Chapter 15 Version 3e 1 ©2003 South-Western chapter Internet Marketing Internet Marketing 15 Prepared by Prepared by Deborah Baker Deborah Baker Texas Christian University Texas Christian University
©2003 South-Western Chapter 15 Version 3e1 chapter Internet Marketing 15 Prepared by Deborah Baker Texas Christian University.
Mar 28, 2015
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Chapter 15 Version 3e 1©2003 South-Western
chapterInternet MarketingInternet Marketing
1515
Prepared byPrepared by
Deborah BakerDeborah Baker
Texas Christian UniversityTexas Christian University
Chapter 15 Version 3e 2©2003 South-Western
chapter
Learning ObjectivesLearning Objectives
1919
1.1. Describe the impact of the Internet on Describe the impact of the Internet on business practices.business practices.
2. Describe the current Internet marketing 2. Describe the current Internet marketing environment.environment.
3. Discuss online business strategies.3. Discuss online business strategies.
4. Discuss Internet marketing objectives and 4. Discuss Internet marketing objectives and strategies.strategies.
Chapter 15 Version 3e 3©2003 South-Western
Learning Objective Learning Objective 11
Describe the impact of the Internet Describe the impact of the Internet on business practices.on business practices.
Chapter 15 Version 3e 4©2003 South-Western
Electronic Marketing ChannelElectronic Marketing Channel
The NewThe NewBusinessBusinessFranchiseFranchise
Find out about productsFind out about products
Get answers to questionsGet answers to questions
Leave messagesLeave messages
Solve problemsSolve problems
Make purchasesMake purchases
11
Chapter 15 Version 3e 5©2003 South-Western
Customer Relationship MarketingCustomer Relationship Marketingon the Interneton the Internet
11
OpportunitiesOpportunitiesforfor
Customer Customer RelationshipRelationship
MarketingMarketing
OpportunitiesOpportunitiesforfor
Customer Customer RelationshipRelationship
MarketingMarketing
Profiles of preferencesProfiles of preferences
E-mail notificationsE-mail notifications
Customer serviceCustomer service
Convenient online shopping
Convenient online shopping
Chapter 15 Version 3e 6©2003 South-Western
Financial ImplicationsFinancial Implications
Competitive advantage Competitive advantage
Reduction in expensesReduction in expenses
Reduced inventoryReduced inventory
Lower financialbarriers to entry
Lower financialbarriers to entry
11
Chapter 15 Version 3e 7©2003 South-Western
Marketing ResearchMarketing Researchthrough the Webthrough the Web
11
The WebThe Webin in MarketingMarketingResearchResearch
The WebThe Webin in MarketingMarketingResearchResearch
Vast information sources for secondary research
Vast information sources for secondary research
Better primary researchBetter primary research
Web-based surveys andfocus groups
Web-based surveys andfocus groups
Information about competitors
Information about competitors
Chapter 15 Version 3e 8©2003 South-Western
Advantages ofAdvantages ofElectronic PublicationsElectronic Publications
11
Information content that is more currentInformation content that is more current
The ability to make complex searchesThe ability to make complex searches
Easier access to worldwide informationEasier access to worldwide information
Incorporation of multi-mediaIncorporation of multi-media
Lower publication costsLower publication costs
Chapter 15 Version 3e 9©2003 South-Western
Internet Marketing PlanInternet Marketing Plan11
Analysis of InternetMarketing Environment
Analysis of InternetMarketing Environment
Statement of Company’sonline Business StrategyStatement of Company’sonline Business Strategy
Specific Internet MarketingObjectives and Strategies
Specific Internet MarketingObjectives and Strategies
Chapter 15 Version 3e 10©2003 South-Western
Learning Objective Learning Objective 22
Describe the current Internet Describe the current Internet marketing environment.marketing environment.
Chapter 15 Version 3e 11©2003 South-Western
Basic Forms of Virtual BusinessBasic Forms of Virtual Business22
Business-to-Consumer(B2C)
Business-to-Consumer(B2C)
Basic Formsof
ElectronicCommerce
Basic Formsof
ElectronicCommerce
Business-to-Business(B2B)
Business-to-Business(B2B)
Chapter 15 Version 3e 12©2003 South-Western
Internet Demographics and TrendsInternet Demographics and Trends22
FactorsFactorsInfluencingInfluencing
OnlineOnlineBuying Buying
Behavior Behavior
FactorsFactorsInfluencingInfluencing
OnlineOnlineBuying Buying
Behavior Behavior
Attitude toward technology
Income
Motivation to useTechnology
Chapter 15 Version 3e 13©2003 South-Western
InternetInternetBuyer Buyer
Categories Categories
InternetInternetBuyer Buyer
Categories Categories
Early Adopters
“Mainstreamers”
Laggards
Internet Demographics and TrendsInternet Demographics and Trends22
Chapter 15 Version 3e 14©2003 South-Western
22Internet Demographics and TrendsInternet Demographics and Trends
Push StrategyPush StrategyTelevision, Radio, Print
Pull StrategyPull StrategyInternet
Chapter 15 Version 3e 15©2003 South-Western
The Virtual CommunityThe Virtual Community22
Bulletin BoardsBulletin Boards
Chat RoomsChat Rooms
NewslettersNewsletters
Discussion ListsDiscussion Lists
Types ofTypes ofVirtualVirtual
CommunitiesCommunities
Types ofTypes ofVirtualVirtual
CommunitiesCommunities
Chapter 15 Version 3e 16©2003 South-Western
Internet’s Influence onInternet’s Influence onThe Global VillageThe Global Village
22
Broadens and enhances accessin developing nations
Broadens and enhances accessin developing nations
Allows businesses to “leapfrog” into development
Allows businesses to “leapfrog” into development
Levels playing field fordisadvantaged countriesLevels playing field for
disadvantaged countries
Chapter 15 Version 3e 17©2003 South-Western
The Digital WorldThe Digital World
ValueValue
SpeedSpeed
Global Marketing
Implications
Global Marketing
Implications
22
Chapter 15 Version 3e 18©2003 South-Western
Learning Objective Learning Objective 33
Discuss online business strategies.Discuss online business strategies.
