Transcript Chap 1
Chapter 1 What is Marketing • A Process of – – – – Market analysis Market planning Implementation Control • Four Ps – – – – Product Pricing Promotion Place • Relationship – – – – Awareness Exploration Commitment dissolution • Exchange • A satisfaction of needs What is Internet • Networks of networks • History of Internet • Application models – B2B, B2C, C2C, G2C, mobile commerce • Marketing Resource Allocation model Brick & mortar location Online Off On Traditional Semi Semi Pure What is Internet marketing • The process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas, products and services that satisfy the goals of both parties. Seven Stage of Internet Marketing 1. 2. 3. 4. 5. 6. 7. Framing market opportunity Formulating the market strategy Designing the customer experience Creating the customer interface Designing the market program Leveraging customer information through technology Evaluating the market program Framing market opportunity (identify) a. b. c. What is an opportunity How many in your life time Unmet and underserved needs identify target segments resource availability competitiveness go /no go Formulating the Marketing Strategy (plan) a. b. c. Long term short term Corporate business unit Traditional marketing and internet marketing (integrated) Designing the customer experience (design) Experiencing functionality Intimacy (they understand me) Evangelism (love to share the story) Creating the customer interface (design) Designing the marketing program (design) a. Designing a combination of marketing actions (6) to move customers from awareness — exploration — commitment b. Customer relationship 1) 2) 3) 4) c. Awareness Exploration Commitment Dissolution Marketing programs 1. Products 1) 2) 3) 2. Tangible v. Intangible Physical v. Psychological effects (Nike, bottle water) Occasion sensitive (wine as a gift or own consumption) Pricing 1) 2) Low price leader (Wal-Mart) High price (cosmetics) 3. Community: membership 4. Place/distribution 1) 2) 5. Tangible v. Digital distribution Many services are converted to digital delivery to save cost Communication 1) Traditional communication a. b. 2) Internet communication a. b. c. • Place constraint Time constraint Any place any time Individualization Interactivity Branding 1) 2) 3) 4) Name, term, sign, symbol or design Domain name Microsoft: what do you want to do today? Stay connected Wal-mart: Everyday low price Leveraging customer information through technology • Use internet to obtain, analyze, and utilize customerrelevant information Evaluating the marketing program