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ELC 310

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ELC 310 Day 21 – PowerPoint PPT presentation

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Title: ELC 310


1
ELC 310
  • Day 21

2
Agenda
  • Questions?
  • Assignment 3 Due
  • Two major assignments Left
  • Case study analysis of an existing case
  • Week after break
  • Creation of a case study
  • Last week of the semester
  • Case Study Proposals Due Nov 23
  • Less than one page on the company you will be
    writing a case study on and where you will be
    getting the research.
  • Exam 3 graded
  • 1 A, 2 Bs and 2 Cs
  • String today we will be in the text
    ebusiness.marketing
  • Today, Nov 16 Chap 1 2
  • Friday, Nov 20 Chap 3 4

3
Case Study Possibilities
  • Marshall Industries
  • Charles Schwab
  • K-mart (or Wal-Mart)
  • Sears
  • GM (or Ford or Chrysler)
  • e-bay
  • Monster. COM

4
Discussion of Albert Text
  • Explores impact of technology on traditional
    marketing models
  • First 4 Chapters establish a conceptual framework
    for e-marketing and introduces analytic tools
  • Chap 5 -12 provide case studies of 8 different
    companies
  • Chap 13 14 explores the future of e-marketing
    and research methodologies
  • http//www.sandlight.com/albert/ebizNow.html

5
For next class
  • Read Albert Chapters 1-4
  • Look at Chaps 6-12 and decide which of these case
    studies you would like to analyze and present to
    the class
  • Expect to occupy 20 minutes of class time for
    your presentation and discussion
  • Rubric for grading of Case study analysis will be
    passed out next class

6
Some marketing terms
  • Direct marketing
  • Branding
  • Advertising
  • Telemarketing
  • Customer relations
  • Public relations
  • Channel
  • Stakeholder
  • Marketplace
  • Profiling
  • Market research
  • Demographics
  • Target market
  • NPD
  • New Product development

7
Marketing Review
  • The 5 Ps of Marketing (sometimes only four!)
  • Product
  • Price
  • Promotion
  • Placement
  • Planning

8
Background
  • Why does e-Marketing exist?
  • Role of Technology
  • Enabler
  • Database
  • Internet

9
Overview of E-Business Marketing
  • Components of E-Business
  • E-Business Marketing Concept Overview
  • Process to Create and Deliver Goods, Services,
    and Ideas
  • Valuable Exchange Process
  • Multiple Group Involvement
  • Definition of-eBusiness Marketing
  • Is History Repeating itself?
  • New Technologies have fast adaptations rates
  • Understanding technology and Technology Personnel
  • IT Departmental Orientation and Goals

10
E-Business Definition
  • Five Components
  • E-Commerce (EC)
  • Business Intelligence (BI)
  • Customer Relationship Management (CRM)
  • Supply Chain Management (SCM)
  • Enterprise Resource Planning (ERP)

11
E-Business Components (page 4)
  • E-Commerce
  • Business Intelligence
  • Customer Relationship Management
  • Above the line is the customers perspective
  • Below the line is a business perspective
  • Supply Chain Management
  • Enterprise Resource Planning

12
3 Common Themes of Marketing
  • Process for creating and delivering goods,
    services and ideas to customers
  • Based on Exchanges that are valuable to both the
    customer and the company
  • Many groups involved in marketing concept

13
Marketing Concepts
  • Three common themes
  • creation and delivery
  • Customer service
  • NPD
  • Fulfillment
  • value-laden exchanges
  • Price
  • Value Add
  • Market Differentiators
  • different groups (stakeholders)
  • Integrated marketing communications
  • Value Chain

14
Marketing Stakeholders
  • Customers and potential customers
  • Employees
  • Investors
  • Suppliers
  • Partners

15
Mix and match
  • Components
  • E-Commerce (EC)
  • Business Intelligence (BI)
  • Customer Relationship Management (CRM)
  • Supply Chain Management (SCM)
  • Enterprise Resource Planning (ERP)
  • Concepts
  • creation and delivery
  • value-laden exchanges
  • different groups (stakeholders)
  • The Ps
  • Price
  • Product
  • Promotion
  • Placement
  • Planning

