MAR 4933002

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MAR 4933-002

• E-Commerce Marketing
• Fall 2002Tampa
• Rich Gonzalez
• August 26, 2002

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Agenda August 26, 2002

• Expectations of course
• Survey of course themes/concepts
• Student Survey/Writing Task
• LISTERV
• Drucker
• Due for August 28

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URLs

• lists.acomp.usf.edu
• ebay.com
• half.com
• bibliofind.com
• www.bigcharts.com
• fortune.com
• www.paypal.com
• www.bigwords.com

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For August 28

• Chapter 1, Rayport Jaworski

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Syllabus

• Lets review and answer questions
• Expectations/Grading
• Writing Assignments vs. Midterm

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Textbooks

• REQUIRED TEXT
•  E-Commerce Marketing
• introduction to e-commerce, Rayport Jaworski,
  McGraw Hill/Irwin (2002). ISBN-0072510242
•  
• EXTRA CREDIT TEXT
• Blown to Bits How the New Economics of
  Information Transforms Strategy, Harvard
  Business School Press, Evans Wurster (2000).
  ISBN 087584877x
•  

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Price Shopping On Books?

• ebay.com
• www.half.com
• bibliofind.com
• ebs.allbookstores.com
• www.bigwords.com

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Participation

• In class
• LISTSERV
• Bringing new info to the classsharinge.g.,
  other author comments, information

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LISTSERV

• xhttp//lists.acomp.usf.edu
• No Password
• Sign on by Wednesday

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Analysis Papers

• Current Topic Will Be Selected
• 1.5 page Discussion Paper
• 4 WAP
• Scoring on 125 Points, Then Averaged
• Better than a Midterm Exam

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WSJ Interactive

• A Good Resource
• 4.95 for 60 Day Trial
• 10 Points
• Do not start up service yet.

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Survey Writing

• Writing exercise5 minutes
• E-commerce is....Just your thoughts, what comes
  to mind.
• E-commerce is important...Just your thoughts,
  put yourself in the role of the businessperson
  and customer

Legibility!!
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Why Is E-Commerce Important?
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• Lets Look at Some Predictions

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"I think there is a world market for, maybe, five
computers."
Prediction 1

• Thomas J. Watson,1943

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There is no reason for any individual to have a
computer in their home.
Prediction 2

• Ken Olson, 1977

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Prediction 3

• Business is going to change more in the next 10
  years than it has in the past 50.
• William H. Gates III, 2000

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Prediction 4

• Everyone will have access to most of the worlds
  information.
• William H. Gates III, 2000

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Exemplar Sites

• paypal.com
• cdbaby.com
• www.flyertalk.com
• orbitz.com
• etrade.com
• B2B sites

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Drucker

• What is the purpose of a business?
• Two primary responsibilities of a business

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Elements of the Marketing Mix within an
Environmental Framework
Competitive
Distribution
Product
Political-Legal
Target Market
Social-Cultural
Price
Promotion
Technological
Economic
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Important Facts

• 2002Q2 Internet Access165 million U.S.553
  million Worldwide
• Broadband Penetration
• 200113 million U.S. Households
• 200217 million U.S. Households
• 2007---37 million U.S. Households
• 2002--- 4 European Households
• 2002 35 M AOL Worldwide Subscribers

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Important Facts

• Online Retail Sales in U.S.
• 2002Q2 10 B
• Jul 2002 7 B
• Jul 2002 7.8 M Users Online, Brazil
• 22 Research Online, Shop Offline, Europe

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Marketing Concept

• A managerial philosophy that on org should
  satisfy customers needs through a coordinated
  set of activities that also allows the org to
  achieve its goals

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Information Technology
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3 Fundamental Business Shifts

• 1. Most transactionsB2C, B2B and G2C will become
  self-service digital transactions.
• 2. Customer service will become the primary
  value-added function in every business. Personal
  consultancy not routine services.
• 3. The pace of transactions and customer needs
  for customer service will force firms to adopt
  digital processes---for survival.

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Marketing Concept

• Target Market
•  Customer Needs Wants
•  Coordinated activities
•  Profitability

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Environmental Backdrop of Course Content

• Technology and Economic Forces
• Digitization
• Explosive Innovation---Networks
• Knowledge/Education
• Productivity
• Quality of Life
• Westernization/Globalization

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Example of Digitization
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For August 28

• Chapter 1, Rayport Jaworski

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Stop Here