Marketing 420 MKT Contemporary Issues in Marketing

New Technology And Marketing 420 MKT Reference: Baines, Paul, Fill, Chris, and Page, Kelly, Marketing, (New York: Oxford University Press Inc., 2008), Ch# 18

New Technology And Marketing - Electronic Marketing - Interactive marketing - Internet Marketing - Electronic Marketing Activity Management (EMAM) Reference: Baines, Paul, Fill, Chris, and Page, Kelly, Marketing, (New York: Oxford University Press Inc., 2008), Ch# 18

Electronic Technology - Emergence of Fiber optics & Microchips which increases data transfer capacity - Internet & WWW - Mobile & Cellular Phones - SMS (short messaging services) - 3G&4G Reference: Baines, Paul, Fill, Chris, and Page, Kelly, Marketing, (New York: Oxford University Press Inc., 2008), Ch# 18

Interactive Marketing Electronic Marketing Interactive Marketing Internet Marketing Reference: Baines, Paul, Fill, Chris, and Page, Kelly, Marketing, (New York: Oxford University Press Inc., 2008), Ch# 18

Electronic Marketing (E-Marketing) Is the process of marketing accomplished or facilitated through the application of electronic devices, appliances, tools, techniques, technologies, and or systems (Peterson, 1997). This definition acknowledges the use of a wide array of electronic resources, both old and new electronic technologies.

Interactive Marketing It is creating a situation or mechanism through which a marketer (or stakeholders) interact usually in real time (Fill, Jude, and Prince, 1992). For example a car salesman talking to a potential customer at the dealership is an example of non-electronic interactive marketing . In contrast, a telesales operator who takes bookings for restaurant tickets via the telephone is an example of electronic interactive marketing.

Internet Marketing (Online) Is a form of electronic marketing limited to the use of only internet-based technologies (e.g. web, email, intranet, extranet, etc.) for marketing activities. This excludes the use of electronic broadcast media, and stand-alone management information system, amongst other.

Categories of Electronic Technologies - Electronic broadcast media devices - Computer and software-based resources - Telephony resources - Network based Resources - In-store resources - Data-capture resources Electronic Technologies range from basic telephone services to personal computing, and networks to electronic broadcast devices. See table 18.1, p. 720.

Characteristics of New Technology - Vividness (computer game) - Synchronicity (Skype, Chat service) - Pacing (MyYahoo, Myspace) - Interactivity (browsing a website) - Mode of Transfer (one-to-one, one-to-many, many-to-many) Details in table # 18.2 p. 721

Pricing and Transaction New Technology and Marketing Activities EMAM framework Information Provision Acquisition 1-t0-1 Communication Logistics and Distribution Pricing and Transaction Management Electronic marketing activity management (EMAM) framework assist the classification of how electronic technology are influencing marketing activities Info. Provision: How we provide information to our customers Data and information acquisition: How we access information about our customers: Communication and relationship management: How we personally communicate with our customers Transaction management: How we manage the payment for our products Distribution and logistics management: How we deliver our product to our customers

Information Provision Advertising Website Online advertising SEM SMS

Information Provision Public Relations Blogs Advantages and disadvantages of blogs table 18.3

Information Provision Sales Promotion Examples SMS advergame Examples: p. 730 Viral Marketing

Information Provision Direct Marketing TV shows Email Examples: p. 730

Information Acquisition Direct Marketing Secondary Research Primary Research Examples: p. 730

1-to-1 Communication Activities Customer Service Sales Force Examples: p. 730

Distribution and Channels MGT Logistics Management Examples: p. 730

Pricing and Transactional MGT Price Comparison Online Auctions Retail Revenue MGT Examples: p. 730 Transaction MGT