internet marketing (1999)
DESCRIPTION
A flashback special to pre2000 era internet marketing. Quite a different view of the world from then and nowTRANSCRIPT
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CybermarketingCybermarketing
Stephen Dann
School of Marketing
Nathan Campus
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IntroductionIntroduction
• Marketing Defined
• Cybermarketing
• What marketing can (and cannot) do
• Marketing yourself, your product and your skills
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Marketing DefinedMarketing Defined
• Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organisational objectives– AMA Definition, Marketing Educator, 1985
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Key FeaturesKey Features
• Planning and execution of the – conception,
– pricing,
– promotion, and
– distribution
• of ideas, goods, and services to create exchangesexchanges that satisfy individual and organisational objectives
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ConceptionConception
• Thinking about the idea, good or service to market
• What does the ‘customer’ need or want?
• What can you offer the customer to met that need or want?
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PricingPricing
• Something of value exchanged for something else of value
• costs can include – time
– effort
– lifestyle
– psychic
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PromotionPromotion
• Communications that attempt to inform, persuade and influence potential adopters of the product in order to elicit a response
• includes advertising, personal selling, sales promotion, publicity and public relations
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DistributionDistribution
• The marketing channel used in the physical delivery of the product to the market place
• idea distribution is indistinguishable from idea promotion
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ProductProduct
• A bundle of tangible and intangible attributes that a seller offers the potential buyer and that satisfies the buyer’s needs or wants
• Three forms of product– ideas / goods / services
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ServicesServices
• any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything.
• It may or may not be tied to a physical product
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ServicesServices
• Inconsistent– no two services are
identical
• Intangible– cannot be physical
moved, experienced or stored
• Inseparable– production occurs at
the point of delivery
• Perishable– cannot be stored or
stockpiled
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Exchange TheoryExchange Theory
• 5 conditions– two parties– something of value to both parties– communication and delivery– freedom to accept or reject the offer– belief in the appropriateness of the exchange
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CybermarketingCybermarketing
• Marketing in the New Media
• “Cyber marketing”
• Interactive Marketing
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What marketing cannot doWhat marketing cannot do
• perform miracles
• create demand
• guarantee success
• be a substitute for hard work and talent
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What marketing can doWhat marketing can do
• help you positioning your talents and maximise your opportunities for success by– focusing on meeting the middle ground between
market demand and artistic licence
– reducing the cost of accessing your skills, ideas and work
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What marketing can doWhat marketing can do
• help you positioning your talents and maximise your opportunities for success by
– promoting your work
– focusing your effort on delivering the product to the right customer at the right price at the right time
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Marketing yourselfMarketing yourself
• Skills
• Websites
• Products
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Skills MarketingSkills Marketing
• Services Delivery– Inconsistent– Inseparable– Intangible– Perishable
• Extra elements of the marketing mix
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InconsistentInconsistent
• human process
• influenced by numerous extraneous factors
• services based on human interaction– dependent on the client to perform their side of
the service
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InseparableInseparable
• customers participate in the production– observe and interact during the production
process
• mass production is difficult– economies of scale are difficult to achieve
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IntangibleIntangible
• cannot be – inventoried– patented– displayed or communicated
• pricing is difficult
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PerishablePerishable
• difficult to synchronise supply and demand with service– demand forecasting
• services cannot be returned or resold– service recovery techniques
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Extra Elements of the MixExtra Elements of the Mix
• People
• Physical Evidence
• Process
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Website MarketingWebsite Marketing
• Role of the Web Site
• Principles of site design
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Role of the WebsiteRole of the Website
• Web site as product
• Web site as C.V. or Portfolio
• Web site as promotional tool
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Principles of Website DesignPrinciples of Website Design
• 1: Interest in the site brings people to the website
• 2: The best promotion for websites is offline
• 3: Use the principles of servicescape design to maximise the ease of use of the Website
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ServicescapeServicescape
• Servicescape describes the physical elements of the service environment that constitute a part of the service delivery (Bitner, 1992).
• Three elements of the environmental dimensions of most relevance to website design are
Ambient conditions Spatial and functional features Signs, symbols and artefacts
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Principles of Website DesignPrinciples of Website Design
• 4: The website should deliver the functions it promises to delivery
• 5: A website should be designed to match the goals and needs of the individuals online activities
• 6: Skills promotion web sites should focus on content rather than high technology delivery
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Product MarketingProduct Marketing
• Conventional 4P’s– price– product– promotion– place
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Questions?Questions?
• Master of Marketing Management– 80 credit points– 1 year masters with option for honours– mid year intake– no previous marketing studies requiredno previous marketing studies required