Chapter 4 of Principles of Contemporary Marketing 15th edition by David L. Kurtz

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2. E-BUSINESS
 Conducting online transactions with customers by
collecting and analyzing business information,
carrying out the exchanges, and maintaining online
relationships with customers.
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6.  Global Reach
 the ability to reach anyone
connected to the internet anywhere
in the world.
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7. Personalization
 creating products to meet
customer specifications.
 Interactive Marketing
 buyer-seller communications
through such channels as the
internet and interactive kiosks.
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10. 2 TYPES OF COMPANY
WEBSITES
 Corporate Web site
 site designed to increase a firms visibility,
promote its offerings and provide
information to interested parties.
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13. B2C E-MARKETING
( BUSINESS-to-CONSUMER)
= sellingdirectly to consumers
over the internet.
 Electronics Storefronts
 company websites that sell products to
customers.
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15. BENEFITS OF B2C E-MARKETING
 COMPETITIVE PRICING
 ACCESS AND
CONVENIENCE
 PERSONALIZED SERVICE
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20. LOG
 Short for web log – an online journal for
an individual or organization.
web page anyone can edit.
Podcast- online audio or video that can
be downloaded to other digital devices.
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23. BUILDING AN
EFFECTIVE WEB
PRESENCE
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25. ASSESSING SITE
EFFECTIVENESS
 WEB-TO-STORE SHOPPERS
 CLICK-THROUGH RATE
CONVERSION RATE
 ENGAGEMENT
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