Ch2 Electronic Marketing

1
Ch2 Electronic Marketing

• Aj-Kulachatr Chatrakul Na Ayudhya

2
????????????????????? (e-Marketing)

• ?????????????????????????
• ????????????????????????????????????
• ??????????????????????????????????????????

3
?????????????????????????

• 6 P Principles of e-Marketing
• Product and Packaging
• Price
• Place
• Promotion
• Personalization
• Privacy

4
????????????????????????? Product and Packaging

• ?????????????????????????? (???????)
• ?????????????????????????
• ????????????????????????????
• ?????????????????????????????
• ????????????????????
• ??????????????????????????????????
• ??????????????????
• ?????????????????????????????????????????????????

Assignment ?????????????????????????????????????
????????
5
?????????????????????????Product and Packaging

• ????????????????????????????????
• ??????????????????????????????? ???????????????
  , ?????????-????? , ???????????,?????????
• ????????????????????????????????????
• ????????????????????????????????????
• ???????????????????????? ????????????????????????
  ???????????????????????
• Soft Goods (Content Provider) Games , Software
  , Music , Graphic , Information , Research ,
  Seminar Online , Knowledge , Courseware ,
  Consulting (???? ????? ????????????????????
  ???)
• Services Tour , Travel , Hotel , Restaurant ,
  Rental , Spa
• Uniqueness ???????????????????????????????
  ??????????????????????????????????????????????????
  ?????? ? ???????????????????
• In trend ??????????????????????????????????????
  ???? ????????????????? ??????
• ??????????????? ???? ??? ?????? ????????????
  ????????????????????????????????

6
Travel
Hotel
Airlines
Food
Cloth
Car Rental
Car
Tour
Used Goods
Book
Computer
Games
Software
CD/VDO/DVD
Second-hand cars are now eBays biggest category!
Research Online Buy Offline
Feel Quality
Retailers are the top performers online X-Mas
season!
Virtual Fun There are plenty of ways to amuse
yourself online More Internet than TV!
From Hobby To Business
Unlimited Opportunities!
7
????????????????????????? Product and Packaging

• ???????????????????????????
• ????????????????????????????????????????????
• (From physical thing to digital thing)
• ?? Option ??????????????????????????
• (Customization)
• ??????????? Update ?????????????
• ???????????????? ??????????????
• ??????????????????????????????

8
?????????????????????????Product and Packaging

• ???????????????????????????????? (???)
• ????????????
• ??????????????????????????????????????????
• ??????????????????????????????????????????????????
  ??????????????? (Position it , Different or
  Die)
• ???????????????????????????????????????????
• ??????????????????????????????????????
  ???????????????????????? ?????????????????????????
  ???????????
• ???????????????????????????????????????

http//www.plara.velocall.com
9
????????????????????????? Product and Packaging

• ??????????????????
• ????????????????????????????
• ?????????????????????????????????????????????
  ?????????????????????????????????????
• ????????????????????????????????????????
• ???????????????????????????????????
  ????????????????????? ????????????????????
  ???????????????????????????????????????????????
  (???.)
• www.sme.go.th, www.smethai.net ,www.dep.go.th
• ?????????????????????? (Logistic Service
  Provider)Fedex, DHL, TNT, CTL, EMS, KPN, Davids
• ?????????????????????????????????????????????

10
????????????????????????? Product and Packaging

• ?????????????????
• ?????????????????????
• ???????????????????????????????????????
• ??????????????????????????????????????????????????
  ?????????
• ??????????????? 59 ???????????????????????????????
  ???? ???????
• ??????????? Brand ????????????????????????????
  ???????
• ???????????? (URL) ?????????
• ?????????????????????????????
• ????????????????????????????????????????????
• ????????????????????????????????
• ??????????????? ??? .co.th ,.in.th
• ????????????????????? ??????????????????
• www.thainic.net ???????????????????????? Domain

11
????????????????????????? Price online

• ??????????????????????????????????????????????????
  ??????????
• ?????????????????????????????? ???????????????????
  ??????????????????????????????????
  (?????????????????????????)
• ??????????????????????????????????????????????????
  ????????? ????????????????????????????????????????
  ??????
• ???????????????????????????????????????????
• ???????????????????????????????????????????????
• ????????????????????????????????????
• ???????????????????????? ?????????????
• ??????????????????????????????????????????????????
  ????????
• ????????????????????????????? ???????? ???
  ????????? ????????? ??????????????????????????????
  ????????????

