View
214
Download
0
Tags:
Embed Size (px)
Citation preview
Agenda
Questions? Assignment 3 Due Two major assignments Left
– Case study analysis of an existing case Week after break
– Creation of a case study Last week of the semester
Case Study Proposals Due Nov 23 – Less than one page on the company you will be writing a case study on and
where you will be getting the research. Exam 3 graded
– 1 A, 2 B’s and 2 C’s String today we will be in the text ebusiness.marketing
– Today, Nov 16 Chap 1 & 2– Friday, Nov 20 Chap 3 & 4
Case Study Possibilities
Marshall Industries Charles Schwab K-mart (or Wal-Mart) Sears GM (or Ford or Chrysler) e-bay Monster. COM
Discussion of Albert Text
Explores impact of technology on traditional marketing models
First 4 Chapters establish a conceptual framework for e-marketing and introduces analytic tools
Chap 5 -12 provide case studies of 8 different companies
Chap 13 & 14 explores the future of e-marketing and research methodologies
http://www.sandlight.com/albert/ebizNow.html
For next class
Read Albert Chapters 1-4 Look at Chaps 6-12 and decide which of
these case studies you would like to analyze and present to the class
Expect to occupy 20 minutes of class time for your presentation and discussion
Rubric for grading of Case study analysis will be passed out next class
Some marketing terms
Direct marketing Branding Advertising Telemarketing Customer relations Public relations Channel Stakeholder
Marketplace Profiling Market research
– Demographics– Target market
NPD– New Product
development
Marketing Review
The 5 P’s of Marketing (sometimes only four!)– Product– Price– Promotion– Placement– Planning
Overview of E-Business Marketing
Components of E-Business E-Business Marketing Concept Overview
– Process to Create and Deliver Goods, Services, and Ideas – Valuable Exchange Process – Multiple Group Involvement
Definition of-eBusiness Marketing Is History Repeating itself?
– New Technologies have fast adaptations rates Understanding technology and Technology
Personnel– IT Departmental Orientation and Goals
E-Business Definition
Five Components– E-Commerce (EC)– Business Intelligence (BI)– Customer Relationship Management (CRM)– Supply Chain Management (SCM)– Enterprise Resource Planning (ERP)
E-Business Components (page 4)
E-Commerce Business Intelligence Customer Relationship Management
Above the line is the customers’ perspective
Below the line is a business perspective
Supply Chain Management Enterprise Resource Planning
3 Common Themes of Marketing
Process for creating and delivering goods, services and ideas to customers
Based on Exchanges that are valuable to both the customer and the company
Many groups involved in marketing concept
Marketing Concepts
Three common themes– creation and delivery
Customer service NPD Fulfillment
– value-laden exchanges Price Value Add Market Differentiators
– different groups (stakeholders) Integrated marketing communications Value Chain
Mix and match
Components– E-Commerce (EC)– Business Intelligence
(BI)– Customer Relationship
Management (CRM)– Supply Chain
Management (SCM)– Enterprise Resource
Planning (ERP)
Concepts– creation and delivery– value-laden exchanges– different groups
(stakeholders)
The P’s– Price– Product– Promotion– Placement– Planning
Definition
E-Business marketing is a concept and process of adapting the relevant and current technologies to the philosophy of marketing and its management.
Growth– One billion people online– 10 million web sites– 80% of traffic goes to 0.4% of websites
The paradox– mass-personalization– Consumer desire for privacy
Historical perspective– Radio 38– TV 13– Internet 5
Is History repeating Itself?
Radio in 1899– Beginning of mass marketing, Branding– 38 years for 50 million households
Televisions 1945– 13 years for 50 million households
PC 1960– 16 years for 50 million households– CRM and database marketing
Internet 1994– 5 years for 50 million households
Role of IT Departments
Importance Communication Task Forces/Committees
– shared goals
Seeks homeostasis Goal displacement
Overview
The Transformation of the Marketing Mix The Internet's Impact on the Marketing Mix Business-to-Consumer Marketplace B2C and Traditional Distribution Business-to-Business Marketplace Ranged Marketing Complexity Theory Fuzzy Logic Elements of Ranged Marketing The Key Role of Change The Role of Ranged Marketing
“Traditional” Marketing Mix
Four Ps (McCarthy, 1960s) Four Cs (Schultz, 1990s)
– main causes of transformation Database Outside looking in
Internet impact on the 4Ps/4Cs– Product >> customer solution– Price >> customer price– Promotion >> communication– Place >> convenience
Marketing Mix
E-Business enables transformation 4 Ps to the 4Cs Product Customer Solution Price Customer Cost Promotion Communication Place Convenience Caveat emptor Cave emptorum
Internet enabled outcomes
Leverage database marketing technology– Quantitative information
Purchase patterns Demographics Psychographics Attitudes, Interest and opinions
Targeted promotion Personalization on a Massive scale Distribution
Impact on Services Marketing
What is Services Marketing?
Four factors impacted– Intangibility– Simultaneity– Heterogeneity– Perishability
4 extra P’s – People– Processes– Physical image– productivity
Internet Business Environments
B2B– definition– size/opportunity
B2C– definition– size/opportunity
C2C– definition– how did the Internet enable this?
Background for Ranged Marketing
Complexity Theory (chaos)– Small permutations create massive change– Fractals– Fuzzy Logic– Nothing is perfectly predictable– Lorenz’s Butterfly effect
http://www.cmp.caltech.edu/~mcc/chaos_new/Lorenz.html Results
– The unexpected occurs– Change is certain– The market is heterogeneous
Ranged Marketing
Marketing is a combination of many disciplines
Ranged marketing incorporates sociological theory
– Increased communication accelerates change
Other research– Hoffman and Novak– Organic solidarity
E. Durkheim
Elements of Ranged Marketing
Range of……... Use Expertise Target Markets Development Life Adaptation Change
Change/Transformation
Successful company example– Volvo– UPS
UPS as traditional company– transformation into e-business – www.ec.ups.com– successful?– What was their “formula”?