Chapter 7: “Marketing and the Internet” Joel R. Evans & Barry Berman Marketing, 10e: Marketing in the 21st Century
Chapter Objectives <ul><li>To demonstrate why the Internet is a valuable marketing tool  </li></ul><ul><li>To explore the ...
Basic Internet Terminology <ul><li>The  Internet   is a global electronic superhighway of computer networks— a network of ...
The World Wide Web (WWW) <ul><li>The  World Wide Web  comprises all of the resources and users on the Internet using the H...
E-marketing and E-commerce <ul><li>E-marketing  includes any marketing activity that is conducted through the Internet, fr...
The Internet as a Marketing Tool <ul><li>The Internet is a formidable presence in the world economy because of its: </li><...
Internet and Virtual Reality Unlimited Geographic Access Technology Applications to All Fields Internet Access Data  Wareh...
Global Reach and Value of the WWW <ul><li>The Internet facilitates interactivity among channel members and final consumers...
Three Phases of E-Marketing and the Internet <ul><li>The evolution of  E-marketing includes: </li></ul><ul><li>Bricks-and-...
Potential Marketing Roles for the Internet Projecting an Image   Customer Service Channel Relations Purchasing & Inventory...
Benefits of E-Marketing Communicability Time Rapid, global interactivities and communications   Information Global possibi...
Developing an Internet Marketing Strategy 1.  Set  Objectives   2.  Identify the Target Audience 3 .  Determine Web Site A...
Goal Setting 1.  Setting Objectives   Feedback Enumerate Qualitative and Quantitative Objectives   Attract New Customers a...
Six Types of Internet Consumers 2. Identify the Target Audience   Newbie  Shoppers Reluctant Shoppers Frugal  Shoppers Str...
Web Site Design Considerations 3 .  Determine Web Site Attributes   Web  Address Home Page Site Content Use of  Multimedia...
Internet-Based Marketing-Mix Decisions 4.  Establish Internet-Based Marketing Mix   Product Decisions Promotion Decisions ...
Implementing an Internet Marketing Strategy   <ul><li>Implement </li></ul><ul><li>Internet </li></ul><ul><li>Marketing </l...
Assessing an Internet Marketing Strategy 6. Assess  Internet Performance & Modify Considering such goals as image, custome...
Measuring Web Site Effectiveness by Counting Eyeballs <ul><li>Many new marketing firms have emerged that evaluate Web site...
Quality of Web Sites from User’s Perspective <ul><li>Clarity of site’s mission  </li></ul><ul><li>Download time </li></ul>...
Converting Information to Knowledge The Internet is a bridge to the new economy . Information   Technology Knowledge
The Internet’s Challenges and Prospects <ul><li>Corporate culture may resist change. </li></ul><ul><li>The Internet may no...
Other Corporate Challenges in Using the Internet <ul><li>Consumer resistance to online shopping </li></ul><ul><li>Customer...
Ethical Issues in E-Marketing <ul><li>Protecting intellectual property, privacy issues, and developing various standards f...
Chapter Summary <ul><li>This chapter demonstrates why the Internet is a valuable marketing tool.  </li></ul><ul><li>It exp...
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Marketing Chapter 07

