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Page 1: chapter 3 Marketing Strategy in Internet Marketing McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved
Page 2: chapter 3 Marketing Strategy in Internet Marketing McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

chapter

33

Marketing Strategy in Internet Marketing Strategy in Internet MarketingMarketing

McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

Page 3: chapter 3 Marketing Strategy in Internet Marketing McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Marketing Strategy in Internet Marketing — Today’s Objectives

Objectives will be to:

Define the concept of marketing strategy

Explore effective segmentation, especially for pure play and bricks-and-mortar (BAM) firms

Examine traditional targeting and positioning strategies

Discuss the corporate and business-unit strategy of eBay

Page 4: chapter 3 Marketing Strategy in Internet Marketing McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Chapter 3: Marketing Strategy in Internet Marketing

Marketing Strategy and the Importance of Fit

Segmentation

Targeting

Positioning

Corporate and Business-Unit Strategy of EBay

Conclusion

Page 5: chapter 3 Marketing Strategy in Internet Marketing McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Chapter 3: Marketing Strategy in Internet Marketing

Marketing Strategy and the Importance of Fit

Segmentation

Targeting

Positioning

Corporate and Business-Unit Strategy of EBay

Conclusion

Page 6: chapter 3 Marketing Strategy in Internet Marketing McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Exhibit 3.1: Assessing Business-Unit and Marketing Strategy Fit

FitImplementation

AlignmentResourceAlignment

GoalAlignment

Activity Alignment

Page 7: chapter 3 Marketing Strategy in Internet Marketing McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Exhibit 3.2: Marketing-Strategy Decisions

Positioning andTarget-Market

Selection

Product

Price

Promotion

Distribution

Page 8: chapter 3 Marketing Strategy in Internet Marketing McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Marketing Strategy and the Importance of Fit

Segmentation

Targeting

Positioning

Corporate and Business-Unit Strategy of EBay

Conclusion

Chapter 3: Marketing Strategy in Internet Marketing

Page 9: chapter 3 Marketing Strategy in Internet Marketing McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Exhibit 3.4: Prioritizing Segments

Buyer Readiness StageBuyer Readiness Stage

AttitudeAttitude

Willingness to PayWillingness to Pay

SegmentationPrioritization

Trend/Market LeadersTrend/Market Leaders

Page 10: chapter 3 Marketing Strategy in Internet Marketing McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Exhibit 3.6: Marketing-Strategy Formulation for Pure-Play vs. BAM

Online Business-Unit

Strategy

Online Business-Unit

Strategy

Marketing Strategy for

Online Business

Marketing Strategy for

Online Business

Business-Unit Strategy

Business-Unit Strategy Overall Online Offline

Integrated Marketing Strategy

Integrated Marketing Strategy

Marketing Strategy for

Offline Business

Marketing Strategy for

Offline Business

Marketing Strategy for

Online Business

Marketing Strategy for

Online Business

Choices 1. Segmentation 2. Target market selection 3. Positioning

Choices 1. Same vs. different segment 2. Same vs. different target market 3. Same vs. different positioning

Pure-Play Bricks-and-Mortar

Page 11: chapter 3 Marketing Strategy in Internet Marketing McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Exhibit 3.7: Perceptual Map for the Online Automobile Industry

Page 12: chapter 3 Marketing Strategy in Internet Marketing McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Exhibit 3.8: Perceptual Map with Customer Preference Clusters

Page 13: chapter 3 Marketing Strategy in Internet Marketing McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

No

Market

Expansion

No Yes

Yes Reclassified—

Expansion

Market

ReclassificationNo Change

Change in Segmentation Characteristics Due to Internet

C

han

ges

in S

ize

of

M

arke

t S

egm

ents

Exhibit 3.9: Bricks-and-Mortar Segmentation Scenarios

Page 14: chapter 3 Marketing Strategy in Internet Marketing McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Marketing Strategy and the Importance of Fit

Segmentation

Targeting

Positioning

Corporate and Business-Unit Strategy of EBay

Conclusion

Chapter 3: Marketing Strategy in Internet Marketing

Page 15: chapter 3 Marketing Strategy in Internet Marketing McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Exhibit 3.11: Bricks-and-Mortar Targeting Scenarios

Page 16: chapter 3 Marketing Strategy in Internet Marketing McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Marketing Strategy and the Importance of Fit

Segmentation

Targeting

Positioning

Corporate and Business-Unit Strategy of EBay

Conclusion

Chapter 3: Marketing Strategy in Internet Marketing

Page 17: chapter 3 Marketing Strategy in Internet Marketing McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Por

rtio

ns o

f a

Seg

men

tBlanket Targeting

•Borrow heavily from existing offlline positioning

•Tout basic advantages of the Internet – convenience and accessibility

Same Customers Different Customers

Ent

ire S

egm

ent New Opportunity Targeting

•Reposition entirely

•Position differentiations which cater to the new segment

Bleed-Over Targeting

•Use dual positioning

•Leverage existing positioning

•Position added benefits, such as augmented offerings via the Internet (e.g., increased product customizability)

Beachhead Targeting

•Also borrow from offline positioning

•Focus more, however, on needs of the smaller group

•Stress value-added advantages of the Internet

Customer Similarity

F

ocu

s o

f E

ffo

rt

Exhibit 3.9: Bricks-and-Mortar Positioning Scenarios and Guidelines

Page 18: chapter 3 Marketing Strategy in Internet Marketing McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Marketing Strategy and the Importance of Fit

