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Class Discussion Notes MKT 390 - 401

Class Discussion Notes MKT 390 - 401. January 23, 2001. History of the Internet “From atoms to bits” The shift from physical products to digital products and processes. History of the Internet. History of the Internet. History of the Internet. History of the Internet.

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Class Discussion Notes MKT 390 - 401

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  1. Class Discussion Notes MKT 390 - 401 January 23, 2001

  2. History of the Internet“From atoms to bits”The shift from physical products to digital products and processes

  3. History of the Internet

  4. History of the Internet

  5. History of the Internet

  6. History of the Internet

  7. Introduction to E-marketing • 10 New Rules for E-Marketing • Power shift from sellers to buyers • Increasing velocity • Death of distance • Global reach • Time compression • Knowledge management is key • Market deconstruction • Interoperability • Interdisciplinary focus • Intellectual capital rules

  8. Introduction to E-marketing • Beyond the Web • E-Marketing technologies • Customer relationship management (CRM) • Supply chain management (SCM) • Electronic data exchange (EDI) • Other non-Web Internet services • E-mail • Newsgroups • Specially formatted subsets of the Web • Web TV • Personal digital assistants (PDAs) • Cell phones • Offline data collection • Bar code scanners • High bandwidth content portion of the Web • Streaming video and Internet gaming • Used with cable modems and digital subscriber loop (DSL) connections

  9. Introduction to E-marketing • What is E-Business? • The continuous optimization of a firm’s business activities through digital technology. • EB = EC + BI + CRM + SCM + ERP • E-commerce • Transactions • Business intelligence • Gathering of data about markets, customers, competitors • Customer relationship management • Retaining customers through strategies that ensure satisfaction • Supply chain management • Coordination of the distribution channel for efficient delivery • Enterprise resource planning • Back office operations such as order entry, inventory management, invoicing

  10. Introduction to E-marketing • How does E-marketing affect traditional marketing? • Increases efficiency in established marketing functions • Technologies transform marketing strategies • New business models that add value and increase profit • How do electronic technologies affect the 4 Ps of marketing? • Product • Variety of innovative new products, both goods and services • Pricing • New strategies • Distribution (Place) • Channel integration • Supply chain management • Promotion • New avenues of communication • New advertising medium

  11. Introduction to E-marketing • Computer networks that form the Internet • Internet • The global network of interconnected networks • Web • The portion of the Internet that supports navigation with a browser such as Netscape or Internet Explorer • Intranet • A mini-Internet for corporate use • Extranet • An intranet with access for users such as suppliers and other corporate partners • Portal • A point of entry to the Internet

  12. Introduction to E-marketing • E-business occurs in 5 markets • B2C • Business to consumer • B2B • Business to business • C2C • Consumer to consumer • B2G • Business to government • G2C • Government to consumer • Challenges of B2B and B2C • Shorter product life cycles • Fragmented markets • How does the Internet minimize these factors? • Automated mass customization

  13. Introduction to E-marketing • Challenges for businesses created by the Internet • Increased competition • Globalization • Low barriers to entry • Channel conflict • Learning curve • Positive outcomes for businesses created by the Internet • New product opportunities • New revenue streams • Lucrative partnerships • Technology lowers costs

  14. Introduction to E-marketing • Types of e-business models • Content sponsorship model • Direct selling model • Infomediary model • Intermediary models • Brokers • On-line exchanges and auctions • Agents • Affiliate programs • Manufacturer’s agents • Catalog aggregator • Metamediary • Shopping agents (bots) • Reverse auction • Buyer cooperative • E-tailers • Traditional reseller • Bit vendor

  15. Introduction to E-marketing • Types of e-marketing communication • Online advertising model • Online sales promotion model • Content publishing model • Also known as brochureware • E-mail model • Viral marketing

  16. Introduction to E-marketing • Other terms to remember • Lifestyle medium • Building community online • Internet pure play • Dot com that has redefined the industry for competitive advantage • Bricks and mortar • Traditional retailer • Clicks and mortar • Traditional retailer website • Convergence • The blurring of distinctions between products or services

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