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E Marketing Ch2 Emktg Strat

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Strauss E-marketing Chapter 2: Emarketing Strat

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E Marketing Ch2 Emktg Strat

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

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