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1Chapter 19 Version 7e ©2004 South-Western College Publishing Prepared by Deborah Baker Texas Christian University Chapter 19 Internet Marketing.

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Presentation on theme: "1Chapter 19 Version 7e ©2004 South-Western College Publishing Prepared by Deborah Baker Texas Christian University Chapter 19 Internet Marketing."— Presentation transcript:

1 1Chapter 19 Version 7e ©2004 South-Western College Publishing Prepared by Deborah Baker Texas Christian University Chapter 19 Internet Marketing

2 2Chapter 19 Version 7e ©2004 South-Western College Publishing Learning Objectives 1.Describe the impact of the Internet on business practices. 2. Describe the current Internet marketing environment. 3. Discuss on-line business strategies. 4. Discuss Internet marketing objectives and strategies.

3 3Chapter 19 Version 7e ©2004 South-Western College Publishing Learning Objective Describe the impact of the Internet on business practices. 1 1 On Line http://www.pg.com On Line http://www.pg.com

4 4Chapter 19 Version 7e ©2004 South-Western College Publishing Electronic Marketing Channel The New BusinessFranchise Advertising Customer Service Marketing Research Transactions Distribution & Product Development 1 1

5 5Chapter 19 Version 7e ©2004 South-Western College Publishing Customer Relationship Marketing on the Internet Opportunitiesfor Customer Relationship MarketingOpportunitiesfor Marketing Profiles of preferences E-mail notifications Customer service Convenient on-line shopping 1 1

6 6Chapter 19 Version 7e ©2004 South-Western College Publishing Financial Implications of the Internet Competitive advantage Reduction in expenses Reduced inventory 1 1

7 7Chapter 19 Version 7e ©2004 South-Western College Publishing Vast information sources for secondary research Vast information sources for secondary research Better primary research techniques Web-based surveys and focus groups Web-based surveys and focus groups Competitive Intelligence activities On Line http://www.mapinfo.com http://www.plurimus.com http://informationweek.com On Line http://www.mapinfo.com http://www.plurimus.com http://informationweek.com Marketing Research through the Web 1 1

8 8Chapter 19 Version 7e ©2004 South-Western College Publishing Integrating Conventional and Internet Marketing Strategies  Be consistent with slogans, appearance, and other cues  Use the Internet to enhance already successful marketing programs  Write an Internet marketing plan 1 1 Integrated Marketing Communications Strategy On Line http://www.mountaindew.com On Line http://www.mountaindew.com

9 9Chapter 19 Version 7e ©2004 South-Western College Publishing Elements of an Internet Marketing Plan Analysis of Internet Marketing Environment Analysis of Internet Marketing Environment Statement of Company’s On-Line Business Strategy Statement of Company’s On-Line Business Strategy Specific Internet Marketing Objectives and Strategies Specific Internet Marketing Objectives and Strategies 1 1

10 10Chapter 19 Version 7e ©2004 South-Western College Publishing Learning Objective Describe the current Internet marketing environment. 2 2

11 11Chapter 19 Version 7e ©2004 South-Western College Publishing Basic Forms of Virtual Business Business-to-Consumer (B2C) Business-to-Consumer (B2C) Basic Forms of Electronic Commerce Basic Forms of Electronic Commerce Business-to-Business (B2B) Business-to-Business (B2B) 2 2

12 12Chapter 19 Version 7e ©2004 South-Western College Publishing Internet Demographics and Trends FactorsInfluencingOn-Line Buying Behavior FactorsInfluencingOn-Line Attitude toward technology Income Motivation to use Technology 2 2

13 13Chapter 19 Version 7e ©2004 South-Western College Publishing Internet Buyer Categories Internet Early Adopters “Mainstreamers” Laggards Internet Demographics and Trends 2 2

14 14Chapter 19 Version 7e ©2004 South-Western College Publishing The Global Village Broadens and enhances access in developing nations Broadens and enhances access in developing nations Allows businesses to “leapfrog” into development Allows businesses to “leapfrog” into development Levels playing field for disadvantaged countries Levels playing field for disadvantaged countries 2 2

