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SYNOPSIS RESEARCH PROJECT REPORT

OnINTERNET MARKETING

For the partial fulfillment of the requirement of

MASTER OF BUSINESS ADMINISTRATION

Affiliated to Mahamaya Technical University, Noida (U.P.)

(2010-2012)

SUBMITED TO: SUBMITED BY:

Miss. ALKA (Assit.Prof) SANJEET SINGH

GNIT-MS

Submitted By:(SANJEET SINGH)

ID No. 684048

Roll No. 1068470094

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Serial No. Particulars

1. Introduction2. Objective ofthe study3. Scope ofthe study4. Review ofLiterature

5. Research Methodology6. Dataanalyses

7. Use & importance ofthe study8. Suggestions

9. Conclusion

10. Bibliography

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INTRODUCTION

Nearly everyone whoowns a business on the Internethas heardof search engine optimization,

more commonly knownas SEO, butyoumight be surprisedtofindouthow manypeople dont

reallyunderstand what it is orhow toutilize it to their best benefits. Basically, search engine

optimizationis website contentthatis optimizedto be easily seen,viewed,andtracked by search

engines suchas Google and Yahoo.

Internet marketing communicates information about a company and its services. In order to

compete with the hundreds or even thousands of websites that offer the same products or

services, webmasters and business owners must be able tomaster search engine optimization in

orderto succeed.

While the concept behind search engine optimization is simple, creating keyword optimized

content is not always as easy at might seem. Careful consideration of keyworddensity (how

many times aparticular keywordor keywordphrase is used in the bodyofarticles or website

pages) is required. More onthatlater!

ByunderstandingcurrentInternetmarketingtrends inhospitalityhoteliers can enhance theirweb

presence andutilize the Internetas the mostcost effective andup-to-date sales andmarketing

channel.

In the past several years, we have all watched the remarkable growth of the online travel

marketplace. Withan increasingnumberoftravelconsumers doingtravelresearchonline (75%

ofadults inthe US - TIA),gaining broadbandInternetaccess athome and becomingmore and

more accustomed todoing business and transactingon the web, we will continue to see this

growthacross market segments atan everincreasingrate.

This year, 60% ofallleisure and 55% ofbusiness travelpace. An estimated 89% ofplanners are

researching event locations on the web, and by 2008, 41% of all groups and meetings travelrevenues willcome fromthe Internet.

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OBJECTIVE OF THE STUDY

The objective ofmy study will be following-

y To know the various strategies usedininternetmarketing.y To know the effectiveness ofinternetmarketing.y To know the consumersatisfactionandresponse regardinginternetmarketing.y Advertise products, services orevenadvertisement space overthe Internet.y Advertisingis done toinformcustomeraboutthe new products, services.y Promote the productofthe firm;this can be done throughinternet.y Bythe internetafirmcanprovide more informationtotheircustomer.

The above objectives can be materializedthroughonline promotionthatincludes press release,

postinganattractive storyaboutthe company,its people,its website orits products and services

withonline wire services, blogs orforums, whichcan be amediumforplacingcomments,

opinions ornotices abouttheircompany. This activityis called blogmarketingthatcan be done

in blogs orbyhostinga blog website orthroughplacingcomments andthe URL ofotherrelated

blog websites aboutthe products and services.

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SCOPE

The scope as saidis huge. Personnelinvolvedinitoughttohave the smartness to exploitallthe

potentialitcontains andchannelittowards attaining beneficialresults. Whenthese fallinto

place,one can be assuredofallthe goodthings that willhappentothe promotedfeature. These

are some ofthe flagship benefits thatinternetmarketingprovides andhave to be used with

judiciously sothat benefits come galore. Withaphenomenal window tohelpproducts attain

exposure,internetmarketingis allaboutthatastuteness whichhas to be incorporated sothat

desirable results are neverafardream, butanattainable thought.

Internetmarketinghas emergedas the latestmarketingchannelthrough whichproducts are being

marketedandgiven exposure. The process is aconcoctionofmanyfeatures,allofwhichget

deployedatdifferentplaces andyielddifferentresults,Internetmarketing services are the latest

marketingchannelforproductadvertising. There are variedfeatures involved,andtheir

deploymenthappens graduallyoverthe internetfordiverse results. Itis one ofthe most widely

usedadvertisingmethods across the worldforits geographicalreach,andforthe likingpeople

take toit. Any business whichgets internetmarketing services performedonit stands agreat

chance offlourishing,andofcourse makingmoney. The services coverthe entire internet, which

means the business is advertisedonvarious marketingchannels. The features usedtopromote

businesses include the likes oflink building,metatagging, social bookmarking,payperclick,paidinclusions, emailmarketing etc.