12
?????????????????????????Price online

• ???????????????????????????????
• ????????????????????????????????????????
• ?????????????????????????????????
• ?????????????????????????????
• ????????????????????????????????????
• ??????????????????????????
• ???????????????????????????
• (Price Customization)
• ?????????????????????????
• ????????????????????????????????
• ????????????????????????????
• ?????????????????????????????????????

13
????????????????????????? Channel of
Distribution (Place)

• ???????????????????????????????????????????????
• ????????????????????? e-Commerce
  ??????????????????????????????????
  ????????????????????????????????????? (URL ,
  Domain name) ?????????????????????????????????????
  ?????????????????????? ??? e-Commerce
  ????????????????????????????????????????
• Domain Name ?????? Brand ?????????????????????????
  ?????????????????????????????? ???? ?????
• ?????????????????? ???? ????? (Host or Web
  Server) ????????????????? htm ??? Database ??????
  ??????????? ????????????????????????????? Web EC
  Master ??????????????? Host ?????????????????????
  ? ??????????????????????? ?? Option ??? EC
  ???????? ????????????????????????????
• ????????????????????????????? e-Commerce
  ????????????????????? ????????????????????????
  ??????????????? ????????????????????????????
  ???????? ??????? EC ???????????????

14
????????????????????????? Promotion

• ??????????????????????????????????????
• ?????????????????????????????????????????????
• ????????????????????????
• ???????? ????????????????????????????????? ????
  Banner Advertising , Registration in Search
  Engine , Promotion by Shopping Mall
• ???????? ????????????? ??????????????????????????
  
• ???????? ???????????????????????

15
????????????????????????? Online Advertising

• ??????????????????????????????????????????????????
  ????
• ???????????????????????????
• ??????? Banner ???????????????????????????????????
  ?????? IAB ( www.iab.net )
• ?????????????????????
• ( www.adres.internet.com )

16
????????????????????????? Personalization

• ??????????????????????????
• ??????????????????????????????????????????????????
  ?????????
• ??????????????????? ?????????????????????
• ?????????????????????????????????????????????????
• File Cookies and Customer Database
• Data Mining
• Cross Selling
• Call Center
• Customer Relation Management CRM

17
????????????????????????? Personalization

• Competitive advantage in use of e-Commerce
• Automation of customer data capturing
• name, address, sex, age, education, salary
• telephone mobile number , e-mail number
• consumer behavior,
• purchasing volume per period of time
• ranking of product that customer willing to buy
• Data processing to planning the marketing
  strategy
• Classifying the customer to segment the target
  group
• Easy to following the customer
• Convenience for after sale service
• Follow up the customer satisfaction
• FAQ (Frequency of Ask Question)

18
????????????????????????? Privacy
???????????????????????

• ???????????????????????????????????????????????
• ????????????????????????????????????
  (?????????????)
• ????????????? ??????????????????????????
  ????????????? ????????????? ??????
• ???????????? ??????? ????? Email
  ??????????????????????????????????? (Spam)
• ????????????????????????????????????
  ???????????????????????????????
• ?????????????????????
• ?????????????????????????????????????????????
• ????????????????????????????????????????
  e-Commerce
• ????????????????????????????????? (Privacy
  Policy) ??????????
• ??????????????????????????????????????????????????
  ??????????????????? ?????????????????????????????
  ? ???? TRUSTe , Verisign ,TrustMark
  (???????????? ???????????????????????)

19
Privacy Truste
20
(No Transcript)
21
???????????????????????????? http//www.dbd.go.th/
http//www.thairegistration.com
22
Who is online customer

• ????????????????????????????????? ??????
  ????????????????????? ?????????? ???????????????
  ????? ?????? ????????????????????????????????????
• ??????????????????????????????????????????????????
  ????????????? ????????????????? ??????
• ??????????????????????????????????????????????????
  ??????
• ????????????????? ???????? ???????????????
• ?????? 90 ????????????????????????????? ?.???
• ?????? 68 ??????????????? ???????????
• ???????????????????????? ????????? 66
  ?????????????????
• ?????????????????????????????????? 20
  ????????????????????????? ????????????????????????
  ???????????????????????????????????
  ?????????????????????????????????????????

