Internet Marketing (1999)

CybermarketingCybermarketing

Stephen Dann

School of Marketing

Nathan Campus

IntroductionIntroduction

• Marketing Defined

• Cybermarketing

• What marketing can (and cannot) do

• Marketing yourself, your product and your skills

Marketing DefinedMarketing Defined

• Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organisational objectives– AMA Definition, Marketing Educator, 1985

Key FeaturesKey Features

• Planning and execution of the – conception,

– pricing,

– promotion, and

– distribution

• of ideas, goods, and services to create exchangesexchanges that satisfy individual and organisational objectives

ConceptionConception

• Thinking about the idea, good or service to market

• What does the ‘customer’ need or want?

• What can you offer the customer to met that need or want?

PricingPricing

• Something of value exchanged for something else of value

• costs can include – time

– effort

– lifestyle

– psychic

PromotionPromotion

• Communications that attempt to inform, persuade and influence potential adopters of the product in order to elicit a response

• includes advertising, personal selling, sales promotion, publicity and public relations

DistributionDistribution

• The marketing channel used in the physical delivery of the product to the market place

• idea distribution is indistinguishable from idea promotion

ProductProduct

• A bundle of tangible and intangible attributes that a seller offers the potential buyer and that satisfies the buyer’s needs or wants

• Three forms of product– ideas / goods / services

ServicesServices

• any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything.

• It may or may not be tied to a physical product

ServicesServices

• Inconsistent– no two services are

identical

• Intangible– cannot be physical

moved, experienced or stored

• Inseparable– production occurs at

the point of delivery

• Perishable– cannot be stored or

stockpiled

Exchange TheoryExchange Theory

• 5 conditions– two parties– something of value to both parties– communication and delivery– freedom to accept or reject the offer– belief in the appropriateness of the exchange

CybermarketingCybermarketing

• Marketing in the New Media

• “Cyber marketing”

• Interactive Marketing

What marketing cannot doWhat marketing cannot do

• perform miracles

• create demand

• guarantee success

• be a substitute for hard work and talent

What marketing can doWhat marketing can do

• help you positioning your talents and maximise your opportunities for success by– focusing on meeting the middle ground between

market demand and artistic licence

– reducing the cost of accessing your skills, ideas and work

What marketing can doWhat marketing can do

• help you positioning your talents and maximise your opportunities for success by

– promoting your work

– focusing your effort on delivering the product to the right customer at the right price at the right time

Marketing yourselfMarketing yourself

• Skills

• Websites

• Products

Skills MarketingSkills Marketing

• Services Delivery– Inconsistent– Inseparable– Intangible– Perishable

• Extra elements of the marketing mix

InconsistentInconsistent

• human process

• influenced by numerous extraneous factors

• services based on human interaction– dependent on the client to perform their side of

the service

InseparableInseparable

• customers participate in the production– observe and interact during the production

process

• mass production is difficult– economies of scale are difficult to achieve

IntangibleIntangible

• cannot be – inventoried– patented– displayed or communicated

• pricing is difficult

PerishablePerishable

• difficult to synchronise supply and demand with service– demand forecasting

• services cannot be returned or resold– service recovery techniques

Extra Elements of the MixExtra Elements of the Mix

• People

• Physical Evidence

• Process

Website MarketingWebsite Marketing

• Role of the Web Site

• Principles of site design

Role of the WebsiteRole of the Website

• Web site as product

• Web site as C.V. or Portfolio

• Web site as promotional tool

Principles of Website DesignPrinciples of Website Design

• 1: Interest in the site brings people to the website

• 2: The best promotion for websites is offline

• 3: Use the principles of servicescape design to maximise the ease of use of the Website

ServicescapeServicescape

• Servicescape describes the physical elements of the service environment that constitute a part of the service delivery (Bitner, 1992).

• Three elements of the environmental dimensions of most relevance to website design are

Ambient conditions Spatial and functional features Signs, symbols and artefacts

Principles of Website DesignPrinciples of Website Design

• 4: The website should deliver the functions it promises to delivery

• 5: A website should be designed to match the goals and needs of the individuals online activities

• 6: Skills promotion web sites should focus on content rather than high technology delivery

Product MarketingProduct Marketing

• Conventional 4P’s– price– product– promotion– place

Questions?Questions?

• Master of Marketing Management– 80 credit points– 1 year masters with option for honours– mid year intake– no previous marketing studies requiredno previous marketing studies required