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Internet Marketing 15 chapter Prepared by Deborah Baker Texas Christian University Learning Objectives 1. Describe the impact of the Internet on business practices. 2. Describe the current Internet marketing environment. 3. Discuss online business strategies.

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internet marketing

Internet Marketing

15

chapter

Prepared by

Deborah Baker

Texas Christian University

Chapter 15 Version 3e

learning objectives
Learning Objectives

1. Describe the impact of the Internet on business practices.

2. Describe the current Internet marketing environment.

3. Discuss online business strategies.

4. Discuss Internet marketing objectives and strategies.

15

chapter

Chapter 15 Version 3e

learning objective

1

Learning Objective

Describe the impact of the Internet on business practices.

Chapter 15 Version 3e

electronic marketing channel

The New

Business

Franchise

1

Electronic Marketing Channel

Find out about products

Get answers to questions

Leave messages

Solve problems

Make purchases

Chapter 15 Version 3e

customer relationship marketing on the internet

Opportunities

for

Customer Relationship

Marketing

Profiles of preferences

E-mail notifications

Customer service

Convenient online shopping

1

Customer Relationship Marketingon the Internet

Chapter 15 Version 3e

financial implications

Competitive advantage

Reduction in expenses

Reduced inventory

Lower financial

barriers to entry

1

Financial Implications

Chapter 15 Version 3e

marketing research through the web

1

Marketing Researchthrough the Web

The Web

in

Marketing

Research

Vast information sources for

secondary research

Better primary research

Web-based surveys and

focus groups

Information about competitors

Chapter 15 Version 3e

advantages of electronic publications

Easier access to worldwide information

Information content that is more current

The ability to make complex searches

Incorporation of multi-media

Lower publication costs

1

Advantages ofElectronic Publications

Chapter 15 Version 3e

internet marketing plan

1

Internet Marketing Plan

Specific Internet Marketing

Objectives and Strategies

Statement of Company’s

online Business Strategy

Analysis of Internet

Marketing Environment

Chapter 15 Version 3e

learning objective10

2

Learning Objective

Describe the current Internet

marketing environment.

Chapter 15 Version 3e

basic forms of virtual business

Business-to-Consumer

(B2C)

Basic Forms

of

Electronic

Commerce

Business-to-Business

(B2B)

2

Basic Forms of Virtual Business

Chapter 15 Version 3e

internet demographics and trends

Attitude toward technology

Factors

Influencing

Online

Buying Behavior

Income

Motivation to use

Technology

2

Internet Demographics and Trends

Chapter 15 Version 3e

internet demographics and trends13

Early Adopters

Internet

Buyer Categories

“Mainstreamers”

Laggards

2

Internet Demographics and Trends

Chapter 15 Version 3e

internet demographics and trends14

Push Strategy

Television, Radio, Print

Pull Strategy

Internet

2

Internet Demographics and Trends

Chapter 15 Version 3e

the virtual community

Bulletin Boards

Types of

Virtual

Communities

Chat Rooms

Newsletters

Discussion Lists

2

The Virtual Community

Chapter 15 Version 3e

internet s influence on the global village

Broadens and enhances access

in developing nations

Allows businesses to “leapfrog”

into development

Levels playing field for

disadvantaged countries

2

Internet’s Influence onThe Global Village

Chapter 15 Version 3e

the digital world

Speed

Global Marketing Implications

Value

2

The Digital World

Chapter 15 Version 3e

learning objective18

3

Learning Objective

Discuss online business strategies.

Chapter 15 Version 3e

strategies for web success

Offer customer-driven

products

Sell at a fair price

To Survive

and Prosper...

Use promotion

Make products readily

available

3

Strategies for Web Success

Chapter 15 Version 3e

examples of internet strategies

Increase or enhance exposure

Improve customer service

Provide new products/services

Add value to existing products/services

Lower overall company costs

Create one-to-one customer relationships

3

Examples of Internet Strategies

Chapter 15 Version 3e

online positioning

3

Online Positioning
  • Identify the most important target market
  • Identify that market’s online need
  • Determine how the company’s Internet presence meets that need
  • Identify how the online presence is better than the competition.

Chapter 15 Version 3e

factors in internet marketing programs

Prior Internet marketing experience

Degree of program

sophistication

Factors

in

Internet

Marketing

Program Magnitude

Program Dynamics

3

Factors in Internet Marketing Programs

Chapter 15 Version 3e

the internet presence

E-Mail

Internet

Marketing

Techniques

Corporate Web Site

Interactive Web Site

3

The Internet Presence

Chapter 15 Version 3e

uses of interactive web sites

Welcome

to my Web Site.

You are

Visitor Number

495,251

3

Uses of Interactive Web Sites

Execute Transactions

Deliver Electronic Products and Services

Collect Demographic and Behavioristic Customer Data

Chapter 15 Version 3e

internet direct selling

Advantages

Disadvantages

  • Eliminate distribution network complexity
  • Increase customer contact
  • Need to manage all channel activities

3

Internet Direct Selling

Chapter 15 Version 3e

e tailing

3

E-Tailing

Retailing on the Web

Chapter 15 Version 3e

internet shopping vs store shopping

3

Internet Shopping vs. Store Shopping
  • For many, Internet shopping is more convenient and less expensive
  • Store shopping provides product “touch and feel”
  • E-tailing changes shopping from entertainment to a functional task

Chapter 15 Version 3e

learning objective28

4

Learning Objective

Discuss Internet marketing objectives and strategies.

Chapter 15 Version 3e

key success factor for internet businesses

4

Key Success Factor forInternet Businesses

TRAFFIC!

Chapter 15 Version 3e

internet marketing objectives

Online Market Share

Internet

Marketing

Objectives

Sales Level

Repeat Purchase

Market Positioning

Image

Brand Awareness

4

Internet Marketing Objectives

Chapter 15 Version 3e

product strategies on the web

Ways to Overcome

Lack of Product Contact

Personalized Service

Virtual online Product Trials

Branding

4

Product Strategies on the Web

Chapter 15 Version 3e

online promotion

Banner Advertisements

Button Advertisements

Interstitial Advertisements

Untargeted E-Mail Marketing

Targeted E-Mail Marketing

4

Online Promotion

Chapter 15 Version 3e

pricing on the internet

4

Pricing on the Internet

Charging different prices for different channels can be effective if:

  • Channel use behavior is an effective means to segment the market
  • There is a benefit to encourage use of one channel rather than the other

Chapter 15 Version 3e

evaluating the outcome

Hits

Capturing

Web

Statistics

Page View

Site Registration

Cookie Technology

4

Evaluating the Outcome

Chapter 15 Version 3e

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