Marketing 420 MKT Contemporary Issues in Marketing

Marketing

420 MKTContemporary Issues in

Marketing

New Technology And

Marketing

420 MKT

- Electronic Marketing

- Interactive marketing

- Internet Marketing

- Electronic Marketing Activity Management

(EMAM)

New Technology And Marketing

- Emergence of Fiber optics & Microchips which

increases data transfer capacity

- Internet & WWW

- Mobile & Cellular Phones

- SMS (short messaging services)

- 3G&4G

Electronic Technology

Electronic Marketing

Interactive Marketing

Internet Marketing

Is the process of marketing accomplished or

facilitated through the application of electronic

devices, appliances, tools, techniques,

technologies, and or systems (Peterson, 1997).

Electronic Marketing(E-Marketing)

It is creating a situation or mechanism through

which a marketer (or stakeholders) interact

usually in real time (Fill, Jude, and Prince, 1992).

Interactive Marketing

Is a form of electronic marketing limited to the

use of only internet-based technologies (e.g. web,

email, intranet, extranet, etc.) for marketing

activities.

Internet Marketing(Online)

- Electronic broadcast media devices

- Computer and software-based resources

- Telephony resources

- Network based Resources

- In-store resources

- Data-capture resources

Categories of Electronic Technologies

- Vividness (computer game)

- Synchronicity (Skype, Chat service)

- Pacing (MyYahoo, Myspace)

- Interactivity (browsing a website)

- Mode of Transfer (one-to-one, one-to-many,

many-to-many)

Characteristics of New Technology

1 - 11

Information

Provision

Information

Acquisition

1-t0-1Communic

ation

Logistics and

Distribution

Pricing and

Transaction

Management

New Technology and Marketing ActivitiesEMAM framework

1 - 12

Information Provision

Website

Advertising

Online advertising

SEM

SMS

1 - 13

Information Provision

Blogs

Public Relations

1 - 14

Information Provision

Examples

Sales Promotion

SMS

advergame

Viral Marketing

1 - 15

Information Provision

TV shows

Direct Marketing

Email

1 - 16

Information Acquisition

Secondary Research

Direct Marketing

Primary Research

1 - 17

1-to-1 Communication Activities

Customer Service

Sales Force

1 - 18

Distribution and Channels MGT

Logistics Management

1 - 19

Pricing and Transactional MGT

Price Comparison

Online Auctions

Retail Revenue

MGT

Transaction MGT