Chapter3 Marketing In The Internet AgePresentation Transcript
Marketing an Introduction / Gary Amstrong, Philip Kotler
Marketing in the Internet Age
Shaping of İnternet Age Digitalization and Connectivity Ne w Intermediaries Customization and Customerization Internet Explosion
Marketing Strategies at the İnternet Age
e-Business involves the use of electronic platform - intranets, extranets, and the internet - to conduct a company’s business.
e-Commerce is more specific than e-Business. Whereas e-Business includes all electronics-based information exchanges within or between companies and customers, e-Commerce involves buying and selling processes supported by electronic means, primarily the internet.
Marketing Strategies at the İnternet Age (cont)
e-Commerce includes e-marketing and e-purchasing . e-Marketing is the e-Selling side of e-Commerce . It consist of company efforts to communicate about, promote, and sell products and services over the internet.
Benefits of e-Solutions
Benefit to Buyers
product access and selection
interactive and immediate
Benefits to Sellers
customer relationship building
increasing speed and efficiency
B2C – business to consumer
B2B – business to business
C2C – consumer to consumer
C2B – consumer to business
B2C – the online selling of goods and services to final consumers
B2B - describes commerce transactions between businesses, such as between a manufacturer and a wholesaler, or between a wholesaler and a retailer
E-Commerce Domains (cont)
C2C - involves the electronically-facilitated transactions between consumers through some third party.
C2B - consumers (individuals) offer products and services to companies and the companies pay them
Moving into e-Marketing E-mail and Web casting Corporate or marketing web site Online advertising and promotion Web communities Conducting e-Marketing