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E ma rketing 2

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E- MARKETING
32
E-Marketing Electronic Marketing “ ”
E- marketing
Traditional Marketing) E- Marketing
E-Marketing E-Marketing
E-Marketing
Identifying)
Anticipating) E-Marketing easy Jet (http://www.easyjet.com)
Satisfying) E-Marketing
(e-Marketing Strategic Planning)
e- Marketing
Business Customer Government
9 B2B B2G B2C G2B G2G G2C C2B C2G C2C
Business to Business : B B EDI (Electronic Data Interchange) Extranet Just-in-time
Business to Consumer : B C (SMEs) World Wide Web e-Mail Web Site Web Site
Business to Government : B G (Government Procurement)
Customer to Customer : C C Web site
Consumer to Business (C B) Internet Online
Government to Business/Citizens G B, G C)
B2B Model B2B (Business to Business) Ex. www.FoodMarketExchange.com
B2G Model B2G (Business to Government)
B2B Model www.plasticsnet.com
B2C Model (Business to Consumer) www.amazon.com ,www.jobsdb.com Ex. www.AR4U.com, www.Tohome.com
G2B Model e-Revenue
G2G Model Government Fiscal Management Information System :GFMIS) www.gfmis.go.th
G2C Model Government to Citizen e-Government , e-Citizen Smart Card
C2B Model (Mobile Commerce)
C2G Model email email
C2C Model www.thai2hand.com www.ebay.com
C2C Model Ex. www.ThaiSecondhand.com, www.E bay.com
 Online Marketing Mix  6 C’s  Long tail
Online Marketing Mix Jerome McCarthy Michigan State University 4P’s Product + Price + Place + Promotion 3 Personalize or Personal Interest + Personal Network + Public Commentary
Product Privacy Place 7P’s Payment Price Personalize Promotion
1. Product E-Commerce • (Digital Goods Product) Software (Palm Software, ) Media (Music, Picture) (E-Book) • (Physical Goods Product) Books, Computer, , Silk Screen, •
2. Price • ( • • -
3. Place • • / Friendly user • • •
4. Promotion • & PR Banner, E-mail • Up Sale Cross Sale Up Sale Up Sale Cross Sale
5. Privacy ( • Privacy Policy • - E-Mail
7. Payment • Credit Card – Payment • Credit Card
Content Convenience Community 6C’s Communication Commerce 6 Customization
e-Marketing

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E ma rketing 2