1 / 12

Chapter 1

Chapter 1. What is Marketing. A Process of Market analysis Market planning Implementation Control Four Ps Product Pricing Promotion Place Relationship Awareness Exploration Commitment dissolution Exchange A satisfaction of needs. What is Internet. Networks of networks

nailah
Télécharger la présentation

Chapter 1

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Chapter 1

  2. What is Marketing • A Process of • Market analysis • Market planning • Implementation • Control • Four Ps • Product • Pricing • Promotion • Place • Relationship • Awareness • Exploration • Commitment • dissolution • Exchange • A satisfaction of needs

  3. What is Internet • Networks of networks • History of Internet • Application models • B2B, B2C, C2C, G2C, mobile commerce • Marketing Resource Allocation model Off On Brick & mortar location Online

  4. What is Internet marketing • The process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas, products and services that satisfy the goals of both parties.

  5. Seven Stage of Internet Marketing • Framing market opportunity • Formulating the market strategy • Designing the customer experience • Creating the customer interface • Designing the market program • Leveraging customer information through technology • Evaluating the market program

  6. Framing market opportunity (identify) • What is an opportunity • How many in your life time • Unmet and underserved needs  identify target segments resource availability  competitiveness  go /no go

  7. Formulating the Marketing Strategy (plan) • Long term short term • Corporate business unit • Traditional marketing and internet marketing (integrated)

  8. Designing the customer experience (design) Experiencing functionality Intimacy (they understand me) Evangelism (love to share the story) Creating the customer interface (design)

  9. Designing the marketing program (design) • Designing a combination of marketing actions (6) to move customers from awareness — exploration — commitment • Customer relationship • Awareness • Exploration • Commitment • Dissolution • Marketing programs • Products • Tangible v. Intangible • Physical v. Psychological effects (Nike, bottle water) • Occasion sensitive (wine as a gift or own consumption) • Pricing • Low price leader (Wal-Mart) • High price (cosmetics)

  10. Community: membership • Place/distribution • Tangible v. Digital distribution • Many services are converted to digital delivery to save cost • Communication • Traditional communication • Place constraint • Time constraint • Internet communication • Any place any time • Individualization • Interactivity • Branding • Name, term, sign, symbol or design • Domain name • Microsoft: what do you want to do today? Stay connected • Wal-mart: Everyday low price

  11. Leveraging customer information through technology • Use internet to obtain, analyze, and utilize customer-relevant information

  12. Evaluating the marketing program

More Related