Chapter 1. What is Marketing A Process of –Market analysis –Market planning –Implementation –Control Four Ps –Product –Pricing –Promotion –Place Relationship.

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Presentation transcript:

Chapter 1

What is Marketing A Process of –Market analysis –Market planning –Implementation –Control Four Ps –Product –Pricing –Promotion –Place Relationship –Awareness –Exploration –Commitment –dissolution Exchange A satisfaction of needs

What is Internet Networks of networks History of Internet Application models –B2B, B2C, C2C, G2C, mobile commerce TraditionalSemi Pure Brick & mortar location Online Off Marketing Resource Allocation model On

What is Internet marketing The process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas, products and services that satisfy the goals of both parties.

Seven Stage of Internet Marketing 1.Framing market opportunity 2.Formulating the market strategy 3.Designing the customer experience 4.Creating the customer interface 5.Designing the market program 6.Leveraging customer information through technology 7.Evaluating the market program

Framing market opportunity (identify) a.What is an opportunity b.How many in your life time c.Unmet and underserved needs  identify target segments resource availability  competitiveness  go /no go

Formulating the Marketing Strategy (plan) a.Long term short term b.Corporate business unit c.Traditional marketing and internet marketing (integrated)

Designing the customer experience (design) Experiencing functionality Intimacy (they understand me) Evangelism (love to share the story) Creating the customer interface (design)

Designing the marketing program (design) a.Designing a combination of marketing actions (6) to move customers from awareness — exploration — commitment b.Customer relationship 1)Awareness 2)Exploration 3)Commitment 4)Dissolution c.Marketing programs 1.Products 1)Tangible v. Intangible 2)Physical v. Psychological effects (Nike, bottle water) 3)Occasion sensitive (wine as a gift or own consumption) 2.Pricing 1)Low price leader (Wal-Mart) 2)High price (cosmetics)

3.Community: membership 4.Place/distribution 1)Tangible v. Digital distribution 2)Many services are converted to digital delivery to save cost 5.Communication 1)Traditional communication a.Place constraint b.Time constraint 2)Internet communication a.Any place any time b.Individualization c.Interactivity Branding 1)Name, term, sign, symbol or design 2)Domain name 3)Microsoft: what do you want to do today? Stay connected 4)Wal-mart: Everyday low price

Leveraging customer information through technology Use internet to obtain, analyze, and utilize customer- relevant information

Evaluating the marketing program