MARKETING ON THE INTERNET - PowerPoint PPT Presentation

Marketing on the internet l.jpg
Download
1 / 11

MARKETING ON THE INTERNET The Internet includes a number of data networks set-up by companies and organizations, the World Wide Web and e-mail, plus a multitude of proprietary networks that are gravitating to the web Lindgren 2000 HISTORY OF THE INTERNET

I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.

Download Presentation

MARKETING ON THE INTERNET

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Marketing on the internet l.jpg

MARKETING ON THE INTERNET

  • The Internet includes a number of data networks set-up by companies and organizations, the World Wide Web and e-mail, plus a multitude of proprietary networks that are gravitating to the web

    • Lindgren 2000


History of the internet l.jpg

HISTORY OF THE INTERNET

  • Vannevar Bush, VP of MIT -- visionary; appointed by Franklin Roosevelt

  • Ted Nelson (1965): XANADU >had the theoretical underpinnings of hypertext

  • US Dept. of Defense: ARPANET (Advanced Research Projects Agency Network)>>used the TCP/IP (Transmission Control Protocol/Internet Protocol)


History of the internet 2 l.jpg

HISTORY OF THE INTERNET(2)

  • NSFnet (National Science Foundation)

  • 1989: Time Bernes-Lee of CERN (European Particle Physics Lab)>>

    • HTML(HyperText Markup Language)

    • URL (Uniform Resource Locator)

    • HTTP (Hypertext Transport Protocol)

      • >>important elements of todays internet


Requirements for growth of the internet l.jpg

REQUIREMENTS FOR GROWTH OF THE INTERNET

  • Electronic Commerce

    • businesses have to develop electronic commerce intranets and extranets that connect to the internet

  • Network Server Growth

    • Internet hosts or Internet Service Providers (ISP): 1000 in 1990>>>90 million in Jan, 1999

  • Sufficient number of consumers must have access to the internet


Improving business practices usingthe internet l.jpg

IMPROVING BUSINESS PRACTICES USINGTHE INTERNET

  • REDUCED COSTS

    • FedEx>>customer service costs

    • CISCO>>up to date information on products; for frontline employees and customers

    • GE>>analysis of the supply chain

    • Online data versus printed information (especially important for direct marketers)

    • Market expansion is much easier, faster, and less expensive


Improving business practices usingthe internet 2 l.jpg

IMPROVING BUSINESS PRACTICES USINGTHE INTERNET (2)

  • INVENTORY REDUCTION

    • implementation of Just-in-Time delivery systems>>Amazon.com

  • IMPROVED CUSTOMER SERVICE

    • FedEx; CISCO; Wells Fargo Bank

  • MARKET/PRODUCT DEVELOPMENT OPPORTUNITIES

    • 24 hours; global reach; small or large company


  • Types of internet sites l.jpg

    TYPES OF INTERNET SITES

    • Company/Brand Sites

      • info. about co. and its brands; history, mission, financial statements; how to use products; stock quotes

    • Service Sites

      • to provide customer service interface; to reduce customer service costs

      • Banks, FedEx, UPS


    Types of int sites 2 l.jpg

    TYPES OF INT. SITES (2)

    • Selling sites

      • Amazon.com;L.L.Bean>>to actually sell

      • promotional sites

      • DaimlerChrysler Site>>to move potential buyer closer to purchase

    • Information sites

      • revenue through subscription (WSJ); Advertising (search engines like Yahoo); or to express presence (CNNSI, New York Times)


    Benefits of internet marketing l.jpg

    BENEFITS OF INTERNET MARKETING

    • Increase presence and brand equity

    • Develop prospective customer into customer>> move toward purchase; internet is pull oriented, not push oriented

    • Improve customer service

    • Information transfer>>easier to send and collect information

    • Supports direct marketing


    Drawbacks of internet marketing l.jpg

    DRAWBACKS OF INTERNET MARKETING

    • Limited target audience

      • around 73 mill. users in the US (1999)

      • what about others?

    • Resistance to change

      • concern about Internet security

      • need more consumer education, warranties and other security measures


    Marketing insights on the internet l.jpg

    MARKETING INSIGHTS ON THE INTERNET

    • Selling on the web is interactive

    • Promotion on the web is pull-oriented

    • Exchange of information is key

      • two way flow

    • Sites must do more than just sell

      • need assessment, information, assistance, etc.

    • Size and location are no longer obstacles to success


  • Login