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Marketing in the Digital AgeObjectivesSlide 3Slide 3Slide 4Major Forces Shaping the Digital AgeSlide 7Slide 8Major Forces Shaping the Digital AgeSlide 10Marketing Strategy in the Digital AgeSlide 12Slide 13Slide 14Slide 15Slide 15E-Commerce DomainsSlide 18Slide 19Slide 20Slide 20Conducting E-CommerceSlide 23Slide 24Slide 25Slide 25Slide 27Slide 28Slide 29BusinessNowBMWFilms.ComSlide 31Slide 32Slide 33Slide 34Slide 35Slide 37Slide 38Is this the Future of E-mail?Promise and Challenges of E-CommerceSlide 41Slide 42Slide 43Marketing in the Marketing in the Digital AgeDigital AgeChapter 3Chapter 33 - 2ObjectivesBe able to identify the major forces Be able to identify the major forces shaping the digital age.shaping the digital age.Understand how companies have Understand how companies have responded to the Internet with e-responded to the Internet with e-business strategies.business strategies.Be able to describe the four major e-Be able to describe the four major e-commerce domains.commerce domains.3 - 3ObjectivesUnderstand how companies use Understand how companies use e-commerce to profitably deliver e-commerce to profitably deliver greater value to customers.greater value to customers.Realize the promise and Realize the promise and challenges that e-commerce challenges that e-commerce presents for the future.presents for the future.3 - 4Invented discount Invented discount brokerage categorybrokerage categoryFirst U.S. major player to First U.S. major player to go onlinego onlineInitially offered two-tiered Initially offered two-tiered trading system trading system to protect profits / stop to protect profits / stop cannibalizationcannibalizationLater became first true Later became first true click-and-mortar full-click-and-mortar full-service brokerage service brokerage Now world’s largest Now world’s largest e-commerce site e-commerce site 85% online trades; 21% 85% online trades; 21% of trade volume; Strong of trade volume; Strong stock returnstock returncCharles SchwabCharles Schwab3 - 5Figure 3-1: Forces Shaping the Internet Age3 - 6Major Forces Shaping the Digital AgeDigitalization & ConnectivityDigitalization & ConnectivityThe flow of digital information The flow of digital information requires connectivity requires connectivity  Intranets, Intranets, Extranets Extranets and the and the Internet Internet3 - 7Major Forces Shaping the Digital AgeThe Internet The Internet ExplosionExplosionKey driver Key driver of the New of the New EconomyEconomy3 - 8Major Forces Shaping the Digital AgeNew Types of IntermediariesNew Types of Intermediaries Brick-and-mortar Brick-and-mortar firms often face firms often face disintermediationdisintermediation from click-only from click-only competitors competitors The click-and-mortar business The click-and-mortar business model has been highly successful model has been highly successful3 - 9Major Forces Shaping the Digital AgeCustomization and CustomerizationCustomization and CustomerizationInformation businesses are at Information businesses are at the heart of the New Economy the heart of the New Economy  Has enhanced marketer’s Has enhanced marketer’s ability to customize ability to customize and “customerize” and “customerize” product offerings product offerings3 - 10Major Forces Shaping the Digital AgeCustomerization: Reflect.com allows clients to create their own beauty products.What other businesses could implement customization to better serve their customers?3 - 11Marketing Strategy in the Digital AgeE-business: E-business: uses uses electronic means electronic means and platforms to and platforms to conduct conduct business.business.3 - 12Marketing Strategy in the Digital AgeE-commerce:E-commerce:facilitates the facilitates the sale of products sale of products and services by and services by electronic electronic means.means.3 - 13Marketing Strategy in the Digital AgeE-marketing: E-marketing: Includes efforts Includes efforts that inform, that inform, communicate, communicate, promote, and promote, and sell products sell products and services and services over the over the Internet.Internet.3 - 14Marketing Strategy in the Digital AgeBuyer Benefits of E-Commerce: Buyer Benefits of E-Commerce: ConvenienceConvenienceEasy and privateEasy and privateGreater product access/selectionGreater product access/selectionAccess to comparative information Access to comparative information Interactive and immediateInteractive and immediate3 - 15Marketing Strategy in the Digital AgeSeller Benefits of E-Commerce: Seller Benefits of E-Commerce: Relationship buildingRelationship buildingReduced costsReduced costsIncreased speed and Increased speed and efficiencyefficiencyFlexibilityFlexibilityGlobal accessGlobal access3 - 16Figure 3-2E-Marketing Domains3 - 17E-Commerce Domains B2CB2C B2BB2B C2CC2C C2BC2BOnline consumersOnline consumersNow more mainstream Now more mainstream and diverse and diverse Offers new targeting Offers new targeting opportunitiesopportunitiesOnline behavior differs by Online behavior differs by ageageOnline consumers differ Online consumers differ from traditional off-line from traditional off-line consumersconsumersThey initiate and control They initiate and control the exchange process the exchange process Value information highlyValue information highlyMajor DomainsMajor Domains3 - 18E-Commerce Domains B2CB2C B2BB2B C2CC2C C2BC2BB2B sales far exceed B2B sales far exceed B2C salesB2C salesB2B sales are B2B sales are estimated to reach estimated to reach $4.3 trillion in 2005$4.3 trillion in 2005Open trading networksOpen trading networksE-marketspace E-marketspace bringing sellers and bringing sellers and buyers togetherbuyers togetherPrivate trading networksPrivate trading networksLinks sellers with their Links sellers with their own trading partnersown trading partnersMajor DomainsMajor Domains3 - 19E-Commerce Domains B2CB2C B2BB2B C2CC2C C2BC2BC2C web sites help C2C web sites help consumers exchange consumers exchange goods or informationgoods or informationeBay is one exampleeBay is one exampleAuction sites facilitate Auction sites facilitate the exchange processthe exchange processAllow access to a much Allow access to a much larger audiencelarger audienceNewsgroups / forumsNewsgroups / forums Help consumers to find Help consumers to find and share


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OSU BA 390 - LECTURE NOTES

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