Internet and Experimental Marketing in Health Promotion: Case Study Analysis of Turkey

By

ACKNOWLEDGEMENT

I would first like to express my gratitude for my research supervisor, colleagues, and peers and family whose immense and constant support has been a source of continuous guidance and inspiration.

DECLARATION

I [type your full first names & surname here], declare that the following dissertation/thesis and its entire content has been an individual, unaided effort and has not been submitted or published before. Furthermore, it reflects my opinion and take on the topic and is does not represent the opinion of the University.

Signature:

Dated:

TABLE OF CONTENTS

ACKNOWLEDGEMENTi

DECLARATIONii

CHAPTER 1: INTRODUCTION1

Background of the Study1

Historical Background of Healthcare Sector in Turkey3

Problem Statement6

Aims and Objectives of the Study6

Purpose of the Study7

Rationale of the Study8

Significance of the Study9

Research Questions10

CHAPTER 2: LITERATURE REVIEW11

E-Business and the New Economy11

The Internet11

Marketing Concepts and tools:12

Changes in business and marketing13

Cost effective Channel13

Marketing Activities14

Distribution Channels15

Evolution of Advertising16

Email Advertising16

Online Word Of Mouth17

Affiliate Advertising18

Banner Ads18

Online Marketing Strategy19

Key Elements of an Effective Website19

Trend of Online health promotion20

Online Marketing Strategy for Health Promotion21

REFERENCES23

CHAPTER 1: INTRODUCTION

Background of the Study

The experimental marketing has emerged as one of the most important channel for marketing the products. The experimental marketing is mainly associated with the marketing of the products through the internet that uses different technologies. The owners of the health businesses have made great use of this new technology for advertising their products and enhancing their sales and revenues. The main role in enhancing the sales and revenues of the health business has been played by the computers.

The Internet has been used as an effective channel for selling and buying products and services since Internet commerce emerged in the middle of the 1980s (McKay, Marshall, 2004, 45). A variety of products such as clothes, accessories, computers, books, software, and cosmetics have been purchased through the Internet. According to (Bradley, 2007, 45), 78.6 percent of Turkish had Internet access in 2005. Specifically, two-thirds of Turkish (66.2%) accessed the Internet at home in 2005 as compared to 46.9 percent in 2000 (Kurtz, Snow, 2009, 34). Nearly 63 million Turkish households are projected to shop experimental in 2008 (Gay, Charlesworth, Esen, 2007, 185). Internet purchasing frequency has continued to increase as well as dollars spent experimental. In 2005, experimental customers spent £43 a month on average more than they did in 2001 ((Kotler, Armstrong, Brown, Adam, 1998, 89).

Online health sales in Turkey increased to £82.3 billion in non-travel health (e.g., health and accessories, computer software) in 2005, 24 percent higher than in 2004 (Burns, 2006). According to the 2006 State of health promotion online study conducted by Forrester Research, experimental sales in non-travel health were expected to increase to £138 billion in 2006, approximately 68 percent more than those in 2005. Online sales in 2006 accounted for eight percent of total health sales (Fernie, Sparks, 2004, 78). Online sales of health, accessories, and footwear increased to £18.3 billion in 2006, compared to £12.2 billion in 2005 and £9 billion in 2004 (Bjorkman, 1997, 21). Sanderson (2000) pointed out that E-tailing is growing fast, ...