Transcript elc310day1 - Tony Gauvin`s Web Site

ELC 310
DAY 1
©2006 Prentice Hall
1-1
Agenda
•
•
•
•
•
©2006 Prentice Hall
Roll Call
Introduction
WebCT Overview
Syllabus Review
Introduction to eMarketing
1-1
INSTRUCTOR
• Tony Gauvin, Assistant Professor of ECommerce
• Contact info
•
•
•
•
216 Nadeau
[email protected]
(207) 834-7519 or ext 7519
WebCT (Tony Gauvin)
©2006 Prentice Hall
1-1
Instructional Philosophy
• Out-Come based education
• Would rather discuss than lecture
• Requires student preparation
• Hate grading assignments
• Especially LATE assignments
• Use class interaction, assignments,
quizzes and projects to determine if
outcomes are met.
©2006 Prentice Hall
1-1
ELC 310 Outcomes
• Learn about the transformation of the traditional or physical
marketplace into the virtual marketplace through theoretical
frameworks and applied practices and examples.
• Understand the Internet environment and the opportunities and
challenges organizations ( profit and nonprofit) face while
entering into the electronic age.
• Understand the following e-commerce components and be able
understand the contribution of each component to electronic
marketing
•
•
•
•
•
©2006 Prentice Hall
Business intelligence
Customer Relationship Management in electronic marketing
Supply Chain Management
Value Chains
Enterprise Resource Planning
1-1
ELC 310 Outcomes (con’t)
• Understand how consumers use the Internet to
research and purchase goods and services
• Be able to analyze and present an existing Case
Study on electronic marketing
• Be able to conduct research for, create and present a
Case Study on electronic marketing
• Plan an electronic marketing strategy for a small
business or for an e-commerce initiative within a larger
firm
©2006 Prentice Hall
1-1
ELC 310 Survival Primer
• Read Material BEFORE the class discussion
• Check WebCT Often
• Use the additional resources identified in syllabus
• ASK questions about what you didn’t understand in readings
• DON’T do assignments and projects at last minute.
• REVEIW lectures and notes
• Seek HELP if you are having difficulties
• OFFER feedback and suggestions to the instructor in a
constructive manner
©2006 Prentice Hall
1-1
Computer Accounts
• Computer login
• Sys admin
• Pete Cyr (x7547) or Art Drolet (x7809)
• Applications
• MSDN Academic Alliance
• Free Stuff
• See Dr Ray Albert
• Access Cards
• $10 deposit
• See Lisa Fournier
©2006 Prentice Hall
1-1
WebCT
• http://webct.umfk.maine.edu
• Login
• First name. Last Name
• John Doe  John.Doe
• Initial password is webct
• Help with WebCT available from Blake Library sta
• All quizzes and assignments will be administered
WebCT
©2006 Prentice Hall
1-1
Syllabus review
•
•
•
•
•
©2006 Prentice Hall
Requirements
Grading
Course outline
Special Notes
Subject to change
1-1
E-Marketing 4/E
Judy Strauss, Adel I. El-Ansary, and Raymond Frost
Chapter 1: Convergence
©2006 Prentice Hall
1-1
Chapter 1 Objectives
• After reading Chapter 1 you will be able to:
• Explain how the Internet and information technology
offers benefits and challenges to consumers,
businesses, marketers, and society.
• Distinguish between e-business and e-marketing.
• Describe the Internet and the use of intranets,
extranets and the Web.
©2006 Prentice Hall
1-2
Chapter 1 Objectives, cont.
• Explain how increasing buyer control is changing
the marketing landscape.
• Understand the distinction between information or
entertainment as data, and the information
receiving appliance used to view or hear it.
©2006 Prentice Hall
1-3
The Music Industry
• File sharing programs, such as KaZaA, enable
consumers to illegally download music.
• The Recording Industry Association of America
has sued over 400 consumers for piracy.
• 14% U.S. consumers still download illegal files
• CD sales plunged to $13 million in 1999; $10.6
billion in 2003
• Apple Computer introduced iTunes at .99 each.
©2006 Prentice Hall
1-4
What will happen to the music industry?
•
•
•
•
The actual cost of producing a CD is $10.17.
Only $1.29 goes to the artist.
Online distribution makes sense.
