Transcript Digitalization and Connectivity

Major Forces Shaping
the Internet Age
• Digitalization and Connectivity
• The Internet Explosion
• New Types of Intermediaries
• Customization
©2006 Pearson Education, Inc.
Upper Saddle River, NJ 07458
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Digitalization and
Connectivity
• Digitalization consists of converting text,
data, sound, and image into a stream of
bits that can be dispatched at incredible
speeds from one location to another
• Connectivity involves building networks and
expresses the fact that much of the world’s
business is carried over networks
connecting people and companies
©2006 Pearson Education, Inc.
Upper Saddle River, NJ 07458
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Types of Networks
• Intranets connect people within a
company
• Extranets connect a company with its
suppliers and customers
• The Internet connect users to an
amazingly large “information
superhighway.”
©2006 Pearson Education, Inc.
Upper Saddle River, NJ 07458
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The Internet Explosion
• Useful as a sales outlet and it provides
a medium for communication between a
company and its customers
• The number of Web surfers worldwide
has reached 1 billion and is expected to
approach 1.5 billion by 2007
©2006 Pearson Education, Inc.
Upper Saddle River, NJ 07458
Marketing
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New Types of Intermediaries
• With the birth of dot-com sites such as
Expedia.com, Priceline.com, and
Travelocity.com the hospitality industry
has had to change how they do
business
©2006 Pearson Education, Inc.
Upper Saddle River, NJ 07458
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Customization
• Technology has been useful in
assisting companies in understanding
their customers and potential customers
on an individual level and developing
marketing to their specific wants.
©2006 Pearson Education, Inc.
Upper Saddle River, NJ 07458
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E-Business, E-Commerce
& E-Marketing
• E-business involves the use of electronic
platforms to conduct a company‘s
business
• E-commerce involves buying and selling
processes supported by electronic means,
primarily the Internet
• E-marketing is company efforts to
communicate about, promote, and sell
products and other services over the
Intranet
©2006 Pearson Education, Inc.
Upper Saddle River, NJ 07458
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Benefits to Buyers
•
•
•
•
•
Convenient
Easy and private
Greater product access and selection
Offers comparative information
Immediate and interactive
©2006 Pearson Education, Inc.
Upper Saddle River, NJ 07458
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Benefits to Sellers
•
•
•
•
Builds customer relationships
Reduces costs
Quick and efficient
Reduces communication costs
©2006 Pearson Education, Inc.
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E-Commerce Domains
•
•
•
•
B2C (business to consumer)
B2B (business to business)
C2B (consumer to business)
C2C (consumer to consumer)
©2006 Pearson Education, Inc.
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Types of Web Sites
• Corporate Web Sites are designed to
build customer goodwill and to
supplement other sales channels
• Marketing Web Sites engage
consumers in an interaction that will
move them closer to a direct purchase
or other marketing outcome
©2006 Pearson Education, Inc.
Upper Saddle River, NJ 07458
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Designing Attractive Web Sites
• The key is to create enough value and
excitement to get consumers to come to
the site, stick around, and come back
again
©2006 Pearson Education, Inc.
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E-mail
• The greeting should be personalized and
other persons being sent the same
message should not be listed
• The name of the company should be
identified
• The subject needs to be relevant to the
reader
• E-mails need to be short
• Text message is the preferred format
©2006 Pearson Education, Inc.
Upper Saddle River, NJ 07458
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Marketing
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and Tourism,
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