MKTG 476 INTRODUCTION Lars Perner, Instructor 1 Welcome to MKTG 476: Marketing, Computers, and the Internet! Review of syllabus and course structure Introduction to computer applications in marketing Marketing implications of technology Course issues

MKTG 476 INTRODUCTION Lars Perner, Instructor 2 Two Main Parts of This Course General computer applications Software programs E.g., Word, PowerPoint, Excel, statistical Databases and information use Electronic commerce and the Internet Economics of e- commerce Web site strategy Web site design Technical issues Search engine positioning MARKETING INTERNET COMPUTERS

MKTG 476 INTRODUCTION Lars Perner, Instructor 3 Marketing Implications: Environment Technological change Product substitutes Consumer expectations Competitor capabilities Product life cycle International product life cycle Consumer reaction Adoption of new technology Backlash (e.g., privacy)

MKTG 476 INTRODUCTION Lars Perner, Instructor 4 Marketing Implications: Strategy Order of entry Investment strategy Desire for prompt profitability Market share building Learning about market Competitor preemption

MKTG 476 INTRODUCTION Lars Perner, Instructor 5 Marketing Implications: Product Market research analysis tools Budgeting and projecting for new product development Scenario planning Product design Usage statistics Demand projection and manufacturing

MKTG 476 INTRODUCTION Lars Perner, Instructor 6 Marketing Implications: Promotion Electronic commerce vs. other media Evaluation of results based on metrics Media budgeting Internal databases for direct marketing Brochure and advertising design Electronic promotions (e.g., screen savers)

MKTG 476 INTRODUCTION Lars Perner, Instructor 7 Marketing Implications: Distribution Logistics management Ordering Real time inventory control Evaluation of channel profitability Electronic commerce where customization is cost effective Management of dual channels

MKTG 476 INTRODUCTION Lars Perner, Instructor 8 Marketing Implications: Price Dynamic pricing Quotes Standard Projection of marginal costs and revenue “Float” management and cash flow Deal pass-through enforcement

MKTG 476 INTRODUCTION Lars Perner, Instructor 9 Evolution of Technology in Business Administration Printing Typewriters/mechanical adding machines Photo-copying Mainframe computers “Personal computers” “Personal computers and Networks” Integrated computer systems Broader Internet opportunities

MKTG 476 INTRODUCTION Lars Perner, Instructor 10 Parallel issues Processing power Storage potential Integration potential Cost Printing opportunities Security

MKTG 476 INTRODUCTION Lars Perner, Instructor 11 Course topics: Applications software Word—advanced features PowerPoint Excel (spreadsheets) Databases (e.g., Access) Statistical software (e.g., SPSS)

MKTG 476 INTRODUCTION Lars Perner, Instructor 12 Electronic Commerce Issues Business models Economics and cost effectiveness Web site content Content/feature tradeoffs Customer interface Search engines, links, and placement Web site segmentation, promotion, positioning, and branding Marketing research Based on existing data Primary Competitive strategy and alliances Web metrics Nuts and bolts of site design: Dreamweaver Security and technical issues Constant developments