© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation Internet Marketing & e-Commerce Ward Hanson Kirthi Kalyanam 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 Phone: (800)

© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation Part One: Chapter One Introduction “The goal is to move from the current situation of complexity and frustration to one where technology serves human needs invisibly, unobtrusively ( 不引人注目 ) : the human- centered, customer-centered way.” Donald Norman, The Invisible Computer

© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation Origins of the Internet Researchers began work in 1960s

© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation Origins of the Internet Researchers began work in 1960s Two key early adopters: –University instructors and researchers –The United States military

© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation 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

© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation The Internet Goes Mainstream propelled the Internet off campus and outside the military

© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation The Internet Goes Mainstream propelled the Internet off campus and outside the military Government regulation dissolved in early 1990s

© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation The Internet Goes Mainstream propelled the Internet off campus and outside the military Government regulation dissolved in early 1990s By 1994, the Internet had gone commercial

© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation The Virtuous Cycle and The Internet Boom Web Content Popular Fascination Consumer and Business Internet Access

© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation Booms ( 繁榮 ) and Busts ( 破碎 ) Fascination with the web also led to an infusion ( 注入 ) of investment capital Aggressive, expensive battle for customers doomed ( 毀滅 ) many start- ups ( 突然出現, 指新成立的創投、網路公司 ) Greater discipline ( 紀律 ) and more cost- effective marketing plans allowed the dot-com era to take root

© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation What Lies Ahead Just 15 percent of the world’s 6.3 billion population is online

© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation 目前世界上網概況 *

© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation New Technologies, New Opportunity Advanced Connection Devices – from cell phones to home wireless systems – increase the potential online consumer audience

© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation 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

© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation 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

© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation ☆☆ A Shift for Marketing From “Selling the Brand” – The old model emphasized on mass production and a promoting of a distinct brand To “Managing the Consumer” – Online marketing puts focus on the customer’s individualized interests and demands

© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation Marketing the World’s Game Online Static websites provide basic information and game broadcasts

© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation Marketing the World’s Game Online Static websites provide basic information and game broadcasts Dynamic websites allow greater fan interaction and facilitate ecommerce

© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation 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

© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation 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 + Virtual Community links …

© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation Rethinking Marketing Strategy Three General Purposes Technologies form the foundation of Internet marketing and pave the way for greater innovation:

© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation Rethinking Marketing Strategy Three General Purposes Technologies form the foundation of Internet marketing and pave the way for greater innovation: The Digital Revolution

© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation Rethinking Marketing Strategy Three General Purposes Technologies form the foundation of Internet marketing and pave the way for greater innovation: The Digital Revolution Networking

© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation Rethinking Marketing Strategy Three General Purposes Technologies form the foundation of Internet marketing and pave the way for greater innovation: The Digital Revolution Networking Individualization