Elektronik Dagang (E-Commerce)

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Elektronik Dagang (E-Commerce)
BJIB3143

• Semester II 09/10 Kumpulan A
• Kolej Perniagaan UUM

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Tenaga Pengajar Kumpulan A

• No Pekerja 3298
• Faisal bin Zulhumadi
• Kolej Perniagaan UUM
• Telefon Bilik 4596 (04 928 4596)
• H/P 019 442 1430 (SMS tiada layanan)
• Bilik 3109, Bangunan FPT
• E-mel faisal_at_uum.edu.my
• Laman Web Cari sendiri!

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Penilaian Kursus

• Kerja Kursus / Penilaian Berterusan (60)
• Kerja Individu (20)
• Kerja Kumpulan (10)
• Projek (25)
• Presentation (10)
• Report (15)
• Kuiz (5) Minggu 5
• Peperiksaan Akhir (40)
• Soalan Subjektif

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KAEDAH PENGAJARAN

• Kuliah 42 jam kredit dengan alat bantuan mengajar
  berkomputer
• Syarahan dan perbincangan 3 jam seminggu
• Dua kelas Ahad Rabu 800 930
• Bahasa pengantar Bahasa Kebangsaan Bahasa
  Inggeris
• Tiada kelas makmal komputer

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Elektronik Dagang (E-Commerce) Sesi 1
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SINOPSIS KURSUS

• Kursus memfokuskan kepada
• penggunaan teknologi komputer khususnya dalam
  perniagaan berteraskan Internet.
• Teknologi Internet dalam pemasaran WWW menjadi
  satu cara utama di mana
• organisasi memasarkan produk mereka dengan lebih
  pantas dan global.

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SINOPSIS KURSUS

• Oleh yang demikian, E-Dagang adalah komponen
  penting dalam penyediaan perancangan bagi
• sektor korporat dalam sektor pemasaran seperti
• perniagaan kepada perniagaan (B2B)
• perniagaan kepada pelanggan (B2C).

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OBJEKTIF KURSUS

• Apabila menamatkan kursus ini, anda berupaya
  untuk
• menerangkan secara amnya akan fungsi-fungsi dan
  peranan teknologi dalam domain perdagangan
• mengenalpasti kaedah-kaedah penyelidikan
  pemasaran dan gelagat pelanggan dalam konteks
  perdagangan bersifat global
• menggunakan kemahiran perisian komputer dalam
  membangunkan pangkalan data dan halaman web yang
  mempunyai ciri-ciri e-dagang

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RUJUKAN

• Dann, S. and Dann, S. (2001) Strategic Internet
  Marketing. John Wiley Sons Australia Ltd,
  Melbourne.
• Kalakota, Ravi, and Andrew B. Whinston. (1997).
  Electronic Commerce A Managers Guide.
  Addison-Wesley
• Kotler, P. Keller, K.L. (2006) Marketing
  Manegement, Edisi ke-12. New Jersey Prentice
  Hall.
• Rockwell B. (1998) Internet World Using the Web
  to Compete in a Global Marketplace. John Wiley
  Sons Canada.
• Turban, E., King, D. Viehland, D. and Lee, J.
  (2006). Electronic Commerce A managerial
  Perspective. USPrentice Hall.

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Rujukan Tambahan

• Darie, C., Balanescu, E., Bucica, M. (2006).
  Beginning PHP and PostgreSQL E-Commerce. New
  York Springer-Verlag.
• Loshin, P. Vacca, J. (2004). Electronic
  Commerce (4th ed.). Massachusetts Charles River
  Media.
• Singh, M. Waddell, D. (Eds.). (2004).
  E-Business Innovation and Change Management.
  Hershey Idea Group Publishing.

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Minggu 1

• Pengurusan Pemasaran Dan Perancangan Strategik
  Yang Berorientasikan Pasaran
• Konsep pemasaran, pengurusan pemasaran dan
  pemasaran strategik
• Nilai, kualiti dan pengekalan pelanggan
• Hubungan pelan pemasaran dan perancangan
  strategik perniagaan

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Minggu 2

• Pengurusan Organisasi Pemasaran
• Organisasi pemasaran
• Kawalan dan penilaian
• Audit pemasaran
• Sistem maklumat pemasaran

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Minggu 3

• Revolusi Teknologi
• Pengenalan kepada revolusi teknologi
• Definisi dan domain Internet

