copyright © 2007 pearson education canada 13-1 chapter thirteen marketing and the internet with...

Copyright © 2007 Pearson Education Canada13-1

Chapter ThirteenMarketing and the Internet

with Duane Weaver


E-Business Defined

• E-business: the use of electronic platforms to conduct a company’s business.

• E-commerce: buying and selling processes supported by electronic means.

• Business-to-Consumer: retail, banking.

• Business-to-Business: trading networks.

• Consumer-to-Consumer: eBay, Napster.


B2C (Business to Consumer)

• The online selling of goods and services to final consumers.

• 25% increase in online buying since 2002.

• Increasing diversity in buyers.– This provides increasing opportunities for

targeting markets.

• Customer initiated and controlled.


B2B (Business to Business)• Most major B2B marketers offer product

information, purchasing and support services online.

• Most business buying today takes place on the Internet.

• Open trading exchanges—huge specialty e-marketspaces to conduct transactions.

• Constant increases in private trading networks.


C2C (Consumer to Consumer)

• Occurs on the Web and includes a wide range of products and services.

• Forums: discussion groups located on commercial online services.

• Newsgroups: the Internet version of forums.


Benefits to Buyers

• Convenience.

• Ease of use.

• Privacy.

• Greater product access and selection.

• Information gathering.

• Interactive shopping.

• Immediate.


Benefits to Sellers

• Customer relationship building.

• Cost savings.

• Increased speed.

• Increased efficiency.

• Improved cash flow.

• Flexibility.

• Global reach.


7 Cs of Effective Design

• Context: layout and design elements.

• Content: text, pictures, sound and video.

• Community: user-to-user communication.

• Customization: personalizing for each user.

• Communication: two-way communication.

• Connection: links to other relevant sites.

• Commerce: commercial transactions.


Functions of a Website

• Sales channel – buying and selling online.

• Marketing communications vehicle – part of the integrated communications mix.

• Customer service channel – self-service, product enquiries, after market service.

• Delivering content – portal sites, publishing sites.

• Service provider – subscriptions, information provider, search engine.


Online Promotion Methods

• Online advertising: Banners, text links, interstitials, sponsorships, micro sites.

• Email direct response: Permission-based.

• Viral marketing: Word-of-mouth based.

• Online Movies: Mini-movies as ads.

• Podcasting: Sending information to wireless devices.

• Blogging: Two way dialogue.


Types of Online Advertising

• Banner ads (squares or rectangles) and tickers (move across the screen).

• Textlinks (hypertext that takes the user to a new webpage or website).

• Content sponsorships (sponsoring special content).

• Interstitials (pop ups). • Microsites (limited website with detailed

information).


Legal and Ethical Issues

• Online privacy.

• Online security.

• Internet fraud.

• Segmentation and discrimination.

• Access by vulnerable or unauthorized groups.


Thank You for your time and commitment to learning!

You should now be a marketing savvy business person!

CONGRATULATIONS!

copyright © 2007 pearson education canada 13-1 chapter thirteen marketing and the internet with...

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