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Matakuliah
Tahun
Versi
: J0324/Sistem e-Bisnis
: 2005
: 02/02
Pertemuan 17
Understanding Internet
Marketing Planning
1
Learning Outcomes
Pada akhir pertemuan ini, diharapkan mahasiswa
akan mampu :
• menunjukkan strategi perencanaan
pemasaran di Internet
2
Outline Materi
•
•
•
•
Central Role of Marketing Planning
Competitive Advantage and The Internet
The Internet Affect Planning
Internet Business Models
3
Overview
• Shift in focus
– From environment and perspectives
– To marketing action in the environment
• First :
– Role of strategy
– Role of the Internet
• Second :
– Implications of the Internet
– More student involvement…
4
Importance of Strategy
• To know where you’re going
– Would you tell me, please, which way I ought to go from
here? asked Alice.
– That depends a good deal on where you want to get to, said
the Cat.
– I don’t much care where, said Alice.
– Then it doesn’t matter which way you go, said the Cat.
• To not get there alone
– With others in the organization
– (Assume same objectives...)
5
Types of Planning
• Strategic planning
– Firm-level thinking
– Overarching goal of long-run survival
– Relationship of firm to environment
• Strategic marketing (==> strategic market plan)
– Product/market scope of a business
– Where, when and how to compete
• Marketing management (==> marketing plan)
6
A Graphical Interpretation…
Strategic
Marketing
Strategic
Planning
Marketing
Management
7
Central Role of Marketing Planning
• Two key objectives
– Defining opportunities
• viz., “What should we do?”
– Leveraging resources
• viz, “How should we do it?”
• Goal of competitive advantage
– Profitable, Unique, Sustainable
8
Competitive Advantage and the Internet
• Defining opportunities (Planning)
– Consumers
– Competition
– Conditions (environment, company)
• Leveraging resources (Implementation)
– Content
– Channel
– Communication
9
The Internet Affects Planning
• Motivation for planning
• Processes for planning
• Outcomes of planning
– Objectives
– Strategy structure
10
The Internet Affects Implementation
• Many strategic objectives
• Easier to classify business models
– Product focus
• Brand image
• Product enhancement
– Revenue focus
• Sales increase
• Other revenue…
11
Internet Business Models I
• Product focus
– Image (brand building)
– Incentive (cost benefits)
– Improvement (neat extras)
12
Internet Business Models II
• Revenue focus
– Traditional (consumer pays)
• Sales (marketer and consumer)
• Usage-based fees
• Content “rental” (subscription fees)
13
–Less traditional (marketer pays)
• ABC’s (Alliances, banners, content
sponsorship)
• Commissions and click-through’s
14
Back to the Future
• Defining opportunities
– Marketing research (next class)
• Understanding consumers
• Understanding competitors
• Understanding conditions (internal and
external)
15
• Leveraging resources: strategic
implementation
– Marketing management with a twist
– New resources: content, channel,
communication
16
•
Source
: Coupey, Eloise (2001).
Marketing and The Internet.
Conceptual Foundations. Prentice Hall.
PPT for Chapter : 8
17