MAR 4933001

1
MAR 4933-001

• E-Commerce Marketing
• Summer 2003
• E-Commerce and Distribution Of Content and
  Services II
• Rich Gonzalez
• University of South Florida
• June 12, 2003

2
Course Participation Items

• May 20Brainstorm/Creative
• Jun 4Listerv Post
• Jun 9Listserv Post
• Jun 10Sample Question
• Jun 10 Brainstorm/Analysis
• etc., etc.

3
URLs

• www.riaa.org
• www.apple.com/itunes/
• www.cdbaby.com
• www.theknot.com
• www.usf.edu

4
Agenda June 12, 2003

• Web Site Selection Continues
• Nielsen Tahir Guidelines
• Music Marketing Implications iTunes Music
  Store
• Chapter 4 E-Business Distribution Systems
• Due For June 17
• No Quiz Today Sorry

5
For Site/Model Evaluation

• Today (Final Day) Please peruse Nielsen Tahir
  bookHomepage Usability
• Should Pick TodayLarasha, Jon

6
For Today June 12

• Chapter 4 E-Business Distribution Systems and
  SCM
• (Skim) Nielsen Tahir Guidelines
• Sun Microsystems Boots Up Blitz To Create Java
  Powered Loyalty, Especially With Cellphone
  Users, Don Clark, wsj.com, June 9, 2003

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Java Powered

• Whats This About?
• Software Applications Image Presence
• Branding
• Critical Mass
• Model Intel Inside
• Microsoft .NET
• Java ? Microsoft
• Java has 85 Brand Recognition
• September 2003 Print, Outdoor Ads
• Java Games Revenue Stream?
• Electronic Arts, Inc.?

8
For June 17

• Read Nielsen Tahir Guidelines
• WAP 3 Initial Critique of Web Site
• Online-Ad Sales Show Signs of Return To Growth,
  Carl Bialik, wsj.com, June 12, 2003

9
Weekly Analysis Paper 3

• Pick Onewww.cdbaby.comwww.theknot.comwww.usf.e
  du
• 1.5 Page Report, Cover Sheet
• Guideline2. Communicating Information About the
  Company4. Navigation
• Do They Want To Be Contacted?
• Describe and Critique
• Due in class, June 17, 2003

10
Customer Orientation

• A philosophy incorporating the marketing concept
  that emphasizes first identifying unmet needs,
  then satisfying them.
• Know your customer(s).

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Wi-Fi Means BusinessFinal Thoughts

• Effects
• Players/Forces
• Implications
• Benefits

BusinessWeek, April 28, 2003, p86
12
The Music Biz

• What Is Apple?
• Hardware, Software, Entertainment

Songs in the Key of Steve, Devin Leonard,
Fortune, May 12 28, 2003, p53
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The Music Biz

• What Is the Music Business?
• All 5 Major Music CompaniesBMI, Sony,
  Universal, Warner, EMI
• 28,000 CDs/Year

Songs in the Key of Steve, Devin Leonard,
Fortune, May 12 28, 2003, p53
14
The Record

• 78 RPM
• 45 RPM
• 33.3 RPM
• CD
• CD Single
• DVD Audio

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What Is the Music Business?

• A Dying Industry
• Industry In Need of a Strategy
• Enemy of the Hardware Companies
• Customers

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Music Biz Implications

• KaZaA Will Not Go Away
• Pressplay, MusicNet, MusicNow, Rhapsody Not
  Effective Yet
• Cannibalization, a Good Thing?
• 2002 1.6 M MP3 Players Sold

Songs in the Key of Steve, Devin Leonard,
Fortune, May 12 28, 2003, p53
17
Should Apple Buy a Music Company?

• Shift In Power Content to Delivery

Songs in the Key of Steve, Devin Leonard,
Fortune, May 12 28, 2003, p53
18
Marketing Concept

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

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What Do Music Customers Need?
20
End Here