the worst situation due to lack of

communication.


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6. The Internet is enabling conversations among human beings that were simply not possible in the era ofmass media.

Emerging technologies have been prominent in this century and so is the emerging field of study of the

well-known World Wide Web, the Internet. As far it is concern, no one can certainly trace the phenomenal

birth of the Internet. Internet has gone so far that it became our lifestyle. There are many things that you

can do on the Internet, like surfing, downloading and uploading, gaming, online blogging, and many

other things. Internet is now the most influential medium of communication, knowledge resources and the

main distributor of information. It had a big impact on peoples social and psychological realities. From

books, newspapers, and cable media, all of these are only used with limited capacity. There is no

question that easy access to the Internet, like the introduction of mail service and the invention of the

telephone, has changed the nature of people's connection to others in their social world. Mail made

possible connections among people without physical proximity, and the telephone facilitated

communication among distant people, making rapid connections possible across long distances.

Now, everything has been made possible with the Internet, a very wide range in conversations or many

forms of communication. This has beaten up the impact of media in terms of communication. Media is

also a wide range of information transmission but has limit to socialization. Since now, there is a law

regarding the live viewing of media coverage of sensitive events to the viewers. Media is limited to

television and radio. Media is now a sub-part of the Internet. The Internet can now cover the media

online; the Internet can now be source of news and information online. Media gives only information to

the public and the public receives it while the Internet, there is a user that can manipulate information or

receive information that gives the users to be connected as one.

7. Hyperlinks subvert hierarchy.We all know how far technology has come with the use of computers and the powerful impact of the

Internet. Todays generation is now focused on emerging technologies with the usage of the Internet.


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From mobiles to Ipad, connecting to the net is just a click. Just in the field of business, the company now

uses the web to connect to possible consumers or to target a market. Using the web for advertising and

commercializing has a lot of benefits. Most of these ads are now common in social sites because

nowadays blogging is everywhere. These ads gives it an advantage to promote in social sites where

there are active users, people are connected one another, and people can spread the news easily in

social sites. With the possibilities of the hyperlink, its easy to target consumers. Hyperlinks give benefits

to online shopping, sharing new trends, and new services to consumers.

First, what we all see when we connect to the Internet? We see lots of information that we can browse

on especially with the use of hyperlinks. Hyperlinks allow us to jump to a new document that is clickable.

It is a word or group of words or an image. You can explore anything with hyperlinks. In the world of

business, they use hyperlinks when people enter a word or terms in search engines. Hyperlinks can be

used for tags for a word that is related to that of a user wants to search for. Like, if a user searches for a

brand of bag, hyperlink generates the term into different brands in word tags, so that the user can easily

browse from one another.

8. In both internetworked markets and among intranetworked employees, people are speaking to eachother in a powerful new way.

You know what makes us interconnected? Theres no other else like the Internet. With the usage of

computers, surfing the net became dominant. Chatting with another user or simply through e-mail became

possible. So what else can the Internet cannot do? With the Internet, everyone can communicate at the same

time. In the field of business especially in the field of IT, the Internet is used to provide services for the clients

and to assist them with their concerns. The Internet is really an effective tool for communication. In Facebook

or in any other sites, the Internet gives more benefits allocating more customers in the market. Employees can

send data to the customer via e-mail. Promotions are wide spreading in the Internet. Online shopping is in

demand like E-bays and Amazon websites. Its much easier and convenient for the clients to surf on the net


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with their busy sched. Internet makes it less hassle to pay for product purchasing because clients can pay

online through credit cards like PayPal.

The Internet reaches beyond distance. With just a click, information is being distributed and makes

communication easier and convenient. It can be used anywhere through a Wi-Fi connection. In a company

they use intranet for easy transaction of file sharing with the databases with the use of Local Area Network

(LAN). With the Internets capability to spread information, business operations became fast and can easily

transact with clients. It can also boost the companys sales as the customer base begins to grow. Companies

can be recognized with their quality services.

9. These networked conversations are enabling powerful new forms of social organization and knowledgeexchange to emerge.

Anything is now possible by any means in distributing information. There are many things that we can

adapt from our modern technology. Just with a simple click on the Internet, users already know whats

happening from their surroundings. The Internet has shaped our socio-cultural aspects. We became

more sociable, because of social networking sites. We increase our knowledge through forming

researches on the Internet. We became aware of whats happening just by reading the news online.

Rather than reading a newspaper, some would prefer going online. Once you have the Wi-Fi connection,

getting information is just a shot and less cost compared to paying regularly for having newspaper. Its

everything under the sun.

With the kind of technology we are having, rise of commercialization is now possible. Business sectors

or organizations can now have their operations to be productive. Clients can surf whats hot or latest

products on the net. They can inquire for product orders or reservations. Good example for quality

services are E-bay and Amazon. E-bay is a site known for selling items around the globe. Normally, the

items that they are selling are for auctions. A seller places an item on the site and buyers then bid on the

item. At the end of a predetermined period, the highest bidder wins. The seller can also provide "buy it

now" prices for buyers who wish to avoid waiting for other bidders. Online marketing is a way of attracting


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prospective customers who are already looking for the products and services that you offer which

enables you to reel in those prospects that are ready to make a commitment.

