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1 Chapter 19 Version 7e©2004 South-Western College Publishing
Prepared byPrepared byDeborah BakerDeborah Baker
Texas Christian UniversityTexas Christian University
Chapter 19
Internet MarketingInternet Marketing
2 Chapter 19 Version 7e©2004 South-Western College Publishing
Learning ObjectivesLearning Objectives
1. Describe the impact of the Internet on business practices.
2. Describe the current Internet marketing environment.
3. Discuss on-line business strategies.
4. Discuss Internet marketing objectives and strategies.
3 Chapter 19 Version 7e©2004 South-Western College Publishing
Learning Objective Learning Objective
Describe the impact of the Internet on business practices.
11
On Linehttp://www.pg.com
On Linehttp://www.pg.com
4 Chapter 19 Version 7e©2004 South-Western College Publishing
Electronic Marketing ChannelElectronic Marketing Channel
The NewThe NewBusinessBusinessFranchiseFranchise
AdvertisingAdvertising
Customer ServiceCustomer Service
Marketing ResearchMarketing Research
TransactionsTransactions
Distribution & Product Development
Distribution & Product Development
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5 Chapter 19 Version 7e©2004 South-Western College Publishing
Customer Relationship MarketingCustomer Relationship Marketingon the Interneton the Internet
OpportunitiesOpportunitiesforfor
Customer Customer RelationshipRelationship
MarketingMarketing
OpportunitiesOpportunitiesforfor
Customer Customer RelationshipRelationship
MarketingMarketing
Profiles of preferencesProfiles of preferences
E-mail notificationsE-mail notifications
Customer serviceCustomer service
Convenient on-line shopping
Convenient on-line shopping
11
6 Chapter 19 Version 7e©2004 South-Western College Publishing
Financial ImplicationsFinancial Implicationsof the Internetof the Internet
Competitive advantage Competitive advantage
Reduction in expensesReduction in expenses
Reduced inventoryReduced inventory
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7 Chapter 19 Version 7e©2004 South-Western College Publishing
Vast information sources for secondary research
Vast information sources for secondary research
Better primary research techniques
Better primary research techniques
Web-based surveys andfocus groups
Web-based surveys andfocus groups
Competitive Intelligence activities
Competitive Intelligence activities
On Linehttp://www.mapinfo.comhttp://www.plurimus.comhttp://informationweek.com
On Linehttp://www.mapinfo.comhttp://www.plurimus.comhttp://informationweek.com
Marketing ResearchMarketing Researchthrough the Webthrough the Web
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8 Chapter 19 Version 7e©2004 South-Western College Publishing
Integrating Conventional andIntegrating Conventional andInternet Marketing StrategiesInternet Marketing Strategies
Be consistent with slogans, appearance, and other cues
Use the Internet to enhance already successful marketing programs
Write an Internet marketing plan
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Integrated Marketing Communications Strategy
Integrated Marketing Communications Strategy
On Linehttp://www.mountaindew.com
On Linehttp://www.mountaindew.com
9 Chapter 19 Version 7e©2004 South-Western College Publishing
Elements of an Elements of an Internet Marketing PlanInternet Marketing Plan
Analysis of InternetMarketing Environment
Analysis of InternetMarketing Environment
Statement of Company’sOn-Line Business StrategyStatement of Company’s
On-Line Business Strategy
Specific Internet MarketingObjectives and Strategies
Specific Internet MarketingObjectives and Strategies
11
10 Chapter 19 Version 7e©2004 South-Western College Publishing
Learning Objective Learning Objective
Describe the current Internet marketing environment.
22
11 Chapter 19 Version 7e©2004 South-Western College Publishing
Basic Forms of Virtual Basic Forms of Virtual BusinessBusiness
Business-to-Consumer(B2C)
Business-to-Consumer(B2C)
Basic Formsof
ElectronicCommerce
Basic Formsof
ElectronicCommerce
Business-to-Business(B2B)
Business-to-Business(B2B)
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12 Chapter 19 Version 7e©2004 South-Western College Publishing
Internet Demographics and Internet Demographics and TrendsTrends
FactorsFactorsInfluencingInfluencing
On-LineOn-LineBuying Buying
Behavior Behavior
FactorsFactorsInfluencingInfluencing
On-LineOn-LineBuying Buying
Behavior Behavior
Attitude toward technology
Income
Motivation to useTechnology
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13 Chapter 19 Version 7e©2004 South-Western College Publishing
InternetInternetBuyer Buyer
Categories Categories
InternetInternetBuyer Buyer
Categories Categories
Early Adopters
“Mainstreamers”
Laggards
Internet Demographics and Internet Demographics and TrendsTrends
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14 Chapter 19 Version 7e©2004 South-Western College Publishing
The Global VillageThe Global Village
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
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15 Chapter 19 Version 7e©2004 South-Western College Publishing
Learning Objective Learning Objective
Discuss on-line business strategies.
