MKTG 476 GOING ONLINE/LEGAL Lars Perner, Instructor 1 TAKING MARKETING TO THE NET Types/structuresTasks/functionsEntitiesGoals/objectives.

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Presentation transcript:

MKTG 476 GOING ONLINE/LEGAL Lars Perner, Instructor 1 TAKING MARKETING TO THE NET Types/structuresTasks/functionsEntitiesGoals/objectives

MKTG 476 GOING ONLINE/LEGAL Lars Perner, Instructor 2 Internet Marketing Classifications Home –Online only –“Bricks” only –Mixed Fulfillment –Online –Offline –Mixed Functions –Auction –Portal –Storefront –Shopping Mall –Lead generator –Billboard –Mixed Sectors –Retail –Wholesale –Advertising –Other Text, p. 78

MKTG 476 GOING ONLINE/LEGAL Lars Perner, Instructor 3 More Classifications Offers –Good –Service –Entertainment –Content/info –Digital –Mixed –Other Status –Passive –Info-only –Interactive –Transactive –Mixed Entity type –Sole proprietor –Partnership –Corporation –Other Market coverage –Local –Regional –National –International –Global

MKTG 476 GOING ONLINE/LEGAL Lars Perner, Instructor 4 More Classifications Markets served –Mass –Niche –Mixed –B2B –B2C –Mixed –Other

MKTG 476 GOING ONLINE/LEGAL Lars Perner, Instructor 5 Home Online only “Bricks” only Mixed First mover advantage –Order of entry –Preemption –“Infant mortality” Web drivers Conversion rates

MKTG 476 GOING ONLINE/LEGAL Lars Perner, Instructor 6 Markets Served MassNicheMixedB2BB2CMixedOtherSegmentation Market gaps

MKTG 476 GOING ONLINE/LEGAL Lars Perner, Instructor 7 Coverage LocalRegionalNationalInternationalGlobal Legal/infrastructure issues –Licenses Sales territory/support Tax collection Export/customs issues Returns

MKTG 476 GOING ONLINE/LEGAL Lars Perner, Instructor 8 Entity Type Sole proprietor PartnershipCorporationOtherGovernanceFinancing/funding Liability issues Tax issues

MKTG 476 GOING ONLINE/LEGAL Lars Perner, Instructor 9 Status PassiveInfo-onlyInteractiveTransactiveMixedPurposeOutcomeComplexity Relationship with other systems

MKTG 476 GOING ONLINE/LEGAL Lars Perner, Instructor 10 Offer(s) GoodServiceEntertainmentContent/infoDigitalMixedOtherDigitality Bandwidth issues Scope of competition LogisticsGoods –Tangibility –Service –Variety

MKTG 476 GOING ONLINE/LEGAL Lars Perner, Instructor 11 Sector(s) RetailWholesaleInformation Other services AdvertisingOther Relevant competition NAICS/SIC codes

MKTG 476 GOING ONLINE/LEGAL Lars Perner, Instructor 12 Fulfillment OnlineOfflineMixed Branding vs. fulfillment Inhouse vs. outsourcing Logistics/value of time

MKTG 476 GOING ONLINE/LEGAL Lars Perner, Instructor 13 Government/Public Sector, Non- Profit Online Activities Governments Universities, other educational institutions –Online only –Deliberate mix –Online as the exception –Teleconferencing Arts and culture Religious groups Cause marketing –Information –Lobbying –Fund raising Supporting firms

MKTG 476 GOING ONLINE/LEGAL Lars Perner, Instructor 14 Individuals Marketing Online Professionals Artists/crafts people FarmersCelebritiesPoliticiansVisionaries

MKTG 476 GOING ONLINE/LEGAL Lars Perner, Instructor 15 Environmental Influences EconomicsTechnology Social/cultural environment Natural environment

MKTG 476 GOING ONLINE/LEGAL Lars Perner, Instructor 16 LEGAL AND ETHICAL ISSUES Jurisdictional issues Legal/security concerns Ethical issues Privacy

MKTG 476 GOING ONLINE/LEGAL Lars Perner, Instructor 17 Jurisdiction Nationally –Federal and local regulations International –World standards –Trade agreements –Binational –Federal/national –State/local Types of issues –Trade –Intellectual property –Advertising –Financial Legal systems Laws, rules, and regulations

MKTG 476 GOING ONLINE/LEGAL Lars Perner, Instructor 18 Concerns Internet security –Crime –“Vandalism” –Terrorism Fraud –Business –Consumer –Vulnerability Auctions –Prevention Intellectual property –Copyright –Patents –Domain names Vice –Pornography –Gambling

MKTG 476 GOING ONLINE/LEGAL Lars Perner, Instructor 19 Security Hacking Denial of service Cyberterrorism Viruses, spyware

MKTG 476 GOING ONLINE/LEGAL Lars Perner, Instructor 20 Ethical Issues Online consumer research –Privacy AwarenessExpectationsConsent –Deception

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