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Transcript of 12. E-Commerce Marketing Mix – Channelcontents.kocw.net/document/2011-2-WKU-ECM-12.pdf ·...
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12. (Contents) E-Commerce Marketing Mix – Channel
12. E-Commerce Marketing Mix – Channel
E-Commerce Marketing Mix – Channel
Contents
• Code: 166145-01 • Course: Electronic Commerce Marketing • Period: Autumn 2011 • Professor: Sangwon Lee, Ph.D.
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12. (Contents) E-Commerce Marketing Mix – Channel
Contents • 01. E-Commerce Waves • 02. E-Commerce Marketing • 03. E-Commerce Environments • 04. E-Commerce Consumer Behaviors • 05. E-Commerce Marketing Researches • 06. E-Commerce Marketing Goal • 07. Segmentation, Targeting, and Positioning • 08. E-Commerce Marketing Mix – Collaboration • 09. E-Commerce Marketing Mix – Contentware • 10. E-Commerce Marketing Mix – Commitment • 11. E-Commerce Marketing Mix – Communication • 12. E-Commerce Marketing Mix – Channel • 13. Website Establishment • 14. Integrated Marketing Strategy • 15. Internet Society and Law
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12. (Lecture) E-Commerce Marketing Mix – Channel
Lecture
• Code: 166145-01 • Course: Electronic Commerce Marketing • Period: Autumn 2011 • Professor: Sangwon Lee, Ph.D.
12. E-Commerce Marketing Mix – Channel
E-Commerce Marketing Mix – Channel
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12. (Lecture) E-Commerce Marketing Mix – Channel
01. Changes of Internet Distribution • Changes of Internet Distribution
• Disintermediation • Reintermediation
Introduction to Electronic Commerce, Ed. 2, Efraim Turban et al., Pearson
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12. (Lecture) E-Commerce Marketing Mix – Channel
01. Changes of Internet Distribution • Disintermediation
• Extinction of intermediations • Direct marketing • Hypotheses of disintermediation
• Electronic communication • Electronic brokerage effect • Electronic integration effect
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12. (Lecture) E-Commerce Marketing Mix – Channel
01. Changes of Internet Distribution • Reintermediation
• Counter-arguments of disintermediation • Cyber-intermediation
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12. (Lecture) E-Commerce Marketing Mix – Channel
01. Changes of Internet Distribution • Summary of Internet Distribution
• IDR process • Intermediation Disintermediation Reintermediation
Introduction to Electronic Commerce, Ed. 2, Efraim Turban et al., Pearson
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12. (Lecture) E-Commerce Marketing Mix – Channel
02. Channels of Internet Distribution • Channels of Internet Distribution
• Benefits of internet distribution • Reduction of distribution level cost ↓ • Selling functions (purchasing) delegated to customers cost ↓
• Limitations of internet distribution • Dissatisfaction of customers
• Roles of new intermediations • Effective integrations with systems • Customized services
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12. (Lecture) E-Commerce Marketing Mix – Channel
03. Design of Internet Distribution • Design of Internet Distribution
• 1) Analyzing customers’ needs for internet distribution service • 2) Establishing goal of distribution channel • 3) Deciding type, structure, and coverage of distribution channel • 4) Selecting members of distribution channel
Analyzing customers’ needs
Establishing goal
Deciding type, structure, and coverage
Selecting members
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12. (Lecture) E-Commerce Marketing Mix – Channel
03. Design of Internet Distribution • Design of Internet Distribution
• 1) Analyzing customers’ needs for internet distribution service • Services for customers
• Locational convenience • Lot size • Waiting time • Product variety
Analyzing customers’ needs
Establishing goal
Deciding type, structure, and coverage
Selecting members
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12. (Lecture) E-Commerce Marketing Mix – Channel
03. Design of Internet Distribution • Design of Internet Distribution
• 2) Establishing goal of distribution channel • Considerations
• Consumers’ expectation level for services • Characteristics of enterprise/product/market • Distribution channels of competitors • Strategic thinking • Enterprise’s goal
• Needs of target customers • Dual channels are needed.