10.

As a result, markets are getting smarter, more informed, more organized. Participation in a networked

market changes people fundamentally.

As ways of communication became more developed, information is already being reached without

having difficulties. Aside from mass media, the computer has now exceeded its usage compared to a

television or a radio. With the use of a computer, the user can interact wit h it in different ways; like, its

considered a virtual world capable of transforming the minds of the users with its functions.

Since information gathering is now in demand for communication, its now easier for companies to

reach out for their prospective customers. Online Marketing or web services became possible for users

around the globe. These services on the net get on the interests of future clients to products offers and

services. One thing that is an advantage is to consider online shopping for the website or called e-

commerce. To make it easier for clients to browse and purchase products, its convenient to pay online

by considering PayPal. The Web is currently driving an enormous percentage of the world's commerce,

and you will find every possible product or service online. Having a website for business, stands out from

competitors showing them what youve got and drawing more visitors to your site with the information

provided that is easy to find. Aside from a designed website, it also encourages those prospective clients

and customers who are looking at your site to get a sense of who you are and what your business is

about. It is important that your site makes it inviting for future prospects. Nevertheless, the information

that you are giving to your customers and the services that you offer, depends on a companys marketing

strategy.

11. People in networked markets have figured out that they get far better information and support from oneanother than from vendors. So much for corporate rhetoric about adding value to commoditized

products.


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Initializing the business strategy of a company is very essential. Getting to online marketing is not just

enough for considering quality services to customers. Everyone should coordinate inside a company.

The company, supplier, and the client are connected to ensure the productivity and quality of a business.

An example would be a retailing business. A retailing business should have a direct contact with its

supplier for the raw materials. The business sees to it that the raw materials are processed well. The

quality is preserved and delivers on-time. This is necessary for a retailing business to know to ensure that

the products that they are offering to their clients are safe and the quality is guaranteed. This shows how

the retailing business works.

With better coordination of a business from a supplier, the business will project a quality service offer

for the clients. Since there a lots of competitors, it is important that a business should have employees

who are trusted and who are willing promote the quality in serving the customers. A business also

considers innovation of services given to customer like making radical changes to the business

processes for producing or distributing products and services. The business can also apply cost

leadership strategy which finds ways to help its suppliers or customers reduce their cost or to increase

the costs of their competitors by becoming a low-cost producer of products and services in the industry.

Another factor is developing ways to differentiate a firms products and services from its competitors or

reduce the differentiation advantages of competitors. This may allow a firm to focus its products or

services to give it an advantage in particular segments of the market. As the demand of customers

continues, there should be growth strategy which is expanding a companys capacity to produce goods

and services, expanding into global markets, diversifying into new products and services, or integrating

into related products and services. And the most important part is to have alliances by establishing new

business linkages and alliances with customers, suppliers, competitors, consultants, and other

companies.

12. There are no secrets. The networked market knows more than companies do about their own products.And whether the news is good or bad, they tell everyone.


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This applies to domino effect. In a firm, it is really essential to have the coordination in each

departments or sectors concerning for productivity. In the world of business, theres no such thing as

minding your own business. A firm should also its capability of producing goods. For example in the

Finance Department, its job is to let the CEO know the companys assets and to review the companys

ability to continue with the business. The Supervisor reports to the Manager regarding the production of

the workers. Each department has contributions for the foundation of business operations. If one falls,

then everything is affected already. The domino effect comes first in my mind regarding a networked

market.

Even just for a business to be able to exceed customer expectations, they also review whats inside

the operations of its competitors. So I can say that nothing is kept as a secret in the world of businesses.

Some firms will consider partnership or merge as one like Sony products with Ericsson mobiles. Since

Sony is a large company of electronics, they considered to merge in with mobile company as a complete

variance of product differentiation and also to consider the partaking of shares. Entering a business has

a lot of factors to consider in order for it to become a success. In order for it work, its a must for a

business know first whom they are targeting in the market, how would they able to communicate with

potential customers, and how they produce an impact with their customers. So each of the people

working for the growth of the company is connected are one. No matter what your position is, as long you

are working for your valued customers, everyone has its own contribution.

13. What's happening to markets is also happening among employees. A metaphysical construct called"The Company" is the only thing standing between the two.

What comes around goes around. This would be like a cause and effect relationship. When

everything seems to be a mess inside the company, then the market will be affected as well. Having

employees who are not doing their job or who cannot coordinate well with the other employees can affect

the productivity of a company. These inner forces can affect the market: the company, employees,

competitors, and suppliers as well. It can be like the employees need to be computer literate applying

information technology in our society. There can be necessity for on-going investment for human

resources like trainings for the employees or having seminars which will let them understand more.


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Corporate cultures are also applied inside of a company. These are visible behaviour and expressed

values. An example for a visible behaviour: Managers pay close attention to all their constituencies,

especially customers, and initiate change when needed to serve their legitimate interests, even if it

entails taking some risks. In this situation, the expressed value would be Mangers would care deeply

about customers, stockholders, and employees. They strongly value people and processes that can

create useful change (e.g., leadership initiatives up and down the management hierarchy).

