Lecture Principles of Marketing - Chapter 14: Marketing in the digital age

Chapter Fourteen Marketing in the Digital Age Roadmap: Previewing the Concepts 1. Discuss how the digital age is affecting both consumers and the marketers who serve them. 2. Explain how companies have responded to the Internet and other powerful new technologies with e-business strategies, and how these strategies have resulted in benefits to both buyers and sellers. 3. Describe the four major e-marketing domains. 4. Discuss how companies go about conducting e-marketing to profitably deliver more value to customers. 5. Overview the promise and challenges that e-commerce presents for the future. Copyright 2007, Prentice Hall, Inc. 14-2 Case Study Amazon.com – Online Pioneer Background Marketing Efforts Began selling books; now markets many other merchandise lines. One of the best known names on the Web. Sales have been strong but firm did not turn a profit until 2003. Skeptics predict tougher times in years to come. Customer-driven: strives to design the best customer experience on the Web. Personalized sign-on pages and recommendations, huge selection, good value, and convenience result in strong buyer relationships. Will Amazon become the Wal-Mart of the Web? Copyright 2007, Prentice Hall, Inc. 14-3 Forces Shaping the Digital Age Digitalization andConnectivity – Intranets • connect people within a company. – Extranets • connect a company with its suppliers, distributors, and outside partners. – Internet • connects users around the world. Copyright 2007, Prentice Hall, Inc. 14-4 Forces Shaping the Digital Age Internet Explosion – Explosive worldwide growth forms the heart of the New Economy. – Increasing numbers of users worldwide, and broadband users in the U.S. – Greater numbers of consumers are accessing information on the Internet. – Companies must adopt Internet technology or risk being left behind. Copyright 2007, Prentice Hall, Inc. 14-5 ... - tailieumienphi.vn