syllabus and introduction

© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation

Internet Marketing & e-Commerce

byProfessor Freddy Lee

Requests for permission to copy any part of the material should be addressed to:

PERMISSIONS DEPARTMENTTHOMSON BUSINESS and ECONOMICS

5109 Natorp BoulevardMason, OH 45040

Phone: (800) 423-0563


Syllabus and Introduction

• Objectives• Grading• Schedule• Project


Part One: Chapter OneIntroduction

“The goal is to move from the current situation of complexity and frustration to one where technology serves human needs invisibly, unobtrusively: the human-centered, customer-centered way.”

Donald Norman, The Invisible Computer


Origins of the Internet

• Researchers began work in 1960s



• Researchers began work in 1960s• Two key early adopters:

– University instructors and researchers– The United States military



• Researchers began work in 1960s• Two key early adopters:

– University instructors and researchers– The United States military

• Governed initially by the National Science Foundation, which prohibited all commercial transactions


The Internet Goes Mainstream

• Email propelled the Internet off campus and outside the military




• Government regulation dissolved in early 1990s




• Government regulation dissolved in early 1990s

• By 1994, the Internet had gone commercial


The Virtuous Cycle and The Internet Boom

Web Content

Popular

Fascination

Consumer

and Business

Internet Access


Booms and Busts

• Fascination with the web also led to an infusion of investment capital

• Aggressive, expensive battle for customers doomed many start-ups

• Greater discipline and more cost-effective marketing plans allowed the dot-com era to take root


What Lies Ahead

• Just 15 percent of the world’s 6.3 billion population is online


What Lies Ahead

• Just 15 percent of the world’s 6.3 billion population is online

• And the dominance of American users is steadily shrinking


Growth Potential in Developing Countries

Top countries for Internet use, 2004

*New to list in 2004

Source: CIA Factbook


New Technologies, New Opportunity

• Advanced Connection Devices – from cell phones to home wireless systems – increase the potential online consumer audience




• Faster Internet Connections bring marketing messages to the audience more swiftly




• Faster Internet Connections bring marketing messages to the audience more swiftly

• New Information Appliances, such as Apple’s iPod, integrate technology advances with specific consumer demands


A Shift for Marketing

• From “Selling the Brand” – The old model emphasized on mass production and a promoting a distinct brand

• To “Managing the Consumer” – Online marketing puts focus on the customer’s individualized interests and demands


Marketing the World’s Game Online

• Static websites provide basic information and game broadcasts




• Dynamic websites allow greater fan interaction and facilitate ecommerce





• Personalized websites respond to individualized fan interaction





• Personalized websites respond to individualized fan interaction

• Keyword Advertising links fans to potential travel and tourism sites


Rethinking Marketing Strategy

Three General Purposes Technologies form the foundation of Internet marketing and pave the way

for greater innovation:





• The Digital Revolution





• The Digital Revolution• Networking





• The Digital Revolution• Networking • Individualization

syllabus and introduction

Documents