16
Definition
  • E-Business marketing is a concept and process of
    adapting the relevant and current technologies to
    the philosophy of marketing and its management.
  • Growth
  • One billion people online
  • 10 million web sites
  • 80 of traffic goes to 0.4 of websites
  • The paradox
  • mass-personalization
  • Consumer desire for privacy
  • Historical perspective
  • Radio 38
  • TV 13
  • Internet 5

17
Is History repeating Itself?
  • Radio in 1899
  • Beginning of mass marketing, Branding
  • 38 years for 50 million households
  • Televisions 1945
  • 13 years for 50 million households
  • PC 1960
  • 16 years for 50 million households
  • CRM and database marketing
  • Internet 1994
  • 5 years for 50 million households

18
Role of IT Departments
  • Importance
  • Communication
  • Task Forces/Committees
  • shared goals
  • Seeks homeostasis
  • Goal displacement

19
Chapter Two
  • The Marketing Mix Transformation

20
Overview
  • The Transformation of the Marketing Mix
  • The Internet's Impact on the Marketing Mix
  • Business-to-Consumer Marketplace
  • B2C and Traditional Distribution
  • Business-to-Business Marketplace
  • Ranged Marketing
  • Complexity Theory
  • Fuzzy Logic
  • Elements of Ranged Marketing
  • The Key Role of Change
  • The Role of Ranged Marketing

21
Traditional Marketing Mix
  • Four Ps (McCarthy, 1960s)
  • Four Cs (Schultz, 1990s)
  • main causes of transformation
  • Database
  • Outside looking in
  • Internet impact on the 4Ps/4Cs
  • Product gtgt customer solution
  • Price gtgt customer price
  • Promotion gtgt communication
  • Place gtgt convenience

22
Marketing Mix
  • E-Business enables transformation
  • 4 Ps to the 4Cs
  • Product Customer Solution
  • Price Customer Cost
  • Promotion Communication
  • Place Convenience
  • Caveat emptor Cave emptorum

23
Internet enabled outcomes
  • Leverage database marketing technology
  • Quantitative information
  • Purchase patterns
  • Demographics
  • Psychographics
  • Attitudes, Interest and opinions
  • Targeted promotion
  • Personalization on a Massive scale
  • Distribution

24
Impact on Services Marketing
  • What is Services Marketing?
  • Four factors impacted
  • Intangibility
  • Simultaneity
  • Heterogeneity
  • Perishability
  • 4 extra Ps
  • People
  • Processes
  • Physical image
  • productivity

25
Internet Business Environments
  • B2B
  • definition
  • size/opportunity
  • B2C
  • definition
  • size/opportunity
  • C2C
  • definition
  • how did the Internet enable this?

26
Background for Ranged Marketing
  • Complexity Theory (chaos)
  • Small permutations create massive change
  • Fractals
  • Fuzzy Logic
  • Nothing is perfectly predictable
  • Lorenzs Butterfly effect
  • http//www.cmp.caltech.edu/mcc/chaos_new/Lorenz.h
    tml
  • Results
  • The unexpected occurs
  • Change is certain
  • The market is heterogeneous

27
Ranged Marketing
  • Marketing is a combination of many disciplines
  • Ranged marketing incorporates sociological theory
  • Increased communication accelerates change
  • Other research
  • Hoffman and Novak
  • Organic solidarity
  • E. Durkheim

28
Elements of Ranged Marketing
  • Range of...
  • Use
  • Expertise
  • Target Markets
  • Development
  • Life
  • Adaptation
  • Change

29
Change/Transformation
  • Successful company example
  • Volvo
  • UPS
  • UPS as traditional company
  • transformation into e-business
  • www.ec.ups.com
  • successful?
  • What was their formula?

30
Words to think about
  • The future aint what it used to be.
  • Yogi Berra
  • Its not the strongest or most intelligent that
    survive, but the ones most responsive to change.
  • Charles Darwin
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