The role of information and communication technology in the marketing of services

The role of information and communication technology in the marketing of services.

This era saw specifically in the second half of the twentieth century - huge revolution in technology

Especially information and communication technology has exceeded all expectations - where it became (IT

Information and Communication), the main engine of social change, economic and political level

Universal.
And has become a means of survival and a tool indispensable in many fields, so it is

Necessary to address through this section to each of:

- The concept of information and communication technology, and some of their roles

- The impact of information and communication technology marketing services

- The concept and development of the internet

- The benefits of the Internet marketing

The first requirement: the concept of information and communication technology, and some of their roles

1.
The concept of information and communication technologies:

The development that has occurred in information and communication technology is a scientific revolution, and it so that we can

Meet the concept of information and communication technology should be addressed to the concepts of the information revolution

And the communications revolution.

The role of information which can not be denied in every aspect of human life, where the researcher confirms

David Bell, the famous sociologist at Harvard University, U.S. and British scientist John Niesbet
  
Counting information transfer and strategic resource Statute of modern societies, and not the head

Only money, and the production of knowledge has become the key to productivity, competitiveness and economic performance.
1

Can know the information revolution is "the sheer amount of knowledge in the forms and disciplines

For many languages ​​as a result of increased production and doubled the intellectual in various fields, it has been possible to take advantage of

This revolution in the choice and selection of information that fit the circumstances of the decision taken by using either one of the means

Contact or the use of electronic computers. "2

The information technology Vivq the many that the concept of "refers to the process of sending and storing

And retrieval of information by computers and software ready. "3

The revolution in communications has just begun and will "(Bill Gates) says Bill Gates 􀀹 the

Developments can take several decades to come, and will pay forward new applications that will meet often

Unforeseen needs now, and over the next few years there are major decisions will have to

Governments, businesses and individuals to take. "4

This means that communication is an important function and take the space and a large role in the daily life of individuals

. (9 - and institutions in general, can be illustrated by the elements of the communication process more through (Figure 1
  
The message to be effective, must be consistent the sender with encryption process decoding process for the future.

So the best messages consist of words and symbols are familiar for the future, and the greater the overlap area

The sender with experience in the future, the more experience the effectiveness of the message.
Can not participate Mtsaloa

Marketing in the field of customer experience always, for example, to produce Starter announcement of a certain social class

Want to customers from other social class, but to make connections in burden must understand online marketing

The field of customer experience.

This model refers to a number of key factors in good communication, the sender needs to

Knows what the crowd wants to reach, and any answers expected of them.
It must be well in

Encrypt messages that take into account how the FAFSA decoded target audience, and must be sent

Messages through the media reach target audiences, and must develop feedback channels being able to

Evaluate the public's response to a message

Indicate the current status of the revolution to the integration of information technology with different means of communication

1 as a unified concept because of the relationship (Tic), which has led to the emergence of the concept of information and communication technology

Interactive grown and complicated between them and the other fields and sectors and confirmed in the last quarter of

The twentieth century after it became associated with the information sector and distribution and one of the most sectors

Vital in the global economy.

As "total information technology and automated means of communication, which allows the exchange of (Tic) can be defined

And processing of information, in the context of what is known as internet "2

Refers to "a set of elements and capabilities that are used in (Tic) and there are those who say that the term

Data and information collection, storage and dissemination using computers and communication technology quickly

And high efficiency to bring everything that would help in the development of societies. "3

Also known as "total techniques or tools or the means or the different systems that are employed

To address the content or content that is intended to connect through a process of mass communication or

Personal or organizational structure, by which information and data collection audio or written or

Pictured or painted or audio or visual or print or digital (through computers

E) and then store this data and information, and then retrieved in a timely manner, then the deployment of

This communication materials or messages or Almassamin the audible or visible or audible printed or digital

And moved from one place to another, and exchanged, the technique may be manual or mechanical or electronic or electrical

By stage of historical development of means of communication and the areas covered by this development. "4

The opportunity for the institution to reconsider the method of administration and management in order to reach (Tic) allows the

The idea of ​​integrated management of these technologies will continue and develop diagnostic tool, and at the same time to reduce tool

Excesses and human errors.

