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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
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