Chapter 23 Marketing on the Internet

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Chapter 23Marketing on the Internet
MARKETING
Text by William M. Pride O. C. Ferrell Multimedia
Slides by Milton M. Pressley Univ. of New Orleans
2000e
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Objectives

• To Be Able to Define Electronic Marketing and
  Electronic Commerce and Recognize Their
  Increasing Importance in Strategic Planning
• To Understand the Characteristics of Electronic
  Marketing - Addressability, Interactivity,
  Memory, Control, Accessibility, and
  Digitalization - and How They Differentiate
  Electronic Marketing from the Traditional
  Marketing Environment
• To Examine How the Characteristics of Electronic
  Marketing Affect Marketing Strategy
• To Become Aware of the Legal and Ethical
  Considerations Associated with Electronic
  Marketing

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What Is Electronic Marketing?

• Electronic Commerce (E-commerce)
• Electronic Marketing (E-marketing)

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What Is Electronic Marketing?

• Electronic Commerce (E-commerce)
• Electronic Marketing (E-marketing)

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Online Sales, by Product Category
1997 (inmillions)
2002, Projected(in millions)
Product Category

• Travel 911 11,699
• PC Hardware 986 6,434
• Books 152 3,661
• Grocery 63 3,529
• Apparel and Accessories 103 2,884
• Software 85 2,379
• Ticketing 52 1,810
• Specialty Gifts 100 1,357
• Music 37 1,591
• Health and Beauty 2 1,183
• Consumer Electronics 15 792
• Videos 15 575
• Toys 2 555
• Other 485 2,689

Source George Anders, Click and Buy Why -- and
Where -- Internet Commerce Is Succeeding, Wall
Street Journal, Interactive Edition,
http//interactive.wsj.com/archive, Dec. 7, 1998.
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Basic Characteristics of Electronic Marketing

• Addressability

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Basic Characteristics of Electronic Marketing

• Addressability

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Developing E-marketing Relationships

• Create a Learning Relationship with Customer
• Develop a Relationship Database to Track
  Customers Who Grant the Company Permission to Do
  So
• Develop a Marketing Strategy That Customers Can
  Understand So That They Can Provide the Company
  with Continuous Information About Their Needs and
  Preferences
• Work to Deepen the Commitment of a Customer Who
  Has Developed Loyalty to the Company

Source William C. Taylor, Permission
Marketing, Fast Company, April/May 1998, p. 206.
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Basic Characteristics of Electronic Marketing

• Interactivity

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Basic Characteristics of Electronic Marketing

• Interactivity
• Community

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Basic Characteristics of Electronic Marketing

• Memory
• Control
• Hypertext
• Accessibility
• Uniform Resource Locator (URL)
• Digitalization

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Basic Characteristics of Electronic Marketing

• Memory
• Control
• Hypertext
• Accessibility
• Uniform Resource Locator (URL)
• Digitalization

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Basic Characteristics of Electronic Marketing

• Memory
• Control
• Hypertext
• Accessibility
• Uniform Resource Locator (URL)
• Digitalization

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E-Marketing Strategy
Target Markets
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E-Marketing Strategy
Target Markets
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E-Marketing Strategy
Product
Target Markets
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E-Marketing Strategy
Product
Target Markets
Distribution
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E-Marketing Strategy
Product
Target Markets
Promotion
Distribution
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E-Marketing Strategy
Product
Target Markets
Promotion
Distribution
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E-Marketing Strategy
Product
Price
Target Markets
Promotion
Distribution
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E-Marketing Strategy

• Digital Currency

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Legal and Ethical Issues Associated with
E-Marketing

• Privacy Issues
• Spam
• Registered Trademark Issues
• More Issues to Come

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Legal and Ethical Issues Associated with
E-Marketing

• Privacy Issues
• Spam
• Registered Trademark Issues
• More Issues to Come

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BY NOW, 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
• Be Aware of Illegal and Ethical Considerations
  Associated with Electronic Marketing