Aside from the internal effects, the market is also affected with the external forces. They are

technological, socio-cultural, economic, legal/political, and international trends. With technology, the

company can manage all necessities to produce faster and convenient. The Socio-Cultural aspect shows

important characteristics are geographical and population density, age, and education levels which can

really identify the demographic aspect of a country. The Economic factor explains the consumer

purchasing power, unemployment rate, and interest rates. This can easily identify how the country can

manage import and exportation of goods, the demands of consumers, and job availability. The legal or

political aspect shows how companies ensure that their product or service offers provide quality and

approved by the government. The International aspect shows that how a company can be competitive

not just locally but competitive in the market. Like Jollibee, it is not only popular here in the Philippines

but Jollibee has also branches outside the country. There are many factors to consider affecting the

market and these factors must be taken into considerations.

14.Corporations do not speak in the same voice as these new networked conversations. To their intendedonline audiences, companies sound hollow, flat, and literally inhuman.

In a corporate world, the Managerial positions responsibility is to decide for the long term planning

of the company and its priority is the target market. Any businesses have their own common groups like

belonging either to music industry or entertainment, technology industry, food industry, and many more.

Each of those industries has its own competitors. Corporations must have their own strategies in order to

survive in the market. In order to gain the attention of consumers, the company identifies where do they

belong in the industry and also identify how their competitors are into their operations. They also take into

consideration the type of technological tools they are using to target the market. When a company is into

online business, they are not just communicating themselves to their clients limited only via online. It still


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depends on how the company can offer their quality service to their clients by reaching out to them.

Having online web service, they can make it interactive like putting some videos regarding what their

business is all about. Most likely, a website also which is designed and equipped with information can

really target prospective consumers. A website which contains direct information and the style of

interactivity can really attract. It can also give positive impacts from clients especially if there are

feedback options in a website. Posting positive comments from users can give ideas and ways for the

business to develop.

There are many options and choices to do applying digital marketing or simply online web

services. Today, Electronic Commerce is more than just buying and selling products online. Instead, it

encompasses the entire online process of developing, marketing, selling, delivering, servicing, and

paying for products and services transacted on internetworked, global marketplaces of customers, with

the support of worldwide network of business partners. The scope of Electronic Commerce tackles

marketing/discovery, transaction processing, and service and support. There are two types of online

business. It can be E-Commerce or E-Business. E-Commerce is just a subset of an overall E-Business

strategy. It handles the sales aspect of an E-Business while E-Business refers to more strategic focus

with an emphasis in the functions that occur using electronic capabilities thru automated information

systems.

15. In just a few more years, the current homogenized "voice" of businessthe sound of mission statementsand brochureswill seem as contrived and artificial as the language of the 18th century French court.

During the ancient time, the history of management from the adaptation of French Principles, we

can say that it is more constructed, prcised, and organized foundation. There are also known people

who have contributed to the principles of management. With their contributions, three classical

perspectives were structured: Scientific, Bureaucratic Organizations, and Administrative Principles.

Characteristics of Scientific approach were divided into three parts: general approach, contributions, and

criticisms. The general approach shows that workers are trained for a standard method and workers are

selected with appropriate abilities for each job. Contributions demonstrated the importance of

compensation of performance, importance of personnel and their training, and initiated the careful study

of tasks and jobs. While in criticism, it does not appreciate social context of work and higher needs of

workers, does not acknowledge variance among individuals, and tended to regard workers as

uninformed and ignored their ideas. Bureaucracy Organization focused on authority and responsibility,

hierarchy, qualifications, separation from ownership, and rules regarding personnel and their behaviour.


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These principles were reconstructed by Henri Fayol, Mary Parker, and Chester I. Bernard.

Management is the attainment of organizational goals in an effective manner through planning,

leading, organizing, and controlling organizational resources. Applying these four functions, the

organization can deal with the challenges effectively in terms of technology, innovating new business

models, striving to remain competitive in the global arena, dealing with uncertain environments,

cutbacks, and massive worldwide economic, political, and social shifts. These are all triggered by the

management inside the corporate world. In order to attain organizational goals in an effective and

efficient manner, goals must be directed and deliberately structured. Goals must be specific,

measurable, attainable, realistic, and timely in order to achieve the desired outcome. When goals are

planned and structured, tasks are divided and responsibility for their performance is assigned. The

Managerial Activity is a position that provides for variety, is fragmented, and represented by brevity, and

performs a great deal of work quickly. From ancient activity, we can learn and easily adapt with

managing skills.

16.Already, companies that speak in the language of the pitch, the dog-and-pony show, are no longerspeaking to anyone.

As a consumer, everyone has their own choices and expectations. Who says no one has

preferences? We all have unique taste and differences when it comes to styles and quality. Some would

prefer to have the cheaper one. Some would demand for quality. Some would choose the pricy one,

because they believe that it has a strong quality. Consumers nowadays are now more expectant with

product purchasing. They would prefer to be on whats top on the market. They would rather have the

products which are not common to everyone. Each of them will have the second thought of choosing

substitute products comparing them in terms of prices.

Companies have no choice if they want to stay competitive, but to think on how to deploy it.

