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7/30/2019 Marketing by Evan Berman Chp 07
1/25
Copyright Atomic Dog Publishing, 2007
Chapter 7:
Marketing and the Internet
Joel R. Evans & Barry Berman
Marketing, 10e: Marketing in the 21st Century
7/30/2019 Marketing by Evan Berman Chp 07
2/25
Copyright Atomic Dog Publishing, 2007
Chapter Objectives
To demonstrate why the Internet is a valuable
marketing tool
To explore the multifaceted potential marketing
roles for the Internet To show how to develop an Internet marketing
strategy
To illustrate how the Internet is being utilized to
enhance marketing strategies To consider the challenges of using the Internet in
marketing and to forecast the future of E-
marketing
7/30/2019 Marketing by Evan Berman Chp 07
3/25
Copyright Atomic Dog Publishing, 2007
Basic Internet Terminology
The Internetis a global
electronic superhighway of
computer networks anetwork of networks in
which users at one computer
can get information from
another computer (and
sometimes talk directly tousers at other computers).
7/30/2019 Marketing by Evan Berman Chp 07
4/25
Copyright Atomic Dog Publishing, 2007
The World Wide Web (WWW)
The World Wide Webcomprises all of the resourcesand users on the Internet
using the Hypertext TransferProtocol (HTTP).
It is a way of accessing theInternet, whereby peoplework with easy-to-use Web
addresses and pages. Through the Web, users see
words, colorful charts,pictures, and videoand hearaudio.
7/30/2019 Marketing by Evan Berman Chp 07
5/25
Copyright Atomic Dog Publishing, 2007
E-marketing and E-commerce
E-marketing includes anymarketing activity that isconducted through theInternet, from customeranalysis to marketing-mixcomponents.
E-commerce refers torevenue-generating Internet
transactions. E-marketing is the broader
concept, and it does notnecessarily have sales as theprimary goal.
7/30/2019 Marketing by Evan Berman Chp 07
6/25
Copyright Atomic Dog Publishing, 2007
The Internet as a Marketing Tool
The Internet is a formidable
presence in the world
economy because of its: Low cost.
Wide geographic reach.
Potentially vast array
of marketing roles itcan serve.
7/30/2019 Marketing by Evan Berman Chp 07
7/25Copyright Atomic Dog Publishing, 2007
Internet and Virtual Reality
Unlimited
GeographicAccess
Technology
Applications
to All Fields
Internet Access
Data
Warehousing
Networks
Basics
Information
Processing
DomainNames
.com
.edu
.gov
InternetIntranet
Xtranet
7/30/2019 Marketing by Evan Berman Chp 07
8/25Copyright Atomic Dog Publishing, 2007
Global Reach and Value of the WWW
The Internet facilitatesinteractivity among channelmembers and final consumers:
In B2C, firms communicate and
interact with final consumers. In B2B, firms can efficiently
communicate and interact withother businesses.
In B2B2C, firms communicateand interact with each other
regarding joint consumerventures.
In C2C, individuals interact andcommunicate, globally, withothers connected to the Web.
Instant communications
Virtual reality
Real time
Its a small, small world!
7/30/2019 Marketing by Evan Berman Chp 07
9/25Copyright Atomic Dog Publishing, 2007
Three Phases of E-Marketing and the
Internet
The evolution of E-marketingincludes:
Bricks-and-mortar firmsthose traditional companies
that are not yet involved in theWWW.
Clicks-only firmsthose thatconduct business only via theInternet and are considered tobe innovators in the field.
Bricks-and-clicks firmsoperate both in traditional andInternet settings.
7/30/2019 Marketing by Evan Berman Chp 07
10/25Copyright Atomic Dog Publishing, 2007
Potential Marketing Roles for the Internet
Projecting an
ImageCustomer
Service
Channel
Relations
Purchasing &
Inventory
Management
Information
Gathering &dSharing
Data-Base
Development
Continuous
Interactivity and
Feedback
Advertising& Sales
Promotion
Selling
Multichannel
Marketing
7/30/2019 Marketing by Evan Berman Chp 07
11/25Copyright Atomic Dog Publishing, 2007
Benefits of E-Marketing
Communicability
Time
Rapid, globalinteractivities andcommunications
Information
Global
possibilities
Delivery
Costefficiencies
Values
7/30/2019 Marketing by Evan Berman Chp 07
12/25Copyright Atomic Dog Publishing, 2007
Developing an Internet Marketing
Strategy
1.
Set
Objectives
2. Identify the
Target
Audience
3.Determine Web
Site Attributes 4.
