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Professor: Jacques Nantel, Ph.D HEC Montréal Canada

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Presentation on theme: "Professor: Jacques Nantel, Ph.D HEC Montréal Canada"— Presentation transcript:

1 Professor: Jacques Nantel, Ph.D HEC Montréal Canada
Global Marketing Program (MAS) Electronic Commerce A Global Perspective Part 2 Professor: Jacques Nantel, Ph.D HEC Montréal Canada

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4 B2B marketing and e-procurement
Two different models The intranet and its capacity two lower procurement costs Ford Pepsico Market places Verticalnet.com

5 Market places can be profitable if
The operate in areas where buyers seek and compare several suppliers Trade indirect inputs or commodities Are able to capture critical masses

6 Source: Robert Dolan Pricing and Market Making on the Internet
Source: Robert Dolan Pricing and Market Making on the Internet . Harvard Business School April 2000

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13 Market places are growing but the market is about to saturate

14 Saturating market

15 CRM systems

16 What they do The critical importance of owning a central data basis
Data basis must be updated Sales force must be part of it ROI must be evaluated

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23 Industrial advertising and B2B

24 Major tendancies

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27 Just like in B2C, advertising concentration is high in B2B

28 The major trend: Networked marketing


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