pf3e_ppt_ch04

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Pride/Ferrell
Foundations of
Marketing
Third Edition
Chapter 4:
E-Marketing and Customer
Relationship Management
Outline
4–1
Key
Term
Part 2
Using Technology for Customer Relationships
in a Global Environment
Chapter 4
E-Marketing and Customer Relationship Management
Outline
Copyright © Houghton Mifflin Company. All rights reserved.
4–2
Key
Term
Objectives
1. Define electronic marketing and electronic commerce and
recognize their increasing importance in strategic planning.
2. Understand the characteristics of electronic marketing—
addressability, interactivity, memory, control, accessibility,
and digitalization—and how they differentiate electronic
marketing from traditional marketing activities.
3. Examine how the characteristics of electronic marketing
affect marketing strategy.
4. Understand how electronic marketing and information
technology can facilitate customer relationship
management.
5. Identify the legal and ethical considerations in electronic
marketing.
Outline
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4–3
Key
Term
Outline
1. Marketing on the Internet
 Basic Characteristics of E-Marketing
 E-Marketing Strategies
2. Customer Relationship Management
 Database Marketing
3. Legal and Ethical Issues in E-Marketing
Outline
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4–4
Key
Term
Key Terms
accessibility
cookie
interactivity
addressability
database
memory
blogs
digitalization
portal
community
electronic commerce
(e-commerce)
spam
control
electronic marketing
(e-marketing)
wikis
Outline
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4–5
Key
Term
1. MARKETING ON THE INTERNET
Electronic Commerce (E-Commerce)
 Sharing business information, maintaining business
relationships, and conducting business transactions
by means of telecommunications networks
Electronic Marketing (E-Marketing)
 The strategic process of creating, distributing,
promoting, and pricing products for targeted
customers in the virtual environment of the Internet
Outline
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4–6
Key
Term
E-Marketing
Through e-marketing
companies can market
to target audiences
© Used By Permission.
Outline
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4–7
Key
Term
Benefits of E-Marketing
Open and Instantaneous
Flows of Information
Enhanced Customer
Service Efficiencies
Worldwide Scope
 Opens markets to firms of
all sizes
© Used By Permission.
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4–8
Outline
Key
Term
Consumer-Generated Electronic Marketing
Blogs
Wikis
Public Opinion
websites
Social Networks
Outline
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4–9
Key
Term
Basic Characteristics of E-Marketing
Addressability
Interactivity
Memory
Control
Accessibility
Digitalization
Outline
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4–10
Key
Term
Addressability
A marketer’s ability to identify customers before
they make a purchase
How E-Merchants Attain Addressability
 Limit access to areas of their web site to encourage
customer registration
 Offer contests and prizes in exchange for consumer
information
 “Cookies”
Outline
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4–11
Key
Term
Interactivity
Allowing customers to express their needs and
wants directly to the firm in response to the
firm’s marketing communications
 Real-time interaction with customers
 Broader market coverage at a lower cost
Community
Outline
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4–12
Key
Term
Memory
The ability to access
databases or data
warehouses containing
individual customer profiles
and past purchase histories
and to use these data in
real-time to customize a
marketing offer.
 Database
 Data Mining
© Used By Permission.
Outline
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4–13
Key
Term
Control
Customers’ ability to
regulate the
information they view
and the rate and
sequence of their
exposure to that
information.
 Portal
Security plays a large
role in control.
© Used By Permission.
Outline
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4–14
Key
Term
Accessibility
The ability to obtain information available on
the Internet.
 Informs and educates the inquiring consumer
about competing products and prices
 Creates competition for the consumer’s
attention
Outline
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4–15
Key
Term
Digitalization
The ability to represent
a product, or at least
some of its benefits, as
digital bits of
information.
Digitalization has helped
traditional businesses migrate
to online services
© Used By Permission.
Outline
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4–16
Key
Term
E-Marketing Strategies
Product


Customized orders
Services growing
Distribution


Order processing
Synchronization
Promotion


Consumer in control
Augments traditional forms
Pricing

More consumer information
© Used By Permission.
Outline
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4–17
Key
Term
2. CUSTOMER RELATIONSHIP MANAGEMENT
Focuses on using information about customers
to create marketing strategies that develop and
sustain desirable long-term relationships.
 Database Marketing
 Customer Lifetime Value
 Technology Driven
 Customer support
 Call-center software
 Customer Satisfaction
Outline
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4–18
Key
Term
Marketing for Customer Relationship Management
Outline
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4–19
Key
Term
Database Marketing
Database Management
 Identify/build database
 Differentiate messages to consumers
 Track relationships
Figure 4.1
Why Customers Defect
Outline
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4–20
Key
Term
Customer Lifetime Value
80 percent of business profits come from 20
percent of customers.
 Advances in technology allow marketers to profile
customers in real-time and thereby assess their
lifetime value (LTV) to the firm.
 Some customers may be too expensive to retain
given the low level of profits they generate.
 Focus on developing and managing long-term
relationships with more profitable customers.
Outline
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4–21
Key
Term
Technology Drives CRM
Customer Contact Points

Customer support/callcenter software
Sales automation
software
M-commerce
Data Analysis
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Outline
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4–22
Key
Term
Customer Satisfaction and CRM
CRM is about relationships,
not technology
 Technology can help build
long-term relationships
Outline
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4–23
Key
Term
3. LEGAL AND ETHICAL ISSUES IN E-MARKETING
Privacy Issues
Spam
Misappropriation of
Intellectual
Property
SurfControl stops unwanted e-mails,
block inappropriate content, and
secures confidential data.
© Used By Permission.
Outline
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4–24
Key
Term
Legal and Ethical Issues
© Used By Permission.
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Outline
4–25
Key
Term
Code of Ethics (1)
Outline
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4–26
Key
Term
Code of Ethics (2)
Outline
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4–27
Key
Term
After reviewing this chapter you should:
Be able to define electronic marketing and electronic
commerce and recognize their increasing importance in
strategic planning.
Understand the characteristics of electronic
marketing—addressability, interactivity, memory,
control, accessibility, and digitalization—and how they
differentiate electronic marketing from the traditional
marketing environment.
Have examined how the characteristics of electronic
marketing affect marketing strategy.
Understand how electronic marketing and information
technology can facilitate customer relationship
management.
Be aware of legal and ethical considerations associated
Key
with electronic marketing.
Outline Term
Copyright © Houghton Mifflin Company. All rights reserved.
4–28