1. Taking Marketing to the Net Chapter Four

2. Copyright © Houghton Mifflin Company. All rights reserved.4–24–2 Chapter Four Learning Objectives To learn how businesses are using the internet and the web to effectively market their products to buyers To understand how other enterprises are using online marketing to meet their goals To see how individual sellers are using internet marketing To identify external environmental factors that influence internet marketing activities

3. Copyright © Houghton Mifflin Company. All rights reserved.4–34–3 Business Sellers Figure 4-2: Place

4. Copyright © Houghton Mifflin Company. All rights reserved.4–44–4 Business Sellers (cont’d) First movers Second wave dot-com bubble burst –Silicon Valley Ecosystem: VCs and Entrepreneurs Current Recovery Storefronts conducting transactions –B2B, B2C, B2P, mixed –Selling digitals, goods, services, mixed Information only sites Interactive sites / Community Sites

5. Copyright © Houghton Mifflin Company. All rights reserved.4–54–5 Business Sellers (cont’d) Push Sites Web Site Web Site Visitor Push Visitor to Offline Connection Store, Salesperson, Catalog, Other Offline Connection Point

6. Copyright © Houghton Mifflin Company. All rights reserved.4–64–6 Government and Other Enterprise Sellers The public sector Universities and elearning Arts and culture Religious groups Other enterprises –Cause-related marketing –Nonprofits

7. Copyright © Houghton Mifflin Company. All rights reserved.4–74–7 Perfiliate.com Cause related Marketing Affiliate Marketing Unique Technology Solution

8. Copyright © Houghton Mifflin Company. All rights reserved.4–84–8 Individual Sellers Professionals –Lawyers, doctors, dentists, consultants, psychologists, etc. Artists and craftspeople Unexpected sellers –Small businesses –Farmers –Sports stars

9. Copyright © Houghton Mifflin Company. All rights reserved.4–94–9 Environmental Influences Marketing never occurs in a vacuum! Internet marketing influenced by people and events –Internal environment –External environment Domestic Worldwide

10. Copyright © Houghton Mifflin Company. All rights reserved.4–10 Environmental Influences (cont’d) Figure 4-3: Environmental Influences on Marketing

11. Copyright © Houghton Mifflin Company. All rights reserved.4–11 Environmental Influences (cont’d) The domestic economic environment –Period of rapid growth (1993 to mid-2000) –Recession (mid-2000 to early 2002) –Continuing volatile marketplace (2001 to 2002) –Effects on consumer confidence Technology - a double-edged sword Social/cultural factors

12. Copyright © Houghton Mifflin Company. All rights reserved.4–12 Environmental Influences (cont’d) Natural environment –Power shortages –Natural disruptions –Man-made disasters Government and legal factors