1. INSTRUCTIONS FOR USING THIS PRESENTATION In order to proceed through this presentation simply click the left mouse button to view the next step of the presentation. TRY IT NOW The green buttons at the bottom of the page will enable you to advance to the next slide or go back to the previous slide if you need to review information. TRY IT NOW - GO TO THE NEXT PAGE AND THEN COME BACK HERE Links to the internet sites that you need to view can be clicked on and you will be brought to the proper web site. TRY IT NOW ScoresUp.com Assignments within the presentation should be done before moving forward to the next step. eCommEd Lesson 7 - Market Research & On-Line Direct Marketing

2. UNIT 3 MARKETING ON THE WEB Lesson 7 Market Research and On-Line Direct Marketing Contents of Material in this Lesson Topic (Click on link to go directly to that topic)Page I.Marketing 1 II.Market Research2 Assignment 7.1 3 A.Target Market 4 B.Demographics4 Assignment 7.24 C.Product Research5 Assignment 7.35 III.Marketing Plan 6 Assignment 7.4 7 IV.Direct Marketing 7 A.ADIA 8 Assignment 7.5 9 eCommEd Lesson 7 - Market Research & On-Line Direct Marketing

3. UNIT 3 MARKETING ON THE WEB Lesson 7 Market Research and On-Line Direct Marketing I. Marketing: The process of transferring information about your product or service to the consumer. The internet allows for unique ways of marketing due to its two way communication system, the ease of reaching a target market, and the availability of receiving instant feedback. We will look at the methods to use on the internet to market a product in general and use what we learn to market ScoresUp.com eCommEd Lesson 7 - Market Research & On-Line Direct Marketing

4. II. Market Research: Locating information about different products, competition, and/or consumers. Using the web, a business can easily evaluate the strengths and weaknesses of the competition, the products and services they offer, and the advertising and promotional methods they use. This is referred to as benchmarking. Gathering this information helps you to organize your business and business strategies in a way to gain an advantage over the competition. You can emulate (copy) their strong points and improve upon their weak points. eCommEd Lesson 7 - Market Research & On-Line Direct Marketing

5. Assignment 7.1 Go to sportsline.com and espn.com to research and evaluate two different sports sites. On a sheet of paper write down the answers to these questions. 1. Who is the target market for these sites? 2. How often do you think the content of the site is updated? 3. What kind of products or services, if any, do they market any products or services for their users to buy? 4. What methods do they use to encourage feedback, responses, or communication from their users? 5. What are some strong points about the site that we should emulate at ScoresUp.com 6. What are some weak points about the site we can improve upon that we can include in our site? eCommEd Lesson 7 - Market Research & On-Line Direct Marketing

6. A. Target Market: The group of people that a business wants to reach to promote its product or service. B. Demographics: The study of consumers buying habits based upon their income, geographic location, age, occupation, and other factors. Assignment 7.2 1. On a sheet of paper write down the demographics of the target market for our ScoresUp.com business. 2. Do you think the web is a good way to reach your target market? Why or why not? 3. Go to cyberatlas.com and check the demographics of internet users. Since this site changes frequently your instructor will let you know what information to search for. 4. Why do you think it is important to understand the demographics of your target market when creating your market plan? eCommEd Lesson 7 - Market Research & On-Line Direct Marketing

7. C. Product Research: A business can use the internet to research different products they plan to offer. B2B (Business to Business) is becoming a very popular way for businesses to obtain, trade, and sell products. Assignment 7.3 Do a search on the internet to find sources for where our business can purchase products that could contain our logo. (For example, key chains, t shirts, hats etc.) Begin your search with one of these search engines google.com yahoo.com lycos.com On a piece of paper write down these sites with their URL and the products they sell. We may use these sites later, so the more options you find, the more choices we will have. eCommEd Lesson 7 - Market Research & On-Line Direct Marketing

8. III. Marketing Plan: A document that is used as a guide to achieving your marketing goals. Goals may be to increase revenue, increase brand awareness, or recruit new users. Examples of goals for the plan may include; • Establishing new sales channels • Increasing Revenue • Increasing Brand awareness • Recruiting employees or subscribers • Getting customer information • Improving customer service • Competitive advantages or differences • Target markets • Advertising strategies • Sales strategies • Pricing • Revenue Goals eCommEd Lesson 7 - Market Research & On-Line Direct Marketing

9. Assignment 7.4 According to the Marketing Plan section of our business plan that we created in Lesson 4, answer the following questions. 1. What advertising strategies are we going to use? 2. What is our competitive advantage over other information providers, such as TimesUnion.com, or other High school sports sites. 3. How are we going to obtain customer information. IV. Direct Marketing: A marketing strategy that involves targeting potential users and delivering information directly to them. eCommEd Lesson 7 - Market Research & On-Line Direct Marketing

10. A business should follow the ADIAmodel in their direct marketing efforts. ADIA:Attention Desire Interest Action Attention - Businesses have only seconds to capture consumer Attention. This is the first step in gaining consumers. Did this animation catch your attention? Desire - Create Desire by interacting with visitors. Providing contests, quizes, and email feedback will give the consumers a desire to view and stay on the site. Interest - Next, businesses must create Interest by providing useful information. This continues to hold their attention, and keeps them coming back. Action - Lead visitors to Action. Have visitors give their contact information, purchase a product or leave a message. eCommEd Lesson 7 - Market Research & On-Line Direct Marketing

11. Assignment 7.5 On our ScoresUp.com web site we have a few things that demonstrate the ADIA model. 1. List the items on our site that grab the users attention. 2. Develop two more items that could further grab their attention. 3. List the items on our site that create a desire in the users.. 4. Develop two more items that could further create a desire. 5. List the items on our site that lead the customer to take action. 6. Develop two more items that could lead the customer to take action. eCommEd Lesson 7 - Market Research & On-Line Direct Marketing

12. End of Lesson 7 Make sure you have handed in the following assignments. 1. Assignment 7.1 - Search of espn.com and sportsline.com 2. Assignment 7.2 - Demographics and target market 3. Assignment 7.3 - B2B purchase sites. 4. Assignment 7.4 - Marketing Plan questions 5. Assignment 7.5 - ADIA End Lesson eCommEd Lesson 7 - Market Research & On-Line Direct Marketing