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Marketing on the InternetMarketing on the Internet
E-MarketingE-Marketing (2 (2ndnd Edition) Edition)Judy Strauss & Raymond FrostJudy Strauss & Raymond Frost
Chapter 1
© Prentice Hall 2001
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Chapter 1: Introduction to E-Marketing
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Learning Objectives
Marketing Review– Describe the marketing planning process– Define the marketing concept– Explain the value proposition
Describe the new rules for e-marketing. Discuss the components of e-business. Compare and contrast marketing and
e-marketing.
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Learning Objectives
Define Internet, Web, intranet, extranet, and corporate portal, portal, and hub.
Identify several e-marketing challenges and opportunities.
Discuss the characteristics of the Net’s two generations.
Name and describe e-marketing models for each of the 4P strategies.
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The Yahoo! Story
Marketing Concept: Meeting organizational goals while serving customers needs
Currently has 500,000 sites classified into 25,000 categories
Currently the most popular site on the Internet.
3,566 advertisers and merchants use Yahoo!
New Rules for E-Marketing
Click here Yahoo.com
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Ten Rules of E-Marketing
1. Power Shift from sellers to buyers
2. Increasing Velocity
3. Death of Distance
4. Global reach
5. Time compression
6. Knowledge management is key
7. Market deconstruction
8. Interoperability
9. Interdisciplinary focus
10. Intellectual capital rules (Digital City)
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Its’ Bigger Than the Internet
Electronic marketing reaches far beyond the web.
Examples:– Email and Newsgroups– Web TV, Cell Phones, and text-only browsers– Bar Code Scanners– Cable Modem and DSL connections
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What is E-Business (EB)?
Defined as the continuous optimization of a firm’s business through digital technology
[EB = EC + BI + CRM + SCM + ERP]
Where, • EI = e-commerce
• BI = business intelligence
• CRM = customer relationship management
• SCM = supply chain management
• ERP = enterprise resource planning
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E-Business continued EC - uses digital technologies to enable buying/selling
BI - collecting primary/secondary information
CRM - strategy to satisfy customers and build long-lasting relationships; high interaction with customers
SCM – delivery of products efficiently and effectively; high interaction with distributors
ERP – optimize business processes and lowering costs– Order entry and purchasing– Invoicing and inventory control
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Activity
Business Process
Enterprise
PurePlayBusiness transformation
(competitive advantage,industry redefinition)
Effectiveness(Incremental sales,customer retention)
Efficiency(Cost
reduction)
Pure dot-com(E*Trade)
Click and Mortar(eSchwab)
Customerrelationshipmanagement
Brochureware,Order processing
Leve
l of
busi
ness
impa
ct
Exhibit 1 - 2 Level of commitment to e-businessSource: adapted from www.mohanbirsawhney.com
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What is E-Marketing?
Marketing:– Use of 4 “P’s” to meet customer’s needs
E-Marketing:– Use of technology to increase efficiency of
marketing– Increases company profitability and adds
customer value
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The Big PictureToo much digital technology creates:
– Decreasing cultural/language differences– Workaholism; less family time– Social class divisions because of high literacy
requirements
Digital economies are interdisciplinary– Marketing, MIS/CIS, Finance, Strategists– Human Resources, Production/Operations
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In order of its relative size:
– Intranet smallest– Corporate portal– Extranet– Hub– Portal
• Lycos• Excite
– Web– Internet largest
Networks
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The Internet Statistics: Forrester.com; ACNielsen
Computer Industry Almanac estimates that worldwide users will reach 490 million by 2002; and the US is estimated to reach 165 million users
In 2001, consumer online advertising will grow only 25%, while email and promotions will grow 100% and 38%, respectively.
By 2002, E-Commerce may exceed $1.2 trillion
15 million virtual grocery shoppers predicted by 2007
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End of the Beginning
High growth, but negative profits
Fewer E-Companies truly succeed– E.Schwab.com
Must rely on traditional marketing strategies
Dot-com drop-outs and mergers occurring
E-business drops the ‘e’ as electronic business is the way things will be done
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Exhibit 1 - 4 Entering the Second Generation of E-BusinessSource: Adapted from the Gartner Group.
