1. Marketing & Technology
Topic introduction
Overview and history
Course approach

2. Why is the Internet important?
Fast growth in influence
Accessed by marketers
Expected by consumers
Rapid and wide diffusion
In domains
In hosts
Lots of money involved
Spending money to make money
Spending money on goods and services

3. A brief history Marketing and technology are linked
The Industrial Revolution
Mass communications
Radio
Television
The Information Revolution
A digital economy
Rise of interactive media

4. Just another technology
Internet is the most recent technology
A timeline
Effects of technology on marketing action
Affects types of products
Affects types of communications

5. Technology Developments
Business
Technology Developments
Dot-com slowdown slows down
2002
name, .coop, .aero begin registrations
Napster suspends service
2001
.biz, .info, .museum begin registrations
First live online musical
Number of unique Web pages exceeds one billion
business.com sells for $7.5 million
1999
2000
Mr. Clean speaks online
Hackers cripple eBay, Yahoo!, eTrade, Datek, Cnn with denial-of-service attacks
First full-service Internet bank
US Postal Service sells stamps online
business.com name sells for $150,000
1997
1999
.com hosts outnumber others
1995
Online dial-up services provide Internet access
First online shopping mall
1994
First commercial interest in Internet
1992
Number of hosts exceeds 1,000,000
1991
CERN releases WWW
1989
Number of hosts exceeds 100,000
1987
Number of hosts exceeds 10,000
Number of Internet hosts exceeds 1000
Domain Name System introduced
1984
1975
First Internet mailing list
Early digital computing technologies
1960
Widespread color TV capability
First television ad: Bulova Watch
1941
1939
First all-electronic TV: RCA
commercial sponsors
One-third of radio shows have
1935
1926
First radio network: RCA
1921
First radio station
Majority of production
moves to factories
1890
Industrial Revolution under way (mechanization and mass production)
1880
c. 1450
Printing press invented

6. History in perspective...
Rates of diffusion: Time to reach 50 million U.S. homes (Morgan Stanley Tech. Res.)

7. What is the Internet? A means of communication
From one-to-many
To all sorts of forms…
Technological characteristics
History
Purpose
Growth

8. Tracking Internet growth

9. Commercial implications of Internet growth

10. More implications

11. Implications in action
.tv

12. Beyond the Bust…

13. Who Got Hit The Hardest?

14. Where’s the Opportunity?

15. The Net and e-commerce E-commerce definition
...activities undertaken by organizations to enable and facilitate the buying and selling of stuff with paperless, information systems technologies..
Broader than just buying and selling online
Encompasses marketing activities
Includes different types of transactions
Revenue generating
Revenue supporting

16. The Internet and marketing
A marketing review
Marketing definition
“The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.”
Marketing activities
Strategic planning
Marketing management
Internet opportunities
Environmental scanning
Marketing research
Mix implications