Chapter 15 Version 3e 19©2003 South-Western
Strategies for Web Success Strategies for Web Success
To SurviveTo Surviveand Prosper...and Prosper...
Sell at a fair price
Use promotion
Make products readilyavailable
Offer customer-drivenproducts
33
Chapter 15 Version 3e 20©2003 South-Western
Examples of Internet StrategiesExamples of Internet Strategies33
Increase or enhance exposureIncrease or enhance exposure
Improve customer serviceImprove customer service
Provide new products/servicesProvide new products/services
Add value to existing products/servicesAdd value to existing products/services
Lower overall company costsLower overall company costs
Create one-to-one customer relationshipsCreate one-to-one customer relationships
Chapter 15 Version 3e 21©2003 South-Western
Online PositioningOnline Positioning33
Identify the most important target market
Identify that market’s online need
Determine how the company’s Internet presence meets that need
Identify how the online presence is better than the competition.
Chapter 15 Version 3e 22©2003 South-Western
Factors in Internet Factors in Internet Marketing ProgramsMarketing Programs
33
FactorsFactorsinin
InternetInternetMarketingMarketing
Degree of programsophistication
Program Magnitude
Program Dynamics
Prior Internet marketing experience
Chapter 15 Version 3e 23©2003 South-Western
The Internet PresenceThe Internet Presence33
InternetInternetMarketingMarketing
TechniquesTechniques
InternetInternetMarketingMarketing
TechniquesTechniques
Corporate Web Site
Interactive Web Site
Chapter 15 Version 3e 24©2003 South-Western
Uses of Interactive Web SitesUses of Interactive Web Sites33
Execute TransactionsExecute Transactions
Deliver Electronic Products and Services
Deliver Electronic Products and Services
Collect Demographic and Behavioristic Customer DataCollect Demographic and
Behavioristic Customer Data
Welcome to my Web Site.
You are Visitor Number
495,251
Chapter 15 Version 3e 25©2003 South-Western
Internet Direct SellingInternet Direct Selling
AdvantagesAdvantagesAdvantagesAdvantages
Eliminate distribution network complexity
Increase customer contact
DisadvantagesDisadvantagesDisadvantagesDisadvantages
Need to manage all channel activities
33
Chapter 15 Version 3e 26©2003 South-Western
E-TailingE-Tailing
Retailing on the Web
33
Chapter 15 Version 3e 27©2003 South-Western
Internet Shopping vs. Internet Shopping vs. Store ShoppingStore Shopping
33
For many, Internet shopping is more convenient and less expensive
Store shopping provides product “touch and feel”
E-tailing changes shopping from entertainment to a functional task
Chapter 15 Version 3e 28©2003 South-Western
Learning Objective Learning Objective
Discuss Internet marketing Discuss Internet marketing objectives and strategies.objectives and strategies.
44
Chapter 15 Version 3e 29©2003 South-Western
Key Success Factor forKey Success Factor forInternet BusinessesInternet Businesses
44
Chapter 15 Version 3e 30©2003 South-Western
Internet Marketing ObjectivesInternet Marketing Objectives44
InternetInternetMarketingMarketingObjectivesObjectives
InternetInternetMarketingMarketingObjectivesObjectives
Sales LevelSales Level
Repeat PurchaseRepeat Purchase
Market PositioningMarket Positioning
ImageImage
Brand AwarenessBrand Awareness
Online Market ShareOnline Market Share
Chapter 15 Version 3e 31©2003 South-Western
Product Strategies on the WebProduct Strategies on the Web
Personalized Service
Personalized Service
BrandingBranding
Virtual online Product Trials Virtual online
Product Trials
Ways to OvercomeWays to OvercomeLack of Lack of
Product ContactProduct Contact
Ways to OvercomeWays to OvercomeLack of Lack of
Product ContactProduct Contact
44
Chapter 15 Version 3e 32©2003 South-Western
Online PromotionOnline Promotion44
Banner AdvertisementsBanner Advertisements
Button AdvertisementsButton Advertisements
Interstitial AdvertisementsInterstitial Advertisements
Untargeted E-Mail MarketingUntargeted E-Mail Marketing
Targeted E-Mail MarketingTargeted E-Mail Marketing
Chapter 15 Version 3e 33©2003 South-Western
44
Charging different prices for Charging different prices for different channels can be effective if:different channels can be effective if:
Pricing on the InternetPricing on the Internet
Channel use behavior is an effective means to segment the market
There is a benefit to encourage use of one channel rather than the other
Chapter 15 Version 3e 34©2003 South-Western
Evaluating the OutcomeEvaluating the Outcome44
HitsHits
CapturingWeb
Statistics
CapturingWeb
Statistics
Page ViewPage View
Site RegistrationSite Registration
Cookie TechnologyCookie Technology
Related Documents