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E-Marketing Challenges and Opportunities
Markets
Revenge of the Consumer
Businesses
Technology
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Five Markets Business-to-Consumer (B2C)
– Example: www.iGo.com
Business-to-Business (B2B)– Example: www.amazon.com
Consumer-to-Consumer (C2C)– Example: www.eBay.com
Business-to-Government (B2G)
Government-to-Consumer (G2C)
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Revenge of the Consumer 1930s:
– Caveat emptor (“let the buyer beware”)
2000s:– Consumers have control
What consumers want:– Privacy– To safeguard their children– Permission before being sent commercial email
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Businesses
Challenges:– Quality customer service– Information overload
Opportunities:– Ways of generating revenue– Greater interdependence in their value chain
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Exhibit 1 - 5 Amazon.com Uses Mass Customization to Personalize Web Pages
Source: www.amazon.com Amazon.com is a registered trademark or trademark of Amazon.com, Inc. in the United States and/or other countries. © 2000 by Amazon.com. All rights reserved.
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Technology
Can lower costs on staff and paperwork
Can be a costly investment
Security issues
New payment instruments
Low bandwidth
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E-Marketing DeliversValue = Benefits – Costs
Value - customer perceptions of the product’s benefits
Benefits - attributes, brand name, etc…– Add benefits through mass customization and
personalization
Costs - time, money, energy, and psychic– Lower costs through 24/7 convenience and one-stop
shopping
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E-Business Model
A method of doing business that contributes to the firm’s profitability whether by increasing revenue or decreasing costs
Necessary for models to identify value for the customer
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Marketing Mix Components
Product
Price
Distribution
Marketing Communication
Relationship Marketing
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Marketing Mix Component Chapter Business Model
Product 4Digital value through new products
Price 4
Cost reduction using e-marketingNegotiationSegmented pricing
Distribution 5
Content sponsorshipDirect sellingInfomediaryIntermediaries Broker: Online exchangeOnline auction Agent: Manufacturer’s agentAffiliate programMetamediaryVirtual mallShopping agent Reverse auctionBuyer cooperative E-tailer Bit vendorTangible products
Marketing Communication 6
Online advertising Online sales promotionContent publishingE-mail
Relationship Marketing 7CRM Community building
Exhibit 1 - 6 Selected E-Business Models
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Product
Through E-Marketing numerous new products emerged
Breakthrough software, hardware, and services that created digital value
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Price
Efficiencies have been manifested through E-Marketing
No need for a sales force with all order processing, billing and payments are transacted between customer and Website– Cost savings return a larger profit margin and
lower prices
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Distribution A primary E-Marketing application that creates
customer value
New ways for selling and distributing products
Affects all manufacturers, service providers and intermediaries
Models: – Content Sponsorship Model– Direct Selling Model– Infomediary Model– Intermediaries Model
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Content Sponsorship Model
Companies create valuable content or services on their Websites
Self-advertising– Examples:
• Yahoo!
• gURL.com
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Direct-Selling Model
Manufacturers eliminating channel intermediaries and sell directly to consumers
Known as “Disintermediation”
Dell Computers
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Infomediary Model
An organization that collects and sells information about consumers or businesses
Similar to a Market Research firm
Hoover’s
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Intermediary Model
Brokers and agents bring buyers and sellers together but neither purchase nor take possession of the actual products– Brokerage firms
• E-Trade, E-Bay, Metalsite– Agent firms
• Travelocity
E-tailers are firms that buy products and resell them online– “Click and mortar” stores– Example: E-Toys
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E-Marketing Communication
Accomplished through promotion mix elements:– Advertising– Sales Promotion– Direct Marketing– Public Relations
Models:– Online Advertising Model– Online Sales Promotion Model– Content Publishing Model– Email Model
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Online Advertising Model
Firms purchase advertising space on Websites owned by other firms
Does not include a firm’s own Website
Dogpile
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Online Sales andPromotion Model
Sampling digital products
Allows consumer to view products before purchasing
E-Music
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Content Publishing Model A company’s Website
The displaying of a firm’s information about their product offerings on the Website to Internet users
Brochureware
Does not involve transactions
Directed towards stakeholders
Pure Fishing
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E-Mail Model Three types:
– Target Promotions• Companies target users through research and data mining to
send e-mail• Bulk Email Software Marketing
– Reverse Channel• User to firm• Customer service• Bass Pro Shops
– Consumer-to-Consumer• Word of mouth
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Relationship Marketing Customer Relationship Marketing (CRM)
E-Marketing is able to build long-term relationships due to:– Online FAQs– Automatic e-mail responders– Customized Websites– Fax-on-demand– Supply chains integrated with the firm’s functions
Model:– Community Building Model
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Community Building Model Website developed to create a special interest
community
Users may provide information for products or services
Bring consumer to concise location, making them more available for communication by a firm
Creates social bonds and enhances customer relationships
Ivillage
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Marketing Plan Tasks
Situation Analysis– Environmental Factors – Marketers collect and
analyze external elements that include economic analysis, social and demographic trends, and more
– Market opportunity analysis – This entails a supply and demand analysis along with a SWOT analysis. The SWOT analysis determines the strengths, weaknesses, opportunities, and threats.