33On Linehttp://www.dotcomdoom.comhttp://www.infotrac-college.com
On Linehttp://www.dotcomdoom.comhttp://www.infotrac-college.com
16 Chapter 19 Version 7e©2004 South-Western College Publishing
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
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17 Chapter 19 Version 7e©2004 South-Western College Publishing
Examples of Internet Examples of Internet StrategiesStrategies
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
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18 Chapter 19 Version 7e©2004 South-Western College Publishing
On-Line PositioningOn-Line Positioning
Identify the most important target market
Identify that market’s on-line need
Determine how the company’s Internet presence meets that need
Identify how the on-line presence is better than the competition.
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19 Chapter 19 Version 7e©2004 South-Western College Publishing
FactorsFactorsinin
InternetInternetMarketingMarketing
Degree of programsophistication
Program magnitude
Program dynamics
Prior Internet marketing experience
33 Factors in Internet Factors in Internet Marketing ProgramsMarketing Programs
20 Chapter 19 Version 7e©2004 South-Western College Publishing
The Internet PresenceThe Internet Presence33
InternetInternetMarketingMarketing
TechniquesTechniques
InternetInternetMarketingMarketing
TechniquesTechniques
Corporate Web Site
Interactive Web Site
21 Chapter 19 Version 7e©2004 South-Western College Publishing
Uses of Interactive Web SitesUses of Interactive Web Sites
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
515,251
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22 Chapter 19 Version 7e©2004 South-Western College Publishing
Internet Direct SellingInternet Direct Selling
AdvantagesAdvantagesAdvantagesAdvantages
Eliminates intermediaries in distribution network
Increases direct customer contact
DisadvantagesDisadvantagesDisadvantagesDisadvantages
Company needs to manage all channel activities
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23 Chapter 19 Version 7e©2004 South-Western College Publishing
E-TailingE-Tailing
Retailing on the Web
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24 Chapter 19 Version 7e©2004 South-Western College Publishing
Internet Shopping vs. Internet Shopping vs. Store ShoppingStore Shopping
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
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25 Chapter 19 Version 7e©2004 South-Western College Publishing
E-MarketplaceE-Marketplace
An on-line marketplace that
acts as a channel
intermediary to bring
together buyers and sellers
to form a virtual exchange
community.
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26 Chapter 19 Version 7e©2004 South-Western College Publishing
Learning Objective Learning Objective
Discuss Internet marketing objectives and strategies.
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27 Chapter 19 Version 7e©2004 South-Western College Publishing
Key Success Factor forKey Success Factor forInternet BusinessesInternet Businesses
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28 Chapter 19 Version 7e©2004 South-Western College Publishing
Internet Marketing ObjectivesInternet Marketing Objectives
InternetInternetMarketingMarketingObjectivesObjectives
InternetInternetMarketingMarketingObjectivesObjectives
Sales LevelSales Level
Repeat PurchaseRepeat Purchase
Market PositioningMarket Positioning
ImageImage
Brand AwarenessBrand Awareness
On-Line Market ShareOn-Line Market Share
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29 Chapter 19 Version 7e©2004 South-Western College Publishing
Product Strategies on the Product Strategies on the WebWeb
Personalized Service
Personalized Service
Virtual On-Line Product Trials
Virtual On-Line Product Trials
Ways to OvercomeWays to OvercomeLack of Lack of
Product ContactProduct Contact
Ways to OvercomeWays to OvercomeLack of Lack of
Product ContactProduct Contact
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BrandingBranding
30 Chapter 19 Version 7e©2004 South-Western College Publishing
On-Line PromotionOn-Line Promotion
Banner AdvertisementsBanner Advertisements
Button AdvertisementsButton Advertisements
Interstitial AdvertisementsInterstitial Advertisements
Untargeted E-Mail MarketingUntargeted E-Mail Marketing
Targeted E-Mail MarketingTargeted E-Mail Marketing
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31 Chapter 19 Version 7e©2004 South-Western College Publishing
E-ZinesE-Zines
Focused on a particular topicFocused on a particular topic
Provide means of contact with clienteleProvide means of contact with clientele
Inform customers of new productsInform customers of new products
Generate income by ad space salesGenerate income by ad space sales
44
On Linehttp://www.turbotax.com
On Linehttp://www.turbotax.com
32 Chapter 19 Version 7e©2004 South-Western College Publishing
Charging different prices Charging different prices for different channels for different channels
can be effective if:can be effective if:
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
44 Pricing on the InternetPricing on the Internet