Businesses now should be practical and to be in depth in reaching out for their client. Weak technology

is not an option for stability and growth. With the ways of the Internet, a lot has changed in contribution to

organizations and integration with other marketing activities. The challenge for marketers is to assess

which innovations are most relevant to their organization and to seek to gain advantage through

introducing them to a company such that the digital marketing techniques integrate effectively with

traditional marketing communications. With over one billion people around the world regularly using the


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web to find products, entertainment and soul mates, consumer behaviour and the way companies market

to both consumers and businesses have changed dramatically.

17.Companies that assume online markets are the same markets that used to watch their ads on televisionare kidding themselves.

To succeed in the future, organizations will need marketers, strategists and agencies with up-to-

date knowledge of how to apply digital media such as the web, e-mail, mobile and interactive TV. I can

say that not everyone is a couch potato. A TV may be an option but, it's not enough to support the

specific details to target your customers with your product / service offer. Consumers wont just rely on

print ads or what they see on television. Most of the consumers will still have to research on the net to see

details regarding that particular product. Some were very meticulous whether that product is safe or they

can still look for other substitutes for that product. As a BS-IS student (Bachelor of Science in Information

System, normally visit websites if I have to browse for products just when I saw it on TV. I have to see

marked-up prices and check for the quality of the product Ive seen on TV or print ads. Thats the way of

consumer behaviour in the real world!

Television is only a small part for marketing products and services. Recognizing the strategic

importance of digital technologies and developing a planned approach to reach and migrate customers

to online services through e-communications and traditional communications. Different access platforms

deliver content and enable interaction through a range of different content and enable interaction trough

a range of different online communication tools or media channels. With the growth of social networks,

product / service can reach out for possible clients. Plus, anyone can sell items they want by just posting

or uploading pics and tagging people especially with Facebook. Aside from social networking sites,

there are much more ways to target online marketing. These include blogs, feeds, podcasts, and social

networks. Retention is achieved through improving the customer knowledge (of their profiles, behaviour,

value and loyalty drivers), then delivering integrated, targeted communications and online services that

much their individual needs.

18.Companies that don't realize their markets are now networked person-to-person, getting smarter as aresult and deeply joined in conversation are missing their best opportunity.


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As part of strategy development, organizations require clarity on the type of business model they

will develop. A company not only offers quality product/ / service to their customers, but also create

values for customers. Prior to customer value, it is important to know to ensure convenience to customer

by creating and innovating technology usage. Important factor to consider is to know whom a company

bargains for. The company may be a supplier, manufacturer, wholesaler, retailer or distributor. A

fundamental aspect of the business model is whether the proposition developed appeals to consumers

or business. So online marketing opportunities are described in terms of the extent to which an

organization is transacting with consumers (business-to-consumerB2C) or other businesses (business-

to-businesses B2B). These are all common business models. Others are Consumer-to-Consumer

(C2C), Consumer-to-Business (C2B), and Business-to-Business (B2B). For example, Googles revenue is

largely based on its B2B AdWords (http://adwords.google.com/). Advertising service and advertising-

based revenue is also important to sites such as YouTube, MySpace and Facebook. Blogs, eBay, Skype

(Peer-to-Peer), Social Networks are examples of Consumer-to-Consumer (C2C). Business-to-Consumer

(B2C) is transactional like Amazon or Brand-building: Unilever. Consumer-to-Business (C2B) is for

Priceline, Consumer-feedback, communities or campaigns. Business-to-Business (B2B) is more on

relationship-building or partnerships of both companies.

The form of digital strategy developed by a company will also depend on the nature of a

business. With the type of business model, the company can now plan and decide how they can market

their product / service. With online marketing, its easy to penetrate the market. The Internet can be used

to sell more existing products into existing markets. Market development is also enhanced by selling into

new geographical markets, taking advantage of the low cost of advertising internationally without the

necessity fora supporting sales infrastructure in the customers countries. New products or services are

developed which can be delivered by the Internet. These are typically digital products. Through

diversification, the Internet supports selling new products which are developed and sold into new

markets.

19.Companies can now communicate with their markets directly. If they blow it, it could be their last chance.New opportunities are opened with the use of web services. The interaction and integration

between Internet channels and traditional channels is a key part of Internet marketing strategy

development. Internet marketing strategy is essentially a channel marketing strategy and it needs to be

integrated with other channels as part of multichannel marketing. It is important for a company to align
http://adwords.google.com/http://adwords.google.com/http://adwords.google.com/http://adwords.google.com/


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with business strategy. The company should focus and prioritize with their vision and keep their goals

consistent. Goals must be predictable and objectives are based on models of the number using the

channels. These are online contribution of leads and sales for the Internet or other digital channels. With

these opportunities in technology, the company can now add value to their customers. In order to utilize

this opportunities, companies need to set specific objectives for their cannels in communicating first with

their customers. It is the most important thing to have the strategy on how to attract and communicate

people in the market. These objectives should be informed by and influence the business objectives.

