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Chapter 8
E-Marketing
David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012
Slide 8.2
Learning Outcomes
David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012
Slide 8.3
Management Issues
David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012
Slide 8.4
E-Marketing
television
David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012
Slide 8.5
Identifying
Anticipating
Satisfying
Profitably
David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012
Slide 8.6
Figure 8.1
Slide 8.7
Figure 8.1
Slide 8.8
Figure 8.2
Slide 8.9
Figure 8.4
Slide 8.10
Figure 8.5
Slide 8.11
Figure 8.6
Slide 8.12
Slide 8.13
Figure 8.7
Slide 8.14
Figure 8.7
Slide 8.15
Benchmarking Organizational
E-Marketing Capabilities
Slide 8.16
Benchmarking Organizational
E-Marketing Capabilities (Continued)
The 7Ps
David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012
Slide 8.17
Figure 8.8
Slide 8.18
Figure 8.9
Slide 8.19
David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012
Slide 8.20
Figure 8.11
Source: www.easyjet.com
David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012
Slide 8.21
David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012
Slide 8.22
David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012
Slide 8.23
Customer service
These measures will be assessed for each of the
David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012
Slide 8.24
Slide 8.25
David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012
Slide 8.26
Slide 8.27
David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012
Slide 8.28
David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012
Slide 8.29
David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012
Slide 8.30
David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012
Slide 8.31
Figure 8.12
Slide 8.32
De Kare-Silver ES Test
1. Product characteristics. Does the product need to be
physically tried, or touched before it is bought?
2. Familiarity and confidence. Considers the degree
the consumer recognizes and trusts the product and
brand
3. Consumer attributes. These shape the buyers
behaviour are they amenable to online purchases
in terms of access to the technology skills available
and do they no longer wish to shop for a product in a
traditional retail environment?
David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012
Slide 8.33
Table 8.6
Slide 8.34
Slide 8.35
David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012
Slide 8.36
Example OVPs
Slide 8.37
Table 8.7
Slide 8.38
David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012
Slide 8.39
Figure 8.15
Source: Smart Insights (2011) The best tools and tracking techniques to save time on your social syndication. Dave Chaffey, 18 January 2011. http:www.smartinsights.com/blog/digitalmarketing-strategy/tools-tracking-social-syndication
David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012
Slide 8.40
Figure 8.16
media
David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012
Slide 8.41
David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012
Slide 8.42
Figure 8.18
Slide 8.43
Figure 8.19
Slide 8.44
Figure 8.20
Slide 8.45
Product
Price
Place
Promotion
Service: People, Process, Physical evidence
David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012
Slide 8.46
Product
Extend range (Tesco)
Narrow range (WH Smith iDTV)
Online-only products (banks)
Develop new brand (Egg)
Migrate existing brand (HSBC)
Partner with online brand (Waterstones and
Amazon)
David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012
Slide 8.47
Price
Differential pricing:
Reduce online prices due to price transparency
and competition (easyJet)
Maintain price to avoid cannibalization of offline
sales (Dixon)
New pricing options (software, music):
Rental
Pay per use
Reverse auctions (B2B)
Dynamic pricing (Concert tickets)
David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012
Slide 8.48
intermediaries
Countermediation:
Form new intermediaries
Partner with existing intermediaries
Distance from intermediaries
(Abbey National)
David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012
Slide 8.49
Promotion
Selective use of new online tools for different
stages of the buying process and customer
lifecycle
Online only campaigns
Integrated campaigns incorporating online
tools into communications mix
David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012
Slide 8.50
Service
People
Process
David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012
Slide 8.51
Product
Price
Place
Promotion
+Service
Slide 8.52
Product
Price
Place
Promotion
+Service
Slide 8.53
Branding
Leslie de Chernatony and Malcolm McDonald
described brand in their classic 1992 book, Creating
Powerful Brands, as
an identifiable product or service augmented in
such a way that the buyer or user perceives relevant
unique added values which match their needs most
closely. Furthermore, its success results from being
able to sustain these added values in the face of
competition.
David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012
Slide 8.54
Brand awareness
Perceived quality
Brand associations
Brand loyalty
Slide 8.55
Table 8.9
Slide 8.56
David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012
Slide 8.57
Figure 8.22
Slide 8.58
Figure 8.23
Slide 8.59
Options for the online vs offline communications mix (a) online > offline,
(b) similar online and offline, (c) offline > online
Figure 8.24
David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012
Slide 8.60
Source: BrandNewWorld: AOL UK/Anne Molen (Cranfield School of Management)/Henley Centre, 2004
David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012
Slide 8.61
Source: BrandNewWorld: AOL UK/Anne Molen (Cranfield School of Management)/Henley Centre, 2004
David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012
Slide 8.62
Figure 8.27
Napster
Source: www.napster.co.uk
David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012