What do you think will happen to the music
industry?
• What do you think will happen to the movie
industry?
©2006 Prentice Hall
1-5
E-marketing Defined
• The use of information technology
• to create, communicate, and deliver value to
customers.
• for managing customer relationships to benefit the
organization.
• The result of information technology applied to
traditional marketing.
©2006 Prentice Hall
1-6
E-Business, E-Commerce, and
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 ebusiness activities.
©2006 Prentice Hall
1-7
The Internet
• A global network of interconnected networks.
• E-mail and data files move over phone lines,
cables and satellites.
• Three types of networks form part of the
Internet:
• Intranet: network that runs internally in an
organization.
• Extranet: two joined networks that share
information.
• Web: how most people refer to the Internet.
©2006 Prentice Hall
1-8
The Web Is One Aspect
of E-Marketing
Refrigerator
Automobile
Television
Web
UPC Scanner
Internet
PC
Database
PDA
Cell Phone
©2006 Prentice Hall
E-mail
1-9
Past, Present, and Future
• The first generation of e-business was like a
gold rush.
• From 2000-2002, over 500 Internet firms shut
down in the U.S.
• Almost 60% of dot-coms were profitable in the
fourth quarter of 2003.
• Today, the Internet is mainstream in
industrialized nations.
• 20 nations comprise 90% of all Internet users.
©2006 Prentice Hall
1-10
E-Business Recovery Is Sweet
Visibility
Technology Peak of
Trigger
Inflated
Expectation
1990-1996 1999
Equity Times
©2006 Prentice Hall
E-Business
Becomes “Just
Business”
U.S.
Recession
Dot-Com
Peak
2000
Trough of
Disillusionment
2001 2002
Debt Times
1-11
Slope of
Plateau of
Enlightenment Profitability
2003
2004 2005 2006
Positive Cash Flow
E-Marketing Today
• Power shift from sellers to buyers
• Marketing fragmentation: mass market to one
customer
• Death of distance
• Time compression
• Knowledge/database management is key
• Marketing and technology: an interdisciplinary
focus
• Intellectual capital is important resource
©2006 Prentice Hall
1-12
Consumer Control
• New technologies such as personal video
recorders (PVRs) and TiVo will increase
consumer control.
• Convergence of television, radio, print, etc.
• Customer-controlled entertainment, and shopping
on demand.
©2006 Prentice Hall
1-13
Improved Internet Strategy Integration
• Organizations will integrate information
technology seamlessly into marketing strategy.
• Multichannel marketing: Web site, retail store, and
catalog
• Integration of inventory databases
• Integration of customer service across channels
©2006 Prentice Hall
1-14
Refined Metrics
• Internet provides great deal of data, not all of
which is very useful.
• Tracking customer acquisition cost (CAC) and
other key metrics is a critical marketing function
still in its infancy.
• Future metrics will provide better measures of
performance, return on investment, etc.
©2006 Prentice Hall
1-15
Wireless Networking Increases
• Cell phones, PDAs and laptops connect to the
Internet via wireless modem worldwide.
•
•
•
•
Starbucks
Hotels and airports
Queen Mary II luxury liner
Amtrak train stations
• Customers will have information, entertainment
and communication when, where and how they
want it.
©2006 Prentice Hall
1-16
WiFi at Train Station in France
©2006 Prentice Hall
1-17
Appliance Convergence
• The receiving appliance is separate from the
media type.
• Computers can receive digital radio and TV.
• TV sets can receive the Web.
• New types of “smart” receiving appliances will
emerge.
• Internet refrigerator is many digital appliances in
one.
• Global position systems (GPS) allow in-car
communication and entertainment.
©2006 Prentice Hall
1-18
Semantic Web
The Semantic Web will utilize a standard
definition protocol that will allow users to find
information based on its type, such as:
• The next available appointment for a doctor
• Details about an upcoming concert
• Menu at the local restaurant
• Represents the next huge advance: providing
worldwide access to data on demand without
effort.
• http://www.w3.org/2001/sw/
©2006 Prentice Hall
1-19
Internet-Time Analogy
3500 BC Sundial
1583 AD Pendulum
1600’s Mechanical
Web is here in 2004
©2006 Prentice Hall
1-20
1929 Quartz Crystal
1949 Atomic