E-Business: Managing the Customer Experience

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Presentation transcript:

E-Business: Managing the Customer Experience Chapter 5 E-Business: Managing the Customer Experience

E-Commerce Targeting customers by collecting and analyzing info, transactions, and online relationships through telecommunications networks.

E-Commerce Benefits: B2C and B2B Marketing Global Reach 1-1 Marketing: customization Interactive: blogging, messaging, download Right-time: when/where customers want the product Integrated: coordination of all ads Online and Offline

Internet has enabled E-Commerce to emerge!

4 Web Functions Information- place to get info ie. IVCC Entertainment- games, concerts, events, etc. ie. Yahoo games Ie. http://www.superbowl-ads.com/ E-Commerce- buying and selling online ie. Gap 4. Communication: talk, text messaging, etc.

Business-to-Business Online Marketing What do YOU look for when viewing a website? What would you look for if you were a business looking to do business with a company? Different from selling to a consumer. Less flashy Think like a business customer New markets Cost savings Easy communication

Online Shopping Benefits Save Time! Lower prices: Surprise! Yes, prices are usually lower. S&H??? Return policy? Convenient: any time, any place. Personalized: keep track of your preferences/tastes, welcomes, etc. More Efficient! Many times more choices!

Online Shopping Downfalls Privacy Poor navigation Can’t see/touch (Can smell now) Shipping costs! Returns Fraud and Scams (phishing/vishing)

International Online Marketing Marketing online is international marketing! Some countries don’t have the capabilities and a language barrier.

Marketing on the Internet is another part of the entire marketing strategy. Traditional marketing is still VERY important!

More people are buying unusual items on the web. ie More people are buying unusual items on the web. ie. Food, milk, fragrances Why? Values/culture: free time, no lines Most common is Travel.

Interactive Online Marketing:where you can do this! Company Web Site: www.jcpenney.com Ads on other Web Sites: banner ads (most popular). Do have blockers now. Online Communities: Social Networks, Podcasts, Blogs, Newsgroups, chat rooms, bulletin boards, listserves Others: web kiosks, smart cards, etc.

An Effective Web Site Mission of site Purpose of the site Satisfy customers needs/wants with clear design Manage the site: update, improve, enhance. Measurement: is the site effective? Hits