Transcript elc310day1
ELC 310 DAY 1 ©2006 Prentice Hall 1-1 Agenda • • • • • • ©2006 Prentice Hall Roll Call Introduction WebCT Overview Syllabus Review Contract on Classroom behavior 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 staff • All quizzes and assignments will be administered from WebCT ©2006 Prentice Hall 1-1 Syllabus review • • • • • Requirements Grading Course outline Special Notes Subject to change ©2006 Prentice Hall 1-1 Contract on Classroom Behavior • Agreement between professor and Student • Most of Material in the Contract is from • Taking Back the Classroom: Tips for the College Professor on Becoming a More Effective Teacher • Dr. Delaney R. Kirk, Professor of Management, Drake University • http://www.cbpa.drake.edu/kirk/classmanagement/Book.htm • 10% of Grade • Student must agree to abide by contract in writing ©2006 Prentice Hall 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. • 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 1-2 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. • http://www.usatoday.com/life/music/news/200601-04-music-sales-main_x.htm ©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