MAR 4933001

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MAR 4933-001

• E-Commerce Marketing
• Summer 2003Tampa
• Introduction, Expectations, Marketspace
• Rich Gonzalez
• University of South Florida
• May 13, 2003

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URLs

• coba.usf.edu
• lists.acomp.usf.edu
• wsj.com
• half.com
• ebs.allbookstores.com

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Rich Gonzalez

• Doctoral programMarketing
• 20 years in the transportation bizaccounting,
  marketing
• B.S. Information Decision Sciences-- UIC
• Research Consumer Use of Product Information on
  the Internet

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Agenda May 13, 2003

• Expectations of course
• Survey of course themes/concepts
• LISTERV
• Drucker
• Marketing Concept
• Porter
• Introduction Framework for E-C
• Due for May 15

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For May 15

• Chapter 1
• Subscribe to Wall Street Journal
• Subscribe to Listserv
• Send Intro

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Syllabus

• Lets review and answer questions
• Expectations/Grading
• Writing Assignments vs. Midterm

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Textbooks

• REQUIRED TEXT
•  E-Commerce Marketing
• Strategic Electronic Marketing Managing
  E-Business, Brad Kleindl, Thomson/South-Western
  (2003). ISBN-032417893-x
•  
• REQUIRED Publication
• Wall Street Journal, including wsj.com

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Price Shopping On Books?

• ebay.com
• half.com
• bibliofind.com
• ebs.allbookstores.com
• www.bigwords.com

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LISTSERV

• xhttp//lists.acomp.usf.edu
• No Password
• Sign On By Tonite
• Send Intro On Wednesday after Noon
• This is a class participation item

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Subject _____ Intro

• Short Intro
• 1. Who, major, where, hobbies...
• 2. I am taking this course because...(why it is
  interesting...what you are looking for...)

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wsj.com

• A Good Resource
• Free With Paper Subscription
• Lets go to the site

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Sign Up For WSJ and wsj.com

• 1-800-568-7625 1-800-JOURNAL
• 2 choices 8 Weeks 19.95 for 8 Wks10 Weeks
  22.95 for 10 Wks
• 011601 974561Rich Gonzalez University of South
  Florida33620
• Get Your Account Number, Then
• Register for wsj.com/offers/student
• Click Yes on Major Technology News

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Sources

• Textbook
• Business Articles (BW, Fortune, Biz 2.0)
• Online (WSJ)
• Practitioner Journal (HBR)

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Course Grading
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Weekly Analysis Papers

• Current Topic Will Be Selected
• 1.5 page Discussion Paper
• 5 WAP
• Scoring on 100 Points, Then Averaged
• Better than a Midterm Exam

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Survey Writing

• Writing exercise5 minutes
• E-commerce is....Just your thoughts, what comes
  to mind.
• E-commerce is important...Just your thoughts,
  put yourself in the role of the businessperson
  and customer

Legibility!!
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Why Is E-Commerce Important?
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The Big Concepts

• Information
• Amplification
• Asynchronicity

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• Lets Look at Some Predictions

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"I think there is a world market for, maybe, five
computers."
Prediction 1

• Thomas J. Watson,1943

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There is no reason for any individual to have a
computer in their home.
Prediction 2

• Ken Olson, 1977

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Prediction 3

• Business is going to change more in the next 10
  years than it has in the past 50.
• William H. Gates III, 2000

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Prediction 4

• Everyone will have access to most of the worlds
  information.
• William H. Gates III, 2000

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E-Commerce

• Digital technology has transformed the economy.
• Value Creation shifts from physical to
  information
• E-C is about exchange of information
• E-C is technology enabled
• E-C is technology mediated

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E-Commerce

• ...technology-mediated exchanges between parties
  as well as the electronically based
  intra-organizational activities that facilitate
  such change

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Exemplar Sites

• paypal.com
• cdbaby.com
• www.flyertalk.com
• orbitz.com
• etrade.com
• B2B sites

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Changing Nature of Marketing

• Capture data electronically at the point of sale
  and route that information from the retailer to
  the supplier and/or the manufacturer.
• Electronically linked distribution systems are
  speeding products through the channel of
  distribution.
• The WWW is allowing businesses to reach customers
  around the world rather than just local markets.
• Information on the customers shopping behavior
  is being stored in databases to profile
  individuals for targeted promotions and
  customized products.

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Business Models

• New information technologies are allowing
  businesses to redesign business models and change
  business practice
• A business model, or commerce model, is the basic
  process flow indicating how a business operates.
  It indicates how business functions are linked
  together.

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Business Models

• Internet based business models requires fewer
  hard assets (bricks and mortar assets)
• Brick and mortar businesses have tangible
  physical assets such a factory, office building,
  warehouses, etc.

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What is E-Business?

• E-business, or electronic business, systems use a
  number of information technology-based business
  practices to enhance relationships between the
  business and the customer. E-business includes
  changes in marketing communication, distribution
  systems, and business models.
• www.ibm.com/e-business/

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What is E-Commerce

• E-Commerce consists of using electronic
  information based systems to engage in
  transactions or commerce online. This includes
  automating purchasing through Web sites.

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What Is Marketing?
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Marketing

• Marketing is the process of planning and
  executing the conception, pricing, promotion, and
  distribution of ideas, goods, and services that
  create exchanges that satisfy individual and
  organizational needs.
• Relationship marketing implies that business
  undertake strategies that will hold desirable
  customers over a long time period.

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Mini-Basic Marketing Review
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Peter F. Drucker
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Drucker

• What is the purpose of a business?
• Two primary responsibilities of a business

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We Stopped Right Here
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Elements of the Marketing Mix within an
Environmental Framework
Competitive
Distribution
Product
Political-Legal
Target Market
Social-Cultural
Price
Promotion
Technological
Economic
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Marketing Concept

• A managerial philosophy that on organization
  should satisfy customers needs through a
  coordinated set of activities that also allows
  the org to achieve its goals

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Marketing Concept

• Target Market
•  Customer Needs Wants
•  Coordinated activities
•  Profitability