23
Who is online customer

• ?????????????????????????????? (???)
• ????????????? ??????? ????????????????????????????
  ??
• ????????????? ???????????????? (????????????)
• ??????? ?????? ???????
• ???????????????
• ????????? ?????????????????????????
• ?????????????????????????????????
• ???????????????? ????
• ??????????????????????????????????????????????????
  ??????????????...
• On demand , Value , Convenience , Price
• ??????????????????????????????????????????????????
  ?...
• Efficient Consumer Response and Trust

24
Type of online shoppers

• Time-starved consumers
• Shopping avoiders
• New technologies
• Time-sensitive materialists
• (Click Mortar consumer)
• Traditionals
• Hunter-gatherers 20
• Brand Loyalists
• Singles shoppers 16

Source E.Turban, Electronic Commerce2002,Newjerse
y Pearsons,2002,p.89.
25
Online consumer behavior

• ????????????????????? ?????? 81
  ???????????????????????????????????
  ???????????????? 33 ??????????????????????????????
  ?
• ??????????????? 59 ???????????????????????????????
  ?????????????????????????? ???????????????????
  ???????
• ??????????????????????????????????????
• ??????????????????????????????????????????????????
  ??????????????????????????????????????????????????
  ??????????????
• ??????????????????????????????????????????????????
  ??
• ?????????????????????????????

26
Business Model in e-Commerce

• Brokerage ??????????????????????????????????-?????
  ??
• Advertising ????????????????????????????
• Infomediary ??????????????????????????????????????
  ???????????
• Merchant ?????????????????????????????-???????
  ??????/??????
• Manufacturer (Direct) ????????????? internet
  ???????????
• Affiliate ????????????????????????????????????????
  ??
• Community ??????????????????????????????????-?????
  ???????????
• Subscription ?????????????????????????????
• Infrastructure ???????????????????????????????????
  ???????

Rappa, M. 2001. DigitalEnterprise.org/models ?????
?????????????????? ?????????? ???????????????
27
???????? e-Commerce ?????? Brokerage
Website ??????????????????????????????????????????
?????????????????????????? ???? ?????????
????????? ???????? ?????????????-??????
???????????????????????????????????????????
???????

• e-MarketPlace Foodmarketexchange.com
• Buy/Sell Fulfillment CarsDirect.com
• Demand Collection System Priceline.com
• Auction Broker e-Bay.com
• Transaction Broker PayPal.com
• Distributor Questlink.com
• Search Agent DealTime.com
• Virtual Mall ChoiceMall.com

28
??????????? e-Commerce ??? e-Marketplace
????????/???????????????????????????? ??????
?????? ???????????? online ???????????????????????
???????????????????????????????????
???????????????????? B2B e-Marketplace
??????????????????????????????????????????????????
?????????????????????????? ?????????????????
????????? (multiple suppliers) ???????????????????
???????????????????????? (multiple buyers)
?????????????? Foodmarketexchange.com /
Thailand.com

29
??????????? e-Commerce ??? Buy/Sell Fulfillment
website ????????????????????????????????????
?????????????????????????????????? ???
??????????????????????????????????
??????????????????????????????????????????????????
? ?????????????????? transaction fee
?????????????? CarsDirect.com ??? Respond.com
30
??????????? e-Commerce ??? Demand Collection
System
????????????????????? (name-your-price)
??????????????????????????????????? (????????)
????????????????????????????? ????
????????????????? ????????? ???????????????
????????? ???????? ??? ??? website
??????????????????????????????????????????????????
??????????????? ?????????????????????????
?????????????? Priceline.com
31
??????????? e-Commerce ??? Auction Broker
Website ??????????????????????????????????????????
??? (????????????????????????) ???????????????????
??????????????????? ??????????????????????????????
????????????????????????????????????????????????
?????????????? e-Bay.com

