E Marketing Week04


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Applications for business and non-business

Week 4 of 13 of the 2007 Internet Marketing Course. Content is based in part on Dann, S and Dann S 2004 Strategic Internet Marketing 2.0, Milton: Wiley. Diagrams taken from the Dann and Dann text are copyright to their respective copyright holders.

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E Marketing Week04

  1. 1. MKTG7037 / MKTG2032 E-marketing Week 5
  2. 2. Course Structure Chapter 15 International marketing 21 May 12 Chapter 14 Relationship marketing 28 May 13 Chapter 13 Services marketing online 14 May 11 Chapter 12 Distribution 7 May 10 Chapter 11 Pricing strategies 30 April 9 Chapter 10 Promotion 2: the internet as a promotional medium 23 April 8 Chapter 9 Promotion: the internet in the promotional mix 2 April 7 Chapter 8 The role of product in internet marketing 26 March 6 Chapter 7 The internet in marketing strategy 19 March* 5 Chapter 6 Applications for business and non-business 12 March 4 Chapter 5 Creating cybercommunities 5 March 3 Chapter 4 Consumer behaviour 26 February 2 Chapter 3 Unique features of internet-based marketing 19 February 1 Topic(s)/Task(s) Week beginning Week No
  3. 3. Assessment Due Dates <ul><li>Task Weighting Due </li></ul><ul><li>Essay Registration 01 March 16 </li></ul><ul><li>Solo Assignment 20 March 26 </li></ul><ul><li>Group-Optional Essay 29 May 21 </li></ul><ul><li>Final Examination 30 June </li></ul><ul><li>Online Forum 20 During semester </li></ul>
  4. 4. Solo Assignment <ul><li>Due: March 26, Monday Week 6, no later than 7pm. </li></ul><ul><ul><li>Electronic Upload via WebCT </li></ul></ul><ul><li>Topic: “Hype or Hope? The value of a new technology for marketing” </li></ul><ul><ul><li>This assessment item is a solo paper where the student examines value of a contemporary technology for marketing practice. The list of contemporary technology includes: </li></ul></ul><ul><ul><ul><li>RFID tags for marketing and marketing research </li></ul></ul></ul><ul><ul><ul><li>m-commerce, including m-gaming, m-gambling and m-shopping </li></ul></ul></ul><ul><ul><ul><li>MMORPG environments such as Second Life </li></ul></ul></ul><ul><ul><ul><li>social media marketing </li></ul></ul></ul><ul><ul><ul><li>online viral marketing </li></ul></ul></ul><ul><li>You are expected to write between 1000 and 1500 words addressing the value of one of the five topic areas for marketing, using references to marketing theory, practice and internet theory. </li></ul><ul><li>Full referencing is expected. Penalties apply for not using references. </li></ul>
  5. 5. Group-Optional Essay <ul><li>500 word proposal </li></ul><ul><ul><li>Due Friday, Week 4, no later than 7pm </li></ul></ul><ul><li>4000 word assignment </li></ul><ul><ul><li>Due: Monday Week 12 no later than 7pm. </li></ul></ul><ul><li>1-4 people per group, </li></ul><ul><li>Electronic Upload via WebCT </li></ul>
  6. 6. Applications for business and non business
  7. 7. Strategic questions <ul><li>What do we want to achieve by being online? </li></ul><ul><li>What is the main focus of online activity? </li></ul><ul><li>What additional infrastructure requirements are needed? </li></ul><ul><ul><li>What can be provided by the firm? </li></ul></ul><ul><ul><li>What can be outsourced? </li></ul></ul><ul><ul><li>What needs to be developed from scratch? </li></ul></ul>
  8. 8. Strategic Systems <ul><li>Should we use up existing infrastructure or develop whole new systems? </li></ul><ul><li>How does the online approach integrate with our existing activities? </li></ul><ul><li>What sort of electronic marketing blueprint is needed to ensure that the implementation goes smoothly? </li></ul>
  9. 9. Reason for being online <ul><li>What does the company want to achieve? </li></ul><ul><ul><li>Relationship building </li></ul></ul><ul><ul><li>International exposure </li></ul></ul><ul><ul><li>Additional service provision </li></ul></ul><ul><ul><li>Long-term cost reduction in communications activities </li></ul></ul><ul><ul><li>Servicing a community or specialist needs group </li></ul></ul><ul><ul><li>Access to new markets </li></ul></ul>
  10. 10. Limits of e-Marketing <ul><li>Sustainable competitive advantage is not solely derived from the Internet. </li></ul><ul><li>Involvement in the Internet is a long-term investment </li></ul><ul><li>Communications security is an issue. </li></ul><ul><li>The Internet is not yet an ubiquitous medium. </li></ul><ul><li>Structural constraints </li></ul><ul><ul><li>Literacy </li></ul></ul><ul><ul><ul><li>Computer literacy </li></ul></ul></ul><ul><ul><ul><li>Internet literacy </li></ul></ul></ul><ul><ul><li>Access to the Internet </li></ul></ul><ul><ul><ul><li>Legality </li></ul></ul></ul><ul><ul><ul><li>Speed of connection </li></ul></ul></ul><ul><ul><ul><li>Computer ownership </li></ul></ul></ul><ul><ul><li>Data flow and related regulations </li></ul></ul><ul><ul><li>Language and culture </li></ul></ul>
  11. 11. E-commerce
  12. 12. Main focus of online activity <ul><li>Market research </li></ul><ul><li>Customer service and support </li></ul><ul><li>Relationship marketing </li></ul><ul><li>Product distribution services </li></ul><ul><li>Business-to-business communications </li></ul><ul><li>Communications and promotions </li></ul>