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Minggu 3

• Konsep Dan Terminologi
• Konsep siber dan maya
• Pengenalan kepada sistem rangkaian
• Jenis-jenis sistem rangkaian komputer
• Model perniagaan baru dan dunia digital
• Pelbagai sistem perniagaan elektronik
• Aplikasi teknologi dalam perniagaan elektronik

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Minggu 4

• Infrastruktur Teknologi E-Dagang
• Teknologi telekomunikasi Rangkaian atas talian,
  tanpa wayar, streaming media dan communicating
  devices
• Jalur lebar dan piawai antarabangsa
• Teknologi Biometrik dan Business Avatars
• Pelayar web IE, Netscape, Opera dan lain-lain
• Kolaborasi komuniti perniagaan B2B, B2C dan B2G

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Minggu 5

• Pengurusan Komunikasi Pemasaran Bersepadu Dan
  Pengiklanan Produk
• Proses pengurusan komunikasi pemasaran bersepadu
• Pengurusan Promosi Jualan Dan Perhubungan Awam
• Mereka bentuk dan mengurus program pengiklanan
• Mengurus promosi jualan
• Mengurus perhubungan awam

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Minggu 6

• Pemasaran Berasaskan Internet
• Evolusi pemasaran atas talian
• Ciri-ciri Internet berbanding media lain
• Adaptasi atas talian dan (on line) dan tutup
  talian (off line)
• Revolusi pelanggan Perubahan perspektif dan
  kelebihan pemasaran berasaskan Internet

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Minggu 6

• Strategi Pemasaran Di Internet
• Pembentukan objektif pemasaran atas talian
• Pembangunan pelbagai kaedah pemasaran
• Segmentasi, integrasi dan lokasi
• Kunci potensi strategi dalam Internet

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Minggu 7

• Analisis Pelanggan
• Model gelagat pelanggan pengguna
• Model gelagat pelanggan bisnes
• Gelagat Pelanggan Atas Talian
• Inovasi Internet dan adaptasi penggunaan Internet
• Adaptasi inovasi ciri-ciri, personaliti,
  predisposition dan psychographics
• Internet Kategori pelanggan dan gelagat
• Implikasi kepada pemasaran Penghalang, keperluan
  dan keselamatan

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Minggu 8

• Analisis Industri Dan Pesaing
• Analisis persekitaran pemasaran
• Analisis pesaing
• Mereka bentuk strategi perniagaan berdaya saing
• Penyasaran pasaran

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Minggu 9

• Pengurusan Produk
• Mengurus kitaran hayat produk
• Pembangunan produk baru
• Pengurusan Strategi Produk
• Mengurus campuran produk
• Mengurus jenama

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Minggu 10

• Pengurusan Harga
• Mengurus strategi dan taktik harga
• Pelarasan harga
• Pengurusan Saluran Pengedaran
• Pengurusan saluran pengedaran yang efektif
• Pengurusan logistik pemasaran

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Minggu 11

• Penyelidikan Pemasaran
• Peranan teknologi dalam penyelidikan pemasaran
• Kaedah penyelidikan utama Pendekatan
  Self-Report, eksperimen dan pemerhatian
• Integrasi antara penyelidikan pemasaran, strategi
  dan perancangan
• Pelaksanaan penyelidikan pemasaran atas talian
  Focus groups, surveys, ethnography dan new
  routines

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Minggu 12

• Lombong Data Pelanggan Digital
• Pengenalan kepada sumber data dan proses penemuan
  pengetahuan
• Fasa-fasa pemprosesan data Pencarian,
  pemprosesan, transformasi, analisis dan
  penyebaran
• Lombong data Penilaian dan interpretasi
• Aplikasi teknologi dalam Lombong data
• Klasifikasi dan model-model
• Pembuatan keputusan

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Minggu 13

• Aplikasi Komputer Dalam Pembinaan Halaman Web 1
• Pengenalan kepada perisian pembinaan halaman web
• Hands-On Tour Pembinaan halaman web
• Pembinaan halaman web Rekabentuk struktur
  navigasi
• Penambahan grafik
• Hyperlinks dan image map
• Kemasukan komponen form dan web
• Eksperimentasi dengan kod HTML

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Minggu 14

• Aplikasi Komputer Dalam Pembinaan Halaman Web 2
• Pengenalan kepada perisian pangkalan data
• Sistem pengurusan pangkalan data (DBMS)
• Hands-On Tour Perisian pangkalan data
• Komponen-komponen pangkalan data dan tables
• Dokumentasi dan kemasukan data
• Jenis-jenis Hubungan
• Rekabentuk pangkalan data Cetakan biru ERD

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Elektronik Dagang (E-Commerce) Sesi 2
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Ekonomi Baru The New Economy

• Kelebihan pengguna daripada digital revolution
  termasuk
• Peningkatan kuasa membeli.
• Penambahan kepelbagaian produk dan perkhidmatan.
• Perkembangan maklumat.
• Kemudahan membeli.
• Lebih banyak peluang untuk membandingkan maklumat
  produk dengan produk yang lain.

