"Catching Customers in the Web"Introduction
Students have read about marketing and its importance in the
promotion and sale of a product. In this lesson, students
will examine the use of the Internet in direct marketing,
and how it can be a useful and powerful tool for businesses
worldwide. Lesson
Description
Students will use information from the Web Marketing Info
Center Web site to learn about Internet marketing. They can
browse the site to collect information from different topics,
such as the "Advertising ABCs" and "Why Internet Advertising?"
categories. Students will answer four questions and then use
what they have learned to create a pamphlet promoting the
use of direct marketing over the Internet. Previous Knowledge Expected e-commerce: conducting business transactions over computer
networks, particularly the World Wide Web Applied
Content Standards (from the National Council on Economic Education)
Standard 9: Competition among sellers lowers costs
and prices, and encourages producers to produce more of what
consumers are willing and able to buy. Competition among buyers
increases prices and allocates goods and services to those
people who are willing and able to pay the most for them.
Instructional
Objectives - Students will understand the forms of promotion available
on the Internet.
- Students will understand why Web marketing has become an
important marketing tool for commerce.
- Students will use this information to create a pamphlet
promoting the use of the Internet for direct marketing purposes.
Student
Web Activity Answers- Students' answers should include banner advertisements,
E-mail marketing, contests, coupons, free items (i.e. software),
classified advertisements, market research, and direct sales.
- Students' answers should include: it is available 24 hours
at the customer's convenience, it is easy to update, it is
inexpensive to access for the customer, it has full multi-media
possibilities, it has an international and vast audience,
and it is a tool that can be tracked.
- Students' answers should include: it is available at the
customer's convenience, it allows the retailer an opportunity
to convey basic business information (store hours, sales,
address, etc.), it allows a medium for the retailer to provide
product information and build product identification, and
it allows for direct sales to a worldwide audience.
- Students' answers should state that there are free instructional
articles on the Internet, ideas of Web site production on
the Web, reviews of marketing books on the Web, and names
of consulting firms that will help for a fee.
- Students' pamphlets will vary.
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