The Internet can be used as a direct-response tool, enabling customers to respond to offers and

promotions publicised in other media. Since using online provides more concrete information, it enables

new forms of interaction and new models for information exchange. Without the attraction, the company

wont be able to get the attention of prospective clients. These people would prefer to have interaction

with the one which offers product / services. The customer is seeking information or an experience. The

company should be the one to do the pull method. The marketer will have 1005 of the individuals

attention when he or she is viewing a website. A company can gather and store the response of the

individual. Individual needs of the customer can be addresses and taken into account in future

dialogues.

20.Companies need to realize their markets are often laughing. At them.,

Dont they (companies) know that people are very meticulous nowadays? People dont just believe

what others say or what they often hear or see in television. Companies may have the belief that

endorsement on televisions and print ads can attract more consumers. This is totally false. People would

rather choose if companies will initiate to have the interaction to clients who can give them a sense of

media. They say: Consumers can interact with the medium, firms can provide content to the medium

and, in the most radical departure from traditional marketing environments, and consumers can provide

commercially-oriented content to the media. From this statement, having a direct communication with the

consumer gives an impact to service provider. The company can have the chance to accommodate

issues with the consumers regarding the product / service. Having an online media is a way of open

communication. Chances are the company can get much more experience to improve with the clients

needs. Problems of some companies, they rely on television ads so that consumers will have that product

brand on their heads. It really depends on the company to attract the market without just remembering

their brands, but to have the interaction.


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Marketers shouldnt conceive the Internet as an impassive network of hardware and software, but

as a means of creating global conversations within markets. Interaction with customers, suppliers, and

distributors occurs across the Internet. The web and e-mail are particularly powerful if they can be used

to create relevant, personalised communications. These communications are also interactive. If access is

restricted to favoured third parties this is known as an extranet. If Internet technologies are used to

facilitate internal company communications this is known as an intranet a private company internet.

Both inside and outside the company, interaction is made which is a way of information exchange just

like targeting the market.

21.Companies need to lighten up and take themselves less seriously. They need to get a sense of humor.Creating a business takes passion. You enter into business not because you just want to. It takes

some experience and you enjoy what you are doing. Having a business is that you are ready to serve

people and to continue to improve lives. The purpose is to create and innovate. When offering products

and services, the target is for the people, but not the business alone to become rich. A business is also a

hobby when you get to love what products you are creating and also seeing that people are vying for

your creations. It takes the company to have that success when they already got the trust of the many.

More than just innovations, companies create value, quality and trust to gain attraction from their

prospective clients.

When a company already got the attention of these people, it still not stops from here. You have to

motivate them with your quality services and to retain them. With this, all organizations operate within an

environment that influences the performance of their business. Organizations that monitor, understand

and respond appropriately to changes in the environment have the greatest opportunities to compete

effectively in the competitive marketplace. There is also the need for a process to continually monitor the

environment. The need to sense and respond is particularly important for marketers because of the

rapid changes in customer behaviour. For development of Internet marketing strategy, the most

significant influences are arguably those of the micro-environment. This is shaped by the needs of

customers and how services are provided to them through the competitors, intermediaries and upstream

suppliers within the marketplace.

22.Getting a sense of humor does not mean putting some jokes on the corporate web site. Rather, itrequires big values, a little humility, straight talk, and a genuine point of view.


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In the corporate world, these people involved are in competition. When I say competition, it means

that they are serving their very best to offer something unique. These companies creating strategies have

never ending competitions. Having the sense of humor means that getting direct intact of service

providers to clients. Humor doesnt literally mean to share jokes, but to target the people on what the

companys purpose and intention to be involved in the market. The Internet introduces new facets to the

environment that must be considered by marketers since strategy development is strongly influenced by

considering the environment the business operates in. Prospects and customers in an online

marketplace will naturally turn to search engines to find products, services, brands and entertainment. A

website which contains forums and surveys are necessary judgment for companies to improve in their

services. Websites must not focus on ways of interaction with users, especially having feedbacks on it.

The quality information on a site defines the companys image.

It is important for companies to identify consumer behaviour, customer insight, and customer

segments in marketing their websites. Situation analysis related to customers is very important to setting

realistic objectives, estimates for volumes of online customers and developing appropriate propositions

for customers online. Customer-related analysis can be divided into two. Firstly, demand analysis, which

involves understanding the potential and actual volume of visitors to a site and the extent to which they

covert to outcomes on the site such as leads and sales (conversion and modelling). The company should

understand the needs, characteristics and consumer behaviour of users of digital channels, often

collectively referred to as customer insight.

23.Companies attempting to "position" themselves need to take a position. Optimally, it should relate tosomething their market actually cares about.

As I have said earlier, people wont mind if the company havent gained the trust of the people. It is

important to identify knowledge about customers needs, characteristics, preferences and behaviours

based on analysis of qualitative and quantitative data. These are what people are into it. The market

show demand analysis that the company should consider it. If customer usage of online media is

evaluated for customers in a target market, companies can identify the opportunity for influencing and

delivering sales online. Different marketing tactics are the company should consider approaching

consumers in the market, because they are the companys top priority.