EstablishInternet-Based
Marketing Mix
5. ImplementInternet
Marketing
Strategy
6. Assess
Internet
Performance and
Modify
7/30/2019 Marketing by Evan Berman Chp 07
13/25Copyright Atomic Dog Publishing, 2007
Goal Setting
1.
Setting
Objectives
Feedback
Enumerate
Qualitative and
Quantitative
Objectives
Attract New
Customers and
Improve
Customer
Service
Build Loyalty
Among Existing
Customers
Grow Market
Share
ImproveCommunications
7/30/2019 Marketing by Evan Berman Chp 07
14/25Copyright Atomic Dog Publishing, 2007
Six Types of Internet Consumers
2. Identify the
Target
Audience
Newbie
Shoppers
Reluctant
Shoppers Frugal
Shoppers
Strategic
Shoppers
Enthusiastic
Shoppers
Convenience
Shoppers
7/30/2019 Marketing by Evan Berman Chp 07
15/25Copyright Atomic Dog Publishing, 2007
Web Site Design Considerations
3.Determine Web
Site Attributes
Web
AddressHome
Page
Site Content
Use of
MultimediaWeb Site
Links
Shopping
Tools
ElectronicData
Interchange
Feedback
Trade-offs
7/30/2019 Marketing by Evan Berman Chp 07
16/25
Copyright Atomic Dog Publishing, 2007
Internet-Based Marketing-Mix Decisions
4.
Establish
Internet-Based
Marketing Mix
Product
Decisions
Promotion
Decisions
Pricing
Decisions
Distribution
Decisions
7/30/2019 Marketing by Evan Berman Chp 07
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Copyright Atomic Dog Publishing, 2007
Implementing an Internet Marketing
Strategy
5. Implement
Internet
Marketing
Strategy
Two factors affect the firms ability to
properly enact its strategy:
SecurityChannel
Relationships
7/30/2019 Marketing by Evan Berman Chp 07
18/25
Copyright Atomic Dog Publishing, 2007
Assessing an Internet Marketing Strategy
6. Assess
InternetPerformance &
Modify
Considering such goals
as image, customer
service, sales, profit,
web traffic, length of
stay, and cost factors
7/30/2019 Marketing by Evan Berman Chp 07
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Copyright Atomic Dog Publishing, 2007
Measuring Web Site Effectiveness by
Counting Eyeballs
Many new marketing firms have emerged that
evaluate Web sites and also provide
recommendations for improvement.
There is a critical need for developing similar
assessment tools and measurement standards
to evaluate the Web as there are for print,
radio, and other electronic media.
7/30/2019 Marketing by Evan Berman Chp 07
20/25
Copyright Atomic Dog Publishing, 2007
Quality of Web Sites from Users Perspective
Clarity of sites mission
Download time
Speed of site comprehension
Informational value Ease of navigability
Use of graphics/multimedia
Interactivity
Security
Simplicity of purchasing
Printability of site pages
Creativity
7/30/2019 Marketing by Evan Berman Chp 07
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Copyright Atomic Dog Publishing, 2007
Converting Information to Knowledge
Information
Technology
Knowledge
The Internet is a bridge to the new economy.
7/30/2019 Marketing by Evan Berman Chp 07
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Copyright Atomic Dog Publishing, 2007
The Internets Challenges and Prospects
Corporate culture may resist change.
The Internet may not capitalize oncompanys core competencies.
Role for E-marketing may not be clear.
Web users may be demanding.
Personal touch important tocustomers.
Channel partners may be alienated.
Online and offline systems may be hardto integrate.
It may be difficult to assess anddelegate functions.
Investment costs and expenses may bedifficult to predict.
Constantly
evolvingtechnologies
create change.
7/30/2019 Marketing by Evan Berman Chp 07
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Copyright Atomic Dog Publishing, 2007
Other Corporate Challenges in Using
the Internet
Consumer resistance to online
shopping
Customer service a prime
consideration in current
economy
System breakdowns and
technology obstacles
Speed of site performance
Internet connection costs
Legal issues
Privacy issues
Clutter and spam
7/30/2019 Marketing by Evan Berman Chp 07
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Copyright Atomic Dog Publishing, 2007
Ethical Issues in E-Marketing
Protecting intellectualproperty, privacy issues,and developing various
standards for ethicalconduct on the Internet areprime concerns for thefuture.
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C i ht At i D P bli hi 2007
Chapter Summary
This chapter demonstrates why the Internet is a
valuable marketing tool.
It explores the multifaceted potential marketing
roles for the Internet. It describes how to develop an Internet marketing
strategy.
It illustrates how the Internet is being utilized to
enhance marketing strategies. It considers the challenges of using the Internet in
marketing and forecasts the future of E-marketing.