1. CHAPTER 8 Marketing for E-commerce
4/23/2017
CHAPTER 8 Marketing for E-commerce
8.1 What Is E-Commerce?
8.2 The Growing Importance of E-Commerce
8.3 Impact of E-Commerce on Distribution Channels
8.4 Role of Promotion for E-Commerce
MARKETING

2. WHAT IS E-COMMERCE? GOALS for Lesson 8.1
Describe the differences between dot.com businesses and bricks and mortar businesses.
Discuss the importance of a marketing orientation to successful e-commerce.

3. The New World of E-Commerce
Business on the Net
From bricks to dot.coms
Stages of development
Information stage
Interaction stage
Integration stage

4. The Internet and Marketing
Advantages of e-commerce
E-commerce disadvantages
The marketing concept applied to e-commerce

5. THE GROWING IMPORTANCE OF E-COMMERCE
GOALS for Lesson 8.2
Identify evidence of the growth of the Internet.
Describe the various business uses of the Internet for e-commerce.

6. Growth of the Internet
Countries with the highest number of Internet users in 2003 (in millions)
United States 132.2
Japan 56.0
China 45.8
Germany 44.1
United Kingdom 34.3
South Korea 25.6
France 21.8
Italy 19.3
Russia 18.0
Canada 16.8

7. Businesses Uses of the Internet
Business communications
Information gathering
Improving operations

8. IMPACT OF E-COMMERCE ON DISTRIBUTION CHANNELS
GOALS for Lesson 8.3
Describe new distribution methods using the Internet.
Identify distribution problems experienced by e-business.

9. Distribution for E-Commerce
Finding and buying products
Order processing
Product distribution

10. Average Cost Savings when Customers Use the Internet
Product Savings
Computer software 99%
Banking services 89%
Airline tickets 87%
Stocks 78%
Books 56%
Toys and gifts 48%

11. Distribution Problems and Solutions
Transaction security
Expanded distribution and customer service

12. ROLE OF PROMOTION FOR E-COMMERCE
GOALS for Lesson 8.4
Describe how companies use promotion on the Internet.
Identify ways to increase the effectiveness of online promotion.

13. Communicating with Internet Users
Advertising expenditures
Types of Internet promotion
Online advertising
Web sponsorship
Priority placement
Consumer information
Other types of promotion

14. Promotion for E-Commerce
Planning the shopping experience
Effective promotion methods

15. Customer Satisfaction with Types of Shopping
Type % satisfied
Shopping online 73%
Shopping with catalogs 56%
Shopping in stores 60%

16. Features Likely to Increase Online Purchasing
Close-up images of products
Information on product availability
Product comparison guides
An easy-to-use search function
1-800 Customer Service number
Consumer reviews and product evaluations
An easy-to-use “shopping cart” and check out feature