This formofmarketingis the cheapestformofmarketingavailable tilldate. The results come in

instantly, easilyandcan be tracedtotheirroots. The returns oninvestmentcan shockyouifthe

channelis used well. Things can be marketed just by writingand scripting. Blogs andmails that

are writtenaboutaparticularwebsite can be postedonvarious forums where trafficinflux is

high. Responses flow inthickandone does nothave to worryaboutfrequentinteraction. Itcan

also be saidto be ofas interactive media where people can be engagedinregulardebates. Ifthe

responses flow inthick,one can be assuredofmanyhits happeningconstantly.

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REVIEW OF LITERATURE

Customer satisfaction is defined as the individuals perception of the performance of the

producton service inrelationtohis onherexpectations.

Hotel industry in a service industry. It sells its services and more and more quality services

provided, more going to be its revenue. This industry doesnt sell any tangible assets to its

customers and while making sales calls onpresentation the property cannot be taken to the

potential customer, in reality creating customer satisfaction in not something an organization

does simplyto satisfy, its somethingas organizationdoes to stay in business. Topmanagement

embrace this reality byacknowledgingcommunicatingandactinguponthree basictruths:-

Customer satisfy is the ultimate goal Customer satisfaction to an investment Everyone must be involved in customer satisfaction

GAPS model of service quality

SERVQUAL as an effective approachhas been studied whichanalysis the difference betweencustomer

expectations andperceptions. Outcomes of the studyoutline the fact thatalthough SERVQUAL couldclose one of the important service qualitygaps associated with externalcustomer services; itcould be

extendedtoclose othermajorgaps andtherefore,itcould be developedinorderto be appliedforinternal

customers,i.e. employees and serviceproviders.

Gap1: Customers expectations versus management perceptions: as a result of the lackof a

marketingresearchorientation,inadequate upwardcommunicationandtoomanylayers ofmanagement.

Gap2: Management perceptions versus service specifications: as a result of inadequatecommitment to service quality, aperception of unfeasibility, inadequate task standardization and an

absence ofgoal setting.

Gap3: Service specifications versus service delivery: as a resultof role ambiguityand conflict,

poor employee-job fit andpoor technology-job fit, inappropriate supervisory control systems, lack of

perceivedcontrolandlackofteamwork.

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Gap4: Service delivery versus external communication: as a result of inadequate horizontal

communications andpropensitytoover-promise.

Gap5: The discrepancy between customer expectations and their perceptions of the service

delivered: as a resultof the influences exerted from the customer side and the shortfalls (gaps) on the

partofthe service provider. Inthis case,customer expectations are influenced bythe extentofpersonal

needs, wordofmouthrecommendationandpast service experiences.

Gap6: The discrepancy between customer expectations and employees perceptions: as a

resultofthe differences inthe understandingofcustomerexpectations byfront-line serviceproviders.

Gap7: The discrepancy between employees perceptions and management perceptions: as a

result of the differences in the understanding of customer expectations betweenmanagers and service

providers.

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RESEARCH METHODOLOGY

INTRODUCTION

Researchis anartofscientificinvestigationthrough searchfornew facts inany branchof

knowledge. Itis amomentfrom knowntounknown. Researchalways starts witha questionora

problem. Its purpose is tofindanswers to questions throughthe applicationofthe scientific

method. Itis a systematicandintensive studydirectedtowards amore complete knowledge of

the subject studied. As marketingdoes notaddress itselfto basicorfundamental question,itdoes

not qualifyas basicresearch.

Because the extentto whichgoods orservices meetthe customer's needs andrequirements is the index by

which qualityis determined,customers'perceptions ofservice is vitalinidentifyingcustomerneeds and

satisfaction.

Ithas beennoticedthatmeasuringcustomer satisfactionhas become increasinglydifficult,andlevels of

quality offered within service industries, as all customers have different perceptions about what

contributes togoodquality. Itis true to saythatallguests withinahotelhave differentperceptions on

the qualityoftheir stay, buthotelfirms are continuallydeterminedtomonitorcustomerfeedbackinthe

lightofimproving service.

METHOD OF DATA COLLECTION

1) Data to be collected.

Dataincludes facts andfigures, whichare requiredto be collectedtoachieverthe objectives of

the project

a) Primary Data

The data that is being collected for the first time from customers and consumers of internet

marketing.

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b) Secondary Data

Secondarydataare thattype ofdata, whichare alreadyassembledandneednottocollectedfrom

outside.

2) Data Collection Method

For givenproject, the primary data, which needed to collect for the first time, were much

significant.

Questionnaire forconsumer.

3) Sampling

Sample is the small group taken under consideration from the total group. This small group

represents the totalgroup.

4) Data Evaluation

The data socollected were not simplyaccepted because itcontainedunnecessary information

andoverorunder emphasized facts. Therefore only relevantdata were included in the report,

whichhelpedinachievingthe objectives ofthe project.

