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(An Old) Google Case Study, in Marketing

(An Old) Google Case Study, in Marketing

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Published by Ed Williams
This was a case study that I did for a marketing class at Towson University.
This was a case study that I did for a marketing class at Towson University.

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Published by: Ed Williams on Apr 30, 2010
Copyright:Traditional Copyright: All rights reserved


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Edward Williams
12 February 2007MKTG 341.011
Case Study
Google Case Study 2Case SummaryTo understand fully the business that Google is in, one should understand exactlywhat Google is. Google is an internet search engine, and is currently the largest and mostused internet search engine in the World. They operate in more than 80 differentlanguages, have offices in many different areas around the globe, and have apparentlyeven “announced plans to open an office on the moon” (Etzel, Walker, & Stanton, 2007, p. 78). The verb “google” is recognized by many popular dictionaries and means “to usethe Google search engine to obtain information ... on the World Wide Web” (Merriam-Webster Online Dictionary). Therefore, it should be understood that Google:
is in the business of,
leads the industry of, and
essentially branded searching the internet.While there are many speculations as to why and how Google has become sosuccessful, our book suggests that the technology used behind the search engine is whatis really at its core. This technology is a seemingly simplistic programming code that“allows users to conduct swift and accurate searches across the World Wide Web in amatter of seconds.” Larry Page, cofounder of Google further explains, “The perfectsearch engine would understand exactly what you mean and give back exactly what youwant” (Etzel, et al., 2007, p. 76). Google has strived to do just that.Alex Wipperfürth (2005, p. 5), author of Brand Hijack: Marketing WithoutMarketing suggests that consumers have wised-up to standard marketing practices, andare generally “an audience that rejects marketing.” From a marketing standpoint,Google’s success might be contributed to the fact that their sponsor advertising hasalways been subtle. It is no secret that people despise pop-up advertisements and busy,loud, and obnoxious banner advertisements. Google follows a policy against pop-up
Google Case Study 3advertisements, and strives to keep advertisements in control with their Google AdWords program. This helps to deliver custom-tailored advertisements to consumers in anorderly and less obnoxious fashion. In what follows, I will offer my thoughts onGoogle’s expansion strategy.Issues
Consumer Expectations
Consumers’ expectations of Google and any search engine for that matter aresimple; they expect to have a search engine that will help them find what they are lookingfor based on certain key terms that are entered into a search box. This search shouldreturn only the most relevant information based on the term that was entered, and shoulddo so quickly and accurately. Google has obviously been the best among its competitionat doing this. As suggested earlier, internet advertising has historically been problematicand consumers want less advertising. Google has also helped consumers to feel lessoverwhelmed by these advertisements by keeping their no pop-up policy and customtailoring their advertisements in an orderly fashion.These are two areas where Google has met customer demands. They have provided a necessary service to internet users and have done so in a more desirable andsimplistic method than their competition.Google has exceeded customer expectations by providing additional services that people would previously have to go elsewhere for. GMail for instance, which directlycompetes with Yahoo! Mail and MSN’s Hotmail, allows users to have an email servicethrough (what appears to be) their favorite search provider. In addition to this, upon itsrelease it gave users more than four times the storage capacity of its competition (this has

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