Presentation on theme: "CHAPTER 8 Marketing for E-commerce"— Presentation transcript:
1 CHAPTER 8 Marketing for E-commerce 4/23/2017CHAPTER 8 Marketing for E-commerce8.1 What Is E-Commerce?8.2 The Growing Importance of E-Commerce8.3 Impact of E-Commerce on Distribution Channels8.4 Role of Promotion for E-CommerceMARKETING
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 NetFrom bricks to dot.comsStages of developmentInformation stageInteraction stageIntegration stage
4 The Internet and Marketing Advantages of e-commerceE-commerce disadvantagesThe marketing concept applied to e-commerce
5 THE GROWING IMPORTANCE OF E-COMMERCE GOALS for Lesson 8.2Identify evidence of the growth of the Internet.Describe the various business uses of the Internet for e-commerce.
6 Growth of the InternetCountries with the highest number of Internet users in 2003 (in millions)United States 132.2Japan 56.0China 45.8Germany 44.1United Kingdom 34.3South Korea 25.6France 21.8Italy 19.3Russia 18.0Canada 16.8
7 Businesses Uses of the Internet Business communicationsInformation gatheringImproving operations
8 IMPACT OF E-COMMERCE ON DISTRIBUTION CHANNELS GOALS for Lesson 8.3Describe new distribution methods using the Internet.Identify distribution problems experienced by e-business.
9 Distribution for E-Commerce Finding and buying productsOrder processingProduct distribution
10 Average Cost Savings when Customers Use the Internet Product SavingsComputer software 99%Banking services 89%Airline tickets 87%Stocks 78%Books 56%Toys and gifts 48%
11 Distribution Problems and Solutions Transaction securityExpanded distribution and customer service
12 ROLE OF PROMOTION FOR E-COMMERCE GOALS for Lesson 8.4Describe how companies use promotion on the Internet.Identify ways to increase the effectiveness of online promotion.
13 Communicating with Internet Users Advertising expendituresTypes of Internet promotionOnline advertisingWeb sponsorshipPriority placementConsumer informationOther types of promotion
14 Promotion for E-Commerce Planning the shopping experienceEffective promotion methods
15 Customer Satisfaction with Types of Shopping Type % satisfiedShopping online 73%Shopping with catalogs 56%Shopping in stores 60%
16 Features Likely to Increase Online Purchasing Close-up images of productsInformation on product availabilityProduct comparison guidesAn easy-to-use search function1-800 Customer Service numberConsumer reviews and product evaluationsAn easy-to-use “shopping cart” and check out feature