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For a company to develop targeting approaches as part of the strategy development, company

should also identify customer segments. Customer segments are groups of customers sharing similar

characteristics, preferences and behaviours who are targeted with different propositions as part of target

marketing strategy. With customer segments, the company can connect them to demand analysis. The

demand analysis is a quantitative determination of the potential usage and business value achieved from

customers of an organization with online marketing. Qualitative analysis of perceptions of online channels

is also assessed. Companies can also understand the drivers to usage and barriers to increased usage

and so encourage adoption of online channels by emphasizing the benefits in their communication and

explaining why some of the barriers may not be valid. Companies also need to assess their volume and

share of customers who have access to the digital channel, customers who are influenced by using the

digital channel but purchase using another channel as part of the multichannel buyer behaviour, and

customers who purchase or use other services using the digital channel.

24.Bombastic boasts"We are positioned to become the preeminent provider of XYZ"do not constitute aposition.

Customers dont believe or look for words. They are not after the brand of the product or what other

would prefer. They all have their own choices and preferences. Rather than words, labels or brands,

quality is after by the many. A person would refer if they have trust on that offer or being tested already

with the quality. Depending on the companys approach to the market, customers have different

characteristics, needs, and motivation approach. With the integration of online services, customers have

many options to choose and can satisfy their needs. It is important that marketers gain an appreciation of

online consumer behaviour for their audiences including the combination of web and mobile media with

other channels. With social networking sites, blogs, commercial sites, these all shaped the personal

characteristics of users such as culture, social group and personal and psychological make-up. Together

these characteristics will affect the consumers response to marketing messages.

There are users who will be looking for product, market or leisure information such as details of their

football clubs fixtures. They are not typically planning to buy online. These are directed information -

seekers. There are undirected information-seekers who are usually referred to as surfers who like to

browse and change sites by following hyperlinks. There are online buyers who purchase specific

products online. These are directed buyers. Users who want to find the offers available from sales

promotions such as free samples or competitions are called bargain hunters. Those who are looking to


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interact with the web for enjoyment through entering contests such as quizzes, puzzles or interactive

multi-player games are entertainment seekers. These are behaviours that the company must be guided.

Their service offer to the users is after for not the brand or label they are handling!

25.Companies need to come down from their Ivory Towers and talk to the people with whom they hope tocreate relationships.

In order for companies to target their prospective in the market, they have to do something to create

a communication with them. So, the first step of the company is to impress these people on how they will

introduce themselves with their marketing tactics. These marketing tactics will ultimately pull the

attraction of possible clients. The hardest part of starting in a business is to get attention and to target

your products/services. Marketing consists of strategic management. Things to think about are changes

and trends that are occurring, target customers, products or services to offer, and how to offer these

products or services efficiently. For an organization to achieve long-term goals, the organization, sets

three categories: growth, stability, and retrenchment. Marketing for the people, a company considers

peoples awareness, interest, evaluation, trial, and adoption. When people are new to your

product/service, they can still have choices in their minds to stay or to choose others. It depends on how

they are amazed with the quality service or not. So in the field of business, first impression lasts.

Once they are intact with your service, the company should consider improvement and innovation of

services in order to survive in the market. The company thinks for the market and not for their own

benefits. The companys responsible is to generate leads (engage and capture interest). Another

challenge for the company is to retain its customers. Once the customers are already engaged with the

business, it already means that the company already gained their trust. The process should still continue

and should be consistent.

26.Public Relations does not relate to the public. Companies are deeply afraid of their markets.There are two factors surrounded by public relations. These are micro-economic and macro-

economic. The micro-economic is affected by what is happening inside the company. These can be the

vision, long-term goals, employee concerns, etc. While in macro-economic, it consists of social, legal,

economic, political, and technological factors. These all contribute to industry pressure. Business can


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develop competitive strategies to counter the impact of the competitive forces. In this world where

technology is much appreciated, there are new ways companies can counteract with challenges in the

corporate world. The growth of networking and its continuous development brought about a milestone in

spreading information. Changes in the macro-environment such as changes in social behaviour, new

laws and the introduction of new technologies can all present opportunities or threats. Organizations that

monitor and respond best to their macro-environment can use it as a source of differentiation and

competitive advantage.

Changes in social culture and particularly pop culture (whats hot and whats not) tend to be very

rapid. Introduction of new technologies and changes in their popularity tend to be frequent too and need

to be assessed. Government and legal changes tend to happen over longer time scales, although since

this is only generalization new laws can be introduced relatively quickly. To survive with these factors in

the market it is important that companies build strategic agility. Public relations relate to the capacity to

innovate and so gain competitive advantage within a marketplace by monitoring changes within an

organizations marketplace, and then to efficiently evaluate alternative strategies, and then select, review

and implement appropriate candidate strategies.

27.By speaking in language that is distant, uninviting, arrogant, they build walls to keep markets at bay.I believe that communication is a means to penetrate relationship in the market. The market needs

to be convinced in order to get their attention. Like Facebook, it has caught the attention of users who are

into blogging and online consumers. Marketing takes it now an advantage with the usage of Facebook

with sidebar ads. People who usually sell their products/services can now reach the attention of

consumers. Billions of people who are into Facebook, the market can now assist people around the

globe. Its amazing how Facebook has convinced the attention of online users. Since online blogging and

social networks are in, Facebook made it a way on how friends can keep it up with one another and to

stay connected. The market strategy of Facebook makes it inviting and attracting for the many because it

used demanding trends and shaped the social culture of the people.

