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The Impact of Internet Marketing Strategy on the Nigerian Economy

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The Impact of Internet Marketing Strategy on the Nigerian Economy.

ABSTRACT  

This research aims to assess the impact of using the internet as an alternative medium for marketing of goods and services. The study was motivated by the necessity to establish the extent to which the internet has pervaded the consciousness of the consumer and marketer in Nigeria and the economic benefits it offers. The internet, it was shown has it origin and a considerable impact on developed economies.

Given the background of the problem, the study sought to discover the opportunities the internet has created, for a new business model that redefine how companies interact with their customers. Moreover, to ascertain that through this medium, customers and other stakeholders can truly respond to a company’s media communication in real time, using the same channels for feedback that the company used for promotion.

This research was accomplished with the use of questionnaire, review of previous literature by different authors, and the use of top man’s formula to determine the sample size (211), consumers’ 73 questionnaires and banks staff 138 questionnaires and the findings analyzed with the use of chi-square (X2) and z test statistical tools. At the end of the research, it was discovered that the use of the internet in banks gives customers satisfaction.

In other words, customers are no more restricted to their branches alone in transacting business with their banks. The marketing of goods and services on the internet significantly impact a firm’s profit, likewise the internet advertising has a significant impact on the gap or short coming existing in television and radio advertising.

TABLE OF CONTENTS

Title Page- – – – – – – – – – – i
Certification- – – – – – – – – – ii
Dedication- – – – – – – – – – iii
Acknowledgement- – – – – – – – – iv
Abstract- – – – – – – – – – v

CHAPTER ONE INTRODUCTION
1.1 Background of the Study- – – – – – – 1
1.2 Statement of the Problem- – – – – – – 3
1.3 Objectives of the Study- – – – – – – 5
1.4 Research Questions- – – – – – – – 9
1.5 Hypotheses- – – – – – – – – 10
1.6 Scope of the Study- – – – – – – – 10
1.7 Significance of the Study– – – – – – – 10
1.8 Limitations- – – – – – – – – 11
1.9 Definition of Terms- – – – – – – – 12
References- – – – – – – – – 13

CHAPTER TWO REVIEW OF RELATED LITERATURE
2.1 Introduction- – – – – – – – – 15
2.2 Major Uses of the Internet- – – – – – – 16
2.3 Internet Advertising- – – – – – – – 18
2.3.1 The internet communication Model- – – – – 20
2.3.2 Types of Internet Advertising- – – – – – 24
2.3.2.1 Pull Advertising- – – – – – – – 25
2.3.2.2 Push Advertising- – – – – – – 26
2.4 E-commerce- – – – – – – – – 26
2.4.1 Business to Business E-commerce — – – – 27
2.4.2 Small Business Internet Commerce- – – – – 29
2.4.3 Virtual Enterprise and E- Commerce- – – – – 30
2.5 Challenging Issues in Internet Marketing- – – – – 31
2.6 Functions of Marketing- – – – – – – 33
2.7 Marketing Information System- – – – – – 36
2.8 Contemporary Marketing Practices- – – – – – 40
2.8.1 Transaction Marketing- – – – – – – 41
2.8.2 Database Marketing- – – – – – – 42
2.8.3 Interaction Marketing- – – – – – – 43
2.8.4 Network Marketing- – – – – – – 44
References- – – – – – – – – 45

CHAPTER THREE RESEARCH METHODOLOGY
3.1 Introduction- – – – – – – – – 50
3.2 Method of Research- – – – – – – – 50
3.3 Sources of Data- – – – – – – – 50
3.4 Population of Study- – – – – – – – 51
3.5 Pilot Survey- – – – – – – – – 51
3.6 Determination of Sample Size- – – – – – 51
3.7 Sampling Technique- – – – – – – – 53
3.8 Method of Data Collection- – – – – – – 54
3.9 Validation of the Study- – – – – – – 54
3.10 Reliability of the Study- – – – – – – 55
3.11 Method of Data Analysis- – – – – – – 55
References- – – – – – – – – 56

