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The Yahoo! Story 1 Example of marketing concept: meeting organizational goals while serving customer needs Co-Founders/Chiefs: Jerry Yang dan David Filo Esensi E-Commerce © STIKOM ARTHA BUANA 2011
The Yahoo! Story 2 Yahoo! : Yet Another Hierarchical Officious Oracle First big break: Netscape include its link in their browser (canceled later) List/directory compiled by human First advertisement accepted in August 1995 Wall Street continues to put its faith and dollars behind Yahoo! In January 2004 announces Yahoo! Research Lab. In February 2004 Yahoo! dropped Google powered result. Use its own search engine in March 2004. Yahoo! acquires a lot of other tech. (Altavista, Inktomi, Overture Services, Kelkoo etc). In Dec 2004 launches beta version of its video search engine Esensi E-Commerce © STIKOM ARTHA BUANA 2011
New Rules for e-Marketing 3 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 Esensi E-Commerce © STIKOM ARTHA BUANA 2011
What Is e-Business? 4 EB = EC + BI + CRM + SCM + ERP EC = e-commcerce BI = Bussines Intelligent CRM =Customer Relationship Management SCM = Supply Chain Management ERP = Enterprise Reosurce Planning Esensi E-Commerce © STIKOM ARTHA BUANA 2011
Level of Commitment to e-Business 5 Esensi E-Commerce © STIKOM ARTHA BUANA 2011
End of The Beginning 6 Comberan & pencerahan Puncak Pendapatan Dasar kekecewaan Puncak semangat Harapan Esensi E-Commerce © STIKOM ARTHA BUANA 2011
E-Marketing Challenges andOpportunities 7 Markets –E-Business occurs in 5 markets: B2C, B2B, C2C, B2G, G2C –Revenge of the Customers ~ - 1930 : Caveat Emptor Business –Online & Offline Serving –Operate on Sea of Data –New ways of generating revenue Technology Esensi E-Commerce © STIKOM ARTHA BUANA 2011
E-Business Models 8 Marketing Mix: 4Ps + R –Product –Price –Place (Distribution) –Promotion (Marketing Communication) –Relationship Marketing Esensi E-Commerce © STIKOM ARTHA BUANA 2011
E-Business Models 9 Product –Digital value through new products Price –Cost reduction by e-marketing –Negotiation –Segmented Pricing Place (Distribution) –Content sponsorship –Direct selling –Infomediary –Intermediaries (Broker, Agent, E-Tailer) Promotion (Marketing Communication) –Online advertising –Online sales promotion –Content publishing –E-mail Relationship Marketing –CRM –Community building Esensi E-Commerce © STIKOM ARTHA BUANA 2011
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