marketing management online marketing 05-02-2010
TRANSCRIPT
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Marketing Management
Online marketing
05-02-2010
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Agenda
Introduction to E-Marketing
The Benefits of Online Marketing
Online Marketing Channels
Role of the Internet
Types of E-Markets
Issues and Opportunities
Disadvantages
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Introduction to E-Marketing E-Marketing is the application of a broad range of information
technologies in marketing functions, to achieve the following
Transform marketing strategies to create more customer value through more effective segmentation, targeting, differentiation and positioning strategies
More efficient planning and execution of conception, distribution, promotion, and pricing of goods and services and ideas
Create exchanges that satisfy individual consumer and business customer’s needs and wants
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Online MarketingOnline Marketing Online Marketing is conducted through interactive online computer systems, Online Marketing is conducted through interactive online computer systems,
which link consumers with sellers electronically.which link consumers with sellers electronically.
Two types of Online Marketing Channels:Two types of Online Marketing Channels:
Commercial Online Services offer online information and marketing services to subscribers who pay a monthly fee.
The Internet (the Net) is the vast global and public web of computer networks.
The explosion of Internet usage has created a new world of The explosion of Internet usage has created a new world of electronic electronic commercecommerce, a term that refers to the buying and selling process supported by , a term that refers to the buying and selling process supported by electronic means.electronic means.
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The Benefits of Online MarketingThe Benefits of Online Marketing
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Online Marketing ChannelsOnline Marketing Channels
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Role of the Internet The internet is a global network of interconnected networks.
This includes millions of corporate, government, organizational and private networks forming the World wide web (WWW).
Internet consists of computers with data, users who can send and receive the data files and a technology infrastructure to move, create and view or listen to the content.
The three important types of network that forms the part of internet are
Intranet Extranet Web
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Impact of Internet in Modern Marketing
Power shift from sellers to buyers
Death if distance
Time compression
Knowledge management
Interdisciplinary focus
Intellectual capital rules
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Types of E-Markets
B2B – Business to Business
B2C – Business to Customer
C2C – Customer to Customer
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Different types of Internet sites
Company / brand sites
Service sites
Selling sites
Information sites
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Importance of Information in Marketing
Better products
Better prices
Better distribution
Better promotion
Better Implementation
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The Impact of Internet on Markets
Control of Interactions
More and better Information
Customized products
Fewer fixed price
Restructured channels
Buyer communication
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Issues and Opportunities
Information quality and quantity
Customer service
Security and Privacy
International Markets
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Four main functions of Internet in Marketing
Communication
E-Commerce
Entertainment
Information
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Communication
Instant messaging
Chat rooms
Online communities
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E-Commerce
Online auctions
B2B
B2C
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Entertainment
Online games
Online Radio
E- Books
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Information
Search engines
Online publications
Web communities
Electronic bulletin boards
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Disadvantages
The online marketing is not free. The cost of software, hardware, web site design, maintenance of site, online distribution costs and time, all must be factored into the cost of providing the service or product.
Internet is still regarded as a source of information gathering.
Many people prefer the live interaction when they buy.
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Disadvantages
There is a lot of competition for your product already out there. By the time your visitor finds you, they have already been clicking many links. Unless they can find what they are looking for quickly, they are gone.
There is not replacement for good old fashioned customer service. The majority of internet marketers lack customer service and inquiry response programs.
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Overview
Introduction to E-Marketing
The Benefits of Online Marketing
Online Marketing Channels
Role of the Internet
Types of E-Markets
Issues and Opportunities
Disadvantages