CHAPTER FOUR PRESENTATION, ANALYSIS AND INTERPRETATION OF
DATA
4.1 Presentation of Data- – – – – – – – 57
4.2 Analysis of Data- – – – – – – – 57
4.3 Test of Hypotheses- – – – – – – – 78

CHAPTER FIVE SUMMARY OF FINDINGS CONCLUSION AND
RECOMMENDATIONS
5.1 Summary of Findings- – – – – – – – 82
5.2 Conclusion- – – – – – – – – 83
5.3 Recommendations- – – – – – – – 84

Bibliography– – – – – – – – – 85
Appendix – – – – – – – – – – 92

INTRODUCTION  

Research in dividing information into packets and switching them from computer to computer began in the 1960s. The U.S department of Defense Advanced Research Projects Agency (ARPA) funded a research that created a packet switching network known as the ARPANET. ARPA also funded a research project that produced two satellite networks. In the 1970s, ARPA was faced with a dilemma: Each of its networks had advantages for some situations, but each network was incompatible with the others.

ARPA focused research on ways that networks could be interconnected, and the internet was envisioned and created to be an interconnection of networks that uses transmission control protocol/internet protocol (TCP/IP). In the early 1980s, a group of academic computer scientists formed the computer science network, which used TCP/IP protocols. As large commercial companies began to use TCP/IP to build private internets, ARPA investigated transmission of multimedia-audio, video, and graphics across the internet.

Other groups investigated hypertext and created tools such as Gopher that allow users to browse menus, which are lists of possible options. In 1989 many of these technologies were combined to create the World Wide Web (www). Initially designed to aid communication among physicists who worked in widely separated locations, the web became immensely popular and eventually replaced other tools.

Also, during late 1980s, the U.S. government began to lift restrictions on who could use the internet, and commercialization of the internet began. In the early 1990s, with users no longer restricted to the scientific or military communities, the internet quickly expanded to include universities, and companies of all sizes. Libraries, public and private schools, local and state governments, individuals and families had access to the internet. 

REFERENCES

Cronin, M. J., (1994), Doing Business on the Internet: How the Electronic Highway is Transforming American Companies; New York: International Thomas Publishing.

De Angelis, M. (1999), “Marketing on the Internet” http://www.netresource.com:80/itp/repel16.html

Ellsworth J. H and Ellsworth M. V. (1996), Marketing on the InternetMultimedia Strategies for the www, New York, John Wiley http://www.oak-ridge.com/orr.html

Krol E. (1992), What’s Allowed on the Internet, the Whole Internet Catalogue Users Guide, New York, O’Reilly and Associates Inc

Levison, J. C. and Robin, C (1995), Guerilla Marketing in the Internet: A Complete Guide to Making Money On-line, London, Piatkus

Littman, J. (1993), “Commence on the Internet: The Digital Goldrush”, UNIX world, December, p. 429

Lottor, M. K. (1996), Internet Domain Survey, ftp://htp.nw.com/pub/zone/

Merit ((1996), Internet Growth Statistics, ftp://nic.merit.edu/nsfnet/statistics Microsoft Encarta Yearbook 2009

Martin E. W., Brown C. V., DeHayes D.W., Perkins, W. C., (2005), Managing Information Technology;” New Jersey, Pearson Prentice Hall.

Mary Anne Pike et al (1996) “Using Internet with Windows 95”, Special ed.,
U.S.A, Que Corporation.

Nagpal D. P. (2006) “Web Design Technology” theory and technique on the Cutting edge New Delhi, S Chand and Company Ltd.

Oceanic Bank Annual Report and Accounts 2007 www.oceanicbank.com 23.7.2010: 2:30pm

Zenith Bank Plc Group Annual Report 2008 www.zenithbank.com 23.7.2010: 2:35pm.

CSN Team.

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