taking marketing to the net chapter four. copyright © houghton mifflin company. all rights...
TRANSCRIPT
Taking Marketing to the Net
Chapter Four
Copyright © Houghton Mifflin Company. All rights reserved. 4–2
Chapter FourLearning Objectives
• To learn how businesses are using the internet and the web to effectively market their products to buyers
• To understand how other enterprises are using online marketing to meet their goals
• To see how individual sellers are using internet marketing
• To identify external environmental factors that influence internet marketing activities
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Business Sellers
Figure 4-2: Place
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Business Sellers (cont’d)
• First movers
• Second wave
• dot-com bubble burst– Silicon Valley Ecosystem: VCs and Entrepreneurs
• Current Recovery
• Storefronts conducting transactions– B2B, B2C, B2P, mixed
– Selling digitals, goods, services, mixed
• Information only sites
• Interactive sites / Community Sites
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Business Sellers (cont’d)
Push Sites
Web SiteWeb Site Visitor
Push Visitor to Offline
ConnectionStore, Salesperson,
Catalog, Other Offline Connection Point
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Government and Other Enterprise Sellers
• The public sector
• Universities and elearning
• Arts and culture
• Religious groups
• Other enterprises– Cause-related marketing
– Nonprofits
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Perfiliate.com
• Cause related Marketing
• Affiliate Marketing
• Unique Technology Solution
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Individual Sellers
• Professionals– Lawyers, doctors, dentists, consultants,
psychologists, etc.
• Artists and craftspeople
• Unexpected sellers– Small businesses
– Farmers
– Sports stars
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Environmental Influences
• Marketing never occurs in a vacuum!
• Internet marketing influenced by people and events– Internal environment
– External environment• Domestic
• Worldwide
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Environmental Influences (cont’d)
Figure 4-3: Environmental Influences on Marketing
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Environmental Influences (cont’d)
• The domestic economic environment– Period of rapid growth (1993 to mid-2000)
– Recession (mid-2000 to early 2002)
– Continuing volatile marketplace (2001 to 2002)
– Effects on consumer confidence
• Technology - a double-edged sword
• Social/cultural factors
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Environmental Influences (cont’d)
• Natural environment– Power shortages
– Natural disruptions
– Man-made disasters
• Government and legal factors