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Business English Reading 实用商务英语导读教案 2017/5/24 1 Chapter 5 Internet and E-marketing 5.1 E-marketing 5.2 E-marketing Planning 5.3 E-marketing Strategies 5.4 E-marketing Environment 2017/5/24 2 Lead In: What is E-Marketing? E-marketing is the use of information technology in the processes of creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. 2017/5/24 3 5.1.1 Overview of Internet The Internet is a global network of interconnected networks, which includes millions of corporate, government, organizational, and private networks. 2017/5/24 4 E-Marketing Today Marketing fragmentation Power shift from sellers to buyers Technology and intellectual capital Death of distance E-Marketing Time compression The Web Is Only One Aspect The combination of the Internet with other media leads the technology toward a common point. This point (convergence) has led to the development of new forms of media technologies. 5.1.2 E-Marketing Strategy >>> Marketing Strategy Digital Information EMarketing Strategy 5.1.3 E-business Mode E-Commerce E-Business Internet E-Marketing , E-Business, E-Commerce, E-Marketing E-business is the continuous optimization of a firm’s business activities through digital technology. E-commerce is the subset of e-business focused on transactions. E-marketing is one part of an organization’s e-business activities. 5.2 E-Marketing Planning A Road Map to Guide the Firm E-Marketing Planning Process Concept Concept Seven Steps A Seven-Step E-marketing Plan Situation Analysis E-Marketing Strategic planning Objective E- Marketing Strategy Product Distribution Promotion Price Implementation Budget Evaluation 2017/5/24 14 Step 2,3 and 4 of E-marketing Plan Differentiation Segmentation Step 2 Tier 1 Tasks Positioning Targeting Step 3 E-Marketing Objectives Offer (Product) CRM/PRM Step 4 Tier 2 Tasks Value (Price) Communication (Promotion) Distribution (Place) 5.3 E-marketing Strategies Pricing Distribution Product Relationship Management 5 Communication 5.3.1 Product Strategies E-marketers need to consider factors that affect product development and product mix strategies with new technology. Dell Product Customer Rating of Dell Product Overall: 4 Quality:4 Features:4 Value:5 Location: Boston Duration of product use: Less than a month Level of expertise: Average Processor: Intel Core 2 Duo T5450 Hard Drive:160GB SATA Hard Drive 5400RPM Memory:2GB Shared Dual Channel DDR2 SDRAM at 667MHz 蜂鸟相册 pp.fengniao.com 精品欣赏 5.3.2 Pricing Strategies Fixed price setting one price for all buyers Dynamic price varying prices for individual customers. http://www.chinaspringtour.com http://www.chunqiu-sss.com/ Spring Airlines is the first airline in China to have designed and launched its own ticket sales system, allowing customers to conveniently book, pay and check-in via Internet or mobile phone. Online Booking Cheap or Expensive ? 99元系列特价机票 5.3.2 Pricing Strategies Buyer’s View Cost savings 24 hours available Buyer power … 5.3.2 Pricing Strategies Seller’s View Pricing objective Marketing mix strategy Information technology Market structure Efficient markets Sellers’ View Internal Factors pricing objectives marketing mix strategy information technology 2017/5/24 External Factors market structure efficiency of the market 29 Exhibit 5.5 Efficient Markets The Dell Story Dell is the number one notebook and desktop PC maker in the world. Dell utilizes a direct-distribution model to sell about $40 million per day online. Wholesalers and retailers are eliminated. Through its direct channel, Dell directly monitors its customers’ needs. Dell handles 10,000 customer communications per day. The Dell Story Dell operates in both the B2B and B2C environments. Maintains 60,000 custom Web storefronts for major corporate buyers. Allows online customers to build their own systems and uses the information to guide new product development. Dell has a tightly coordinated supply chain that sells in 104 country markets. Have you (or has someone you know) benefited from Dell’s mass customization strategy? 5.3.3 Distribution Strategies Producer: Manufacturers, or originators of the product or service. Intermediaries: Firms that match buyers and sellers and mediate the transactions among them. Buyers: Consumers or users of the product or service. 5.3.3 Distribution Strategies Channel functions can be characterized as Transactional Logistical Facilitating Transactional (Example ) Logistical (Example) Jingdong Mall (www.360buy.com) in China, which is the biggest 3C (3C stands for Computer, Communication, and Consumer Electronic) online retailer of the B2C market in China. Facilitating (Example) Market research is a major function of the distribution channel. There are costs and benefits of Internet-based market research. Some information is free. Employees can conduct research from their desks. Internet-based information tends to be timelier. Web-based information is in digital form. E-marketers can receive detailed reports. 5.3.4 Communication Strategies Integrated marketing communication (IMC) is a cross-functional process for planning, executing, and monitoring brand communications. It is designed to profitably get customers. Marketing Strategy How do marketers achieve their communication objectives? Speaking Task Suppose you are a salesperson working in a small computer company. You are expected to sell 500 computers to San Sheng Company. What kind of promotion activity will you plan to do to sell your products? 2017/5/24 42 Tips Marketers use specific MarCom tools advertising, sales promotions, marketing public relations, direct marketing, personal selling 5.3.5 Relationship Management CRM vision CRM strategy valued customer experience organizational collaboration CRM processes CRM information CRM technology CRM metrics 5.4 E-marketing Environment 2002 2004 2008 ……. 5.4.1 Global Markets In 2002, 1/3 of all Internet users in the world lived in North America 5.4.1 Global Markets By 2004, North American users = 1/4 of the world’s active Internet users, More Internet users will be living in Asia Pacific countries than in North America, Europe is projected to be home to the largest number of Internet users in the world. The number of Latin American Internet users will increase by a substantial 84%, between 2002-2004. 5.4.1 Global Markets By 2008, Asian users reach 578,538,257 which account for 39.5% of the whole world region. 5.4.2 The Digital Divide Writing Task According to the exhibit (The Digital Divide), write a report on your view of the internet users in the world. 5.4.3 Ethical and Legal Issues Ethics is concerned with the values and practices of professionals and experts as well as the concerns and values of society. Law is also an expression of values but created for the broader goal of addressing national or even global populations. Assignment: Case Study 访问Expedia 公司网站(www.expedia.com) 判断公司网站的目标是什么?列出网站所 涉及的每一个利益相关者,并说明网站上 哪一项内容是针对哪一类利益相关者。 2017/5/24 52 2017/5/24 53 Click to edit company slogan . 2017/5/24 54