1. Marketing Planning & the Internet Internet influence on planning processes Internet influence on implementation

2. Importance of Strategy To know where you’re going Would you tell me, please, which way I ought to go from here? asked Alice. That depends a good deal on where you want to get to, said the Cat. I don’t much care where, said Alice. Then it doesn’t matter which way you go, said the Cat. (Carroll, AAinW) To not get there alone With others in the organization (Assume same objectives...)

3. Types of Planning Strategic planning Firm-level thinking Overarching goal of long-run survival Relationship of firm to environment Strategic marketing (==> strategic market plan) Product/market scope of a business Where, when and how to compete Marketing management (==> marketing plan)

4. A Graphical Interpretation… Strategic Planning Strategic Marketing Manage- ment

5. Central Role of Marketing Planning Two key objectives Defining opportunities viz., “What should we do?” Leveraging resources viz, “How should we do it?” Goal of competitive advantage Profitable, Unique, Sustainable

6. Competitive Advantage and the Internet Defining opportunities (Planning) Consumers Competition Conditions (environment, company) Leveraging resources (Implementation) Content Channel Communication

7. The Internet Affects Planning Motivation for planning Processes for planning Outcomes of planning Objectives Strategy structure

8. The Internet Affects Implementation Many strategic objectives Easier to classify business models Product focus Brand image Product enhancement Revenue focus Sales increase Other revenue…

9. Internet Business Models I Product focus Image (brand building) http://disney.go.com/park/homepage/today/flash/index.html?clk=10 04398 http://disney.go.com/park/homepage/today/flash/index.html?clk=10 04398 Incentive (cost benefits) http://www.beenz.com/us/home.ihtml http://www.beenz.com/us/home.ihtml Improvement (neat extras) http://www.pg.com/docYourhome/docCrest/directory_map.html;$sessio nid$GK1EIJAAAGCHNTCHEC1SQ1Q http://www.pg.com/docYourhome/docCrest/directory_map.html;$sessio nid$GK1EIJAAAGCHNTCHEC1SQ1Q

10. Internet Business Models II Revenue focus Traditional (consumer pays) Sales (marketer and consumer) Usage-based fees Content “rental” (subscription fees) Less traditional (marketer pays) ABC’s (Alliances, banners, content sponsorship) http://dir.yahoo.com/Business_and_Economy/Shopping _and_Services/Books/Booksellers/Arts_and_Crafts/ http://dir.yahoo.com/Business_and_Economy/Shopping _and_Services/Books/Booksellers/Arts_and_Crafts/ Commissions and click-through’s

11. Back to the Future Defining opportunities Marketing research (next class) Understanding consumers Understanding competitors Understanding conditions (internal and external)