The Internet Micro-Environment

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The Internet Micro-Environment
E-Marketing
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What are the Micro and Macro Internet
Environments?
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The Internet Micro-Environment
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The Internet Macro-Environment
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Value Chain Analysis
E-Marketing
Value Chains are a visual depiction of an
industry from producer to consumer.
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Life of a Chair
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What is disintermediation?
E-Marketing
Removing the middleman. The term is used to
describe many Internet -based businesses that use
web sites to sell products directly to customers
rather than going through traditional retail
channels.
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What is disintermediation?

• By eliminating the middlemen, companies can sell
  their products cheaper and faster.
• Many people believe that the Internet will
  revolutionize the way products are bought and
  sold, and disintermediation is the driving force
  behind this revolution.
• From Webopedia

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Life of a Chair
Manufacturer sells directly to consumers via a
web site.
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E-Marketing

• Market Segmentation

• A target market is a well-defined set of
  customers whose needs the organization plans to
  satisfy.
• - Philip Kotler

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E-Marketing

• Target Marketing

• Micromarketing (niche)
• Geographic Marketing
• Demographic Marketing
• Psychographic Marketing

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E-Marketing

• Micromarketing

• Body Jewelry

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E-Marketing

• Geographic Marketing

• Coastal California

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E-Marketing

• Demographic Marketing

Retired People
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E-Marketing

• Psychographic Marketing

• Goth Stuff
• High IQ

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E-Marketing

• Customer Behavior Strategies

• Trackers
• Hunters
• Explorers

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E-Marketing

• Customer Behavior Strategies

• Trackers ready to buy, so make it easy to find.
• Amazon

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E-Marketing

• Customer Behavior Strategies

• Hunters ready to buy if a there is an
  incentive.
• Body Jewelry

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E-Marketing

• Customer Behavior Strategies

• Explorers use of triggers to make the site
  sticky so shopper stays until engaged enough to
  buy.
• Sports Outfitter

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