Transcript What is Marketing?

Chapter Thirteen
Marketing and the Internet
with Duane Weaver
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E-Business Defined
• E-business: the use of electronic platforms
to conduct a company’s business.
• E-commerce: buying and selling processes
supported by electronic means.
• Business-to-Consumer: retail, banking.
• Business-to-Business: trading networks.
• Consumer-to-Consumer: eBay, Napster.
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B2C (Business to Consumer)
• The online selling of goods and services
to final consumers.
• 25% increase in online buying since
2002.
• Increasing diversity in buyers.
– This provides increasing opportunities for
targeting markets.
• Customer initiated and controlled.
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B2B (Business to Business)
• Most major B2B marketers offer product
information, purchasing and support
services online.
• Most business buying today takes place on
the Internet.
• Open trading exchanges—huge specialty
e-marketspaces to conduct transactions.
• Constant increases in private trading
networks.
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C2C (Consumer to Consumer)
• Occurs on the Web and includes a wide
range of products and services.
• Forums: discussion groups located on
commercial online services.
• Newsgroups: the Internet version
of forums.
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Benefits to Buyers
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Convenience.
Ease of use.
Privacy.
Greater product access and selection.
Information gathering.
Interactive shopping.
Immediate.
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Benefits to Sellers
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Customer relationship building.
Cost savings.
Increased speed.
Increased efficiency.
Improved cash flow.
Flexibility.
Global reach.
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7 Cs of Effective Design
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Context: layout and design elements.
Content: text, pictures, sound and video.
Community: user-to-user communication.
Customization: personalizing for each user.
Communication: two-way communication.
Connection: links to other relevant sites.
Commerce: commercial transactions.
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Functions of a Website
• Sales channel – buying and selling online.
• Marketing communications vehicle – part
of the integrated communications mix.
• Customer service channel – self-service,
product enquiries, after market service.
• Delivering content – portal sites, publishing
sites.
• Service provider – subscriptions, information
provider, search engine.
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Online Promotion Methods
• Online advertising: Banners, text links,
interstitials, sponsorships, micro sites.
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Email direct response: Permission-based.
Viral marketing: Word-of-mouth based.
Online Movies: Mini-movies as ads.
Podcasting: Sending information to wireless
devices.
• Blogging: Two way dialogue.
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Types of Online Advertising
• Banner ads (squares or rectangles) and
tickers (move across the screen).
• Textlinks (hypertext that takes the user
to a new webpage or website).
• Content sponsorships (sponsoring
special content).
• Interstitials (pop ups).
• Microsites (limited website with detailed
information).
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Legal and Ethical Issues
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Online privacy.
Online security.
Internet fraud.
Segmentation and discrimination.
Access by vulnerable or unauthorized
groups.
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Thank You for your time and
commitment to learning!
You should now be a marketing savvy
business person!
CONGRATULATIONS!
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