15 15Chapter 19 Version 7e ©2004 South-Western College Publishing Learning Objective Discuss on-line business strategies. 3 3 On Line http://www.dotcomdoom.com http://www.infotrac-college.com On Line http://www.dotcomdoom.com http://www.infotrac-college.com

16 16Chapter 19 Version 7e ©2004 South-Western College Publishing Strategies for Web Success To Survive and Prosper... Sell at a fair price Use promotion Make products readily available Offer customer-driven products 3 3

17 17Chapter 19 Version 7e ©2004 South-Western College Publishing Examples of Internet Strategies Increase or enhance exposure Improve customer service Provide new products/services Add value to existing products/services Lower overall company costs Create one-to-one customer relationships 3 3

18 18Chapter 19 Version 7e ©2004 South-Western College Publishing On-Line Positioning  Identify the most important target market  Identify that market’s on-line need  Determine how the company’s Internet presence meets that need  Identify how the on-line presence is better than the competition. 3 3

19 19Chapter 19 Version 7e ©2004 South-Western College Publishing FactorsinInternetMarketing Degree of program sophistication Program magnitude Program dynamics Prior Internet marketing experience 3 3 Factors in Internet Marketing Programs

20 20Chapter 19 Version 7e ©2004 South-Western College Publishing The Internet Presence 3 3 InternetMarketingTechniquesInternetMarketingTechniques E-Mail Corporate Web Site Interactive Web Site

21 21Chapter 19 Version 7e ©2004 South-Western College Publishing Uses of Interactive Web Sites Execute Transactions Deliver Electronic Products and Services Collect Demographic and Behavioristic Customer Data Welcome to my Web Site. You are Visitor Number 515,251 3 3

22 22Chapter 19 Version 7e ©2004 South-Western College Publishing Internet Direct Selling AdvantagesAdvantages  Eliminates intermediaries in distribution network  Increases direct customer contactDisadvantagesDisadvantages  Company needs to manage all channel activities 3 3

23 23Chapter 19 Version 7e ©2004 South-Western College Publishing E-Tailing Retailing on the Web 3 3

24 24Chapter 19 Version 7e ©2004 South-Western College Publishing Internet Shopping vs. Store Shopping  For many, Internet shopping is more convenient and less expensive  Store shopping provides product “touch and feel”  E-tailing changes shopping from entertainment to a functional task 3 3

25 25Chapter 19 Version 7e ©2004 South-Western College Publishing E-Marketplace An on-line marketplace that acts as a channel intermediary to bring together buyers and sellers to form a virtual exchange community. 3 3

26 26Chapter 19 Version 7e ©2004 South-Western College Publishing Learning Objective Discuss Internet marketing objectives and strategies. 4 4

27 27Chapter 19 Version 7e ©2004 South-Western College Publishing Key Success Factor for Internet Businesses 4 4

28 28Chapter 19 Version 7e ©2004 South-Western College Publishing Internet Marketing Objectives InternetMarketingObjectivesInternetMarketingObjectives Sales Level Repeat Purchase Market Positioning Image Brand Awareness On-Line Market Share 4 4

29 29Chapter 19 Version 7e ©2004 South-Western College Publishing Product Strategies on the Web Personalized Service Virtual On-Line Product Trials Ways to Overcome Lack of Product Contact Ways to Overcome Lack of Product Contact 4 4 Branding

30 30Chapter 19 Version 7e ©2004 South-Western College Publishing On-Line Promotion Banner Advertisements Button Advertisements Interstitial Advertisements Untargeted E-Mail Marketing Targeted E-Mail Marketing 4 4

31 31Chapter 19 Version 7e ©2004 South-Western College Publishing E-Zines Focused on a particular topic Provide means of contact with clientele Inform customers of new products Generate income by ad space sales 4 4 On Line http://www.turbotax.com On Line http://www.turbotax.com

32 32Chapter 19 Version 7e ©2004 South-Western College Publishing Charging different prices for different channels can be effective if:  Channel use behavior is an effective means to segment the market  There is a benefit to encourage use of one channel rather than the other 4 4 Pricing on the Internet

33 33Chapter 19 Version 7e ©2004 South-Western College Publishing Evaluating the Outcome Hits 4 4 Page View Clickstreams Cookie Technology Capturing Web Statistics Capturing Web Statistics

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