The purpose of this installment is to define the marketing strategies, customer relationship management, search engine positioning tactics, and domain name for your Capstone e-business. Respond to the following by writing at least one paragraph for each item and support your response.
a) Describe how you would utilize a product-based marketing strategy and a customer-based marketing strategy for your e-business. If you were given a choice of only one strategy, which one would you adopt? Discuss your decision. Also, how do you plan on segmenting your market and what would be your basis for segmentation?
b) Discuss how you plan to utilize Web advertising, social media, and email communication to manage your customer relationships. In addition to providing an explanation, also provide a link to a Web advertisement site and social media page which would be similar to what you have in mind for your e-business.
c) Explore the strategies available for search engine positioning tactics for your e-business. At a minimum, visit the Google Business Solutions page and the Yahoo! Advertising page to develop your response. Which service do you think is more appropriate? Justify your selection.
d) Determine the “domain name” for your e-business and check if it is available by using a registration site such Network Solutions or Go Daddy. If your name has already been registered to another owner, look up the owner’s information using the Internet Corporation for Assigned Names and Numbers (ICANN) Who Is database. What type of information did you find out about the owner?