Transcript What is E-Marketing?

Business English Reading
实用商务英语导读教案
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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
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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.
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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.
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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
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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
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External Factors
 market
structure
 efficiency of the
market
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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?
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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。
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Click to edit company slogan .
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