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DATA ANALYSIS

Base for analysis

The approachtoanalysis was touse classicalinferential statisticaltechniques to:

Compare the means ofeachofthe 5 SERQUAL dimensions.

Compare the mean scores ofrespondents basedongenderanddifferentage groups. Compare the differences inthe mean scores ofvarious dimensions

Allthis involvedtechniques usingchartandgraph tocompare mean scores in whichanalysis ofvariance

is somewhatconsideredanappropriate technique. Aconfidence intervalof95% was expectedtoprovide

sufficientrobustness inthis case.

The meanand standarddeviation should be computedforthe global/overall satisfactionvariables as well

as foreachofthe product/service attributes. Tounderstand betterthe satisfaction/dissatisfactions ofeach

market segment, it is recommended that separate analyses be conductedon the basis ofgenderandage

groups inordertofindoutthe difference inopinions and satisfactionlevels amongthem.

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IMPORTANCE OF THE STUDY

The Internetis atool enabling businesses toreachliterallymillions ofnew customers each

month. The Internetis redefiningthe relationship between businesses andconsumers,forthe first

time inhistorya smalltomedium sizedcompanynow canreachalloverthe globe to share

informationaboutits products and services. Now yourbusiness canadvertise andreach

customers onaglobal scale that justafew years ago was available toonlyahandfulloflarge

corporations. One advantage toadvertisingonthe internet is the factthatthe itis always on.

Yourbusinesses image is shared 24 hrs aday 7 days a week. Shoppers canvisityoursite attheir

Convenience fromthe comfortoftheirownhomes. Itis like havingyourdoors open 24 hrs aday

7 days a week.

Anotheradvantage is the Internetis enablingconsumers topurchase fromcompanies outside

theirgeographicallocation;manyitems that were once available onlyincertainareas now are

available worldwide thanks tothe Internet. I believe the Internet willdramaticallychange the

way we purchase anduse the products and services we use daily. Butdon'ttake my wordforit

here is arecent quote fromAlan Greenspantothe senate Budget Committee

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CONCLUSIONS

Practicallyithas beenprovedthroughthe researchthatonline advertisingis neithereffective nor

reliable as comparedtothe traditionalmedium whichis Televisioncommercials andprintmedia

i.e. newspapers andmagazines. Also,consumers trustthe traditionalmediummore thanthatof

online and there is avastdifference in their trust levels. Ofcourse, itcould be because of the

Indianculture which is differentfromthe westerncountries thatare more into e commerce and

prefer to buy things online and they trust the internet more as compared to the other forms.

Therefore,Internetmarketing is more successful in those countries. All invain inIndia,as we

preferto tangibles the things that we buy. Beingcollective we go shoppingalong with family

friends andrelatives.

One can confidently conclude that consumers still trust and prefer the traditional form of

marketingthanthatofonline.

Even though the reachof internet is muchhigher than thatofothermodes, its ability toattract

consumers forawareness creationis verylow. Hence comparatively,traditionalmodes especially

TV commercials are a betteroption.

One can easilymake outthe reliabilityofonline and TV ads throughthe remembrance andrecall

values.

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SUGGESTION

Withthis increasedcompetition,a strong brandis essentialas people are becomingmore brandaware and

making brand choices, a reason why leaders in budget hotels industry is re-launching. For the

managementit would be recommendedthatthey:

Have more interaction withthe hotelguests tounderstandtheirneeds and expectations. Needtodelegate more responsibilitytothe staffacross the hotels sothattheycanmake sensible

decisions withthe guests.

Needtoinvestinappearance ofthe hoteland employees. Needto become more flexible interms ofpricing,fore.g. they shouldprice their services based

onlocation,facilities and service standards.

Needtoconstantlyupgrade facilities ofthe hotels inordertocatchup withthree starhotels. Needtoinvestin security systems.

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BIBLIOGRAPHY

Chisnell,Peter. M (1997) Marketing Research, Fifth edition, McGraw Hill.

East, Robert (1997) Consumer Behaviour, Advances and applications in marketing, Prentice

Hall.

Mittal, Banwari,INewman,Bruce andN.Sheth, Jagdish (1999) CustomerBehaviour, Consumer

Behaviourand beyond, DrydenPress.

Zeithmal, V.A & Bitner,M.J (2003) Service marketing,Integrating customer focus across the firm,

McGraw Hill.

Zeithmal, V.A, Parasuraman, A & Berry, Leonard L (1990) Delivering Quality Service, Balancing

customerperceptions and expectations, Macmillan.

http://www.qmconf.com/Docs/0077.pdf

http://www.measure-x.com/publication/12.html

http://www.marketingstudies.net/blogs/diary/archive/000244.html-Discounts donotgenerate consumer

loyalty

http://www.hospitalitynet.org/news

http://www.1to1.com- Hotel Loyalty Grows as Customers Speak Up