Chapter 4

E-Business in Contemporary Marketing

E-Commerce• Targeting customers by collecting

and analyzing info, transactions, and online relationships through telecommunications networks.

E-Commerce Benefits• Global Reach• 1-1 Marketing: customization• Interactive: • Right-time: when/where

customers want the product• Integrated: coordination of all ads

– Online and Offline

Internet has enabled E-Commerce to emerge!

3 Web Functions1. Information- place to get info

• Ie. IVCC

2. Entertainment- games, concerts, events, etc.

• Yahoo games

3. E-Commerce- buying and selling online

• Gap

Business-to-Business Online Marketing

• What do YOU look for when viewing a website? What would you look for if you were a business looking to do business with a company?

• Different from selling to a consumer.– Less flashy– Think like a business customer– New markets– Cost savings– Easy communication

Online Shopping Benefits• Lower prices: Surprise! Yes, prices

are usually lower. S&H???• Convenient: any time, any place.• Personalized: keep track of your

preferences/tastes, welcomes, etc.

Online Shopping Downfalls• Privacy• Poor navigation• Can’t see/touch (Can smell now)

International Online Marketing

• Marketing online is international marketing!

• Some countries don’t have the capabilities and a language barrier.

• Marketing on the Internet is another part of the entire marketing strategy. Traditional marketing is still VERY important!

• More people are buying unusual items on the web. Ie. Food, milk, fragrances– Why? Values/culture: free time, no

lines

Interactive Online Marketing:where you can do

this!• Company Web Site:

– www.jcpenney.com

• Ads on other Web Sites: banner ads

• Online Communities:– Newsgroups, chat rooms, bulletin

boards, listserves

• Others: kiosks, smart cards, etc.

An Effective Web Site1. Mission of site2. Purpose of the site3. Satisfy customers needs/wants

with clear design4. Manage the site: update, improve,

enhance.5. Measurement: is the site effective?

• Hits