Chapter3 Marketing In The Internet Age

Resources:

Marketing an Introduction / Gary Amstrong, Philip Kotler

Marketing in the Internet Age

Shaping of İnternet Age

Digitalization and Connectivity

New Intermediaries

Customization andCustomerization

Internet Explosion

• e-Business involves the use of electronic platform - intranets, extranets, and the internet - to conduct a company’s business.

• e-Commerce is more specific than e-Business. Whereas e-Business includes all electronics-based information exchanges within or between companies and customers, e-Commerce involves buying and selling processes supported by electronic means, primarily the internet.

Marketing Strategies at the İnternet Age

• e-Commerce includes e-marketing and e-purchasing. e-Marketing is the e-Selling side of e-Commerce. It consist of company efforts to communicate about, promote, and sell products and services over the internet.

Marketing Strategies at the İnternet Age (cont)

• Benefit to Buyers– convenience– product access and selection– interactive and immediate

• Benefits to Sellers– customer relationship building– reducing costs– increasing speed and efficiency– flexibility– global

Benefits of e-Solutions

• B2C – business to consumer• B2B – business to business• C2C – consumer to consumer• C2B – consumer to business

• B2C – the online selling of goods and services to final consumers

• B2B - describes commerce transactions between businesses, such as between a manufacturer and a wholesaler, or between a wholesaler and a retailer

E-Commerce Domains

• C2C - involves the electronically-facilitated transactions between consumers through some third party.

• C2B - consumers (individuals) offer products and services to companies and the companies pay them

E-Commerce Domains (cont)

Moving into e-Marketing

Conducting e-

Marketing

E-mail and Web casting

E-mail and Web casting

Corporate or marketing web site

Corporate or marketing web site

Online advertisingand promotion

Online advertisingand promotion

Web communitiesWeb communities

e-Marketing / landrover.az

e-Marketing / nissan.az

e-Marketing / normicro.az

e-Marketinq / yoskos.az

e-Marketing / rlic.org

e-Marketing / start.az