Copyright © 2007 Pearson Education Canada 13-1 Chapter Thirteen Marketing and the Internet with Duane Weaver.

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Presentation transcript:

Copyright © 2007 Pearson Education Canada 13-1 Chapter Thirteen Marketing and the Internet with Duane Weaver

Copyright © 2007 Pearson Education Canada 13-2 E-Business Defined E-business: the use of electronic platforms to conduct a company’s business. E-commerce: buying and selling processes supported by electronic means. Business-to-Consumer : retail, banking. Business-to-Business : trading networks. Consumer-to-Consumer: eBay, Napster.

Copyright © 2007 Pearson Education Canada 13-3 B2C (Business to Consumer) The online selling of goods and services to final consumers. 25% increase in online buying since Increasing diversity in buyers. –This provides increasing opportunities for targeting markets. Customer initiated and controlled.

Copyright © 2007 Pearson Education Canada 13-4 B2B (Business to Business) Most major B2B marketers offer product information, purchasing and support services online. Most business buying today takes place on the Internet. Open trading exchanges—huge specialty e-marketspaces to conduct transactions. Constant increases in private trading networks.

Copyright © 2007 Pearson Education Canada 13-5 C2C (Consumer to Consumer) Occurs on the Web and includes a wide range of products and services. Forums: discussion groups located on commercial online services. Newsgroups: the Internet version of forums.

Copyright © 2007 Pearson Education Canada 13-6 Benefits to Buyers Convenience. Ease of use. Privacy. Greater product access and selection. Information gathering. Interactive shopping. Immediate.

Copyright © 2007 Pearson Education Canada 13-7 Benefits to Sellers Customer relationship building. Cost savings. Increased speed. Increased efficiency. Improved cash flow. Flexibility. Global reach.

Copyright © 2007 Pearson Education Canada Cs of Effective Design Context: layout and design elements. Content: text, pictures, sound and video. Community: user-to-user communication. Customization: personalizing for each user. Communication: two-way communication. Connection: links to other relevant sites. Commerce: commercial transactions.

Copyright © 2007 Pearson Education Canada 13-9 Functions of a Website Sales channel – buying and selling online. Marketing communications vehicle – part of the integrated communications mix. Customer service channel – self-service, product enquiries, after market service. Delivering content – portal sites, publishing sites. Service provider – subscriptions, information provider, search engine.

Copyright © 2007 Pearson Education Canada Online Promotion Methods Online advertising: Banners, text links, interstitials, sponsorships, micro sites. direct response: Permission-based. Viral marketing: Word-of-mouth based. Online Movies: Mini-movies as ads. Podcasting: Sending information to wireless devices. Blogging: Two way dialogue.

Copyright © 2007 Pearson Education Canada Types of Online Advertising Banner ads (squares or rectangles) and tickers (move across the screen). Textlinks (hypertext that takes the user to a new webpage or website). Content sponsorships (sponsoring special content). Interstitials (pop ups). Microsites (limited website with detailed information).

Copyright © 2007 Pearson Education Canada Legal and Ethical Issues Online privacy. Online security. Internet fraud. Segmentation and discrimination. Access by vulnerable or unauthorized groups.

Copyright © 2007 Pearson Education Canada Thank You for your time and commitment to learning! You should now be a marketing savvy business person! CONGRATULATIONS!