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E-MARKETING
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 8.2
Learning outcomes
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 8.3
Management issues
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 8.4
Marketing
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 8.5
Profitably
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Figure1
Slide 8.7
E-marketing defined
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 8.8
E-marketing planning
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Figure 8.2
Slide 8.10
SOSTAC
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 8.11
Is a separate e-marketing
plan required?
Figure 8.4
Slide 8.13
Situation Analysis
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 8.14
Demand analysis
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Figure 8.5
Slide 8.16
Competitor Analysis
Well-known competitors
Well-known international competitors
New Internet companies locally and
worldwide
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 8.17
Benchmarking solutions
Financial performance
Marketplace performance market share and sales trends and
significantly the proportion of sales achieved through the Internet.
Business and revenue models do these differ from other
marketplace players?
Marketing communications techniques is the customer value
proposition of the site clear? Does the site support all stages of the
buying decision from customers who are unfamiliar with the company
through to existing customers, are special promotions used on a
monthly or periodic basic? Beyond the competitors site, how do they
make use of intermediary sites to promote and deliver their services?
Services offered what is offered beyond brochureware? Is online
purchase possible, what is the level of online customer support and
how much technical information is available?
Implementation of services these are the practical features of site
design such as aesthetics, ease of use, personalization, navigation
and speed.
The 7Ps.
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 8.18
Intermediary analysis
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 8.19
OBJECTIVE SETTING
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 8.20
SMART e-marketing
objectives
Specific
Measurable
Achievable
Realistic
Time-constrained
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 8.22
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 8.23
STRATEGY
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 8.24
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Figure 8.8
Slide 8.26
Slide 8.27
Characteristics of new-media
marketing communications
Interactivity
Intelligence
Individualization
Integration
Industry restructuring
Independence of location
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 8.29
Intelligence
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 8.31
Individualization
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Figure 8.11
Slide 8.33
Integration
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 8.34
www.dell.com.my
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 8.35
Examples of integrated
communication tools
Figure 8.12
Slide 8.37
TACTICS
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 8.38
Slide 8.39
Example OVPs
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 8.40
Product
Price
Place
Promotion
Service: People, Process, Physical evidence
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Figure 8.13
Slide 8.42
Product
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 8.43
Product
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 8.44
Price
Differential pricing:
Rental
Pay per use
Reverse auctions (B2B)
Dynamic pricing (Concert tickets).
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 8.45
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 8.46
Place
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 8.47
Implications on place
Place of purchase
New channel structures
Channel conflicts
Virtual organizations
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 8.48
Promotion
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 8.49
Service
People
Process
Physical evidence
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 8.50
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 8.51
Branding
Malcolm McDonald 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.
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 8.52
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Figure 8.15
(n = 76)
Source: E-consultancy (2005)
Source: BrandNewWorld: AOL UK/Anne Molen (Cranfield School of Management)/Henley Centre, 2004
Source: BrandNewWorld: AOL UK/Anne Molen (Cranfield School of Management)/Henley Centre, 2004
Slide 8.56
Actions
Slide 8.57
Control
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007