Selecting Target Market – marketers select the type of customer they are looking to attract.
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Marketing Plan Tasks continued Setting objectives – marketers set the objectives according to
the firm’s mission and resources.
Designing marketing mix strategies – Develop product, pricing, distribution, and promotion strategies
Action Plan – Plan the actual marketing plan implementation
Budget – Set a budget for the marketing plan
Evaluation Plan – Continuously evaluate the plan to make sure objectives are met.
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Environmental Scan
1. Situation analysis—Environmental factors
—Market opportunity analysis (demand, supply, and SWOT: strengths, weaknesses opportunities, threats)
2. Select target market(s)
3. Set objectives
4. Select marketing mix:Product, price, distribution promotion
5. Action plan (tactics)
6. Budget
7. Evaluation plan
Exhibit 1 - 7 Marketing Plan Tasks
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Review Questions
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1.List the 10 new rules for e-marketing.
Which in your mind is the most important and why?
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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.
The most important is the first—Power shift from sellers to buyers. This is because it affects all marketing strategies. A good case probably can be made for each of the others, however.
Question 1:
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2. Define e-business and e-marketing
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E-business is the continuous optimization of a firm’s business activities through digital technology. It involves attracting and retaining the right customers and business partners. It includes digital communication, e-commerce, online research, and it is used by every business discipline. The following formula is simply a graphical representation of important e-business components.
EB = EC + BI + CRM + SCM + ERP E-marketing is the use of electronic data and applications for
planning and executing the conception, distribution, promotion, and pricing of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. It affects traditional marketing by increasing efficiency in traditional marketing functions, and the technology of e-marketing transforms many marketing strategies.
Question 2:
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3. How many users are connected to the Internet
worldwide?
How many in the United States?
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Question 3:
Approximately 266 million users are connected to the Internet worldwide and 122 million of those are in the United States.
Note: This number will have increased since publication.
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4. Explain the difference between intranet, extranet,
and corporate portal.
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Question 4:
Intranet—A network that runs internally in a corporation but that uses Internet standards such as HTML and browsers.
Extranet—An intranet to which value chain partners have admission for strategic reasons.
Corporate Portal—A second-generation intranet. The goal of a corporate portal is to merge all of the employees’ information and communication needs into a single interface. Thus, corporate portals access internal documents, data warehouses, groupware, e-mail, and calendars, in addition to the Web. From largest to smallest: Extranet, Corporate Portal, Intranet. The latter two are usually proprietary to the firm’s employees, while an Extranet is open to a firm’s partners, customers, and other selected stakeholders.
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5. Explain the difference between a portal
and a vertical portal.
Give examples of each.
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Question 5:
A portal is a point of entry to the Internet. Many portals such as Yahoo!, Lycos, and Excite were originally just search engines. What makes them portals is that they now provide many services in addition to searching.
A vertical portal is a portal that specializes in one topic, market, or product area. An example is www.homearts.com that specializes in women’s issues concerning the home.
Note: This review question requires outside research due to an omission in the text.
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6. Explain how a higher-priced item can deliver more value.
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Question 6:
Value includes customer perceptions of the product’s benefits: specifically its attributes, brand name, and support services. Subtracted from benefits is the cost in acquiring the product: monetary, time, energy, and psychic. Higher priced items can deliver more value by adding more benefits or by lowering time, energy and psychic costs.
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7. What is a business model?
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Question 7:
A business model is a method of doing business that contributes to the firm’s profitability either by increasing revenue or decreasing costs.
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8. How are business models related to customer value?
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Question 8:
When firms decrease costs through e-marketing, they can pass this along to customers via lower prices.
E-marketing can also lower costs by saving customers time and making it easier to purchase products. Many business models increase customer benefits, thus enhancing value.
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9. What is the difference between
a broker and an agent?
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Question 9:
Brokers and agents bring buyers and sellers together but neither purchase nor take possession of the products.
Brokers assist in the negotiation and don’t actually represent either side, whereas agents tend to represent either the buyer or seller, taking a commission for their work.
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10. What are three ways in which e-mail can be used for marketing communication?
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Question 10:
The first concerns e-mail to target promotions to specific users. The targeting can be very sophisticated—for example, targeting users when they are most receptive to a promotional offering based on data mining of past purchase patterns.
The second form of e-mail is the reverse channel: from the user to the firm.
The third form of e-mail is from consumer to consumer. This is the modern-day equivalent of word of mouth.
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The End.The End.