MKTG 476 MARKETING IN THE ELECTRONIC AGE Lars Perner, Instructor 1 ELECTRONIC AGE MARKETING Internet...
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Transcript of MKTG 476 MARKETING IN THE ELECTRONIC AGE Lars Perner, Instructor 1 ELECTRONIC AGE MARKETING Internet...
MKTG 476 MARKETING IN THE ELECTRONIC AGE Lars Perner, Instructor 1
ELECTRONIC AGE MARKETING
Internet basics Domains and domain
names Economics of e-
commerce Desktop publishing in
Word
MKTG 476 MARKETING IN THE ELECTRONIC AGE Lars Perner, Instructor 2
Internet Basics
Access to the Internet Dial-up Broadband
For businesses and organizations (e.g., T1, T3) For individuals
Cable, DSL, other Hardware
Servers Local Remote
Routers—direct “traffic” to and from work stations Large office Home networks
MKTG 476 MARKETING IN THE ELECTRONIC AGE Lars Perner, Instructor 3
More Internet Basics
Internet design for redundancy Different possible paths between two points Computer “down” time
Some Internet tools E-mail World Wide Web USENET FTP (file transfer protocol—for uploading or
downloading files) Telnet (access to large “mini” or mainframe computers
with unsophisticated interface)
MKTG 476 MARKETING IN THE ELECTRONIC AGE Lars Perner, Instructor 4
More Internet Basics
Intranets (within organization) vs. extranets Web addresses
Uniform Resource Locator (URL) (e.g., sdsu.edu)—will “route” a user to a numeric location (e.g., 192.107.41.31)
Protocol preface: http:// (hypertext transfer protocol)
Domain names: Prefix (e.g., sdsu); suffix (e.g., .edu, .com)
MKTG 476 MARKETING IN THE ELECTRONIC AGE Lars Perner, Instructor 5
Domain names
Uniform Resource Locators (URLs) Standard way to access an Internet location Used to translate meaningful words into
numerical address E.g.,
http://www.sdsu.edu
Protocol ID: Within domain location
Domain name
Top level domain
MKTG 476 MARKETING IN THE ELECTRONIC AGE Lars Perner, Instructor 6
Other examples
http://mea.consumerpsychologist.com http://Ivcampus.sdsu.edu http://www.amazon.co.uk
MKTG 476 MARKETING IN THE ELECTRONIC AGE Lars Perner, Instructor 7
Wireless connections
Reach “Hot spots” vs. broader reach
Speed Security
MKTG 476 MARKETING IN THE ELECTRONIC AGE Lars Perner, Instructor 8
Economics of Internet Commerce
Intense competition for large demand products (large quantity demanded attracts many sellers)
Use of large demand products as loss leaders (e.g., Amazon.com bestsellers)
Competition will force reduced costs—if any—to be passed on to customers
Competition makes charging for shipping and handling difficult. This is often more expensive than traditional distribution.
Less competition on specialty products Established “brick-and-mortar” firms have large cash reserves
MKTG 476 MARKETING IN THE ELECTRONIC AGE Lars Perner, Instructor 9
Considerations in Evaluating E-Commerce Potential Value-to-bulk ratio Ability of consumer to evaluate quality and fit
through online description Extent of customization needed Geographic dispersal of consumers
MKTG 476 MARKETING IN THE ELECTRONIC AGE Lars Perner, Instructor 10
How Suitable For Internet Commerce? Are There Differences Among Segments?
MKTG 476 MARKETING IN THE ELECTRONIC AGE Lars Perner, Instructor 11
Business Models of e-Commerce
Business model design Revenue models Customer/seller models E-auctions
MKTG 476 MARKETING IN THE ELECTRONIC AGE Lars Perner, Instructor 12
Business Model Design
Business assessment Digitalitality level of a business Profit orientation (profit center business or loss center
for spillover benefits) Delivering customer value Four Ps of Value
Product Price Place Promotion
MKTG 476 MARKETING IN THE ELECTRONIC AGE Lars Perner, Instructor 13
Revenue Models
Revenue streams Evaluating streams
Strength Stability Cyclicality Resource needs
Interrelationships between streams
MKTG 476 MARKETING IN THE ELECTRONIC AGE Lars Perner, Instructor 14
Source of Site Income
Free access sites—profit derived through Advertising/commissions Sponsorships Promotion or support of other business line
Paid access Complete access for one charge Access to core with extra charge for premium Problems of “micro payments)
Hybrids One party pays (e.g., job recruitment sites) Two-tier—some free access; charge for premium
MKTG 476 MARKETING IN THE ELECTRONIC AGE Lars Perner, Instructor 15
Types of Business (Pure) Models
Seller Buyer
Business Consumer
Business B2B B2C
Consumer C2B C2C
MKTG 476 MARKETING IN THE ELECTRONIC AGE Lars Perner, Instructor 16
Hybrids
B-2-B+C (Business to business and consumer) E.g., Staples.com
Complex: Amazon.com: B2C and C2C