32
??????????? e-Commerce ??? Transaction Broker
website ??????????????????????????
??????????????????????????????????????????????????
? website ????????????????????????? website
??????????????????????????????????????????????????
????????????????????????????????????
?????????????? www.paypal.com ??? Escrow.com
33
??????????? e-Commerce ??? Distributor
website ?????????????? catalog ???????????????????
??????? ?????????????????????????????????
??????????????????????????????????????????????????
??????? ??? website ??????????????????????????????
?????????????????????????????? ???????????????????
??????????????????????????????????????????????????
????????????? ?????????????? www.questlink.com
34
??????????? e-Commerce ??? Search Agent
?????????? (???? software agent ???? robot)
???????????????????? ?????? ??????????????????????
?????????????????????????? ???????????????????????
???????????????????? ??????????????
www.dealtime.com
35
??????????? e-Commerce ??? Virtual Mall
??????? hosts online merchants ???????????????????
??????????????????????????????????????
????????????? ???????????????????? ????????????
??????????????????????????????????????????????????
???????? Mall ??? website ????????????????????????
??????????????? ?????????????????
?????????????????????????????????? ??????????????
www.ChoiceMall.com www.ShoppingThai.com ,
www.veloshopping.com , www.quickwww.com
36
???????? e-Commerce ?????? Advertising
Website ???????????????????????????????
?????????????????? ???????????????????????? ????
free email, chat, forums, text link, banner,
bubble ads ??????? ???????????????????????????????
?? website ??? ????? traffic ?????????????????????
????????????????

• Portal yahoo.com
• Personalized portal MyYahoo!
• Niche portal iVillage.com
• Classifieds Match.com
• Registered users NYTimes.com
• Query-based paid placement Google.com

??????????????????????????????????????????????????
????????????????????????????????????????
????????????????????????????? ????????????????????
?????????????????????????????????????????? ???
Yahoo! ??????????????? (Portal Site)
???????????????????????? ????????????????????????
??? ??????????????????????????????????????????????
???? ???????????????????????????????????????? ???
GreaterGood ??????????????????????????????????????
??????????????????????????????????
??????????????????????????????????
37
??????????? e-Commerce ??? Portal
??????????????????????????????????????????????????
??? ???????????????? Search Engines
??????????????????????????????????????????????????
??????? ???????????????????????????
???????????????????????????? banner ads
?????????????????? ????????????????? ????????
?????? Yahoo.com
38
??????????? e-Commerce ??? Personalized Portal
???? website ?????????????????????????????????????
????????? ????????????????????????????????????????
??????????????????????????????????????????????????
? ???????????????????? ?????????????? MyYahoo!
39
??????????? e-Commerce ??? Niche Portal
??????????????????????????????????????????????????
??? ???????????? site ????????????????????????????
???????????????????????????????? ???? site
???????????????????? ????????????????? ???? web
??? Niche Portal ?????????????????????????????????
???????????????????????????????????????
?????????????? www.iVillage.com
40
??????????? e-Commerce ??? Classified
???? website ?????????????????????????????????????
???????????????????? ??????????????????????????
???????????????????????????????????
?????????????? www.Monster.com , Match.com
41
??????????? e-Commerce ??? Registered User
???? website ?????????????????????????????????
???????????????????????????? ?????????????????????
????????????? ????? software ?????????????????????
??????? ??????????????????????????????????????????
?????????????????????????????????????????????????
???? www.NYTimes.com
42
??????????? e-Commerce ??? Query-Based Paid
Placement
???? website ???????????????????????????? ????
??? link ?????????????????????????????????????
website ??????? banner ???? text link
???????????????????????? keyword
?????????????????????? ?????????????? Google.com,
www.Overture.com
43
???????? e-Commerce ?????? Merchant
Website ?????????????-?????? ?????????????????????
?????? ??????????????????????????????????
????????????????? ???? ?????????

• Virtual Merchant (e-Tailer) www.amazon.com
• Click and Mortar www.bn.com(Barnes Noble
• Catalog Merchant www.Landsend.com
• Bit Vendor www.jimmysoftware.com

