Copyright 2005 Pearson Education Inc. Marketing in the

Copyright  2005 Pearson Education Inc. Marketing in the

Copyright 2005 Pearson Education Inc. Marketing in the Digital Age Chapter 3 PowerPoint slides Express version Instructor name Course name School name Date Principles of Marketing, Sixth Canadian Edition Learning Objectives 3.2 Copyright 2005 Pearson Education Inc. After studying this chapter, you should be able to: Identify the major forces shaping the new digital age Explain how companies have responded to the Internet and new technologies with e-business strategies, resulting in benefits for both buyers and sellers Describe the four major e-commerce

domains Discuss how companies conduct ecommerce to profitably deliver more value to customers Overview the promise and challenges that e-commerce presents for the future Principles of Marketing, Sixth Canadian Edition Copyright 2005 Pearson Education Inc. Major Forces Shaping the Internet Age 3.3 Connectivity The explosion of the Internet New types of intermediaries Customization Figure 3.1

Principles of Marketing, Sixth Canadian Edition Electronic Business Terms 3.4 Copyright 2005 Pearson Education Inc. Ebusiness Using electronic platforms (intranets, extranets, Internet) to conduct business Ecommerce: Buying and selling processes supported by electronic means Includes Internet (online) marketing Includes epurchasing (eprocurement) Emarkets: Marketspaces instead of marketplaces Principles of Marketing, Sixth Canadian Edition Benefits of E-Marketing Copyright 2005 Pearson Education Inc.

To buyers: Convenience Easy Private Greater product access and selection Wealth of comparative information Interactive and immediate Greater consumer control using permission-based marketing 3.5 To sellers: Interactive tool for

building customer relationships Reduced facility and operating costs Improved cash flow Increased speed and efficiency Greater flexibility Global medium Principles of Marketing, Sixth Canadian Edition Ecommerce Domains 3.6 Copyright 2005 Pearson Education Inc. B2C ecommerce B2B ecommerce Open trading networks Private trading networks C2C ecommerce C2B ecommerce

Figure 3.2 Principles of Marketing, Sixth Canadian Edition 3.7 Types of E-Marketers Copyright 2005 Pearson Education Inc. Pure play companies: Figure 3.3 Etailers Search engines Internet service providers (ISP) Transaction sites Portals or content sites Principles of Marketing, Sixth Canadian Edition

3.8 Copyright 2005 Pearson Education Inc. Sources of E-Commerce Revenue Product and service sales income Advertising income Sponsorship income Alliance income Membership and subscription income Profile income Transaction commissions and fees

Market research and information fees Referral income Table 3.1 Principles of Marketing, Sixth Canadian Edition Setting Up an E-Marketing Presence 3.9 Copyright 2005 Pearson Education Inc. Creating a web site Corporate web site Marketing web site Designing attractive web sites:

Context Content Community Customization Communication Connection Commerce Figure 3.4 Principles of Marketing, Sixth Canadian Edition Setting Up an E-Marketing Presence 3.10 Copyright 2005 Pearson Education Inc. Online advertising and promotion:

Banner and ticker advertisements Interstitials Skyscrapers Browser advertisements Content sponsorship Microsites Viral marketing Web communities E-mail Webcasting Figure 3.4 Principles of Marketing, Sixth Canadian Edition Promise and Challenges of Ecommerce

3.11 Copyright 2005 Pearson Education Inc. Continuing promise of ecommerce: From a complete revolution in conducting business, to Just one approach in a fully integrated marketing mix Internet profitability Legal and ethical issues Online privacy and security Internet fraud Segmentation and discrimination Access by vulnerable or unauthorized groups Canadian federal law Personal Information Protection and Electronic Documents Act (2001): Consumer knowledge and consent Limitations Accuracy Right to access

Principles of Marketing, Sixth Canadian Edition In Conclusion 3.12 Copyright 2005 Pearson Education Inc. The learning objectives for this chapter were: Identify the major forces shaping the new digital age Explain how companies have responded to the Internet and new technologies with e-business strategies, resulting in benefits for both buyers and sellers Describe the four major e-commerce domains Discuss how companies conduct ecommerce to profitably deliver more value to customers Overview the promise and challenges that e-commerce presents for the future Principles of Marketing, Sixth Canadian Edition

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