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Ekonomi Baru The New Economy

• Kelebihan organisasi daripada digital
  revolution termasuk
• Saluran promosi baru.
• Dapatan penyelidikan yang lebih mendalam.
• Peningkatan komunikasi pekerja dan pelanggan.
• Kebolehan untuk mengubahsuai promosi mengikut
  situasi (customise promotions).

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What is MARKETING/PEMASARAN?

• Pemasaran ialah berkenaan dengan pengurusan
  perhubungan pelanggan yang membawa untung
• Menarik perhatian pelanggan baru
• Mengekalkan dan membesarkan pelanggan sedia ada
• Marketing is NOT synonymous with Sales or
  Advertising

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What can be marketed?

• Goods
• Services
• Places
• Ideas
• Events
• Persons
• Properties

• Organisations
• Information
• Experiences
• Many, many more!

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Marketing Defined

• Kotlers social definition
• Marketing is a societal process by which
  individuals and groups obtain what they need and
  want through creating, offering, and freely
  exchanging products and services of value with
  others.

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Marketing Defined

• The AMA managerial definition
• Marketing is the process of planning and
  executing the conception, pricing, promotion, and
  distribution of ideas, goods, and services to
  create exchanges that satisfy individual and
  organizational objectives.

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The Marketing Process A Five-Step Process

1. Understand the marketplace and customer needs and
   wants
2. Design a customer-driven marketing strategy
3. Construct a marketing program that delivers
   superior value
4. Build profitable relationships and create
   customer delight
5. Capture value from customers to create profits
   and customer quality

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Marketing Concepts

• Target markets and market segmentation
• Marketplace, market-space, metamarkets
• Marketers prospects
• Needs, wants, demands
• Product offering and brand
• Value and satisfaction

• Exchange and transactions, Relationship and
  networks
• Marketing channels
• Supply chain
• Competition
• Marketing environment
• Marketing program

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Understanding the Marketplace
Core Concepts

• Need (Keperluan)
• State of felt deprivation
• Example Need food
• Wants (Kehendak)
• The form of needs as shaped by culture and the
  individual
• Example Want a Big Mac
• Demands (Permintaan)
• Wants which are backed by buying power

• Needs, wants, and demands
• Marketing offers including products, services
  and experiences
• Value and satisfaction
• Exchange, transactions and relationships
• Markets

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Core Marketing Concepts

• Needs describe basic human requirements such as
  food, air, water, clothing, shelter, recreation,
  education, and entertainment.
• Needs become wants when they are directed to
  specific objects that might satisfy the need.
  (Fast food)
• Demands are wants for specific products backed by
  an ability to pay.

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Understanding the Marketplace
Core Concepts

• Marketing offer
• Combination of products, services, information or
  experiences that satisfy a need or want
• Offer may include services, activities, people,
  places, information or ideas

• Needs, wants, and demands
• Marketing offers including products, services
  and experiences
• Value and satisfaction
• Exchange, transactions and relationships
• Markets

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Understanding the Marketplace
Core Concepts

• Value
• Customers form expectations regarding value
• Marketers must deliver value to consumers
• Satisfaction
• A satisfied customer will buy again and tell
  others about their good experience

• Needs, wants, and demands
• Marketing offers including products, services
  and experiences
• Value and satisfaction
• Exchange, transactions and relationships
• Markets

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Core Marketing Concepts

• A Product is any offering that can satisfy a need
  or want, while a brand is a specific offering
  from a known source.
• When offerings deliver value and satisfaction to
  the buyer, they are successful.

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Understanding the Marketplace
Core Concepts

• Exchange
• The act of obtaining a desired object from
  someone by offering something in return
• One exchange is not the goal, relationships with
  several exchanges are the goal
• Relationships are built through delivering value
  and satisfaction

• Needs, wants, and demands
• Marketing offers including products, services
  and experiences
• Value and satisfaction
• Exchange, transactions and relationships
• Markets

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Core Marketing Concepts

• Exchange involves obtaining a desired product
  from someone by offering something in return.
  Five conditions must be satisfied for exchange to
  occur.
• Transaction involves at least two things of
  value, agreed-upon conditions, a time of
  agreement, and a place of agreement.