2.
Some of the roles of information and communication technology

Amazingly, very fast, especially in recent decades Where are characterized by Tic has evolved

The characteristics and attributes can not be achieved over the previous periods.
Given its importance has become a force to those who

That "The Power Shift" in 1980 in his book (Alvin Toffler) possessed, it was stated thinker

Released at the beginning of the nineties to the power of knowledge and of human intelligence and the information revolution as the basis
.
Progress in the twenty-first century and 1

: It has motivated the introduction of information and communication technologies to the institution following 2

- The desire of managers and business executives standing in the definition of their work and their products, and services that

They provide to many customers, partners, shareholders, and how to contact them in case of need

Them quickly and at the lowest cost.

- Publish all information pertaining to the institution and the customer wants to know the products and services

And all the positive advantages that are available to them without going to the institution.

- Provide services to the customer with the best way in terms of speed and ease.

- Bring in a new class of customers who are connected to the Internet.

- Dissemination of information at the right time, because there are some require dissemination of information at a specific time

Any delay in the publication deadlines lose the important information.

- Openness of the institution on the local market, regional and global levels.

- Development Tools senior management, and improve internal recruitment of the institution.

: 1-2 / support the new competitive advantage for Economic Foundation 3

In strengthening the competitive advantage based on two basic levels: Tic this round of shows

- The first level is internal factors which the internal organization of the institution which is the manner and means

Tic lead and functions of the internal functioning of any institution (organization, direction, planning and control). Where the

To the manufacture of new types of jobs and a variety of activities in work environments.

- The second level is the external factors of any relationship between the institution and the outer perimeter.
It facilitates

Of the process of linking the national organization to its environment and its environs World through facilitating access to Tic

Information pertaining to the vagaries of the market, prices and production, as well as competitors or linked to customers

The strengthening of economic enterprise quality connection front and back.
Tic Fall

2-2 / contribution of information and communication technologies in advancing development:

The information and communication technologies can play a key role in the development can also contribute to the revitalization of

Each of: economic growth, the development of economic and social capacity, improve the effectiveness of institutions

And markets, facilitating access to resources and services for the disadvantaged population.

But these techniques can not be an effective tool in the development only if their use is integrated into the framework of
Development strategy and national public Qatar according to specific condition and needs.

The information and communication technologies can have promoted development in several ways:

- Reduce the cost and increase the speed and facilitate information.

- Facilitate the transit and access to information and knowledge.

- Improve the potential of the private sector, including individual producers, institutions and markets.

- The development of the right to education, health and improve their quality.

- Improve transparency and clarify the responsibility of the public administration.

- Improve the tools provided to the disadvantaged and to give them the opportunity to hear them to put their own problems.

3-2 / role of information and communication technology in the minimization of costs:

A significant role in reducing the expenses of the institution and note it in: 1 Tic play the

Instead of paying the cost of a phone call with a distance, you can send an email, and pay costs

Only a local phone call to the internet service provider.

Shipping reduce costs to transport e-mail.

Replacement of the high costs of production and mailing lists sales, technical bulletins, press releases

Government reports, technical reports provide the same material on the Internet.

. Tic reduce office space and service costs to provide the opportunity for employees to modify using the Remote

Reduce the use of papers and materials associated with the use of e-mail and make documents available

The use of electronic management of documents.

Convening meetings system remotely, reducing expenses mobility thanks to the possibility of organizing a meeting

My remote.

Reduce operating costs and business management, both using networks touch Tic internal and it worked

Facilitate the performance of the various administrative activities and reduce operating costs or remote networks in

Various business areas and can thus reduce the costs (production, inventory, distribution, marketing, cost

Access to markets, opening new markets.

