INTRODUCTIONUrgency of the topicCur

INTRODUCTION
Urgency of the topic
Currently, the trend of globalization of the world economy has experienced strong transformation. Comes with an opportunity to develop, "dragon", the risk for small businesses is not. The rigors of the marketplace is proving every day when hundreds of businesses have the same birth have hundreds of businesses to close. The question is how can business to help business autonomy and standing in the marketplace? One answer is that businesses must have effective marketing strategies.
With the development of Internet, online marketing is becoming a popular tool for businesses. It can be said without the support of Internet, it is difficult for a company can promote the image, product or service to the consumer. However, the use of online tools are effective or not depends on many factors, which requires enterprises to be serious and there is a reasonable investment.
According Miniwatts Marketing Group, a Companies specializing in internet market research, Vietnam has about 41 million Internet users, accounting for 43.9% of the national population, about 3% of Internet users in Asia (as of 12/30/2014). That shows enormous potential of online marketing. This is an opportunity for the marketers ready technology applications, development of marketing on the Internet, in order to reduce investment costs while still providing high performance expectations.
Thanks to the help of the Internet, customers and business This can now interact with each other better, and not just merely transmitted the message one way as advertising on other media. The influence of social networking sites like Facebook, Twitter ... is enormous when people tend to mix with the general global trend. Thanks to the Internet, customers are more active in seeking information and access to information in a selective manner with just a click (click) mouse. And now also easier to reach customers, working directly regardless of the distance of space and time but also save costs.
Knowing there are huge benefits of marketing online, along with passion to learn and improve their knowledge about marketing online, you have chosen the theme "Improving online marketing activities for the company's branch in Da Nang FAST" as the subject for his practice, to understand more about Marketing online in the enterprise.
The objectivestudy
of theWithin the topic, there are two objectives will be clarified and transmission, that is:
Understanding Online marketing activities of the company FAST in Danang.
Assessment and recommendations Solution
Scope research
topic focused on online marketing activities of the company shareholding enterprise management software branch FAST Danang period 2012 to 2014
Audiencestudy
Audience researchof the subject is active The company's online marketing activity Danang branch FAST
Research Methodology
Methodology conducted through topics including:
Collection of Documents: References from existing sources like the Internet, the literature on online marketing, the previous study if
the content structure of the thesis
Chapter I: Rationale for Marketing Online
Chapter II: Current status of online marketing activities of the company FAST Danang branch
Chapter III: The solution in order to improve operations Marketing online activities at company FAST











CHAPTER I: RATIONALE FOR ONLINE MARKETING
Marketing Overview
Development History ofMarketing
Origin of Marketingis tracing the use from the beginning of humankind's metabolism goods.
in 1650, the first in the world, he Mitsui-a merchant in Tokyo (Japan) have initiatives related to the marketing activities as follows: He has designed and manufactured the face durable goods, nice to customers. He has set out the principles to please the customer, not to their questions, they have the option of making a purchase, he has delivered the goods get money and still do not like it to be returned. He regularly monitored and recorded carefully for quick sale items and any unsold goods, which he renewed the goods to suit buyers' needs.
Cyrus HMC Lormick (1809 - 1884) was the first in the West very thorough marketing research. He said that marketing is a function of concentration and consistency of commercial companies, a special task of managing to find and attract customers. He invented the basic tools of modern marketing including research and market discrimination, the content and structure of the market, pricing policy, sales policy, sales promotion, credit ...
in 1905, taught a course WEKrensi product marketing at the University of Pennsylvania (USA).
In 1910, the Ralph Butler has taught a course Star "Marketing Method" at the University of Wisconsin synthesis ( USA).
In 1916, the US Rubber Company has established research department Marketing. Their purpose is to provide information to sales transaction is easy. Then the marketing department assigned more tasks such as sales promotion, advertising, building product sales strategy, pricing policy, research customer needs, packaging ...
Marketing accordance reviews its meaning appears from the early years of the 20th century in America, developed from the world economic crisis from 1929 to 1932, especially after World War II.
In the 30s and 40s of the 20th century , marketing and its problems have emerged in Europe. Many marketing base is formed in the UK, Germany and many other countries. The main purpose of this stage is Marketing perfecting the methods, techniques circulation of goods. Therefore, there is a trade and marketing are used as synonyms.
The complexity of the product produced and sold in the 50s and 60s, as well as the fierce competition of the capitalist market that increases the role and significance of marketing in business administration. Numerous scientific institutes, grassroots marketing, consulting office was established in the company.
In the '70s, in terms of competition is getting fiercer and tasks of the increasingly complex marketing, field application expanded marketing day. It not only used in the enterprise, the company, which is also used in managing the whole capitalist society. The main task of marketing in this stage is to ensure the highest level of state monopoly profits through the use of dynamic businesses and their specific enterprises, companies, corporations.
Concept marketing concept
Over 100 years of development, the content of Marketing have been many changes, when translated into other countries is difficult to fully and completely. So much water remains in English terminology to use. In Vietnam, this term is often used instead of the word "marketing", especially in the professional world.
Here are some of the views and concepts of modern marketing organizations, associations and researchers Marketing research on the world accepted and popular:
* "Marketing is the process of planning and implementation of innovation, pricing, promotion and distribution of ideas, goods and services to create exchanges and meet personal goals and organization "(American Marketing Association AMA-, 1985)
*" Marketing is the process through which individuals and groups can achieve the needs and wishes of the creative and exchanging products and value between the parties "("Principle of Marketing", Philip Kotler and Gary Armstrong, 1994)
*" Marketing is a system of business activities designed to plan, pricing, promotion and distribution of products to satisfy the wishes of the target market in order to achieve the goals of the organization("FundamentalsofMarketing",William J.Stanton, Michael J. Etzel, Bruce J. Walker, 1994)
From the expression on the concept, we can draw a few remarks follows:
Marketing: Original "market" means "the market" and the suffix "ing" to express movement and the ongoing process of market. Market with a narrow sense as "the market" is the meeting place between the buyer and the seller (encounter between supply and demand). Marketing with a broad sense that the operation of "the market" (including production, circulation and consumption), was the venue for the trading and exchange of goods and products in general. "Marketing is all activities before, during and after the production business in order to satisfy the maximum demands and wishes of our customers to get the highest return.
"Anoverview of marketing online
OnlineMarketing Concepts
Marketing Onlineis active Marketing is more and more people interested and active applications in production and business. To give an exact definition of marketing online is not an easy task.
Concept1:"E-marketing is the result of the application of information technology to traditional marketing" (Strauss, El-Ansary & Frost2006).
Concept2:"Online Marketing is the process of planning 4Ps - Product (Product), price (Price), distribution (Place), promotion (Promotion) for products - service, and ideas to meet the needs of organizations or individuals based on electronic media and the Internet "(PhilipKotler)
Concept3:"E-Marketing and Online Marketing (online marketing) is the marketing activities for products and service through Internet media "(accordingto Vietnam Marketing Association)
From the above concepts, we can understand, online and traditional marketing Marketing is the same for the sole purpose of satisfying customers, increasing satisfaction and products sold by the company. Marketing online is a form of internet marketing to provide information about products or services of the company in order to convince customers to buy it.
The main tools as: SEM ( Search Engine Marketing); E-mail Marketing, Social Media Marketing Blog &; Banner Marketing ...
Features of OnlineMarketing
Marketing Onlineis closely linked to the Internet. But the basic goal is to meet the needs of customers. "All companies need to focus on customers, geared to the needs of clients before referring to its products, whether it is the information age and other ages" (Jeff Bezos, CEO of Amazon.com, Inc.)
About method: Marketing online using the Interne