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Core Marketing Concepts

• Relationship marketing aims to build long-term
  mutually satisfying relations with key parties,
  which ultimately results in marketing network
  between the company and its supporting
  stakeholders.

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Understanding the Marketplace
Core Concepts

• Market
• Set of actual and potential buyers of a product
• Marketers seek buyers that are profitable

• Needs, wants, and demands
• Marketing offers including products, services
  and experiences
• Value and satisfaction
• Exchange, transactions and relationships
• Markets

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Core Marketing Concepts

• Shopping can take place in a
• Marketplace (physical entity, Giant)
• Marketspace (virtual entity, Dell)
• Metamarkets refer to complementary goods and
  services that are related in the minds of
  consumers.
• Marketers seek responses from prospects.

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Other Marketing Concepts

• Marketers can enhance the value of an offering to
  the customer by
• Raising benefits.
• Reducing costs.
• Raising benefits while lowering costs.
• Raising benefits by more than the increase in
  costs.
• Lowering benefits by less than the reduction in
  costs.

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Other Marketing Concepts

• Marketing Channels
• Communication channels
• Distribution channels
• Service channels

• Deliver messages to and receive messages from
  target buyers.
• Includes traditional media, non-verbal
  communication, and store atmospherics.

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Other Marketing Concepts

• Marketing Channels
• Communication channels
• Distribution channels
• Service channels

• Display or deliver the physical products or
  services to the buyer / user.

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Other Marketing Concepts

• Marketing Channels
• Communication channels
• Distribution channels
• Service channels

• Carry out transactions with potential buyers by
  facilitating the transaction.

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Other Marketing Concepts

• A supply chain stretches from raw materials to
  components to final products that are carried to
  final buyers.
• Each company captures only a certain percentage
  of the total value generated by the supply chain.

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Other Marketing Concepts

• Four levels of competition can be distinguished
  by the level of product substitutability
• Brand competition
• Industry competition
• Form competition
• Generic competition

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HOW MARKETING DISCOVERS AND SATISFIES CONSUMER
NEEDS

• Satisfying Consumer Needs

• Target Market

• The Four Ps Controllable Marketing MixFactors

• Product

• Promotion

• Price

• Place

• The Uncontrollable, Environmental Forces

• Social

• Technological

• Economic

• Competitive

• Regulatory

• Others

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Target Market

• Target markets segmentation
• Differences in needs, behavior, demographics or
  psychographics are used to identify segments.
• The segment served by the firm is called the
  target market.
• The market offering is customised to the needs of
  the target market.

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The 4 Ps Controllable

• The marketing programme is developed to achieve
  the companys objectives. Marketing mix
  decisions include
• Product (Produk) provides customer solution.
• Price (Harga) represents the customers cost.
• Place (Tempat) customer convenience is key
• Promotion (Promosi) communicates with customer

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Environmental Factors Uncontrollable

• The following forces in the broad environment
  have a major impact on the task environment
• Demographics
• Economics
• Natural environment
• Technological environment
• Political-legal environment
• Social-cultural environment

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Concept Check
1. An organization cant satisfy the needs of
all consumers, so it must focus on one or more
subgroups, which are its ____________.
target markets
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Concept Check
2. What are the four marketing mix elements that
make up the organizations marketing program?
A product, price, promotion, place
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Concept Check
3. What are environmental forces?
A Environmental forces are those that the
organizations marketing department cant
control. These include social, economic,
technological, competitive, and regulatory forces.
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Evolution of Market Orientation
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Company Orientations

• The orientation or philosophy of the firm
  typically guides marketing efforts. Several
  competing orientations exist
• Production concept
• Product concept
• Selling concept
• Marketing concept
• Customer concept
• Societal marketing concept
• Customer Relationship Programme

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Marketing Management

• Marketing management is
• the art and science of choosing target markets
  and building profitable relationships with them.
• This definition must include answers to two
  questions
• What customers will we serve?
• How can we serve these customers best?