In addition to the previous play the roles

By reducing the cost of procedures and implementation of trade-related via electronic means, thereby increasing

The role of foreign trade in economic growth.

The second requirement: the impact of information and communication technologies on the marketing of services.

The impact of distributed information and communication technology on commodity elements of the marketing mix add four

To the other three elements which together account for service marketing mix Sibai.
We will review the

The elements of the marketing mix kind of brevity.
Tic through this requirement the effect

A significant role in product planning, particularly with regard to Tic 1.
Product planning: 1 contribute to the

The following areas:

- The introduction of new products.

- Featured products.

Where one of the studies concluded that businesses that are successful in the management of 

In the provision of marketing information about consumers and the extent of their need Tic new products are used

For new products or services.

Provide the necessary capabilities to help businesses in offering their products Tic without a doubt,

New faster, and by supporting cooperation between officials of different functions.

Where the newly published studies suggest that the organizations use of information technology

Can facilitate the development of new product Tic large in new product development activities on the grounds that

In a number of areas, the most important of speed, cooperation, communication and coordination, the quality of the decision.

That helps men marketing and new product development officials through Tic as can the

The various stages of the development of the new product, where

A major role in the search for ideas, both in terms of inventory of sources Tic ideas - play the

Internal organization or regarding access to ideas from external sources through what

Databases known foreign direct (on-line) and in which they can monitor the activities of

Research and competitors, technological developments study.

Can effectively be used to filter and purify ideas and through a number Tic - We also find that the

Means such as: video conferencing, e-mail, group decision support system, and systems

The expert that can be used in the overall assessment of new ideas

Tic - either at the stage of market research and analysis organization's business are using the

Tic and determine the critical path, on the other hand are used in this phase applications (Pert) Bert

In order to determine whether there is, Data Mining high-tech, such as what is known as data exploration 1

Potential demand for the new product from existing customers or not.

Significantly in the development of a prototype for the new product, where it is used Tic - shows the role of the

The survival of the team Tic many ready-made programs such as: computer-aided design programs also contributes to the

Design touch even if they are spread over different countries and also allows the involvement of consumer

In the design of the new product.

- Catalog simulation test is one of the most important developments in the test marketing of the product and that increases

Through Tic systems to a large extent the chances of success of the new product.
On the other hand shows the role of the

Geographic information that contribute to locate market-test the new product.

Play an important role in product excellence and influencing on Tic experience from clear that the 

Consumer and form their impressions regarding the organization and brand their products and services, under the

And trademarks for their products Tic tremendous technological progress, the senior management to consider all of the

They represent an important asset of the institution and in the light of this situation, the Director of Information Technology

Became involved in strategic discussions at the senior management level with respect to brand

The metrics used to measure performance.

Pricing: 2 There are several procedures should companies (institutions) to take in order to be successful

In the area of ​​pricing strategies, and these actions are:

Study and examine the environment.

Market-linked pricing and competitive position of the target product.

3.
Study and examine alternative pricing strategies.

4.
Study of the costs of manufacturing, distribution and its relationship to the demand for the product.

5.
Conduct serious research on pricing for the development of price elasticity trend which shows how to change sales

According to the change in price up or down.

6.
Test the optimal price based on the best strategy, as well as cost and price elasticity trend

Assistant and supportive role in all of these procedures has developed one of the largest Tic and play the

Car rental companies in the United States decision support system to allow its staff to catalog

Plenty of room to analyze changes in the prices of competitors by leaps and bounds, the system to conduct a thorough survey Mtfhsa

Price data for the five major competitors in more than 160 locations across the U.S.

States and Canada, according'm not categories of cars and 12 provinces logistically, and 5 potential market segments, and are

Data collection on a regular daily basis, and the event of any variables or exceptional cases, to the system

Communicated immediately to the marketing department of the company.
These reports allow analysts to price study

Information on the basis of prices of competitors, or on the basis of geographic regions.

