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Syllabus and Introduction

Internet Marketing & e-Commerce by Professor Freddy Lee Requests for permission to copy any part of the material should be addressed to: PERMISSIONS DEPARTMENT THOMSON BUSINESS and ECONOMICS 5109 Natorp Boulevard Mason, OH 45040 Phone: (800) 423-0563. Syllabus and Introduction. Objectives

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Syllabus and Introduction

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  1. Internet Marketing & e-CommercebyProfessor Freddy LeeRequests for permission to copy any part of the material should be addressed to:PERMISSIONS DEPARTMENTTHOMSON BUSINESS and ECONOMICS5109 Natorp BoulevardMason, OH 45040Phone: (800) 423-0563

  2. Syllabus and Introduction • Objectives • Grading • Schedule • Project

  3. Part One: Chapter OneIntroduction “The goal is to move from the current situation of complexity and frustration to one where technology serves human needs invisibly, unobtrusively: the human-centered, customer-centered way.” Donald Norman, The Invisible Computer

  4. Origins of the Internet • Researchers began work in 1960s

  5. Origins of the Internet • Researchers began work in 1960s • Two key early adopters: • University instructors and researchers • The United States military

  6. Origins of the Internet • Researchers began work in 1960s • Two key early adopters: • University instructors and researchers • The United States military • Governed initially by the National Science Foundation, which prohibited all commercial transactions

  7. The Internet Goes Mainstream • Email propelled the Internet off campus and outside the military

  8. The Internet Goes Mainstream • Email propelled the Internet off campus and outside the military • Government regulation dissolved in early 1990s

  9. The Internet Goes Mainstream • Email propelled the Internet off campus and outside the military • Government regulation dissolved in early 1990s • By 1994, the Internet had gone commercial

  10. The Virtuous Cycle and The Internet Boom

  11. Booms and Busts • Fascination with the web also led to an infusion of investment capital • Aggressive, expensive battle for customers doomed many start-ups • Greater discipline and more cost-effective marketing plans allowed the dot-com era to take root

  12. What Lies Ahead • Just 15 percent of the world’s 6.3 billion population is online

  13. What Lies Ahead • Just 15 percent of the world’s 6.3 billion population is online • And the dominance of American users is steadily shrinking

  14. Growth Potential in Developing Countries Top countries for Internet use, 2004 *New to list in 2004 Source: CIA Factbook

  15. New Technologies, New Opportunity • Advanced Connection Devices – from cell phones to home wireless systems – increase the potential online consumer audience

  16. New Technologies, New Opportunity • Advanced Connection Devices – from cell phones to home wireless systems – increase the potential online consumer audience • Faster Internet Connections bring marketing messages to the audience more swiftly

  17. New Technologies, New Opportunity • Advanced Connection Devices – from cell phones to home wireless systems – increase the potential online consumer audience • Faster Internet Connections bring marketing messages to the audience more swiftly • New Information Appliances, such as Apple’s iPod, integrate technology advances with specific consumer demands

  18. A Shift for Marketing • From “Selling the Brand” – The old model emphasized on mass production and a promoting a distinct brand • To “Managing the Consumer” – Online marketing puts focus on the customer’s individualized interests and demands

  19. Marketing the World’s Game Online • Static websites provide basic information and game broadcasts

  20. Marketing the World’s Game Online • Static websites provide basic information and game broadcasts • Dynamic websites allow greater fan interaction and facilitate ecommerce

  21. Marketing the World’s Game Online • Static websites provide basic information and game broadcasts • Dynamic websites allow greater fan interaction and facilitate ecommerce • Personalized websites respond to individualized fan interaction

  22. Marketing the World’s Game Online • Static websites provide basic information and game broadcasts • Dynamic websites allow greater fan interaction and facilitate ecommerce • Personalized websites respond to individualized fan interaction • Keyword Advertising links fans to potential travel and tourism sites

  23. Rethinking Marketing StrategyThree General Purposes Technologies form the foundation of Internet marketing and pave the way for greater innovation:

  24. Rethinking Marketing StrategyThree General Purposes Technologies form the foundation of Internet marketing and pave the way for greater innovation: • The Digital Revolution

  25. Rethinking Marketing StrategyThree General Purposes Technologies form the foundation of Internet marketing and pave the way for greater innovation: • The Digital Revolution • Networking

  26. Rethinking Marketing StrategyThree General Purposes Technologies form the foundation of Internet marketing and pave the way for greater innovation: • The Digital Revolution • Networking • Individualization

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