INLS 21096 Electronic Business for Information Professionals

1
INLS 210-96Electronic Business for Information
Professionals

• Internet Marketing
• May 30, 2000

2
Todays Reading

• Christopher Locke - The Cluetrain Manifesto 95
  Theses and Chapter 1
• Joseph Pine and James Gilmore - The Experience
  Economy Chapter 4 Get Your Act Together
• Jeffery Rayport - The Virus of Marketing
• William Taylor - Permission Marketing
• David Wolfe - Make Love, Not War in the
  Marketplace

3
Marketing

• What it is not
• Selling

• What it is
• Exchange

4
Marketing The Ps

• Planning
• Product
• Price
• Place
• Promotion
• People

5
Marketing Products/Services

• The tangible object for which the customer pays
  money
• Exist on 3 levels
• Core
• Expected
• Augmented

6
Product/Service life cycle

• Development
• Introduction
• Growth
• Maturity
• Decline

7
Marketing Price

• Unit cost
• Fixed cost
• Variable cost

8
Pricing Strategies

• Cost-based
• Targeted
• Break-even
• Experience curve
• Value-based
• Competition-based
• Sealed-bid

• Skimming
• Penetration
• Product-line
• Optional-product
• Captive-product
• By-product
• Product-bundle

9
Marketing Place

• Where exchange with the customer happens
• Distribution
• Vertical integrations
• Intermediaries

10
Elements of a Distribution Strategy

• Demand forecasting
• Order processing
• Inventory management
• Storage
• Packaging
• Transportation

11
Marketing Promotion

• The Battle for the Consumers Mind
• Objectives
• Informing
• Persuading
• Reminding

12
Promotional Mix

• Advertising
• Personal selling
• Sales promotion
• Public relations

13
Marketing People

• The Customers
• Let the customer set the direction
• Identifying customers - Segmentation