arrowPart I:

4 Ps
Consumer Decisions
Marketing Mix
Relationship Marketing
Hunters & Browsers
Push vs. Pull
Reach & Frequency

Part II:
Should your
be Online?

Customers Online?
Competitors Online?

Part III:
to Avoid

Legal Blunders
Distribution and Pricing
Graphics and Design
10 Blunders to Avoid

Part IV:
How to
Do It

Bare Bones Marketing
Getting Noticed
Call to Action
Repeat Traffic

Your Markets

Your market is:

people who are willing to buy your goods or services, and who have the purchasing power and authority to buy.
Most marketeers segment their market, and deliver different messages to different market segments. There are dozens of ways to segment a market, including:
    Geography, Demographics, Psychographics, Benefit Segmentation, Wholesale vs. Retail, Current Customer vs. Prospect or Consumer Market vs. Industrial/Government Market.

    An Internet Web page is accessible to all market segments, presenting both challenges and opportunities. One of the first decisions you need to make is which of the many potential markets do you want your web page to target?

    Mini Case Studies:

      An insurance agent averages one info request a week from college students shopping around for cheap auto insurance, many not apparently in his sales area. At what point does answering such requests disrupt his business?

      The owner of an environmental product distributorship gladly fills requests for product information and samples from students who want to use her product in science fairs; although the students are not qualified buyers, the judges and attending parents may be.

    Think About:
    • What market segments do you currently serve?
    • What new markets can the global Internet attract?
    • How can you craft your message to attract "right" markets and politely rebuff "wrong" or non-markets?

    arrowNext Section: Consumer Decisions

Susan Ives
Square 1 Internet
(210) 694-4582
FAX (210) 694-IVES
Bill McGaw
iWay Solutions
phone: (210) 696-9800
FAX: (210 696-4900