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Chapter 5 E Commerce Strategies for Business Markets Marketing and the Internet BA 303 B2B L. P. CHEW

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chapter 5 e commerce strategies for business markets marketing and the internet

Chapter 5 E Commerce Strategies for Business MarketsMarketing and the Internet

BA 303 B2B

L. P. CHEW

slide2

E Commerce Strategies for Business MarketsBusiness marketers must consider the possible benefits that Internet marketing strategies can have in making the company more efficient and effective

The Internet is having a tremendous impact on business marketers. While traditional business processes and values remain important,.

e commerce can play a major role in a firm s marketing strategy

e commerce can play a major role in a firm\'s marketing strategy

E commerce can….

improve the communications process,

automate business processes,

improve customer service while lowering costs,

bring buyers and sellers together more efficiently.

chapter 5 objectives
Chapter 5 - 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

To review the steps to follow in developing an e commerce strategy, from the development of specific objectives to the implementation of the strategy.

basic internet terminology
Basic Internet Terminology
  • The Internet is a global electronic superhighway of computer networks—a network of networks in which users at one computer can get information from another computer (and sometimes talk directly to users at other computers).
the world wide web www
The World Wide Web (WWW)
  • The World Wide Web comprises all of the resources and users on the Internet using the Hypertext Transfer Protocol (HTTP).
  • It is a way of accessing the Internet, whereby people work with easy-to-use Web addresses and pages.
  • Through the Web, users see words, colorful charts, pictures, and video— and hear audio.
e marketing and e commerce
E-marketing and E-commerce
  • E-marketing includes any marketing activity that is conducted through the Internet, from customer analysis to marketing-mix components.
  • E-commerce refers to revenue-generating Internet transactions.
  • E-marketing is the broader concept, and it does not necessarily have sales as the primary goal.
the internet as a marketing tool
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 it can serve
what is the internet

What is the internet?

The Internet is a collection of computers and computer networks. The tangible components of the Internet are the hardware, software, computers, servers, switches, and telephone lines that support the web pages. Web pages allow marketers to provide vast amounts of information to customers in real time and ata low cost. The web, with its servers and browsers, provides the common platform

that enables marketers to communicate with customers.

slide10

Internet and Virtual Reality

Domain Names

Networks

Unlimited Geographic

Access

Technology

Applications

to All Fields

Basics

.com

.edu

.gov

Internet Intranet Xtranet

Data

Warehousing

Information

Processing

Internet Access

global reach and value of the www
Global Reach and Value of the WWW

The Internet facilitates interactivity among channel members and final consumers:

B2C means that businesses can communicate and interact with final consumers.

B2B means that businesses can efficiently communicate and interact with other businesses.

B2B2C means that businesses can communicate and interact with each other regarding joint consumer ventures.

C2C means that individuals can interact and communicate globally with others connected to the Web.

It’s a small, small world!

*Instant Communications

*Virtual Reality

*Real time

*E-mail

slide12

Three Phases of E-Marketing and the Internet

  • The evolution of E-marketing includes:
  • Bricks-and-mortar firms—those traditional companies that are not yet involved in the WWW.
  • Clicks-only firms—those that conduct business only via the Internet and are considered to be innovators in the field.
  • Bricks-and-clicks firms—operate both in traditional and Internet settings.
slide13

Potential Marketing Roles for the Internet

4. Purchasing and Inventory Management

3. Channel Relations

1. Projecting an Image

2. Customer Service

9.

Multichannel

Marketing

Continuous Interactivity and Feedback

5. Information Gathering and Sharing

7. Advertising & Sales Promotion

8. Selling

6. Data-Base Development

benefits of e marketing
Benefits of E-Marketing

Long-term goals

Values

Timeliness

Global Possibilities

Communicability

Focus/tailored approach

Cost Efficiencies

Dynamism/flexibility

Delivery

Information

Rapid, global interactivities and communications

Time

slide15

Developing an Internet (e commerce) Marketing Strategy

3. Determine Web Site Attributes

2. Identify the Target Audience

4. Establish Internet-Based Marketing Mix

1. Set Objectives

6. Assess Internet Performance and Modify

5. Implement Internet Marketing Strategy

slide16

Goal - Objective Setting

Attract New Customers and Improve Customer Service

Enumerate Qualitative and Quantitative Objectives

1. Setting Objectives

Build Loyalty Among Existing Customers

Improve Communications

Grow Market Share

Feedback

quality of web sites from user s perspective
Quality of Web Sites from User’s Perspective
  • Clarity of site’s 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
slide18

Implementing an Internet Marketing Strategy

Two Factors affect the firm’s ability to properly enact its strategy:

5. Implement Internet Marketing Strategy

Security

Channel Relationships

slide19

Developing an Internet Marketing Strategy Plan

Considering such goals as image, customer service, sales, profit, web traffic, length of stay, and cost factors

6. Assess Internet Performance and Modify

measuring web site effectiveness by counting eyeballs hits
Measuring Web Site Effectiveness by Counting Eyeballs Hits!!
  • 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.
converting information to knowledge cisco 90 of sales 80 customer q s answered says lpc
Converting Information to KnowledgeCISCO - 90% of sales & 80% customer q’s answered says LPC

Technology

Knowledge

Information

The Internet is a bridge to the new economy.

the internet s challenges and prospects
The Internet’s Challenges and Prospects
  • Corporate culture may resist change.
  • The Internet may not capitalize on company’s core competencies.
  • Role for E-marketing may not be clear.
  • Web users may be demanding.
  • Personal touch important to customers.
  • Channel partners may be alienated.
  • Online and offline systems may be hard to integrate.
  • It may be difficult to assess and delegate functions.
  • Investment

LPC says constantly evolving technologies create change.

b2b chapter 5 summary
B2B Chapter 5 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.
chapter 5 questions
Chapter 5 questions
  • 1. E commerce does not replace traditional marketing strategies, but can be used to make current marketing strategies more effective and efficient. Because e commerce has multiple definitions and can be applied to numerous business functions, business marketers must decide which areas to apply e commerce capabilities and then focus their e commerce strategies on those targeted areas of the marketing strategy.
chapter 5 e commerce strategies for business markets marketing and the internet25
Chapter 5 E Commerce Strategies for Business MarketsMarketing and the Internet
  • BA 303 B2B

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