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Application of ICT in Marketing

ICT FOR SMEs Improving Productivity. Application of ICT in Marketing. Presented by : Hebron Mwakalinga Business Information Services December 13, 2005. Objective. Raise awareness on how ICT can be applied in marketing To increase understanding of opportunities brought about by ICTs

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Application of ICT in Marketing

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  1. ICT FOR SMEsImproving Productivity Application of ICT in Marketing Presented by : Hebron Mwakalinga Business Information Services December 13, 2005

  2. Objective • Raise awareness on how ICT can be applied in marketing • To increase understanding of opportunities brought about by ICTs • To share strategies on effective use of ICTs

  3. ICT for Marketing • Client/customer management Promotion of business image • Client Prospecting and Management (Internet) • Inventory and sales management • The case of MTOs for many things

  4. ……ICT for Marketing • Pricing strategy • Market Analysis • Inventory and sales management

  5. Client Management • References for contact information • (Detailed) Client profiles for analysis • Alert for prompt follow up and delivery of services

  6. Promotion of business image • In-house designed and printed promotional materials • letterheads, • flyers, brochures, • catalogues, business cards, etc. • Electronic catalogues

  7. Prospecting for Clients • Internet search and communication • Querying • Expression on interest • Business Communication

  8. Inventory Management • Instant inventory level esp. if MTO* is common practice • Breakdown of orders • By type, size, etc. • Important for business dealing in assorted goods *Manufacture to order

  9. Pricing • Analysis for pricing • Especially if cost-plus • Comparing with competition • Similar products • Close substitute

  10. Market Analysis • Collecting client data • Processing of client data based on segmentation by many variables • Location attributes, climate, infrastructure, etc. • Personal attributes, age, sex, income, behavior • Understanding competition by processing competitors data

  11. ICT Tools • MS Office • Database for contacts • Database for inventory • E-mail – Outlook Express • Most Accounting software have client Management Features • Location, contact information, automatic dialer, etc. • A number of Open Source Applications

  12. Case • Client Management in MS Access

  13. Conclusions • There are a number of tools found in a basic computer that if put into use can help very much • The Internet has enormous free software we can tap • We need to walk on two legs

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