intertnet marketing 1
DESCRIPTION
TRANSCRIPT
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Welcome
TO THE ERA
OF
INTERNET MARKETING
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The Supply Chains: Channels and Flows
The Supply Chains: Channels and Flows
GoodsInformation
Funds
DistributorsDistributorsSuppliersSuppliers Mfr.Mfr. RetailerRetailer ConsumersConsumers
The Traditional View
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SupplierSupplier ConsumerConsumer
Distributor Distributor
ManufacturerManufacturer
RetailerRetailer
Global Supply Chains are being transformed
Global Supply Chains are being transformed
The Contemporary View
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Yoox.com• e-Tailer focused in the fashion industry, started in
2000 by an Italian entrepreneur Federico Marchetti, Founder and CEO,
• 300 well known and luxury brands The group operates in 53 countries
• Sales of 2003: 22 millions €• Sales of 2005: 53 millions € (47% more than 2004)• Sales of 2007 91 millions € ( 38% more that 2006)• Reached the breakeven after 2 years (when the
competitors was running out of business)• Target: Young consumers (51% of customers in
the age group of 25-34 years)
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The e-marketing Channel• The company’s website is customised in 28 versions:
this differentiation involves different pricing, offer and communication for each single country.
• Two thirds of customers are women; they look for high quality products and are used to making online purchases.
• Their age ranges from 19 to 29 years • Customer can send the product back without producing
any justification• Three millions visitors each month, 190,000 orders,
400,000 items; number of items proposed on the website is between 100,000 and 150,000 depending upon season. More than 4,000 new daily arrivals.
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The e-marketing Channel• The company’s website is customised in 28 versions:
this differentiation involves different pricing, offer and communication for each single country.
• Two thirds of customers are women; they look for high quality products and are used to making online purchases.
• Their age ranges from 19 to 29 years • Customer can send the product back without producing
any justification• Three millions visitors each month, 190,000 orders,
400,000 items; number of items proposed on the website is between 100,000 and 150,000 depending upon season. More than 4,000 new daily arrivals.
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AS AN ADVERTISING MEDIUM
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A DIRECT RESPONSE MEDIUM
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A PLATFORM FOR SALES TRANSACTIONS
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A DISTRIBUTION CHANNEL
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A RELATIONSHIP BULDING MEDIUM
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E-business and e-commerce
The distinction between buy-side and sell-side e-commerce
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Types of web presence
• 1. Transactional e-commerce site:Examples – Amazon, Dell
• 2. Services-oriented/relationship building– Accenture, British Gas
• 3. Brand Building site– Tango, Guinness
• 4. Portal or media site– Yahoo!, Silicon.com
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A generic internet marketing strategy development process
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INTERNET MARKETINGVs
TRADITIONAL MARKETING
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Interactivity and intelligence
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Individualization
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Integration
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Disintermediation: The elimination of organizations or business process layers responsible for certain intermediary steps in a value chain, reducing costs to the consumer
Reintermediation: The shifting of the intermediary role in a value chain to a new source, adding additional value to the consumer
INDUSTRY RESTRUCTRING
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INDEPENDENCE OF LOCATION
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INTERNET TECHNOLOGY
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The Internet is a global system of interconnected computer networks
that use the standard Internet Protocol Suite (TCP/IP) to serve billions of users worldwide. It is a network of networks that consists of
millions of private and public, academic, business, and government networks of local to global scope that are linked by a broad array of electronic and optical networking technologies.
The Internet carries a vast array of information resources and services, most notably the inter-linked hypertext documents of the World Wide Web (WWW) and the infrastructure to support
electronic mail.
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How it works – client/server
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How it works - HTML
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Internet, intranet and extranet