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E-commerce Lecture 7 E-marketing E-commerce COM380
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E-marketing Objectives By the end of the lecture students should:
Appreciate the need for separate e-business and e-marketing strategies Understand an e-marketing plan and its implementation Appreciate the differences between traditional and new media marketing communications E-commerce COM380
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E-marketing What is e-marketing? Identifying Anticipating Satisfying
E-commerce COM380
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E-marketing Marketing concept Marketing or customer orientation
E-commerce COM380
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E-commerce and E-business Relationship
E-marketing E-commerce and E-business Relationship EB EM EB EM EB = EM a c b E-commerce COM380
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E-marketing E-market planning Situation Objectives Strategy Tactics
Action Control E-commerce COM380
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E-marketing Situation analysis Demand analysis E-commerce COM380
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E-marketing Competitor analysis Well-known local competitors
Well-known international competitors New internet companies E-commerce COM380
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E-marketing Intermediary analysis Internal marketing audit
Objective setting E-commerce COM380
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E-marketing Online revenue contribution Online promotion contribution
E-commerce COM380
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E-marketing Strategy E-business priorities Restructuring
Business and revenue models Marketplace Restructuring Market and product development strategies Positioning and differentiation strategies E-commerce COM380
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E-marketing Target market strategies Segmentation E-commerce COM380
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E-marketing How do we become first choice? Positioning
Differential advantage Online value position E-commerce COM380
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E-marketing Characteristics of new media marketing communications
Interactivity Intelligence Individualisation Integration E-commerce COM380
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E-marketing Industry restructuring Independence of location
E-commerce COM380
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E-marketing Tactics Product How do we differentiate?
How do we migrate our brand online or use new brand? Do we become a portal or an ISP? Do we offer extranet to key customers? Do we offer personalised services? Are there any other features we can add and charge for? E-commerce COM380
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E-marketing Price Cost of pricing Target profit pricing
Competition-based pricing E-commerce COM380
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E-marketing Price Market-oriented pricing Premium pricing
Penetration pricing E-commerce COM380
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E-marketing Place Promotion People, process and physical evidence
E-commerce COM380
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E-marketing Online branding Brand Brand equity Brand Identity Actions
Control E-commerce COM380
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E-marketing Objectives
Appreciate the need for separate e-business and e-marketing strategies Understand an e-marketing plan and its implementation Appreciate the differences between traditional and new media marketing communications E-commerce COM380
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