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CHAPTER 10

CHAPTER 10 USING THE INTERNET Chapter Objectives Sources of marketing information on the internet and their applications. Differences between personal and commercial WWW. Special culture of internet and its conducts. Information you can get from WWW?

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CHAPTER 10

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  1. CHAPTER 10 USING THE INTERNET

  2. Chapter Objectives • Sources of marketing information on the internet and their applications. • Differences between personal and commercial WWW. • Special culture of internet and its conducts.

  3. Information you can get from WWW? • Marketers should understand what the customers what from WWW, and decide appropriate information for the industry and customers. • Competitors’ Web page may be a useful source: • Products and services. • Virtual shopping card. • Color photograph of merchandise. • Hyperlink ‘More featured items’ • Company presentations and location • Newsroom for press releases and articles • Career opportunities ‘the employment page’ • Wal-Mart.com egghead.com

  4. Information you can get from WWW (cont.) • For high tech companies, technical support and downloading capabilities are very important. • For B2B marketers, the content of the side is informational about inventory, delivery, quality and price.

  5. Personal Use of the Web • Consumers use the Web for the following reasons: • Convenience-(65%). • Availability of Vendor information-(60%). • No pressure from sales people-(55%). • Saving time-(53%). • Convenience-(51%). • Consumers may be able to personalize Web resources to retrieve more accurate information for their choice.

  6. Procedures for Internet Shopping • Preliminary requirement determination. • Search for the available items that can meet the requirements. • Compare the candidate items with multiple perspectives, such as: • Specifications, • Price, • Delivery date. • Place an order. • Receive the delivered items and inspect them. • Contact the vendor to get after-service and support, or returned if disappointed.

  7. Consumer Habits on the Web • Consumers are accepting the power of WWW. • Site developers should understand inconsistencies among browsers, and design a site that its appearance is more attractive without loosing any copy or graphic. • Marketer should register the Web site with the most popular search engine. • E-Marketers should now customers’ constraints, and their needs and wants. • Knowing the searching habits, Web site should draw the surfer into the merchandise.

  8. Consumer Habits on the Web (Cont.) • Consumers express their opinions about product experiences both positive and negative: • Consumers can start discussion groups, monitor consumer comments or attitudes concerning products and services. • www.deja.com- the home of hundreds of discussion about various topics of interest.

  9. Culture of the Internet • Internet was not considered for its commercial purpose when it was introduced. • As Internet was born, a culture of non-commercial usage flourished. • The ideal business on the Internet would build a loyal audience by providing attractive environment in which users could discuss matter of common interests with experts. • Depending upon the business model, the Internet may build global virtual community of people with common interest.

  10. Popular E-Business Models • E-Business-to-Business (B2B): • Dell computer • E-Tailing (B2C): • Amazon.com, CarsDirect.com • E-Finance: • E-trade.com, Web.com • E-Products: • Cisco Systems • E-Software and Services: • Yahoo, AOL, DigitalWork.com • E-Dustrial-Salesforce.com, GovWorks.com

  11. Learning Proper Behaviors • Organizations develop their own ‘Acceptable Use policies’(AUP): • E-mail • Mailing lists • News groups • Telnet • FTP’s

  12. Learning Proper Behaviors (cont.) • E-mail: • Use normal upper and lower case letter • Avoid ‘flaming’ antagonistic criticism, or sending insulting, abusive and threatening letter. • Remember that e-mail is not necessarily private. • When you are replaying, include the portion of original letter that you are replying. • Always identify yourself and keep message as brief as possible

  13. Learning Proper Behaviors (cont.) • Telnet: • Do not stay logged in to a terminal longer than necessary. • FTP: • Try not download large files until after normal business hours. • Users are responsible for checking, copying or licensing agreement. • If downloading shareware, be sure to pay the appropriate fees.

  14. Benefits of E-Commerce • Reduced Labor costs. • Instant communication with customers. • Improved profit margin through Automated Supply Chain Management. • Better forecasting for customer needs for goods/services. • Broader market reach. • Increase efficiency and accuracy. • Better service and support

  15. New Challenges • Competition. • Acquiring more customers through internet. • Keeping existing customers.

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