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Welcome to MAR 4721 Electronic Marketing

Welcome to MAR 4721 Electronic Marketing. Class: RBA 212 Mon/Wed 2- 3:15 Me: Professor Charles Hofacker chofack @ cob.fsu.edu 644 7864 RBA 255 Office Hours: Mon 1-2/Thu 2-3. Course Announcements. Welcome reception for Juniors (3 Sep, 6-8p, Union Ballroom) FSU AMA Collegiate Chapter

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Welcome to MAR 4721 Electronic Marketing

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  1. Welcome to MAR 4721 Electronic Marketing Class: RBA 212 Mon/Wed 2- 3:15 Me: Professor Charles Hofacker chofack@cob.fsu.edu 644 7864 RBA 255 Office Hours: Mon 1-2/Thu 2-3

  2. Course Announcements • Welcome reception for Juniors (3 Sep, 6-8p, Union Ballroom) • FSU AMA Collegiate Chapter • Key Syllabus Points • What Is Electronic Marketing?

  3. Lecture Overview • Definitions and Principles • Three Marketing Contexts • Some History • Some Statistics

  4. Preliminary Definitions to Get Us Started • Ecommerce The marketing, buying and selling of products and services on the Internet • Electronic Marketing is the use of networks created from hardware and software in the process of marketing. • Internet The Internetwork is the sum total of devices interconnected using the Internet Protocol • Internet Protocol (IP) is a set of arbitrary rules for how devices interconnect

  5. Some Basic Principles • The Internet Protocol is an open protocol • The Internet is an open network • The net is an interactive medium that is user-driven • It works best as a pull medium rather than a push medium

  6. Interactive Medium Mass Medium Firm Firm Customer i Customer j Customer i Customer j

  7. So Is It Fish or Fowl? • Communications Medium • Selling Channel • Connecting People It is defined by software

  8. Three E-Marketing Contexts • Communicating • Advertising • Enhancing relationships • Provide supplementary services • Selling • Physical good (Amazon) • Digital good/service (Quicken, AVG) • Connecting • Connecting buyers and sellers (eBay, B2B hubs) • Connecting email users and advertisers (Yahoo! Mail) • Connecting friends, and also advertisers (Facebook) • Connecting readers, writers and advertisers (Blogspot.com, Slate)

  9. The Implications of the Internet • Opportunities to build loyalty • Enhance relationships • Provide complementary services • Direct marketing possibilities • Time and geography irrelevant • Possibility of customization • New network possibilities • Internal company changes • Changed relationships with suppliers

  10. Internet Technology and the Supply Chain upstream [internal operations] downstream Extranet • Inbound Logistics • Procurement Intranet • Internal Operations • Infrastructure • HR • Technology Development • New Product Development Internet (B2C + B2B) Extranet (B2B) • Outbound Logistics • Sales & Service

  11. Who Is Online? $30k .53 $30k-$50k .76 $50k-$75k .85 $75k+ .95 18-29 .90 30-49 .85 50-64 .70 65+ .35 Male .73 Female .73 White .75 Black .59 Hispanic .80 • HS .44 High Sch .63 Some Coll .84 Coll+ .91 Proportion of each group that is online. Source:  Pew Internet & American Life Project, April-May 2008 Tracking Survey.  N=2,2501 adults, 18 and older. Margin of error is ±2% for results based on the full sample. http://www.pewinternet.org/User_Demo_7.22.08.htm

  12. The Real Game is B2B Data are Shipments, Sales or Revenue in Billions of Dollars Source: May, 2008 http://www.census.gov/eos/www/2006/2006reportfinal.pdf

  13. e e t / 2 t / 2 What Is Exponential Growth? t Exponential growth occurs when there is a constant percentage increase per unit of time t

  14. Exponential Growth: Total Domain Names in Use Worldwide (July 2007) Log(Names) Year Source: Internet Systems Consortium http://www.isc.org/index.pl?/ops/ds/host-count-history.php

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