MKTG 476 MARKETING IN THE ELECTRONIC AGE Lars Perner, Instructor 17
B2C
Direct sellers Intermediaries Advertising-based businesses Community-based model Fee-based model
MKTG 476 MARKETING IN THE ELECTRONIC AGE Lars Perner, Instructor 18
Characteristics of Successful B2C Companies High number of visitors High conversion rates Higher revenue per transaction Higher average gross margin No impact of
Number of transactions per consumer Acquisition cost
MKTG 476 MARKETING IN THE ELECTRONIC AGE Lars Perner, Instructor 19
“Clicks-and-Bricks” Model
Integration of electronic and traditional commerce Consumers can shop and return both ways Synergies Forms
Spin-offs Strategic partnerships Joint ventures Within-company division
MKTG 476 MARKETING IN THE ELECTRONIC AGE Lars Perner, Instructor 20
B2B
Typical characteristics High volume, value Purchase specificity Team buying/decision making Long term relationships Leasing issues Competitive bidding
MKTG 476 MARKETING IN THE ELECTRONIC AGE Lars Perner, Instructor 21
C2C
Usually require intermediary (e.g., eBay) Issues of reputation “Infrastructure” issues (e.g., ability to take
credit card payments) Economics of
Labor (seller) Cost of search (buyer)
MKTG 476 MARKETING IN THE ELECTRONIC AGE Lars Perner, Instructor 22
C2B
Rare category Agency coordinating sales of
Property (e.g., antiques) Personal skills
MKTG 476 MARKETING IN THE ELECTRONIC AGE Lars Perner, Instructor 23
E-Auctions
Types English Dutch
Speedier May result in lower prices when multiple items
are sold
Bidding behavior issues Timing of bids “Sniping”
MKTG 476 MARKETING IN THE ELECTRONIC AGE Lars Perner, Instructor 24
Desktop Publishing in Word
Desktop publishing software Word, WordPerfect Fancier programs: MS Publisher, InDesign,
Adobe Illustrator, Macromedia Fireworks, Adobe Photoshop
Possibilities within Word Brochures Posters
MKTG 476 MARKETING IN THE ELECTRONIC AGE Lars Perner, Instructor 25
Some Features
Columns Tables
Imported Created in Word
Graphics Fonts
MKTG 476 MARKETING IN THE ELECTRONIC AGE Lars Perner, Instructor 26
Tables
Use for Control of formatting—e.g., course document
header Control of placement—e.g., graphics Organization of information
“Merge” and “split” cells
MKTG 476 MARKETING IN THE ELECTRONIC AGE Lars Perner, Instructor 27
Posters
Paper orientation “Portrait” (regular) “Landscape” (rotated 90 degrees)
Tables for graphics Fonts Images Document borders Fonts
MKTG 476 MARKETING IN THE ELECTRONIC AGE Lars Perner, Instructor 28
Fonts
Monospace (e.g., Courier) vs. proportionally spaced (e.g., Arial, Times Roman)
Font sizes Measured in “Points”
(average length and height of a letter)
All fonts with the same “size” are not equally large! (Times Roman is more “efficient”)
Serif vs. sans-serif Serif fonts have sharp
edges (e.g., Times Roman)
Easier to read for longer documents—less eye strain
Sans-serif lack sharp edges
Generally look more pleasant
Used for headlines
MKTG 476 MARKETING IN THE ELECTRONIC AGE Lars Perner, Instructor 29
Some “Standard Fonts”
Courier (not used much in contemporary documents, but has been found effective in direct mail)—looks like a typewriter
Times Roman—default on many programs Arial (Helvetica)—common sans-serif font
MKTG 476 MARKETING IN THE ELECTRONIC AGE Lars Perner, Instructor 30
Fonts Usually Standard in Windows (But Not Necessarily Macintosh) Comic Sans Letter gothic (monospace) Trebuchet (proportional, hybrid
serif/sans-serif) Book Antiqua (proportional, serif) Century gothic (proportional, sans-serif)
MKTG 476 MARKETING IN THE ELECTRONIC AGE Lars Perner, Instructor 31
Preserving Formatting
Use of “standard” fonts Testing across
Multiple browsers Computer types and configurations
Use of invisible “tables” Use of Adobe Acrobat (PDF) files
Good for preserving document formatting while avoiding large task of reformatting
May require the user’s browser to open Adobe Acrobat (resulting in delay)
MKTG 476 MARKETING IN THE ELECTRONIC AGE Lars Perner, Instructor 32
Brochures
4 page 5.5x8.5 brochure: Use landscape orientation Reduce right and left margins to 0.5” Make page into two columns Start in column 2 on first page Last page is column 1 of first page
Templates Font selection Inserting graphics
MKTG 476 MARKETING IN THE ELECTRONIC AGE Lars Perner, Instructor 33
Printing Brochures and Posters
Large quantity: File submitted to
printing firm Choice of paper
Glossiness Thickness
Small quantity in-office printing Large posters Laser printing vs. inkjet
Inkjet usually provides superior quality
Laser is usually cheaper
Paper choices Absorbency Thickness Glossiness
Quality of print