1. Chapter 19 Internet Marketing

2. Electronic Marketing Channel The New BusinessFranchise Find out about products Get answers to questions Leave messages Solve problems Make purchases

3. Customer Relationship Marketing on the Internet Opportunitiesfor Customer Relationship MarketingOpportunitiesfor Marketing Profiles of preferences E-mail notifications Customer service Convenient on-line shopping

4. Financial Implications Competitive advantage Reduction in expenses Reduced inventory Lower financial barriers to entry Lower financial barriers to entry

5. Marketing Research through the Web The Web inMarketingResearch inMarketingResearch Vast information sources for secondary research Vast information sources for secondary research Better primary research Web-based surveys and focus groups Web-based surveys and focus groups Information about competitors

6. Advantages of Electronic Publications Information content that is more current The ability to make complex searches Easier access to worldwide information Incorporation of multi-media Lower publication costs

7. Internet Marketing Plan Analysis of Internet Marketing Environment Analysis of Internet Marketing Environment Statement of Company’s On-Line Business Strategy Statement of Company’s On-Line Business Strategy Specific Internet Marketing Objectives and Strategies Specific Internet Marketing Objectives and Strategies

8. Basic Forms of Virtual Business Business-to-Consumer (B2C) Business-to-Consumer (B2C) Basic Forms of Electronic Commerce Basic Forms of Electronic Commerce Business-to-Business (B2B) Business-to-Business (B2B)

9. Internet Demographics and Trends FactorsInfluencingOn-Line Buying Behavior FactorsInfluencingOn-Line Attitude toward technology Income Motivation to use Technology

10. Internet Buyer Categories Internet Early Adopters “Mainstreamers” Laggards Internet Demographics and Trends

11. Push Strategy Television, Radio, Print Pull Strategy Internet

12. The Virtual Community Bulletin Boards Chat Rooms Newsletters Discussion Lists Types of VirtualCommunities VirtualCommunities

13. Strategies for Web Success To Survive and Prosper... Sell at a fair price Use promotion Make products readily available Offer customer-driven products

14. Examples of Internet Strategies Increase or enhance exposure Improve customer service Provide new products/services Add value to existing products/services Lower overall company costs Create one-to-one customer relationships

15. On-Line Positioning Identify the most important target market Identify that market’s on-line need Determine how the company’s Internet presence meets that need Identify how the on-line presence is better than the competition.

16. Factors in Internet Marketing Programs FactorsinInternetMarketing Degree of program sophistication Program Magnitude Program Dynamics Prior Internet marketing experience

17. The Internet Presence InternetMarketingTechniquesInternetMarketingTechniques E-Mail Corporate Web Site Interactive Web Site

18. Uses of Interactive Web Sites Execute Transactions Deliver Electronic Products and Services Collect Demographic and Behavioristic Customer Data Welcome to my Web Site. You are Visitor Number 495,251

19. Internet Direct Selling AdvantagesAdvantages  Eliminate distribution network complexity  Increase customer contact DisadvantagesDisadvantages  Need to manage all channel activities

20. Internet Shopping vs. Store Shopping For many, Internet shopping is more convenient and less expensive Store shopping provides product “touch and feel” E-tailing changes shopping from entertainment to a functional task

21. Internet Marketing Objectives InternetMarketingObjectivesInternetMarketingObjectives Sales Level Repeat Purchase Market Positioning Image Brand Awareness On-Line Market Share

22. On-Line Promotion Banner Advertisements Button Advertisements Interstitial Advertisements Untargeted E-Mail Marketing Targeted E-Mail Marketing

23. Charging different prices for different channels can be effective if: Pricing on the Internet Channel use behavior is an effective means to segment the market There is a benefit to encourage use of one channel rather than the other

24. Evaluating the Outcome Hits Capturing Web Statistics Capturing Web Statistics Page View Site Registration Cookie Technology