MARK 404 Marketing and the Internet

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MARK 404Marketing and the Internet

• Tim Beal
• Session 2 1 March 2005

2
Today

• Admin
• Creating a simple webpage II
• Introduction to Interent
• Meeting Tony Haas

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Administration

• The class
• Web access
• Groups for APEN research project
• Schedule for textbook presentations

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Creating a simple webpage
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Introduction to Internet

• Follow textbook, but diverge
• Classi question what has the Internet changed
  about marketing?
• Book takes middle road
• Question again in e-marketing briefings

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Marketing and E-Marketing

• What is marketing?
• What is internet marketing?
• Is quotation OK?
• 4 cell diagram 1 or 4?
• viral marketing

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Common myths

• Customes behave online as offline
• Segmentation
• Personalization

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Seven stages of internet marketing 1-4

• DIAGRAM P.9
• 1 Framing marketing strategy
• EXHIBIT 1.3
• 2 Formulating marketing strategy
• 3 Designing the customer experience
• Services marketing (Steve Barron)
• 4 Crafting the customer interface
• Marketplacegtgtmarketspace

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Stages of internet marketing 5

• 5 Designing the marketing program
• Customer relationships
• Internet marketing mix 6 levers
• Product, Price, communication, Community,
  Distribution, Branding
• Plus Individualization and interactivity (2Is)

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Marketspace matrix
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Stages 6 7

• 6 Customer information
• 7 Evaluating the marketing program

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Critical success factors

• Customer advocay and insight
• Balanced thinking
• Passion and entrepreneurial spirit
• Willingness to accept risk and ambiguity

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Putting it into practice

• Meeting Tony Haas
• orginal APEN site
• Initial questions and answers