??????????????????????????????????????????-???????
?????????????????????????????????
??????????????????????????????????????????????????
?????????? ??????????????????????????????????????
??????????????????????????????????????????????????
??????????????????????????????????????????????????
???? Click-and-Mortar ????????????????????????????
????????????????????????????????
44
??????????? e-Commerce ??? Virtual Merchant
???????????????????? "e-tailer" ???? website
?????????????? website ???????????????????????????
????? ??????????????????????????????
?????????????? Amazon.com
45
??????????? e-Commerce ??? Click Mortar
??????????????????????????????????????????????????
???????? (brick-and-mortar) ?????????????????????
??????????????????????? website
??????????????????????????????????????????????????
???? ?????????????? www.Barnesandnoble.com
46
??????????? e-Commerce ??? Catalog Merchant
????????????????????? catalog ????? website
??????????????????????????????????????? ????
???????? ?????? ?????????? e-mail ?????? web
ordering ?????????????? www.landsend.com
47
??????????? e-Commerce ??? Bit Vendor
??????????????????????????????????????????????????
??????????????????????????????? ????????????
?????????? ???????????????????????????????????????
??????????? ???? ?????????????????????????????????
????????????????????? download ??????? ????
www.jimmysoftware.com
48
???????? e-Commerce ?????? Manufacturer

• Direct B2B
• Direct B2C

??????????????????????????????????????????????????
?????????????????????????????????????????????
(?????????????) ??????????????????????????????????
??????? ???????????????????????????????
???????????????????????????????????
????????????????????????-????????????????????????
49
???????? e-Commerce ?????? B2B

B2B e-commerce is associated with systems and
processes that support the flow of information
between organizations as it occurs in
procurement manufacturing research and
development and sales and distribution of
goods, information and services.

??? IT ?????????????????????????-?????????????
??????????????????????, ???????????????????? 3
????, ????????????, e-mail ??? internet
???????????????????? ????????????
?????????????????????????? online
???????????????????????????????????????????
????????????????????????????? ????????????????????
???????? ???????? ?????? ?????????????????????????
? ????????
50
???????? e-Commerce ?????? B2C
????????? Supply Chain ???????
?????????
?????????????
???????????
????????? Supply Chain ???????
???????
???????
website
51
???????? e-Commerce ?????? Infomediary (informa
tion intermediary)
Website ??????????????????????????????????????????
??????????????? ??????????????????????????????????
??????????????????????????????????????????????????
???????????????????????????????????????? ??????
??????????????????????????????????????????????????
??????????????????????????????????????????????????
???????????????????????????????????
???????????????? ?????? ?????? ???
www.DoubleClick.com / www.Nielsen.com /
www.Greenpoints.com www.Edmunds.com /
www.marketresearch.com / www.tfrc.co.th
52
???????? e-Commerce ?????? Affiliate
Website ??????????????????????????????? page ????
web ??????????????????????????????????????????????
???? ??????????????????????? ??????????
53
???????? e-Commerce ?????? Community
www.redhat.com www.CNN.com www.experts.com
www.thai2hand.com www.weekendhobby.com
Website ??????????????????????????????????????????
??????????????????????????????????????????????????
?????????????????????????? ???? site
?????????????????? ?????????????????????????
????????? ?????????????????????????????????
???????

54
???????? e-Commerce ?????? Subscription
www.AOL.com www.listen.com www.jobsDB.com
Website ????????????????????????????????????????
?????? ??????? ????? ?? ?????????????????????????
?????????????????????? ???????????? ??????? ?????
??????
??????????????????????????????????????????????????
???????????????? ?????????????????????????????????
????????????????????????????????????????????????
???? ?????????????????????????????????????????????
? (Wall Street Journal ???? Business Online)
??????????????????????????????????????????????
???? AOL ?????????????????????????????????????????
?????? ICQ ???????????????????????????????????????
??????????????????? ??????????????????????????????
??????????????????????????????????????????????????
????????????? ???? AOL ???????????????????????????
?????????????????????????????????????
55
???????? e-Commerce ?????? Infrastructure
Website ????????????????????? e-Commerce ????
??????????????? ?????????????? online
????????????????? digital ????????????????????????
????????????? ?????????????????????
www.paypal.com
??????????????????????????????????????????????????
???????????? (C-to-C Payment) ????????????????????
???? (P-to-P Payment)
www.verisign.com www.truste.com www.dhl.com
??????????????????????????????????????????????????
????????????????? E-Commerce ?????? ????????
???????????????????????????? ?????????????????
E-Commerce ??? ???????????????????????????????????
? ??????? ?????????????????? E-Commerce
????????????????????????????????????????????
??????????????????????????????????????????????????
?????????? ???????????????????????????????????????
???????????