Integration of media and online technology created ways on marketing products and services. But,

online technology has proven more in terms of marketing with its billions of online users. There are ways

the Internet can potentially be used to achieve four strategic directions: market penetration, market

development, product development, and diversification. The Internet can be used to sell more existing


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29.Elvis said it best: "We can't go on together with suspicious minds."Trust is the foundation of a business. Working and serving constitutes honesty and integrity.

Foundation inside a company starts. The company doesnt just convince its potential customers on how

their services are trusted compared to their competitors. Instead of convincing people, pulling them with

your purpose and attracting them with excitement is a great choice. The company should focus on how

would they implement and settle their goals through effective strategies to excite their potential clients in

the market. Building a relationship in communication with the people is a way of targeting the market.

There are ways of communicating to people. Its not by means of talking to each of them one by one.

That would be an impossible task! Using digital channels are means to communicate and integrating it to

an innovating way to market your brand is the first move.

The challenge for marketers is to assess which innovations are most relevant to their organization and

to seek to gain advantage through introducing them to a company such that the digital marketing

techniques integrate effectively with traditional marketing communications. Todays technology is now

centered with the application of the Internet and related digital technologies in conjunction with traditional

communications to achieve marketing objectives. Search engine marketing, interactive advertising, e-

mail marketing and partnership arrangements with other websites are techniques used to support the

objectives of acquiring new customers and providing services to existing customers that help develop

the customer relationship. For online marketing to be successful there is still a necessity for integration of

these techniques with traditional media such as print, TV and direct mail as part of multichannel

marketing communications.

30.Brand loyalty is the corporate version of going steady, but the breakup is inevitableand coming fast.Because they are networked, smart markets are able to renegotiate relationships with blinding speed.

Customers have their own choices and preferences. Their minds are unreadable. With the

companys responsibility to retain customers, its really a challenge for them. The company cant tell if the

customers they already have will stay with them permanently. These people would prefer quality and


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consistency and wont mind the brands or labels. As a consumer, I would prefer the one which satis fies

my needs, convenient to use, and has the quality that wont never disappoint me. Aside from these

quality services, the market needs an approach that would attract them to that kind of service approach.

Marketing is the management process responsible for identifying, anticipating and satisfying customer

requirements profitably.

With the application of modern technology, direct communication without a channel doesnt exist

and doesnt progress. The most crucial today in the corporate world is how would they able to spread

the information faster and convenient for the consumers. Its not enough to have the puppet talk to be

able to convince the market, but how to be able on top of the market without convincing but attracting. It

is important to know that technology doesnt drive marketing, but the business returns from gaining new

customers and maintaining relationships with existing customers. It also emphasises how technology or

demands for online marketing does not occur in isolation, but is most effective when it is integrated with

other communications channels such as phone, direct mail or face-to-face. With online technology, the

task is to support the customer journey through the buying process as they select and purchase

products using the digital channel in combination with other channels.

31.Networked markets can change suppliers overnight. Networked knowledge workers can changeemployers over lunch. Your own "downsizing initiatives" taught us to ask the question: "Loyalty? What's

that?"

Marketing consists of individual and organizational activities that facilitate and expedite satisfying

exchange relationships in a dynamic environment through the creation, distribution, promotion, and

pricing of goods, services and ideas. We can see how powerful networking technology in the sense of

interacting with clients, increase in sales, adding value, saving costs, and extending the brand online.

Loyalty is achieved by building a relationship which has a foundation of trust and quality. Coping with the

market is not a mean of direct communication because definitely that wont just work with words, but

through process of attracting them.

For established multichannel organizations, the goal for having transactions through online is to sell.

This includes direct online sales from offline channels influenced online through wider distribution to

customers which the organizations cannot readily service offline or perhaps through a wider product

range than in-store, or lower prices compared to other channels. From selling, the organization serves


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and adds value by giving customers extra benefits online or informs product development through online

dialogue and feedback. This way of serving is to speak with clients by creating a two-way dialogue

through web interactions like forums and surveys and conducting online market research through formal

surveys and informally monitoring chat rooms to learn about them. The organization can also save costs

through online e-mail communications, sales and service transactions to reduce staff, print and postage

costs. Savings also accrue through web self-service where customers answer queries through online

content. The final goal is to sizzle by providing new propositions, new offers and new experiences online

while at the same time appearing familiar.

32.Smart markets will find suppliers who speak their own language.Inside a company, everyone who is working for the company should know what is happening

regarding concerns. The companys responsibility is to monitor the condition of their suppliers quality

production. Since what the suppliers job is to create materials for the company, both the company and

the supplier should have the bridge for open communication. The company ensures the quality that is

being added to their inventory. Raw materials for production should be counted correctly before

delivering to the company. Having the quality products, the company sees to it that they are offering

products that seals quality and ensures safety for the market.

The most significant aspect of monitoring suppliers in the context of marketing through online is with

respect to the effect suppliers have on the value of quality of product or service delivered to the end

customer. Key issues include the effect of suppliers on product price, availability and features. It also

depends from the supplier the future of the company. The supplier who produces the materials for the

product shows the quality that the company can offer quality to its clients. The company just adds value

to it through how the company markets it. The company also adds the branding, labels and packaging

before offering it to the market. The supplier adds the core quality to the products while the company

adds face value to the products ready to be offered to the market. The relationship between the supplier

and the company is directly proportional. In this case, the company serves as a customer, because the

supplier produces and markets for the company.

