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Comparative Analysis of Michigan Retail Businesses' Online Marketing Infrastructure Toward Addressing Consumers' Needs

机译：密歇根州零售企业满足消费者需求的在线营销基础设施的比较分析

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摘要

The continual advancements of technology within the global market have forced businesses to adapt a more aggressive marketing approach to meet the needs and demands of consumers (Holt, 2012). Therefore, the problem for marketers has been the recognition of how to effectively utilize their websites to meet and/or exceed consumers' needs. Advancements in technology have produced immediate data collection processes so that organizations can address all elements pertaining to marketing, including pricing, promotion, placement, and production (Soliman & Salem, 2014). The problem is that the evolution of Internet marketing has forced more businesses to meet and exceed customers' demands through an online presence, i.e. the businesses' website. Today, businesses must address their online marketing strategies to gain, maintain, and sustain their consumer base. The purpose of the proposed study was to analyze businesses' online marketing strategies through analyzing the organizational and operational aspects related to consumer direct marketing. Specific data from each businesses website, such as the ease of access, ordering processes, customer service, logistical aspects, and the accreditation and/or recognitions of each business, was analyzed using a quantitative comparative analysis. The websites analyzed in the study were different retailers within the Michigan area, including Target, Meijer, K-Mart, and Sears, and the business accreditation and/or recognitions. Hypotheses were not supported. Future research might focus on different businesses, like small businesses, utilize an existing comparison analysis tool, and implement mixed-method approach that incorporates a consumer survey and a focus group.
机译：全球市场中技术的不断进步迫使企业不得不采用更积极的营销方式来满足消费者的需求（Holt，2012）。因此，营销人员面临的问题是如何有效利用其网站来满足和/或超过消费者需求的认识。技术的进步催生了立即的数据收集流程，因此组织可以处理与营销有关的所有要素，包括定价，促销，安置和生产（Soliman＆Salem，2014）。问题在于，互联网营销的发展迫使更多的企业通过在线状态（即企业的网站）来满足和超越客户的需求。今天，企业必须解决其在线营销策略，以获取，维持和维持其消费者基础。拟议研究的目的是通过分析与消费者直销相关的组织和运营方面来分析企业的在线营销策略。使用定量比较分析来分析来自每个企业网站的特定数据，例如访问的便利性，订购过程，客户服务，后勤方面以及对每个企业的认可和/或认可。研究中分析的网站是密歇根州地区的不同零售商，包括Target，Meijer，K-Mart和Sears，以及业务认证和/或认可。不支持假设。未来的研究可能专注于像小企业这样的不同企业，利用现有的比较分析工具，并实施结合了消费者调查和焦点小组的混合方法。

著录项

  • 作者

    Bryant, Kyle LeVance.;

  • 作者单位

    Northcentral University.;

  • 授予单位 Northcentral University.;
  • 学科 Marketing.;Business administration.
  • 学位 D.B.A.
  • 年度 2017
  • 页码 110 p.
  • 总页数 110
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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