E Marketing Ch2 Emktg Strat

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Strauss E-marketing Chapter 2: Emarketing Strat

Strauss E-marketing Chapter 2: Emarketing Strat

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  • 1. E-Marketing 4/E Judy Strauss, Adel I. El-Ansary, and Raymond Frost Chapter 2: Strategic E-Marketing
  • 2. Chapter 2 Objectives
    • After reading Chapter 2 you will be able to:
      • Explain the importance of strategic planning, strategy, e-business strategy, and e-marketing strategy.
      • Identify the main e-business models at the activity, business process, and enterprise levels.
      • Discuss the use of metrics and the Balanced Scorecard to measure e-business and e-marketing performance.
  • 3. Amazon.com
    • Utilizes several business models
      • Founded as online retailing business model.
      • Established co-branding partnerships with Office Depot, Circuit City, Target, and Expedia
        • Co-branding is more profitable than retailing
        • Amazon is now a hybrid company
      • Created the first affiliate program.
      • Customers can auction items.
    • Which of the models do you think will drive Amazon’s strategy in the future?
  • 4. Strategic Planning
    • A managerial process to develop and maintain a viable fit between the organization and its changing market opportunities
    • Process identifies firm’s goals for
      • Growth
      • Competitive position
      • Geographic scope
      • Other objectives, such as industry, products, etc.
  • 5. Strategy
    • Strategy is the means to achieve a goal.
    • E-business strategy
      • Strategy that deploys enterprise resources to reach performance objectives, competitive advantages.
    • E-marketing strategy
      • Strategy that capitalizes on information technology to reach objectives.
  • 6. Business Models
    • A business model is a method for long term survival and a value proposition for partners, customers and revenue
    • E-business models include the use of information technology to achieve long term goals.
    • Firm selects one or more models as strategies to accomplish enterprise goals.
  • 7. Level of Commitment to E-Business
  • 8. Activity-level models
    • Online purchasing
    • Order processing
    • E-mail
    • Content publisher (brochureware)
    • Business intelligence
    • Online advertising
    • Online sales promotion
    • Pricing strategies
  • 9. Business Process-Level Models
    • Customer relationship management (CRM)
    • Knowledge management
    • Supply chain management
    • Community building
    • Affiliate programs
    • Database marketing
    • Enterprise resource planning (ERP)
    • Mass customization
  • 10. Enterprise-Level Models
    • E-commerce
      • Direct selling
      • Content sponsorship
    • Portal
    • Online broker
      • Exchange
      • Auction
    • Metamediary
    • Purchasing agent
    • Virtual mall
  • 11. Pure Play Model
    • A Pure Play is a business that began on the Internet.
    • Top level of the E-Business pyramid.
    • Examples: E*Trade, eBay, Yahoo!
    • Most dot-com crash failures were pure plays.
  • 12. Performance Metrics
    • Performance metrics are specific measures designed to evaluate the effectiveness and efficiency of operations.
    • The Balanced Scorecard provides a framework for understanding e-marketing metrics.
      • Four perspectives: customer, internal, innovation and learning (growth), and financial
  • 13. The Balanced Scorecard
  • 14. The Balanced Scorecard
    • Customer perspective
      • Time
      • Quality
      • Performance and service
      • Cost
    • Internal perspective
      • Cycle time
      • Manufacturing quality
      • Employee skills and productivity
  • 15. The Balanced Scorecard
    • Innovation and learning (growth) perspective
      • Number of new products
      • Penetration of new markets
      • Improvement of processes such as CRM
    • Financial perspective
      • Income and expense metrics
      • ROI
      • Sales
      • Market share growth
  • 16. Applying the Balanced Scorecard to E-Business and E-Marketing
    • Metrics for the Customer Perspective (Exhibit 2.6)
      • Customer perceptions of product value
      • Customer buying patterns
    • Metrics for the Internal Perspective (Exhibit 2.7)
      • Customer service
      • Information technology
      • Supply chain
  • 17. Applying the Balanced Scorecard to E-Business and E-Marketing
    • Metrics for the Innovation and Learning Perspective (Exhibit 2.8)
      • CRM
      • Sales conversions
    • Metrics for the Financial Perspective (Exhibit 2.10)
      • Profits
      • ROI
  • 18. Applying the Balanced Scorecard to E-Business and E-Marketing Customer Perspective Scorecard for E-Business Firm Metrics for the Customer Perspective
  • 19. Applying the Balanced Scorecard to E-Business and E-Marketing Internal Perspective Scorecard for E-Business Firm Metrics for the Internal Perspective
  • 20. Applying the Balanced Scorecard to E-Business and E-Marketing Innovation and Learning Scorecard for E-Business Firm Metrics for the Innovation and Learning Perspectives
  • 21. Applying the Balanced Scorecard to E-Business and E-Marketing Financial Perspective Scorecard for E-Business Firm Metrics for the Financial Perspective