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Selecting Customers and Creating Value

• Customer Management
• What customers will we serve?
• Marketers select customers that can be served
  profitably
• Demand Management
• Marketers must deal with different demand states,
  ranging from no demand to too much demand
• Value Proposition
• How can we serve these customers best?
• Includes the set of benefits or values a company
  promises to deliver to consumers to satisfy their
  needs

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STEP 1 Discovering Consumer Needs
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The Marketing Plan

• Transforms the marketing strategy into action
• Includes the marketing mix and the 4Ps of
  marketing
• Product
• Price
• Place
• Promotion

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Product Considerations

• Quality - specification and management
• Key suppliers
• Features and benefits
• Patents
• Name, packaging/ presentation
• Range/ sizes
• On-going development

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Price Considerations

• Pricing strategy (premium, value etc)
• Approach - cost based competitor, market?
• Value - not only financial cost of continuing
  to live with the problem?
• Cost elements/ value added
• Monitor competition
• Discount structure?
• Easy to lower!

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Place Considerations

• Geography/ market/ customer - segment
• Internet
• Direct channels
• Own retail outlet
• Own/ contract sales force
• Wholesalers, retailers, agents
• Franchising

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Promotion Considerations

• Positioning strategy and budget
• Advertising
• Public Relations
• Sales promotion
• Direct marketing
• Website
• Personal selling
• Trade fairs and exhibitions
• Letterheads, brochures
• Word of mouth

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Building Customer Relationships

• CRM Customer relationship management
• The overall process of building and maintaining
  profitable customer relationships by delivering
  superior customer value and satisfaction. It
  deals with all aspects of acquiring, keeping and
  growing customers.

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Value and Satisfaction

• Perceived Value
• The customers evaluation of the difference
  between benefits and costs.
• Customers often do not judge values and costs
  accurately or objectively.
• Customer Satisfaction
• Products perceived performance relative to
  customers expectations.

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STEP 2 Satisfying Consumer Needs
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A MARKETING AND PRODUCT EXAMPLE

• Discovering Student Studying Needs

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Not All Customers are Equal

• Basic Relationships
• Low-margin customers
• Full Partnerships
• Key customers
• Selective relationship management
• Weeding out unprofitable customers

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Customer Value to Business
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Capturing Value from Customers

• Customer delight leads to emotional relationships
  and loyalty
• Customer Lifetime Value shows true worth of a
  customer

Key Concepts

• Customer Loyalty and Retention
• Share of Customer
• Customer Equity

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Capturing Value from Customers

• Share of customers purchase in a product
  category.
• Achieved through offering greater variety,
  cross-sell and up-sell strategies.

Key Concepts

• Customer Loyalty and Retention
• Share of Customer
• Customer Equity

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Capturing Value from Customers
Key Concepts

• The combined customer lifetime values of all
  current and potential customers.
• Measures a firms performance, but in a manner
  that looks to the future.
• Choosing the best customers is key

• Customer Loyalty and Retention
• Share of Customer
• Customer Equity

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Traditional Organisational Structure
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Customer Value Management Structure
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Marketing Landscape
Challenges

• Growth of the Internet
• Advances in telecommunications, information,
  transportation
• Customer research and tracking
• Product development
• Distribution
• New advertising tools
• 24/7 marketing through the Internet

• Digital age
• Globalization
• Ethics and social responsibility
• Not-for-profit marketing
• Marketing relationships

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Marketing Landscape
Challenges

• Geographical and cultural distances have shrunk
• Greater market coverage
• More options for purchasing and manufacturing
• Increased competition from foreign competitors

• Digital age
• Globalization
• Ethics and social responsibility
• Not-for-profit marketing
• Marketing relationships

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Marketing Landscape
Challenges

• Marketers need to take great responsibility for
  the impact of their actions
• Caring capitalism is a way to differentiate your
  company

• Digital age
• Globalization
• Ethics and social responsibility
• Not-for-profit marketing
• Marketing relationships

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Marketing Landscape
Challenges

• Many organizations are realizing the importance
  of strategic marketing
• Performing arts
• Government agencies
• Colleges
• Hospitals
• Churches

• Digital age
• Globalization
• Ethics and social responsibility
• Not-for-profit marketing
• Marketing relationships

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Marketing Landscape
Challenges

• Profits through managing long-term customer
  equity
• Improve customer knowledge
• Target profitable customers
• Keep profitable customers

• Digital age
• Globalization
• Ethics and social responsibility
• Not-for-profit marketing
• Marketing relationships

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Marketing in one sentence!

• The process of building profitable customer
  relationships by creating value for customers and
  capturing value in return

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• ?