  13. 13. Main focus of online activity <ul><li>Market research </li></ul><ul><li>Customer service and support </li></ul><ul><li>Relationship marketing </li></ul><ul><li>Product distribution services </li></ul><ul><li>Business-to-business communications </li></ul><ul><li>Communications and promotions </li></ul><ul><li>Product vending </li></ul><ul><li>Sales </li></ul>
  14. 14. Market research <ul><li>Chapter 16 </li></ul><ul><li>Uses of the internet for market research </li></ul><ul><ul><li>competitive intelligence (information about competitors) </li></ul></ul><ul><ul><li>conducting research such as online surveys and focus groups </li></ul></ul><ul><ul><li>determining broad market trends </li></ul></ul><ul><ul><li>information about new production techniques and technology </li></ul></ul><ul><ul><li>information about international markets </li></ul></ul>
  15. 15. Google!
  16. 16. Customer service and support <ul><li>Ancillary support services to existing customers </li></ul><ul><li>Online retailing </li></ul><ul><li>Online customer support and assistance </li></ul>
  17. 17. Relationship marketing <ul><li>Chapter 14 </li></ul><ul><ul><li>Week 13 </li></ul></ul><ul><ul><li>Line 3, Position 4 “Current marketing definition” </li></ul></ul><ul><li>Suitability for RM </li></ul><ul><ul><li>ongoing periodic desire for the product </li></ul></ul><ul><ul><li>customer controls the selection of the supplier </li></ul></ul><ul><ul><li>alternative choices exist </li></ul></ul><ul><ul><li>brand switching is common </li></ul></ul><ul><ul><li>word-of-mouth is key </li></ul></ul><ul><ul><li>ability to cross-sell products </li></ul></ul>
  18. 18. Product distribution services <ul><li>File clearing houses </li></ul><ul><ul><li>http://freshmeat.net/ </li></ul></ul><ul><ul><li>http://sourceforge.net/ </li></ul></ul><ul><li>Electronic downloads </li></ul><ul><ul><li>Download.com </li></ul></ul><ul><ul><li>Shareware.com </li></ul></ul><ul><ul><li>Tucows </li></ul></ul><ul><ul><li>Amazon S3 </li></ul></ul><ul><li>Precautionary Notes: Game sales online </li></ul><ul><ul><li>Digitial Distribution: Dark Side </li></ul></ul><ul><ul><li>Economics of selling games online </li></ul></ul>
  19. 19. Product vending <ul><li>Virtual goods </li></ul><ul><ul><li>http://aatreasures.com/?refid=10 </li></ul></ul><ul><ul><li>http://www.gamepricewatcher.com/ </li></ul></ul><ul><li>Virtual Goods in Virtual Worlds </li></ul><ul><ul><li>http://secondlife.com/ </li></ul></ul><ul><li>Virtual Products in the (mostly) real world </li></ul><ul><ul><li>iTunes </li></ul></ul><ul><ul><li>GPS </li></ul></ul><ul><li>Virtual Products, Real World </li></ul><ul><ul><li>http://www.fabjectory.com/ </li></ul></ul><ul><ul><li>http:// anvilprototype.com/default.aspx </li></ul></ul><ul><li>Real Products, real world </li></ul><ul><ul><li>http://www.etsy.com/ </li></ul></ul><ul><ul><li>eBay </li></ul></ul><ul><ul><li>Amazon </li></ul></ul>
  20. 20. Rapid Virtual Prototyping <ul><li>Modern organizational life is increasingly an online game, but the modern organizational form hasn't caught up yet. </li></ul><ul><ul><li>Using World of Warcraft to Prototype New Organizational Forms </li></ul></ul><ul><ul><ul><li>http://bobsutton.typepad.com/my_weblog/2006/09/joi_ito_using_w.html </li></ul></ul></ul><ul><ul><li>Guilds as management training </li></ul></ul>
  21. 21. Applications of the Internet
  22. 22. Applications of the Internet <ul><li>Applications can be broken into five categories: </li></ul><ul><ul><li>Wholesale/retail </li></ul></ul><ul><ul><li>Export </li></ul></ul><ul><ul><li>Recreational services </li></ul></ul><ul><ul><li>Promotion sites </li></ul></ul><ul><ul><li>Internet-dependent applications </li></ul></ul>
  23. 23. Online retailing <ul><li>Advantages </li></ul><ul><ul><li>Accessibility </li></ul></ul><ul><ul><li>New markets </li></ul></ul><ul><ul><li>Direct communications </li></ul></ul><ul><ul><li>Market segmentation </li></ul></ul><ul><ul><li>Target marketing </li></ul></ul><ul><ul><li>Cost savings </li></ul></ul><ul><li>Limits </li></ul><ul><ul><li>Logistics </li></ul></ul><ul><ul><li>Supply chains </li></ul></ul><ul><ul><li>Disintermediation </li></ul></ul><ul><ul><li>Competition </li></ul></ul><ul><ul><li>Legality </li></ul></ul>
  24. 24. Eight Cs of online retailing <ul><li>Content </li></ul><ul><li>Convenience </li></ul><ul><li>Customer care </li></ul><ul><li>Community </li></ul><ul><li>Communication </li></ul><ul><li>Connectivity </li></ul><ul><li>Customisation </li></ul><ul><li>Concern for customers </li></ul>
  25. 25. Exporting and the Internet – a conceptual model Source: Samiee, S. 1998, ‘Exporting and the Internet: A conceptual perspective’, International Marketing Review , vol. 15, no. 5, pp. 413–26.
  26. 26. Discussion Questions for the Board <ul><li>Which of the six strategic questions is the most important for an Internet start-up business to address before setting up on the Internet? Why? </li></ul><ul><li>Post up links to two or three different examples of online recreational service web sites. To what extent do these recreational web sites replicate offline services, and which represent unique applications of the Internet? </li></ul>