Segmentation

Targeting

Positioning

Corporate and Business-Unit Strategy of EBay

Conclusion

Chapter 3: Marketing Strategy in Internet Marketing

Page 19: chapter 3 Marketing Strategy in Internet Marketing McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Exhibit 3.13: Breakdown of EBay’s Gross Merchandise Listed

Everything Else3%

Antiques & Art3%Books

5%Business, Office, & Industrial1%

Clothing & Accessories9%

Coins2%

Collectibles20%

Computers3%

Consumer Electronics4%

Dolls & Bears2%

Home & Garden4%

Jewelry6%

Movies & TV5%

Music7%

Photo1%

Pottery & Glass4%

Real Estate0%

Sports11%

Stamps2%

Tickets & Travel0%

Toys & Hobbies9%

Page 20: chapter 3 Marketing Strategy in Internet Marketing McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Exhibit 3.17: EBay’s Business-Unit Strategies

EBay Premier EBay Motors Half.com EBay Stores

Large User Base

Expands reach of offer to specific customer niche and general community

Offline car buyers, sellers and collectors

Differentiated user base of customers averse to auction-like transactions

Targets profitable small-business segment

Local and International

Serves local and international users

Serves local and international users

Serves local and international users

Serves local and national users

Strong Brand

Leverages eBay brand to traditional auction house community

Leverage eBay brand to collectible and used-car buyers and sellers

Sellers cost-effectively sell relatively inexpensive items previously prohibitively expensive to list

Provides sellers with a merchandising showcase for multiple listings and buyers with a single shipping destination

Broad Trading Platform

Expands core business Expands core business Expands core business Expands core business

Community Affinity

High-end items appeal to a more affluent demographic

Replaces classified ads for sellers and used-car showrooms for buyers

Sellers can list items by entering the ISBN or UPC barcode number of their item, along with the item’s condition and selling price

People can pick up or deliver items to others in their vicinity

Features and Functionality

Stable source of traditional auction house merchandise

Access to inventory and channels

Opportunity to road-test fixed-price trading without risking core business

All of a seller’s auctions are available in one place

Page 21: chapter 3 Marketing Strategy in Internet Marketing McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Exhibit 3.18: Offering-Based Segmentation of Auction Market

Page 22: chapter 3 Marketing Strategy in Internet Marketing McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Marketing Strategy and the Importance of Fit

Segmentation

Targeting

Positioning

Corporate and Business-Unit Strategy of EBay

Conclusion

Chapter 3: Marketing Strategy in Internet Marketing

Page 23: chapter 3 Marketing Strategy in Internet Marketing McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

Marketing Strategy in Internet Marketing — Conclusion

Marketing Strategy and Business-Unit Strategy must be properly aligned for maximum impact

Both pure play and brick-and-mortar firms can rely on segmentation, targeting, and positioning in the online and offline domains

The classical framework for strategic management remains the same; however, networked-economy firms require further consideration.


1 The Scope and Challenge of International Marketing McGraw-Hill/Irwin International Marketing, 13/e © 2007 The McGraw-Hill Companies, Inc., All Rights

Vii.a.2 Scanning Marketing Environment HHa McGraw-Hill

The Global Marketing Job Chapter 1 McGraw-Hill/Irwin© 2006 The McGraw-Hill Companies, Inc. All rights reserved

McGraw-Hill © 2000 The McGraw-Hill Companies 1 M S McGraw-Hill © 2000 The McGraw-Hill Companies 2a edición Marketing de servicios Un enfoque de integración

Essentials of Marketing Chapter 7 Improving Decisions with Marketing Information McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc

12 International Business Marketing McGraw-Hill/Irwin Copyright © 2005 by The McGraw-Hill Companies, Inc. All rights reserved

chapter 1 Introduction to Internet Marketing McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved

An Introduction to Integrated Marketing Communications © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Essentials of Marketing Chapter 4 Focusing Marketing Strategy with Segmentation and Positioning McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies,

14 International Marketing Channels McGraw-Hill/Irwin International Marketing, 13/e © 2007 The McGraw-Hill Companies, Inc., All Rights Reserved. Chapter

An Introduction to Integrated Marketing Communications © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin IMPLEMENTING INTERACTIVE AND MULTICHANNEL MARKETING

Marketing Information, Research, and Understanding - McGraw-Hill

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6-1 Chapter 6 Ambush Marketing McGraw-Hill/Irwin©2007 The McGraw-Hill Companies, All Rights Reserved

Strategic Planning and the Marketing Management Process © 2007 The McGraw-Hill Companies, Inc., All Rights Reserved. McGraw-Hill/Irwin Marketing Management,

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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin MANAGING MARKETING CHANNELS AND WHOLESALING 15 C HAPTER

CHAPTER GLOBAL MARKETING 07 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved

2 The Global Environment of International Marketing McGraw-Hill/Irwin International Marketing, 13/e © 2007 The McGraw-Hill Companies, Inc., All Rights

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin INTEGRATED MARKETING COMMUNICATIONS AND DIRECT MARKETING

Marketing stuff mcgraw-hill- The marketing environment

McGraw-Hill/Irwin International Marketing, 13/e

Chapter developing marketing strategies and a marketing plan two McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved

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© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin TURNING MARKETING INFORMATION INTO ACTION

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Gilbert A. Churchill, Jr. J. Paul Peter Chapter 3 Global Marketing Challenges Marketing

Chapter 14 Marketing Internationally McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved

An Introduction to Integrated Marketing Communications (IMC) © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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