The main benefit of this system is that it allows for price analysts spend a relatively longer time to take

Pricing decisions to ensure that making the right decision, and less time to sink in the Sea of ​​abstract data.

The acceleration of pricing decisions.
Tic and contribute

In the direct distribution through the use of statistical methods Tic 3.
Distribution: 1 shows the role of the

That depend on the computer in the distribution of salesmen on different geographic areas to maximize the benefit

Elapsed time in the transition from one client to another, or from one city to another, systems can also be used

By managers sales departments in the process of distribution of the salespeople (GIS) geographic information

Realizable target areas.

In retail due to the magnitude of Tic In indirect distribution will limit ourselves to mention the role of the

That has increased in recent years, where he teaches ways retailers that Tic investments in the

Improving the efficiency of operations and reduce costs, and in this regard Tic which can use the

We find that the retailer used computers large and small at an increasing rate for the preparation of the accounts,

Invoices, and analysis of sales and profits, and wage-setting, planning, inventory control, etc..

Distribution they contributed to reducing the role and importance of traditional intermediaries Tic Among the most prominent effects of

Became the so-called era not to mediate, and the emergence of a new term as Tic and importance, to the point that the era of the

Electronic channels as an alternative to traditional channels existing in the real world.

The collection, processing and communicating information among Manalmtouka that have Tic 4.
Promotion: 2 linked

Strongly Tic significant impact on the operations of the promotional communications, for example, developments in the affected

The nature of the promotional mix as it encouraged the integration of personal selling and sales promotion.

Valambaat via Aletilivon increased tremendously in recent times, as well as via direct mail

Is the reliance on consumer databases that allow very large selectivity in determining the client

Target, which ultimately leads to improved cost-effectiveness, At the level of personal selling has made many

In the sales process, rules of consumer data Tic business enterprises many advantages of the use of

And computers, devices, and optoelectronic devices can all be used in the sales process.

In personal selling activities allow salesmen to perform activities Tic In addition, the use of

Sales efficiency and speed, also can be used led to the extension of the sales process to include building long-term relationships

With customers and the next instant focus on sales, on the other hand become salesmen under

Better organized and better educated and trained, and they are in a position to of Tic use the

Responding to the needs of consumers and competitive pressures.

A strong impact on the modus operandi of the sales forces, mobile Valtlefon Tic mail systems do not doubt that for

Voice means that the sales force through her movements can always contact the company's head office or

Central Sales Department, and the laptop allows stores technical data relating to

Products, and displayed without having to securities portfolio includes technical data.

At the level of declaration, we find that the tremendous advances in media advertising and the use of alternative

Consumer databases support marketing men and enable them to do detailed ads for each consumer

Alone and in accordance with the behavior and preferences of the consumer.

At a time when the TV is still an important means of advertising media, there is a tremendous amount of

Other alternatives to advertise became available to the consumer, such as compact discs (CDs) and television

Interactive and online advertising medium considered modern and powerful very, Valmtager and small projects

You can achieve success by promoting themselves and their products via the Internet, and there are many ways

To advertise their products and services via the Internet include processing network information pages

Through the establishment of international sites or use the services provided by the evidence, and the other search engines such as Yahoo

And providing online advertising services.
(Yahoo)

In view of the importance of the Internet for the Foundation will address the concept and its evolution in the Section

Pro.

The third requirement: the evolution of the Internet and its services

The fact that Aakdhawaqa current marketing practices today and supported by studies and research

Experimental and field that the information technology revolution - which the Internet is one of the most prominent achievements

The innovative and creative creations - continue high updated a fundamental shift in the marketing function.

During the past few years over the internet through several stages ranged between mystery and monopolistic

To the stage today where he became a large-scale deployment and to turn to modern people everywhere, where

Today, there is no means of communication to grow at the same rate that grows by the Internet, which was estimated

Number of users in 1999, about 276 million people, to rise in 2000 to about 375

1 million people.
While the latest statistics indicate that the number of Internet users in the June 30, 2010

1).
Period

Online

In


2000


World

World