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Internet Marketing

Internet Marketing 19 chapter Prepared by Deborah Baker Texas Christian University Learning Objectives 1. Describe the impact of the Internet on business practices. 2. Describe the current Internet marketing environment. 3. Discuss on-line business strategies.

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Internet Marketing

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  1. Internet Marketing 19 chapter Prepared by Deborah Baker Texas Christian University Chapter 19 Version 6e

  2. Learning Objectives 1. Describe the impact of the Internet on business practices. 2. Describe the current Internet marketing environment. 3. Discuss on-line business strategies. 4. Discuss Internet marketing objectives and strategies. 19 chapter Chapter 19 Version 6e

  3. 1 Learning Objective Describe the impact of the Internet on business practices. Chapter 19 Version 6e

  4. The New Business Franchise 1 Electronic Marketing Channel Find out about products Get answers to questions Leave messages Solve problems Make purchases Chapter 19 Version 6e

  5. Opportunities for Customer Relationship Marketing Profiles of preferences E-mail notifications Customer service Convenient on-line shopping 1 Customer Relationship Marketingon the Internet Chapter 19 Version 6e

  6. Competitive advantage Reduction in expenses Reduced inventory Lower financial barriers to entry 1 Financial Implications Chapter 19 Version 6e

  7. 1 Marketing Researchthrough the Web The Web in Marketing Research Vast information sources for secondary research Better primary research Web-based surveys and focus groups Information about competitors Chapter 19 Version 6e

  8. Easier access to worldwide information Information content that is more current The ability to make complex searches Incorporation of multi-media Lower publication costs 1 Advantages ofElectronic Publications Chapter 19 Version 6e

  9. 1 Internet Marketing Plan Specific Internet Marketing Objectives and Strategies Statement of Company’s On-Line Business Strategy Analysis of Internet Marketing Environment Chapter 19 Version 6e

  10. 2 Learning Objective Describe the current Internet marketing environment. Chapter 19 Version 6e

  11. Business-to-Consumer (B2C) Basic Forms of Electronic Commerce Business-to-Business (B2B) 2 Basic Forms of Virtual Business Chapter 19 Version 6e

  12. Attitude toward technology Factors Influencing On-Line Buying Behavior Income Motivation to use Technology 2 Internet Demographics and Trends Chapter 19 Version 6e

  13. Early Adopters Internet Buyer Categories “Mainstreamers” Laggards 2 Internet Demographics and Trends Chapter 19 Version 6e

  14. Push Strategy Television, Radio, Print Pull Strategy Internet 2 Internet Demographics and Trends Chapter 19 Version 6e

  15. Bulletin Boards Types of Virtual Communities Chat Rooms Newsletters Discussion Lists 2 The Virtual Community Chapter 19 Version 6e

  16. Broadens and enhances access in developing nations Allows businesses to “leapfrog” into development Levels playing field for disadvantaged countries 2 Internet’s Influence onThe Global Village Chapter 19 Version 6e

  17. Speed Global Marketing Implications Value 2 The Digital World Chapter 19 Version 6e

  18. 3 Learning Objective Discuss on-line business strategies. Chapter 19 Version 6e

  19. Offer customer-driven products Sell at a fair price To Survive and Prosper... Use promotion Make products readily available 3 Strategies for Web Success Chapter 19 Version 6e

  20. Increase or enhance exposure Improve customer service Provide new products/services Add value to existing products/services Lower overall company costs Create one-to-one customer relationships 3 Examples of Internet Strategies Chapter 19 Version 6e

  21. 3 On-Line Positioning • Identify the most important target market • Identify that market’s on-line need • Determine how the company’s Internet presence meets that need • Identify how the on-line presence is better than the competition. Chapter 19 Version 6e

  22. Prior Internet marketing experience Degree of program sophistication Factors in Internet Marketing Program Magnitude Program Dynamics 3 Factors in Internet Marketing Programs Chapter 19 Version 6e

  23. E-Mail Internet Marketing Techniques Corporate Web Site Interactive Web Site 3 The Internet Presence Chapter 19 Version 6e

  24. Welcome to my Web Site. You are Visitor Number 495,251 3 Uses of Interactive Web Sites Execute Transactions Deliver Electronic Products and Services Collect Demographic and Behavioristic Customer Data Chapter 19 Version 6e

  25. Advantages Disadvantages • Eliminate distribution network complexity • Increase customer contact • Need to manage all channel activities 3 Internet Direct Selling Chapter 19 Version 6e

  26. 3 E-Tailing Retailing on the Web Chapter 19 Version 6e

  27. 3 Internet Shopping vs. Store Shopping • For many, Internet shopping is more convenient and less expensive • Store shopping provides product “touch and feel” • E-tailing changes shopping from entertainment to a functional task Chapter 19 Version 6e

  28. 4 Learning Objective Discuss Internet marketing objectives and strategies. Chapter 19 Version 6e

  29. 4 Key Success Factor forInternet Businesses TRAFFIC! Chapter 19 Version 6e

  30. On-Line Market Share Internet Marketing Objectives Sales Level Repeat Purchase Market Positioning Image Brand Awareness 4 Internet Marketing Objectives Chapter 19 Version 6e

  31. Ways to Overcome Lack of Product Contact Personalized Service Virtual On-Line Product Trials Branding 4 Product Strategies on the Web Chapter 19 Version 6e

  32. Banner Advertisements Button Advertisements Interstitial Advertisements Untargeted E-Mail Marketing Targeted E-Mail Marketing 4 On-Line Promotion Chapter 19 Version 6e

  33. 4 Pricing on the Internet Charging different prices for different channels can be effective if: • Channel use behavior is an effective means to segment the market • There is a benefit to encourage use of one channel rather than the other Chapter 19 Version 6e

  34. Hits Capturing Web Statistics Page View Site Registration Cookie Technology 4 Evaluating the Outcome Chapter 19 Version 6e

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