0. Marketing 420 MKT Contemporary Issues in Marketing

1. New Technology And Marketing 420 MKT
Reference:
Baines, Paul, Fill, Chris, and Page, Kelly, Marketing, (New York: Oxford University Press Inc., 2008), Ch# 18

2. New Technology And Marketing
- Electronic Marketing - Interactive marketing - Internet Marketing - Electronic Marketing Activity Management (EMAM)
Reference:
Baines, Paul, Fill, Chris, and Page, Kelly, Marketing, (New York: Oxford University Press Inc., 2008), Ch# 18

3. Electronic Technology
- Emergence of Fiber optics & Microchips which increases data transfer capacity - Internet & WWW - Mobile & Cellular Phones - SMS (short messaging services) - 3G&4G
Reference:
Baines, Paul, Fill, Chris, and Page, Kelly, Marketing, (New York: Oxford University Press Inc., 2008), Ch# 18

4. Interactive Marketing
Electronic Marketing
Interactive Marketing
Internet Marketing
Reference:
Baines, Paul, Fill, Chris, and Page, Kelly, Marketing, (New York: Oxford University Press Inc., 2008), Ch# 18

5. Electronic Marketing (E-Marketing)
Is the process of marketing accomplished or facilitated through the application of electronic devices, appliances, tools, techniques, technologies, and or systems (Peterson, 1997).
This definition acknowledges the use of a wide array of electronic resources, both old and new electronic technologies.

6. Interactive Marketing
It is creating a situation or mechanism through which a marketer (or stakeholders) interact usually in real time (Fill, Jude, and Prince, 1992).
For example a car salesman talking to a potential customer at the dealership is an example of non-electronic interactive marketing . In contrast, a telesales operator who takes bookings for restaurant tickets via the telephone is an example of electronic interactive marketing.

7. Internet Marketing (Online)
Is a form of electronic marketing limited to the use of only internet-based technologies (e.g. web, , intranet, extranet, etc.) for marketing activities.
This excludes the use of electronic broadcast media, and stand-alone management information system, amongst other.

8. Categories of Electronic Technologies
- Electronic broadcast media devices - Computer and software-based resources - Telephony resources - Network based Resources - In-store resources - Data-capture resources
Electronic Technologies range from basic telephone services to personal computing, and networks to electronic broadcast devices. See table 18.1, p. 720.

9. Characteristics of New Technology
- Vividness (computer game) - Synchronicity (Skype, Chat service) - Pacing (MyYahoo, Myspace) - Interactivity (browsing a website) - Mode of Transfer (one-to-one, one-to-many, many-to-many)
Details in table # 18.2 p. 721

10. Pricing and Transaction
New Technology and Marketing Activities
EMAM framework
Information
Provision
Acquisition
1-t0-1
Communication
Logistics and
Distribution
Pricing and Transaction
Management
Electronic marketing activity management (EMAM) framework assist the classification of how electronic technology are influencing marketing activities
Info. Provision:
How we provide information to our customers
Data and information acquisition:
How we access information about our customers:
Communication and relationship management:
How we personally communicate with our customers
Transaction management:
How we manage the payment for our products
Distribution and logistics management:
How we deliver our product to our customers

11. Information Provision
Advertising
Website
Online advertising
SEM
SMS

12. Information Provision
Public Relations
Blogs
Advantages and disadvantages of blogs table 18.3

13. Information Provision
Sales Promotion
Examples
SMS
advergame
Examples: p. 730
Viral Marketing

14. Information Provision
Direct Marketing
TV shows
Examples: p. 730

15. Information Acquisition
Direct Marketing
Secondary Research
Primary Research
Examples: p. 730

16. 1-to-1 Communication Activities
Customer Service
Sales
Force
Examples: p. 730

17. Distribution and Channels MGT
Logistics
Management
Examples: p. 730

18. Pricing and Transactional MGT
Price Comparison
Online Auctions
Retail Revenue MGT
Examples: p. 730
Transaction MGT