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E Marketing Ch1 Convergence
 

E Marketing Ch1 Convergence

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Strauss E-marketing Chapter 1 Convergence

Strauss E-marketing Chapter 1 Convergence

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    E Marketing Ch1 Convergence E Marketing Ch1 Convergence Presentation Transcript

    • E-Marketing 4/E Judy Strauss, Adel I. El-Ansary, and Raymond Frost Chapter 1: Convergence
    • Chapter 1 Objectives
      • After reading Chapter 1 you will be able to:
        • Explain how the Internet and information technology offers benefits and challenges to consumers, businesses, marketers, and society.
        • Distinguish between e-business and e-marketing.
        • Describe the Internet and the use of intranets, extranets and the Web.
    • Chapter 1 Objectives, cont.
        • Explain how increasing buyer control is changing the marketing landscape.
        • Understand the distinction between information or entertainment as data, and the information receiving appliance used to view or hear it.
    • The Music Industry
      • File sharing programs, such as KaZaA, enable consumers to illegally download music.
      • The Recording Industry Association of America has sued over 400 consumers for piracy.
      • 14% U.S. consumers still download illegal files
      • CD sales plunged to $13 million in 1999; $10.6 billion in 2003
      • Apple Computer introduced iTunes at .99 each.
    • What will happen to the music industry?
      • The actual cost of producing a CD is $10.17.
      • Only $1.29 goes to the artist.
      • Online distribution makes sense.
      • What do you think will happen to the music industry?
      • What do you think will happen to the movie industry?
    • E-marketing Defined
      • The use of information technology
        • to create, communicate, and deliver value to customers.
        • for managing customer relationships to benefit the organization.
      • The result of information technology applied to traditional marketing.
    • E-Business, E-Commerce, and E-Marketing
      • E-business is the continuous optimization of a firm’s business activities through digital technology.
      • E-commerce is the subset of e-business focused on transactions.
      • E-marketing is one part of an organization’s e-business activities.
    • The Internet
      • A global network of interconnected networks.
      • E-mail and data files move over phone lines, cables and satellites.
      • Three types of networks form part of the Internet:
        • Intranet: network that runs internally in an organization.
        • Extranet: two joined networks that share information.
        • Web: how most people refer to the Internet.
    • The Web Is One Aspect of E-Marketing E-mail Internet UPC Scanner PDA Cell Phone Web PC Television Refrigerator Database Automobile
    • Past, Present, and Future
      • The first generation of e-business was like a gold rush.
      • From 2000-2002, over 500 Internet firms shut down in the U.S.
      • Almost 60% of dot-coms were profitable in the fourth quarter of 2003.
      • Today, the Internet is mainstream in industrialized nations.
        • 20 nations comprise 90% of all Internet users.
    • E-Business Recovery Is Sweet
    • E-Marketing Today
      • Power shift from sellers to buyers
      • Marketing fragmentation: mass market to one customer
      • Death of distance
      • Time compression
      • Knowledge/database management is key
      • Marketing and technology: an interdisciplinary focus
      • Intellectual capital is important resource
    • Consumer Control
      • New technologies such as personal video recorders (PVRs) and Akimo will increase consumer control.
        • Convergence of television, radio, print, etc.
        • Customer-controlled entertainment, and shopping on demand.
    • Improved Internet Strategy Integration
      • Organizations will integrate information technology seamlessly into marketing strategy.
        • Multichannel marketing: Web site, retail store, and catalog
        • Integration of inventory databases
        • Integration of customer service across channels
    • Refined Metrics
      • Internet provides great deal of data, not all of which is very useful.
      • Tracking customer acquisition cost (CAC) and other key metrics is a critical marketing function still in its infancy.
      • Future metrics will provide better measures of performance, return on investment, etc.
    • Wireless Networking Increases
      • Cell phones, PDAs and laptops connect to the Internet via wireless modem worldwide.
        • Starbucks
        • Hotels and airports
        • Queen Mary II luxury liner
        • Amtrak train stations
      • Customers will have information, entertainment and communication when, where and how they want it.
    • WiFi at Train Station in France
    • Appliance Convergence
      • The receiving appliance is separate from the media type.
        • Computers can receive digital radio and TV.
        • TV sets can receive the Web.
      • New types of “smart” receiving appliances will emerge.
        • Internet refrigerator is many digital appliances in one.
        • Global position systems (GPS) allow in-car communication and entertainment.
    • Semantic Web
      • The Semantic Web will utilize a standard definition protocol that will allow users to find information based on its type, such as:
        • The next available appointment for a doctor
        • Details about an upcoming concert
        • Menu at the local restaurant
      • Represents the next huge advance: providing worldwide access to data on demand without effort.
    • Internet-Time Analogy 1949 Atomic 1929 Quartz Crystal 1600’s Mechanical 1583 AD Pendulum 3500 BC Sundial Web is here in 2004