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Transcript
Electronic Marketing
Chapter 19
The Ethics of Electronic Marketing
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
5/24/2017
2004
Joel Reedy and Shauna Schullo
A Commitment to Customer Service
• Treat customers in all communications and transactions as
you would like to be treated, putting the needs of the
customers first
– Provide secure, fast connections
– Continually improve content in your Web infrastructure
– The marketer owes customers safe delivery and promised
satisfactions for the right goods and services they order
– Provide twenty-four hour online response to customers or
prospects’ questions
– Do not tempt them with false advertising and then expect them
to be your loyal customer
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
5/24/2017
2004
Joel Reedy and Shauna Schullo
A Commitment to Customer Service
• Customers continued…
– Be sure that orders are being filled accurately and on time
– Make sure to respond to the customer in a timely manner
regarding items ordered that are out of stock, discontinued, or
otherwise unavailable
– Give accurate estimates of delivery dates
– Provide a response to the customer’s order via e-mail or postal
mail so they have a record of the transaction
– If a mistake occurs, be sure to apologize and accommodate the
customer as best you can
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
5/24/2017
2004
Joel Reedy and Shauna Schullo
A Commitment to Customer Service
• Personal privacy
– Providing assurance of personal privacy is a very important
aspect of the ethical and moral obligations a marketer has to
the consumer and the company
– Do not annoy potential customers by filling their e-mail boxes
with unwanted solicitations and information, “spamming”
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
5/24/2017
2004
Joel Reedy and Shauna Schullo
A Commitment to Customer Service
• To contact a large number of people with like interests, you
should use a mailing list
– For each list you create to communicate with your customers,
be sure to provide an option for joining the mailing list rather
than making it mandatory
– There should be no sending of unsolicited bulk e-mail (spam)
to people who are not expecting it or no postings of
inappropriate ads to newsgroups or mailing lists
– It is also important to provide consumers a way to terminate
their subscription to your mailing list
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
5/24/2017
2004
Joel Reedy and Shauna Schullo
A Commitment to Customer Service
• Security: Validation and Censorship
– The marketer owes them a secure transaction as they order
products or services or request information online
– If the customer desires, you should have an alternative method
of payment
– Provide a written policy to let the customer know that the site is
collecting sensitive information and how you are dealing with
the security issues
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
5/24/2017
2004
Joel Reedy and Shauna Schullo
A Commitment to Customer Service
• Types of security measures:
– Secure Sockets Layer (SSL)
– Secure Electronic Transactions (SET)
– Firewalls, along with encryption and frequently changed
passwords are ways to help secure your systems against
hackers or persons with malicious intent
– Other issues of security include such things as validating a
person’s age or identity before orders are placed or sites are
viewed
– Internet Censorship
– Legalities of selling across state lines or across international
borders
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
5/24/2017
2004
Joel Reedy and Shauna Schullo
A Commitment to Customer Service
• Copyright issues:
– Be aware of the current copyright restrictions and follow them
• If you decide that you would like to link to someone’s site or use
some material that they have developed, it is best to contact them
first
• If you see a page that intrigues you and want to make one just like
it, copying the code falls under the same category
• If you need graphics for your Web site, buy them, do not steal
them
– In the academic world, the Fair Use Act provides for the use of
small pieces of copyrighted material for the purpose of
education
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
5/24/2017
2004
Joel Reedy and Shauna Schullo
A Commitment to Customer Service
• Computer viruses are nasty annoyances that cause many
problems for both the consumer and the marketer, and you
must take precautions to assure you are not spreading
disease to your consumers
• Another common problem is the spreading of information
on hoaxes
• It is unlawful to copy and use software without purchasing a
license (piracy)
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
5/24/2017
2004
Joel Reedy and Shauna Schullo
Who Should Be Using the Internet
• The marketer should ask herself questions such as “Should
there be any regulations on usage of the Internet, such as
applying to children’s usage or extremist militia groups in
communications or information retrieval?”
• The balance between the First Amendment Freedom of
Speech is often at odds with matters of community morals
and decency
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
5/24/2017
2004
Joel Reedy and Shauna Schullo
Who Should Be Using the Internet
• The following questions are still issues regarding the
Internet:
– Who should be the gatekeeper of the Internet content?
– Is someone’s desire to download indecent images and to
archive the images protected by free speech?
– Do content filters, called blocking software in the Journal
editorial, violate the same principles of freedom of speech by
the pornography disseminators?
– Should the government decide what content is acceptable?
– Should the online industry self-regulate itself?
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
5/24/2017
2004
Joel Reedy and Shauna Schullo
Who Should Be Using the Internet
• Questions continued…
– Is access to the Internet a “universal right”?
– Should everyone have free access to the network of the
Internet as individuals now have free access to television’s
information and entertainment airwaves of the broadcast
networks?
– Should advertisers be allowed to place their messages
anywhere on the Internet or should there be “safe” times or
“channels” free of advertising?
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
5/24/2017
2004
Joel Reedy and Shauna Schullo
Who Should Be Using the Internet
• Questions continued…
– Should advertising be restricted to “promotional channels” in
which commercial messages are transmitted all day long like
the television shopping networks?
– How will computer-illiterate people or those without computers
compete within the information economy?
Electronic Marketing: Integrating Electronic
Resources into the Marketing Process, 2e
5/24/2017
2004
Joel Reedy and Shauna Schullo