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Chapter 1 Introduction to Internet Marketing

Chapter 1 Introduction to Internet Marketing. Learning objectives. Mengevaluasi relevansi Internet dengan konsep pemasaran modern; membedakan antara pemasaran Internet, e-marketing, e-commerce dan e-bisnis; mengidentifikasi perbedaan utama antara pemasaran internet dan pemasaran tradisional;

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Chapter 1 Introduction to Internet Marketing

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  1. Chapter 1Introduction to Internet Marketing

  2. Learning objectives • Mengevaluasi relevansi Internet dengan konsep pemasaran modern; • membedakan antara pemasaran Internet, e-marketing, e-commerce dan e-bisnis; • mengidentifikasi perbedaan utama antara pemasaran internet dan pemasaran tradisional; • menilai bagaimana Internet dapat digunakan dalam fungsi pemasaran yang berbeda

  3. Questions for marketers • Bagaimana signifikan internet sebagai alat pemasaran? • Bagaimana Internet marketing berhubungan dengan e-marketing, e-commerce dan e-bisnis? • Apa manfaat utama dari pemasaran Internet? • Apa perbedaan Internet memperkenalkan dalam kaitannya dengan model komunikasi pemasaran yang ada?

  4. The impact of the Internet • Andy Grove, Ketua Intel, salah satu pengadopsi awal e-commerce, telah membuat analogi meteorologi dengan internet. Dia mengatakan: • Apakah Internet kekuatan topan, kekuatan sepuluh kali, atau itu sedikit angin? Atau sebuah kekuatan yang secara fundamental mengubah bisnis kita? (Grove, 1996)

  5. The impact of the Internet

  6. The Internet’s impact on you? • Berapa banyak dari Anda telah membeli sesuatu di Internet dalam 6 bulan terakhir? • Berapa kali Anda menggunakan internet sebagai sumber informasi, sebelum membeli offline?

  7. Demand – Internet access Figure 2.13 Global variation in number of PCs per hundred population and percent Internet access in 2000 Source: ITU (www.itu.int)

  8. How does the Internet contribute to marketing? • Definisi pemasaran oleh Chartered Institute of Marketing (http://www.cim.co.uk/) adalah: • Pemasaran adalah proses manajemen yang bertanggung jawab untuk mengidentifikasi, mengantisipasi dan memuaskan kebutuhan pelanggan profitabilitas • Berikan contoh bagaimana internet (web dan e-mail) memberikan kontribusi untuk pemasaran

  9. What is e-marketing? • E-marketing adalah: Menerapkan ... • Internet dan teknologi digital lainnya ... • (web, e-mail, nirkabel, iTV, database) untuk ... • mendapatkan dan mempertahankan pelanggan • (melalui proses pembelian multi-channel • dan siklus hidup pelanggan) Dengan ... • Meningkatkan pengetahuan pelanggan, penargetan, • pelayanan dan kepuasan

  10. Example – you’ve been tangoed

  11. E-business and e-commerce • Define e-commerce • What is the relationship between e-commerce and e-business?

  12. E-business and e-commerce Figure 1.2 The distinction between buy-side and sell-side e-commerce

  13. Relationship between e-commerce and e-business Figure 1.3 Three alternative definitions of the relationship between e-commerce and e-business

  14. Internet marketing contexts Figure 1.4 Summary of transaction alternatives between businesses and consumers

  15. Internet applications Figure 1.5 Market and product strategic grid

  16. Example - Guinness

  17. Drivers • Cost/efficiency drivers • Meningkatkankecepatanpengiriman • Mengurangibiayapenjualan • Mengurangibiayaoperasi • Competitiveness drivers • permintaanpelanggan • Jangkauandankualitaslayanan yang ditawarkan • Hindarikehilanganpangsapasar • Exploit pasarbaru

  18. Example rswww.com

  19. Technology - addressing • Common gTLDs are: • .com represents an international or American company such as http://www.travelagency.com • .co.uk represents a company based in the UK such as http://www.thomascook.co.uk/. • .ac.uk a UK based University (e.g. http://www.derby.ac.uk) • .org.uk or .org are not for profit organisations (e.g. www.greenpeace.org) • .net a network provider such as www.freeserve.net.

  20. How it works - components Figure 1.9 Infrastructure components of the Internet

  21. How it works – client/server Figure 1.10 Information exchange between a web browser and a web server

  22. How it works - HTML Figure 1.11 Home page index.html for The B2B Company in a web browser showing HTML source in text editor

  23. Internet, intranet and extranet Figure 1.12 The relationship between access to intranets, extranets and the Internet

  24. Interactivity and intelligence Figure 1.13 Summary of communication models for: (a) traditional media, (b) new media

  25. Individualisation Figure 1.14 Summary of degree of individualisation for: (a) traditional media (same message), (b) new media (unique messages and more information exchange between customers)

  26. Integration Figure 1.15 Channel requiring integration as part of integrated e-marketing strategy

  27. Mixed-mode buying Figure 1.16 The role of mixed-mode buying in Internet marketing

  28. Conversion marketing Figure 1.17 A model of the Internet marketing conversion process

  29. Conversion marketing - example Figure 1.18 An example of the conversion process

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