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Marketing Chapter 07

  1. 1. Chapter 7: “Marketing and the Internet” Joel R. Evans & Barry Berman Marketing, 10e: Marketing in the 21st Century
  2. 2. Chapter Objectives <ul><li>To demonstrate why the Internet is a valuable marketing tool </li></ul><ul><li>To explore the multifaceted potential marketing roles for the Internet </li></ul><ul><li>To show how to develop an Internet marketing strategy </li></ul><ul><li>To illustrate how the Internet is being utilized to enhance marketing strategies </li></ul><ul><li>To consider the challenges of using the Internet in marketing and to forecast the future of E-marketing </li></ul>
  3. 3. Basic Internet Terminology <ul><li>The Internet is a global electronic superhighway of computer networks— a network of networks in which users at one computer can get information from another computer (and sometimes talk directly to users at other computers). </li></ul>
  4. 4. The World Wide Web (WWW) <ul><li>The World Wide Web comprises all of the resources and users on the Internet using the Hypertext Transfer Protocol (HTTP). </li></ul><ul><li>It is a way of accessing the Internet, whereby people work with easy-to-use Web addresses and pages. </li></ul><ul><li>Through the Web, users see words, colorful charts, pictures, and video — and hear audio. </li></ul>
  5. 5. E-marketing and E-commerce <ul><li>E-marketing includes any marketing activity that is conducted through the Internet, from customer analysis to marketing-mix components. </li></ul><ul><li>E-commerce refers to revenue-generating Internet transactions. </li></ul><ul><li>E-marketing is the broader concept, and it does not necessarily have sales as the primary goal. </li></ul>
  6. 6. The Internet as a Marketing Tool <ul><li>The Internet is a formidable presence in the world economy because of its: </li></ul><ul><ul><li>Low cost. </li></ul></ul><ul><ul><li>Wide geographic reach. </li></ul></ul><ul><ul><li>Potentially vast array of marketing roles it can serve . </li></ul></ul>
  7. 7. Internet and Virtual Reality Unlimited Geographic Access Technology Applications to All Fields Internet Access Data Warehousing Networks Basics Information Processing Domain Names .com .edu .gov Internet Intranet Xtranet
  8. 8. Global Reach and Value of the WWW <ul><li>The Internet facilitates interactivity among channel members and final consumers: </li></ul><ul><ul><li>In B2C , firms communicate and interact with final consumers. </li></ul></ul><ul><ul><li>In B2B , firms can efficiently communicate and interact with other businesses. </li></ul></ul><ul><ul><li>In B2B2C , firms communicate and interact with each other regarding joint consumer ventures. </li></ul></ul><ul><ul><li>In C2C , individuals interact and communicate, globally, with others connected to the Web . </li></ul></ul><ul><li>Instant communications </li></ul><ul><li>Virtual reality </li></ul><ul><li>Real time </li></ul><ul><li>E-mail </li></ul>It’s a small, small world!
  9. 9. Three Phases of E-Marketing and the Internet <ul><li>The evolution of E-marketing includes: </li></ul><ul><li>Bricks-and-mortar firms— those traditional companies that are not yet involved in the WWW. </li></ul><ul><li>Clicks-only firms—those that conduct business only via the Internet and are considered to be innovators in the field. </li></ul><ul><li>Bricks-and-clicks firms— operate both in traditional and Internet settings. </li></ul>
  10. 10. Potential Marketing Roles for the Internet Projecting an Image Customer Service Channel Relations Purchasing & Inventory Management Information Gathering &d Sharing Data-Base Development Continuous Interactivity and Feedback Advertising & Sales Promotion Selling Multichannel Marketing
  11. 11. Benefits of E-Marketing Communicability Time Rapid, global interactivities and communications Information Global possibilities Timeliness Focus/tailored approach Long-term goals Delivery Dynamism/flexibility Cost efficiencies Values
  12. 12. Developing an Internet Marketing Strategy 1. Set Objectives 2. Identify the Target Audience 3 . Determine Web Site Attributes 4. Establish Internet-Based Marketing Mix <ul><li>Implement </li></ul><ul><li>Internet </li></ul><ul><li>Marketing </li></ul><ul><li>Strategy </li></ul>6. Assess Internet Performance and Modify
  13. 13. Goal Setting 1. Setting Objectives Feedback Enumerate Qualitative and Quantitative Objectives Attract New Customers and Improve Customer Service Build Loyalty Among Existing Customers Grow Market Share Improve Communications
  14. 14. Six Types of Internet Consumers 2. Identify the Target Audience Newbie Shoppers Reluctant Shoppers Frugal Shoppers Strategic Shoppers Enthusiastic Shoppers Convenience Shoppers
  15. 15. Web Site Design Considerations 3 . Determine Web Site Attributes Web Address Home Page Site Content Use of Multimedia Web Site Links Shopping Tools Electronic Data Interchange Feedback Trade-offs
  16. 16. Internet-Based Marketing-Mix Decisions 4. Establish Internet-Based Marketing Mix Product Decisions Promotion Decisions Pricing Decisions Distribution Decisions
  17. 17. Implementing an Internet Marketing Strategy <ul><li>Implement </li></ul><ul><li>Internet </li></ul><ul><li>Marketing </li></ul><ul><li>Strategy </li></ul>Two factors affect the firm’s ability to properly enact its strategy: Security Channel Relationships
  18. 18. Assessing an Internet Marketing Strategy 6. Assess Internet Performance & Modify Considering such goals as image, customer service, sales, profit, web traffic, length of stay, and cost factors
  19. 19. Measuring Web Site Effectiveness by Counting Eyeballs <ul><li>Many new marketing firms have emerged that evaluate Web sites and also provide recommendations for improvement. </li></ul><ul><li>There is a critical need for developing similar assessment tools and measurement standards to evaluate the Web as there are for print, radio, and other electronic media. </li></ul>
  20. 20. Quality of Web Sites from User’s Perspective <ul><li>Clarity of site’s mission </li></ul><ul><li>Download time </li></ul><ul><li>Speed of site comprehension </li></ul><ul><li>Informational value </li></ul><ul><li>Ease of navigability </li></ul><ul><li>Use of graphics/multimedia </li></ul><ul><li>Interactivity </li></ul><ul><li>Security </li></ul><ul><li>Simplicity of purchasing </li></ul><ul><li>Printability of site pages </li></ul><ul><li>Creativity </li></ul>
  21. 21. Converting Information to Knowledge The Internet is a bridge to the new economy . Information Technology Knowledge
  22. 22. The Internet’s Challenges and Prospects <ul><li>Corporate culture may resist change. </li></ul><ul><li>The Internet may not capitalize on company’s core competencies. </li></ul><ul><li>Role for E-marketing may not be clear. </li></ul><ul><li>Web users may be demanding. </li></ul><ul><li>Personal touch important to customers. </li></ul><ul><li>Channel partners may be alienated. </li></ul><ul><li>Online and offline systems may be hard to integrate. </li></ul><ul><li>It may be difficult to assess and delegate functions. </li></ul><ul><li>Investment costs and expenses may be difficult to predict. </li></ul>Constantly evolving technologies create change .
  23. 23. Other Corporate Challenges in Using the Internet <ul><li>Consumer resistance to online shopping </li></ul><ul><li>Customer service a prime consideration in current economy </li></ul><ul><li>System breakdowns and technology obstacles </li></ul><ul><li>Speed of site performance </li></ul><ul><li>Internet connection costs </li></ul><ul><li>Legal issues </li></ul><ul><li>Privacy issues </li></ul><ul><li>Clutter and spam </li></ul>
  24. 24. Ethical Issues in E-Marketing <ul><li>Protecting intellectual property, privacy issues, and developing various standards for ethical conduct on the Internet are prime concerns for the future. </li></ul>
  25. 25. Chapter Summary <ul><li>This chapter demonstrates why the Internet is a valuable marketing tool. </li></ul><ul><li>It explores the multifaceted potential marketing roles for the Internet. </li></ul><ul><li>It describes how to develop an Internet marketing strategy. </li></ul><ul><li>It illustrates how the Internet is being utilized to enhance marketing strategies. </li></ul><ul><li>It considers the challenges of using the Internet in marketing and forecasts the future of E-marketing. </li></ul>

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