行銷管理專業(yè)課程第十五章課件

1、chapterInternet Marketing15Prepared byDeborah BakerTexas Christian University1chapterLearning Objectives191.Describe the impact of the Internet on business practices.2. Describe the current Internet marketing environment.3. Discuss online business strategies.4. Discuss Internet marketing objectives

2、and strategies.2Chapter 15 Version 3eLearning Objective 1Describe the impact of the Internet on business practices.3Chapter 15 Version 3eElectronic Marketing ChannelThe NewBusinessFranchiseFind out about productsGet answers to questionsLeave messagesSolve problemsMake purchases14Chapter 15 Version 3

3、eCustomer Relationship Marketingon the Internet1OpportunitiesforCustomer RelationshipMarketingProfiles of preferencesE-mail notificationsCustomer serviceConvenient online shopping5Chapter 15 Version 3eFinancial ImplicationsCompetitive advantage Reduction in expensesReduced inventoryLower financialba

4、rriers to entry16Chapter 15 Version 3eMarketing Researchthrough the Web1The Webin MarketingResearchVast information sources for secondary researchBetter primary researchWeb-based surveys andfocus groupsInformation about competitors7Chapter 15 Version 3eAdvantages ofElectronic Publications1Informatio

5、n content that is more currentThe ability to make complex searchesEasier access to worldwide informationIncorporation of multi-mediaLower publication costs8Chapter 15 Version 3eInternet Marketing Plan1Analysis of InternetMarketing EnvironmentStatement of Companysonline Business StrategySpecific Inte

6、rnet MarketingObjectives and Strategies9Chapter 15 Version 3eLearning Objective 2Describe the current Internet marketing environment.10Chapter 15 Version 3eBasic Forms of Virtual Business2Business-to-Consumer(B2C)Basic FormsofElectronicCommerceBusiness-to-Business(B2B)11Chapter 15 Version 3eInternet

7、 Demographics and Trends2FactorsInfluencingOnlineBuying Behavior Attitude toward technologyIncomeMotivation to useTechnology12Chapter 15 Version 3eInternetBuyer Categories Early Adopters“Mainstreamers”LaggardsInternet Demographics and Trends213Chapter 15 Version 3e2Internet Demographics and TrendsPu

8、sh StrategyTelevision, Radio, PrintPull StrategyInternet14Chapter 15 Version 3eThe Virtual Community2Bulletin BoardsChat RoomsNewslettersDiscussion ListsTypes ofVirtualCommunities15Chapter 15 Version 3eInternets Influence onThe Global Village2Broadens and enhances accessin developing nationsAllows b

9、usinesses to “l(fā)eapfrog” into developmentLevels playing field fordisadvantaged countries16Chapter 15 Version 3eThe Digital WorldValueSpeedGlobal Marketing Implications217Chapter 15 Version 3eLearning Objective 3Discuss online business strategies.18Chapter 15 Version 3eStrategies for Web Success To Su

10、rviveand Prosper. Sell at a fair priceUse promotionMake products readilyavailableOffer customer-drivenproducts319Chapter 15 Version 3eExamples of Internet Strategies3Increase or enhance exposureImprove customer serviceProvide new products/servicesAdd value to existing products/servicesLower overall

11、company costsCreate one-to-one customer relationships20Chapter 15 Version 3eOnline Positioning3 Identify the most important target marketIdentify that markets online needDetermine how the companys Internet presence meets that needIdentify how the online presence is better than the competition.21Chap

12、ter 15 Version 3eFactors in Internet Marketing Programs3 FactorsinInternetMarketingDegree of programsophisticationProgram MagnitudeProgram DynamicsPrior Internet marketing experience22Chapter 15 Version 3eThe Internet Presence3InternetMarketingTechniques E-MailCorporate Web SiteInteractive Web Site2

13、3Chapter 15 Version 3eUses of Interactive Web Sites3Execute TransactionsDeliver Electronic Products and Services Collect Demographic and Behavioristic Customer DataWelcome to my Web Site.You are Visitor Number495,25124Chapter 15 Version 3eInternet Direct SellingAdvantagesEliminate distribution netwo

14、rk complexityIncrease customer contactDisadvantagesNeed to manage all channel activities325Chapter 15 Version 3eE-TailingRetailing on the Web326Chapter 15 Version 3eInternet Shopping vs. Store Shopping3For many, Internet shopping is more convenient and less expensiveStore shopping provides product “

15、touch and feel”E-tailing changes shopping from entertainment to a functional task27Chapter 15 Version 3eLearning Objective Discuss Internet marketing objectives and strategies.428Chapter 15 Version 3eKey Success Factor forInternet Businesses4TRAFFIC!29Chapter 15 Version 3eInternet Marketing Objectiv

16、es4InternetMarketingObjectivesSales LevelRepeat PurchaseMarket PositioningImageBrand AwarenessOnline Market Share30Chapter 15 Version 3eProduct Strategies on the WebPersonalized ServiceBrandingVirtual online Product Trials Ways to OvercomeLack of Product Contact431Chapter 15 Version 3eOnline Promotion4Banner AdvertisementsButton AdvertisementsInterstitial AdvertisementsUntargeted E-Mail MarketingTargeted E-Mail Marketing32Chapter 15 Version 3e4Charging different prices for different channels can be effective if:Pricing on the InternetChannel u