StudentShare solutions
Triangle menu

Online Marketing - Essay Example

It critically assesses the distinctiveness of the marketing strategy approach of these companies, when compared to traditional retailers.
It also tries to predict the likely future of retailing and the role on online retailers. It finally discusses more general implications for strategy theory and practice of the growth of online retailers.
Online retailing refers to the process enabling consumers to buy goods and services through the Internet, with the retailer being referred to as a virtual store, online store, web-store, web-shop, internet shop, e-store or online shop. It is a type of electronic commerce used for business-to-consumer (B2C) and business-to-business (B2B) transactions. This form of shopping has penetrated many aspects of our life, especially since the 1990s, linking us to a capitalist way of life in our everyday living. It enables us purchase whatever we require, whenever we require it.
Online stores have the advantage of convenience since they are available round the clock and the buyers can access them from at the convenience of their homes and work. This is unlike the traditional physical stores that can only be accessed during the official working hours. Moreover, many online stores give links to supplementary product information like manufacturer's specifications, demonstrations, safety procedures and instructions. This form of shopping also enables a consumer to search and compare prices among various vendors by use of search engines.

Backcountry's success story: A case study
Backcountry was founded in 1996 with a mere $2,000 capital as a pure online retailer focusing on outdoor gear. It stated making profits in 1997, exactly a year after its founding, experiencing a triple digit growth six years in a row that culminated to 134 per cent in 2003. In 2004, Backcountry's sales revenue was $27.5 million dollars, an 84 per cent increase from the previous year's $14.7 million. These figures further rose by 89 per cent in 2005, settling at $52 million.

The company earned great reputation for providing good quality outdoor gear on its website Moreover, the company created niche sites aimed at addressing specific needs for of target groups and catering for distinct customers. For instance, the price-sensitive athletes had, bargain seekers and, snowboarders while hardcore skiers had

In 2002 Backcountry implemented a new customer service solution known as 'click-to-chat technology.' This earned the company many chatting interactions that resulted to improved customer satisfaction ratings as well as increased sales volumes. The company was therefore among the very first online retailers to adopt the live chat technology, earning itself the title of an established industry innovator. The company however soon realized that this technology only improved customer satisfaction levels without translating to increased sales.

In order to leverage its employees' expertise and maximize its profitability, the retailer ventured into transforming ...Show more
Cite this document
  • APA
  • MLA
(“Online Marketing Essay Example | Topics and Well Written Essays - 1500 words”, n.d.)
Retrieved from
(Online Marketing Essay Example | Topics and Well Written Essays - 1500 Words)
“Online Marketing Essay Example | Topics and Well Written Essays - 1500 Words”, n.d.
  • Cited: 0 times


The Internet, Intranet and call centre technologies have changed strategy and marketing strategy practices. They have sparked the growth of new types of business and have affected the business models, strategies and tactics of competitors, across industries and sectors…
Author : shammes
Download 1
Online Marketing
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Online Marketing"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Online Marketing
Today’s market is characterised by highly competitive organisations which are all vying for consumer’s loyalty. Firms are faced with the challenge to maintain their own competitive edge to be able to survive and be successful. Strategies are carefully planned and executed to gain the ultimate goal.
7 pages (1750 words) Essay
Marketing Online
The mainly significant subject that emerges from the study is that the tools and idea that are pertinent for offline firms are evenly applicable for online firms. Dissimilar generic strategies call for a diverse market position and this is borne out in this case study.
10 pages (2500 words) Essay
Online Marketing (independent women's clothing etailing)
Its focus is to constantly provide a wide array of fresh and sophisticated designs to its target market, which is London’s working women whose ages range from early 20s to late 40s. Closet management chose to
8 pages (2000 words) Essay
Traditional marketing vs. online marketing for online shopping sites
Online marketing means the same thing but all these processes will be done through Internet. In this case no executive comes to visit us. If we need
15 pages (3750 words) Essay
Online Marketing
Clothes retail business in the 21st century faces incredible changes, the most fundamental ones being connected with the Internet. Fashion business in Internet grows increasingly more popular, and brings more and more profit. It has been noticed that “British shoppers
7 pages (1750 words) Essay
Online marketing
over the past decade, in the field of electronic commerce, has led to the prosperity of a range of online retail stores, giving rise to a revolutionary new concept in the arena of marketing management. Owing to such rapid transformations in the way we conduct business, in recent
7 pages (1750 words) Essay
Online Marketing
“The Internets success is just one example of the power of multimedia”(McGloughlin, 2001). From the commercial sense, business all over the world has been optimally tapping the potential of the internet, starting with the
4 pages (1000 words) Essay
What do we mean by Online marketing
Ultimately, even within traditional television advertising, it is not uncommon to hear an advertiser state or display a link to follow the product or service on twitter or Facebook. More often than not, regardless of the product or service that is being
2 pages (500 words) Essay
Online Marketing
In the modern world online marketing as extended to mobile application advertisements. Many companies are currently embracing the technique of online marketing and
8 pages (2000 words) Essay
Online marketing
The online marketing frequently involves an organization consisting of a publisher, advertiser and potential participants including advertising agencies. The
6 pages (1500 words) Essay
Comments (0)
Click to create a comment
Let us find you another Essay on topic Online Marketing for FREE!
Contact us:
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us