ELC 310 Day 21

Agenda Two major assignments Left –C–Case study analysis of an existing case Week after break 10% (Nov 28 & Dec 1 ) –C–Creation of a case study 16% on Finals Day Case Study Proposals Due Nov 21 –L–Less than one page on the company you will be writing a case study on and where you will be getting the research. –B–Brick and mortar company that used a eMarketing strategy Starting today we will be in the text ebusiness.marketing –T–Today Nov 14 Chap 2& 3 –F–Friday Nov 17 Chap 4

Case Study Analysis Deliverables – 15 min oral presentation in front of class Overview of Company Discussion of e-marketing goal or strategy Identification of primary Stakeholders Value Bubble analysis Discussion of perceived success or failure of e-Marketing goal or strategy – 5 min question and answer period with classmates and Instructor As a minima the student should be able to define the Key Terms and answer the Questions to Ask at the end of each case study – A PowerPoint presentation corresponding to the Oral Presentation Expectations – Student should be able to demonstrate a mastery of the material covered in first four chapters of the Albert Text and understand how the Case Study under analysis fits into the framework established in previous chapters. – Students should have read the case studies being presented by the other students and be able to ask intelligent questions of the presenter of the case study. – Every case study should prompt a class discussion of the issues raised in the Case Study

Grade Generation for analysis Four Components – Class Grade for Presenter 25% of Total Grade Average of the grades submitted by students – Presenter Grade for Class participation 25% of Total Grade Average of the grades submitted by presenter – Instructor Grade for Presenter 25% of Total grade – Instructor Grade for Class Participation 25% of Total Grade Grading Rubric for Presenter – Demonstrated Mastery of Case Study 30% – Understanding of How Case Study Fits 30% – Presentation effectiveness 20% – Quality of PowerPoint 20% Grading Rubric for Class Participation – Subjective interpretation 100%

Schedule for last days of class Today 14 – Albert Chap 2 & 3 November 17 – Albert chap 4 November 21 – Instructor presentation of case study analysis (2) November 28 – Student Case study analysis presentations (3) December 1 – Student Case study analysis presentations (3) December 5 – Albert Chap 13 & 14 December 8 – Quiz 4 December 14, 1 – 3 PM – Written Case study & presentations Due

Case studies (must pick one) Chap 5 – Specialty manufacturer – CRM Chap 6 – Steel Industry – ERP Chap 7 – Hardware distributor – SCM Chap 8 – Utilities – BI Chap 9 – Not-for-Profit – CRM Chap 10 – Consumer Packed Goods – CRM Chap 11 – Insurance – SCM Chap 12 – Financial Services – E-commerce and BI

Chapter Two The Marketing Mix Transformation

Overview The Transformation of the Marketing Mix The Internet's Impact on the Marketing Mix Business-to-Consumer Marketplace B2C and Traditional Distribution Business-to-Business Marketplace Ranged Marketing Complexity Theory Fuzzy Logic Elements of Ranged Marketing The Key Role of Change The Role of Ranged Marketing

“Traditional” Marketing Mix Four Ps (McCarthy, 1960s) Four Cs (Schultz, 1990s) – main causes of transformation Database Outside looking in versus in side looking out Internet impact on the 4Ps/4Cs – Product >> customer solution – Price >> customer price – Promotion >> communication – Place >> convenience

Marketing Mix E-Business enables transformation 4 Ps to the 4Cs – Product Customer Solution – Price Customer Cost – Promotion Communication – Place Convenience Caveat emptor Cave emptorum

Internet enabled outcomes Leverage database marketing technology – Quantitative information Purchase patterns Demographics Psychographics Attitudes, Interest and opinions Targeted promotion Personalization on a Massive scale Distribution

Impact on Services Marketing What is Services Marketing? Four factors impacted – Intangibility (can’t touch) – Simultaneity (produced/consumed at the same time) – Heterogeneity (different each time) – Perishability (can’t be stored, use or lose it) 4 extra P’s – People – Processes – Physical image – Productivity

Internet Business Environments B2B – definition – size/opportunity B2C – definition – size/opportunity C2C – definition – how did the Internet enable this?

Background for Ranged Marketing Complexity Theory (chaos) – Small permutations create massive change – Fractals – Fuzzy Logic – Nothing is perfectly predictable – Lorenz’s Butterfly effect Results – The unexpected occurs – Change is certain – The market is heterogeneous

Ranged Marketing Marketing is a combination of many disciplines Ranged marketing incorporates sociological theory – Increased communication accelerates change Other research – Hoffman and Novak Hoffman and Novak – Organic solidarity Organic solidarity E. Durkheim

Elements of Ranged Marketing Range of……... Use Expertise Target Markets Development Life Adaptation Change

Change/Transformation Successful company example – Volvo – UPS UPS as traditional company – transformation into e-business – – successful? – What was their “formula”?

Words to think about “The future ain’t what it used to be.” – Yogi Berra “It’s not the strongest or most intelligent that survive, but the ones most responsive to change.” – Charles Darwin

Chapter Three The Value Bubble

Overview Five Elements of the Value Bubble Applying the Value Bubble Attracting (Building Traffic) Engaging (Building Loyalty) Retaining (Strengthening the Relationship) Learning (Building the Database) Relating (Data-Driven Interactions) Business-to-Business Value Bubble Adaptations

McKinsey Model A model for Marketing On-line Originated in mid-1990s Updated through ongoing research Three opportunities in original model – lower cost of providing services – relationship building – redefine channel intermediation

Five Steps Attract Engage Retain Learn Relate Extension from Learn: GIST (chapter 14) – Gather->Infer->Segment->Track Most companies falter in last 2 steps

Figure One Attract (Building Traffic)

“Formula to Attract” Offline Online PR Buzz Traditional Stores Links Microsegmentation Involvement

Technology Attraction Flash Graphics – dancing baloney Jakob Nielsen’s work – Useability – BI component

Figure Two Engage--Building Loyalty

Engage Strategies Form and Substance BI “One voice” EC--the sale Client side/server side Beginnings of CRM

Engage Technologies Client Side – JavaScript – Java – Flash Server Side – CGI – ASP – PHP XML

Figure Three Retain--Strengthening the Relationship

Retaining Strategies Repeat Visits--site is the firm E-Service Quality Model – Purchase – Loyalty – WoM Web features and attributes – e-service quality dimension Core Service Recovery CLV precision Cookies

Retain technologies Mostly design & apllication – Bookmarks – Navigation – Clear exit – Customizable

Figure Four Learn--Building the Database

Learning Strategies Integrated databases – offline and online Log files Clickstreams GIST model – Gather – Infer – Segment – Track

Learning technologies Click stream analysis Log files Database

Figure Five Relate--Data-driven Interactions

Relating Strategies Segments of one Privacy (the paradox) Targeted communication – s Competitive edge

Business-to-Business Financial advisors’ study Adoption rate by web site features Different motivation (“buying criteria”) – extrinsic – SCM, ERP leading to CRM – more obvious than B2C Organic solidarity – "...Even where society relies most completely upon the division of labor, it does not become a jumble of juxtaposed atoms, between which it can establish only external, transient contacts. Rather the members are united by ties which extend deeper and far beyond the short moments during which the exchange is made. Each of the functions that they exercise is, in a fixed way, dependent upon others, and with them forms a solidary system." >> Durkheim, Emile The Division of Labor in Society Translated by George Simpson. New York: The Free Press.