Chapter 4 E-Business in Contemporary Marketing. E-Commerce Targeting customers by collecting and...
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Transcript of Chapter 4 E-Business in Contemporary Marketing. E-Commerce Targeting customers by collecting and...
Chapter 4
E-Business in Contemporary Marketing
E-Commerce• Targeting customers by collecting
and analyzing info, transactions, and online relationships through telecommunications networks.
E-Commerce Benefits• Global Reach• 1-1 Marketing: customization• Interactive: • Right-time: when/where
customers want the product• Integrated: coordination of all ads
– Online and Offline
Internet has enabled E-Commerce to emerge!
3 Web Functions1. Information- place to get info
• Ie. IVCC
2. Entertainment- games, concerts, events, etc.
• Yahoo games
3. E-Commerce- buying and selling online
• Gap
Business-to-Business Online Marketing
• What do YOU look for when viewing a website? What would you look for if you were a business looking to do business with a company?
• Different from selling to a consumer.– Less flashy– Think like a business customer– New markets– Cost savings– Easy communication
Online Shopping Benefits• Lower prices: Surprise! Yes, prices
are usually lower. S&H???• Convenient: any time, any place.• Personalized: keep track of your
preferences/tastes, welcomes, etc.
Online Shopping Downfalls• Privacy• Poor navigation• Can’t see/touch (Can smell now)
International Online Marketing
• Marketing online is international marketing!
• Some countries don’t have the capabilities and a language barrier.
• Marketing on the Internet is another part of the entire marketing strategy. Traditional marketing is still VERY important!
• More people are buying unusual items on the web. Ie. Food, milk, fragrances– Why? Values/culture: free time, no
lines
Interactive Online Marketing:where you can do
this!• Company Web Site:
– www.jcpenney.com
• Ads on other Web Sites: banner ads
• Online Communities:– Newsgroups, chat rooms, bulletin
boards, listserves
• Others: kiosks, smart cards, etc.
An Effective Web Site1. Mission of site2. Purpose of the site3. Satisfy customers needs/wants
with clear design4. Manage the site: update, improve,
enhance.5. Measurement: is the site effective?
• Hits