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Chapter 4

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:

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Chapter 4

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  1. Chapter 4 E-Business in Contemporary Marketing

  2. E-Commerce • Targeting customers by collecting and analyzing info, transactions, and online relationships through telecommunications networks.

  3. 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

  4. Internet has enabled E-Commerce to emerge!

  5. 3 Web Functions • Information- place to get info • Ie. IVCC • Entertainment- games, concerts, events, etc. • Yahoo games • E-Commerce- buying and selling online • Gap

  6. 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

  7. 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.

  8. Online Shopping Downfalls • Privacy • Poor navigation • Can’t see/touch (Can smell now)

  9. International Online Marketing • Marketing online is international marketing! • Some countries don’t have the capabilities and a language barrier.

  10. Marketing on the Internet is another part of the entire marketing strategy. Traditional marketing is still VERY important!

  11. More people are buying unusual items on the web. Ie. Food, milk, fragrances • Why? Values/culture: free time, no lines

  12. 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.

  13. An Effective Web Site • Mission of site • Purpose of the site • Satisfy customers needs/wants with clear design • Manage the site: update, improve, enhance. • Measurement: is the site effective? • Hits

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