Analyzing customers’ needs
Establishing goal
Deciding type, structure, and coverage
Selecting members
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12. (Lecture) E-Commerce Marketing Mix – Channel
03. Design of Internet Distribution • Design of Internet Distribution
• 3) Deciding type, structure, and coverage of distribution channel • Structure of distribution channel
• Integrated distribution channel • Independent distribution channel • Vertical distribution channel
• Coverage of distribution channel • Intensive distribution • Attached distribution • Selective distribution
Analyzing customers’ needs
Establishing goal
Deciding type, structure, and coverage
Selecting members
Integrated Internet Marketing, Doohee Lee, Pakyoungsa
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12. (Lecture) E-Commerce Marketing Mix – Channel
03. Design of Internet Distribution • Design of Internet Distribution
• 4) Selecting members of distribution channel
Analyzing customers’ needs
Establishing goal
Deciding type, structure, and coverage
Selecting members
Integrated Internet Marketing, Doohee Lee, Pakyoungsa
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12. (Lecture) E-Commerce Marketing Mix – Channel
04. Management of Distribution Conflicts • Conflicts of Distribution Channels
• Introduction of internet channel • Direct sale on online channel are widely popular. • Online channel conflicts with online channel.
• = Cannibalization • Situation in which an online marketing channel upsets the traditional channels due to real or perceived damage from competition
Offline
Online
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12. (Lecture) E-Commerce Marketing Mix – Channel
04. Management of Distribution Conflicts • Conflicts of Distribution Channels
• Types of conflicts • New sales channel vs. sales persons • New sales channel vs. sales distributors(wholesalers, retailors)
• Examples of conflicts • Compaq • Barns and Noble
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12. (Lecture) E-Commerce Marketing Mix – Channel
04. Management of Distribution Conflicts • Management of Distribution Channel Conflicts
• Traditional solution • Establishing common goals for online and offline channels • Communication between online and offline channels • Representative organization of online and offline channels • Arbitration • Legal solution • Training
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12. (Lecture) E-Commerce Marketing Mix – Channel
04. Management of Distribution Conflicts • Management of Distribution Channel Conflicts
• Hybrid channel • Information-sharing method • Role-sharing method • Ex. Sony
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12. (Lecture) E-Commerce Marketing Mix – Channel
04. Management of Distribution Conflicts • Management of Distribution Channel Conflicts
• Considerations • Channel bundling • Profit-priority: marketing or demarketing
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12. (Lecture) E-Commerce Marketing Mix – Channel
05. Electronic Commerce Agent • Electronic Commerce Agent
• A software to play a role as commerce participants
http://www.clipartguide.com
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12. (Lecture) E-Commerce Marketing Mix – Channel
05. Electronic Commerce Agent • Types of Electronic Commerce Agent
• Agent for ad • Agent for searching • Agent for comparison • Agent for negotiation
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12. (Lecture) E-Commerce Marketing Mix – Channel
06. Electronic Commerce Logistics • Electronic Commerce Logistics
• Mass-customization • Pull system • High volume • Out-sourcing
http://www.suggestsoft.com
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12. (Lecture) E-Commerce Marketing Mix – Channel
06. Electronic Commerce Logistics • Electronic Commerce Logistics
• Improvement of logistics environment • Hardware-perspective • Software-perspective
http://www.cfwservices.com
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12. (Lecture) E-Commerce Marketing Mix – Channel
06. Electronic Commerce Logistics • Delivery
• The last stage of logistics • The process that an ordered product is passed to a customer
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12. (Lecture) E-Commerce Marketing Mix – Channel
06. Electronic Commerce Logistics • Delivery
• Methods of delivery • Direct delivery • Indirect delivery
• Stock indirect delivery • Stockless indirect delivery
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12. (Lecture) E-Commerce Marketing Mix – Channel
06. Electronic Commerce Logistics • Delivery
• The 3rd delivery spots • Delivery tracking systems
http://www.3plqs.com
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12. (Lecture) E-Commerce Marketing Mix – Channel
06. Electronic Commerce Logistics • Supply Chain Management for Electronic Commerce
• SCM on the internet • Considerations
• Not a technical issue, but a strategic issue • Organizational culture should be changed. • IT is necessary for competitive advantages.
http://www.any-erp.co.kr
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12. (Lecture) E-Commerce Marketing Mix – Channel
07. B2B Virtual Market Management • Virtual Market
• A online market for electronic commerce
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12. (Lecture) E-Commerce Marketing Mix – Channel
07. B2B Virtual Market Management • Types of Virtual Market (from the viewpoint of Business Domain)
• Vertical virtual market • Horizontal virtual market
Introduction to Electronic Commerce, Ed. 2, Efraim Turban et al., Pearson
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12. (Lecture) E-Commerce Marketing Mix – Channel
07. B2B Virtual Market Management • Types of Virtual Market (from the viewpoint of Market Creation)
• Catalogue-type virtual market • Auction-type virtual market • Exchange-type virtual market • Barter-type virtual market