internet marketing

1. Internet Marketing Prepared by Deborah Baker Texas Christian University 19

4. Product Strategies on the Web 1 Commodities Mass customization Branding

5. Branded Commodities On Line http://www.despair.com 1 Principle of equivalent quality is applied to branded products, creating downward price pressure Camera A at Retailer A Camera A at Retailer B

6. Place On Line http://www.ideavirus.com 1 Corporate Web sites Resellers’ Web sites Affiliate programs Clicks and mortar

7. Promotion Methods 1 Spam Viral marketing (Buzz) Instant messaging Interactive ads Search engine listings Sales promotion

8. Search Engine Listings Gets you to the top of the list High price Low price No or low fee gets you at the bottom of the list 1

10. Basic Forms of Virtual Business 2 Business-to-Business B2B Business-to-Consumer B2C Consumer-to-Consumer C2C

11. Maximizing Customer Relationship Marketing on the Internet 2 Data tracking Needed for personalized content Keep ad content fresh Controversial because of privacy concerns

12. Major Issues in Online Privacy On Line http://www.fbi.gov/hq/lab/carnivore/carnivore.htm 3 Cookies Not-so-private email Spam Identity theft Conflicting laws Cyberstalking Branded trust

13. Conflicting Legislation Marketers (M) responsible for every law in every country 3 Not all countries have the same laws regulating Internet commerce Country 1 Country 3 Country 2 M

14. Creating Trust Online 3 Better Business Bureau “ Reliability Seal” ScanAlert “ Hacker Safe” Verisign “ Secure Seal” Third-Party Seals

15. Stickiness as the New Metric 4 Stickiness = Frequency Duration Site Reach

16. Porter’s Five Industry Forces 5 Applying Five Forces in Internet Environment Barriers of entry Threat of substitutes Bargaining power of buyers Bargaining power of suppliers Rivalry among existing competitors