Upload
emil-shaw
View
220
Download
3
Embed Size (px)
Citation preview
Cop
yrig
ht
© 2
005
Pea
rson
Ed
uca
tion
In
c.
Marketing in the Digital Age
•Chapter 3
•PowerPoint slides
•Express version
•Instructor name
•Course name
•School name
•Date
Principles of Marketing, Sixth Canadian Edition
Principles of Marketing, Sixth Canadian Edition
3.2C
opyr
igh
t ©
200
5 P
ears
on E
du
cati
on I
nc.
Learning Objectives
• After studying this chapter, you should be able to:– Identify the major forces shaping the new digital age
– Explain how companies have responded to the Internet and new technologies with e-business strategies, resulting in benefits for both buyers and sellers
– Describe the four major e-commerce domains
– Discuss how companies conduct e-commerce to profitably deliver more value to customers
– Overview the promise and challenges that e-commerce presents for the future
Principles of Marketing, Sixth Canadian Edition
3.3C
opyr
igh
t ©
200
5 P
ears
on E
du
cati
on I
nc.
Major Forces Shaping the Internet Age
• Connectivity
• The explosion of the Internet
• New types of intermediaries• Customization
Figure 3.1
Principles of Marketing, Sixth Canadian Edition
3.4C
opyr
igh
t ©
200
5 P
ears
on E
du
cati
on I
nc.
Electronic Business Terms
• Ebusiness– Using electronic platforms (intranets, extranets, Internet) to
conduct business
• Ecommerce:– Buying and selling processes supported by electronic means
– Includes Internet (online) marketing
– Includes epurchasing (eprocurement)
• Emarkets:– Marketspaces instead of marketplaces
Principles of Marketing, Sixth Canadian Edition
3.5C
opyr
igh
t ©
200
5 P
ears
on E
du
cati
on I
nc.
Benefits of E-Marketing
To buyers:– Convenience
– Easy
– Private
– Greater product access and selection
– Wealth of comparative information
– Interactive and immediate
– Greater consumer control using permission-based marketing
To sellers:– Interactive tool for
building customer relationships
– Reduced facility and operating costs
– Improved cash flow
– Increased speed and efficiency
– Greater flexibility
– Global medium
Principles of Marketing, Sixth Canadian Edition
3.6C
opyr
igh
t ©
200
5 P
ears
on E
du
cati
on I
nc.
Ecommerce Domains
• B2C ecommerce
• B2B ecommerce– Open trading networks
– Private trading networks
• C2C ecommerce
• C2B ecommerceFigure 3.2
Principles of Marketing, Sixth Canadian Edition
3.7C
opyr
igh
t ©
200
5 P
ears
on E
du
cati
on I
nc.
Types of E-Marketers
• Pure play companies:– Etailers
– Search engines
– Internet service providers (ISP)
– Transaction sites
– Portals or content sites
Figure 3.3
Principles of Marketing, Sixth Canadian Edition
3.8C
opyr
igh
t ©
200
5 P
ears
on E
du
cati
on I
nc.
Sources of E-Commerce Revenue
• Product and service sales income
• Advertising income
• Sponsorship income
• Alliance income
• Membership and subscription income
• Profile income
• Transaction commissions and fees
• Market research and information fees
• Referral income
Table 3.1
Principles of Marketing, Sixth Canadian Edition
3.9C
opyr
igh
t ©
200
5 P
ears
on E
du
cati
on I
nc.
Setting Up an E-Marketing Presence
• Creating a web site– Corporate web site
– Marketing web site
• Designing attractive web sites:
– Context
– Content
– Community
– Customization
– Communication
– Connection
– Commerce
Figure 3.4
Principles of Marketing, Sixth Canadian Edition
3.10C
opyr
igh
t ©
200
5 P
ears
on E
du
cati
on I
nc.
Setting Up an E-Marketing Presence
• Online advertising and promotion:– Banner and ticker advertisements
– Interstitials
– Skyscrapers– Browser advertisements
– Content sponsorship
– Microsites
• Viral marketing
• Web communities
• Webcasting
Figure 3.4
Principles of Marketing, Sixth Canadian Edition
3.11C
opyr
igh
t ©
200
5 P
ears
on E
du
cati
on I
nc.
Promise and Challenges of Ecommerce
• Continuing promise of ecommerce:– From a complete revolution in conducting business, to
– Just one approach in a fully integrated marketing mix
• Internet profitability
• Legal and ethical issues– Online privacy and security
– Internet fraud
– Segmentation and discrimination
– Access by vulnerable or unauthorized groups
Canadian federal lawPersonal Information Protection and ElectronicDocuments Act (2001):
•Consumer knowledge and consent•Limitations•Accuracy•Right to access
Principles of Marketing, Sixth Canadian Edition
3.12C
opyr
igh
t ©
200
5 P
ears
on E
du
cati
on I
nc.
In Conclusion…
• The learning objectives for this chapter were:– Identify the major forces shaping the new digital age
– Explain how companies have responded to the Internet and new technologies with e-business strategies, resulting in benefits for both buyers and sellers
– Describe the four major e-commerce domains
– Discuss how companies conduct e-commerce to profitably deliver more value to customers
– Overview the promise and challenges that e-commerce presents for the future