33.Learning to speak with a human voice is not a parlor trick. It can't be "picked up" at some tonyconference.


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As I have mentioned earlier, direct communication without the usage of a tool or medium channel

doesnt exist anymore. Spreading of information is much important nowadays. The voice cannot spread

information to a whole community or especially globally. When this is typically used for marketing, this

wont survive for a longer period of time. People wont prefer to cling on words, b ut quality, trust, and the

attraction it can get from the services.

The Internet provides further scope for integrated marketing communications. When assessing the

marketing effectiveness of a website, the role of the Internet in communicating with customers and other

partners can best be considered from two perspectives. First, there is outbound Internet-based

communications from organization to customer considering how the Internet complements other

channels in communicating the proposition for the companys products and services to new and existing

customers with a view to generating new leads and retaining existing customers. Second, inbound

Internet-based communications from customer to organization considering how the Internet can

complement other channels to deliver customer service to these customers. Many companies have now

integrated e-mail response and website call-back into their existing call centre or customer service

operation. The Internet can be used to support the buying decision even if the purchase does not occur

via the website. For example, Dell has a prominent web-specific phone number on their website that

encourages customers to ring a representative in the call centre to place their order. This has the

benefits that Dell is less likely to lose the business of customers who are anxious about the security of

online ordering and Dell can track sales that result partly from the website according to the number of

callers on this line. Considering how a customer changes from one channel to another during the buying

process, this is referred to as mixed-mode buying. It is a key aspect of devising online marketing

communications since the customer should be supported in changing from one channel to another.

34.To speak with a human voice, companies must share the concerns of their communities.Communicating directly to consumers, the company focuses on its target market to which their

products/services are for only a particular segment to which it meets the demands. The main purpose of

the company is to be the center of attraction to which meets the customers expectation and demands. It

is on the impact of the companys strategies on communicating with the people. The exact stage of the

buying decision varies for different products and different types of customers, so an alternative approach

is to develop channel chains which reflect these differences. In general, digital media support the

consumer buying process.


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Generating awareness of need is conventionally achieved principally through the mass media used in

offline advertising. The Internet is relatively ineffective at this since it tends to have a more limited impact

and reach than television, radio or print media. However, display advertising or paid search marketing

can be used to supplement offline awareness-building. Once a consumer is aware of a need and is

considering what features and benefits he or she requires from a product or online service, then they

may turn straight to the web to start identifying the range of features available from a particular type of

product through using a generic search using search engines such as Google, MSN, and Yahoo! So

influencing consumers through search engine marketing and affiliate marketing is important at this stage.

Specification development effectively happens at the same time as supplier search and more suppliers

can be evaluated in greater depth than traditionally.

35.But first, they must belong to a community.A community consists of people with different kinds of needs. Some would prefer their own

commodities than to purchase their wants. They have their own specification in terms of choosing on

what products/services are offered to them. Branding or label can be a major factor. Like for example,

Apple products are known for its continuous innovation. If you're a typical consumer, you would think

Apple is the best because that's what they said or probably the pricing of gadgets. If you're a technical,

you would know how cheap the specs supposed to be and get an alternative with better specification at

lower price. Thats how the impact of brand can bring. Since it is famous for laptops it gave the

consumers to be attracted with other products of Apples also since it brought a different kind of

innovation for tablets which is I-pad and now in version 2. But, Apple has its limitation like it has no Flash

on their laptops. So, Apple must consider this because Flash is really useful for viewing videos and

needed for some applications. Belonging to a community, its how the serv ice provider can give quality,

marketing experience and especially provide the needs of these people with continuous innovation.

Once customers are actively searching for products, the web provides an excellent medium to help

them. It also provides a good opportunity for companies to describe the benefits of their websites and

obtain qualified leads. The web marketer must consider the methods that a customer will choose for

searching and then ensure that the company or its product is featured prominently on these sites whether

they are search engines, aggregators or affiliate intermediaries.


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36.Companies must ask themselves where their corporate cultures end.Entering to a business field, the management considers how strong their impact was to the

consumers. Its simply how the company introduces themselves to the market and its impact.

Considering innovations, the company should learn how to invite these people to be intact with their

products and services. In a corporate world, there are lots of competitors that can get the attention of

your clients. Latest trends are very useful in attracting the market. But before applying these trends,

communication is important through which the company attracts the market with its purpose, goals,

motives including their marketing strategy and commitment to the market.

The company evaluates marketing strategies and innovations comparing them to their competitors.

Agility refers to the speed at which a company is able to change strategic direction and respond to new

customer demand. Reach is the ability to connect to or to promote products and generate new business

in new markets. Time-to-market is the product lifecycle from concept through to revenue generation.

Companies with a high competitive capability within their market and competitive markets are arguably

the most important ones to watch. The ability of the company in coping consumers behaviour is the one

the com

sharlene giselle o - 95 theses

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