Part II Application

1
Part II Application

• By
• Aj-Kulachatr Chatrakul Na Ayudhaya
• Marketing Department
• Business Administration Faculty

2
Ch 6e-Marketing

• By
• Aj-Kulachatr Chatrakul Na Ayudhaya
• Marketing Department
• Business Administration Faculty

3
Marketing Information System Part II
Application

• Chapter VI e-Marketing
• Overview of e-Marketing
• Review of IT Role in Marketing
• e-Marketing Opportunity and Consumer behavior
• e-Marketing Mix Strategy
• e-Commerce
• M-Commerce

4
E-Marketing Review of Business and Marketing in
digital economy or e-conomy

• e-Term definition (???????? ??????? Max Saving
  Co.,ltd)
• e-Conomy ?????????????????????? ??????????????
  ???????????????????? ?????????????????????
  e-Business ??? e-Commerce ????????????????????????
  ??????????? ??????????????????????????????????????
  ????? ????????????????????????????????????????????
  ?????????? 50 ????????????????????????????????????
  ?????? ???????????????????????????????????????????
  ???????????? ????????????????
• ?????????????????????????????????????????????

5
E-Marketing Review of Business and Marketing in
digital economy or e-conomy

• e-Term definition
• e-Business ??????? ??????????????????????????????
  ??????????????????????????????????????????
  ???????????????????????????????????????? ????
• ????????????????? ???????? ?????????????
  (Intranet)
• ??????????????????????????? (Extranet)
• ????????????????????????? (Internet) ????
• ??????????????? Suppliers (e-Supply Chain)
• ????????????????????? (e-Banking)
• ???????????????????????????? (e-Global)
• ( e-Biz)

6
E-MarketingOverview of e-Marketing
e-Marketing Definition ??????? ???????????????????
???????????????????????????? electronics
??????????????????????????????????????????????????
????????????? ????????????????????????????????????
? ??????????????????????????????????????????
7
E-Marketing Review of Business and Marketing in
digital economy or e-conomy

• e-Term definition (???????? ??????? Max Saving
  Co.,ltd)
• e-Commerce ??????? ?????????????????????????????
  ????????????????????????????????????? e-Business
  ????????????????????????????? ??????-?????
  ????????????????? ??????????????????????? ???
• B2C Business to Consumer
• B2B Business to Business
• C2C Consumer to Consumer
• B2G Business to Government
• G2G Government to Government
• B2S Business to Society

8
E-Marketing New way of Global Marketing in
e-conomy
Importer
Old Exporter

Distributor
Normal Way
Wholesaler
Retailer
Web way
E - Exporter
Consumer
9
E-Marketing Characteristics

• Characteristics of E-Marketing
• Niche Marketing
• Behavioral Segmentation
• Personalize Marketing(One-One Marketing)
• Dispersion of consumer
• All time business
• Decision to purchase by information
• Marketing activities mix online
• Related to traditional MK activities
• Low cost Business
• Quick response

10
E-Marketing Differentiation from Tradition

• E-Marketing and Traditional Marketing

11
E-Marketing Differentiation from Tradition

• E-Marketing and Traditional Marketing

12
E-Marketing Substituted task by e-Marketing
Salesman
Fax
Cashier
Courier
Catalogs
Messenger
Dealers
Showroom
Agents
After-sales service
PR
13
E-Marketing Goods,Services Activities

• Tangible Products or Hard Goods
• Related to Logistics
• Cost of Logistics and Warehouse
• Intangible Products or Soft Goods
• Downloaded Products
• Intellectual property aspects
• Services
• Infomediary services
• Web-portal services
• Search services
• Consulting

14
E-Marketing IT Role in Marketing Activities

• Direct Marketing By E-mail
• Free Based , Offender
• Permission MK , Opt-In , Opt-Out
• Spamming and Spam regulation
• Website
• Information Search
• Catalogs online
• Communication and Sales tools
• Advertising
• Banner and Linking
• Promoting web
• Web Portal

15
E-Marketing IT Role in Marketing Activities

• Catalog Online
• Many option or Customization
• Updating
• not dead site or non-permanent
• e-Ordering e-Payment
• Closing sales/e-Purchasing
• 3rd Parties (Bank)
• e-Logistics Tracking
• Quick Response by back office
• Inventory ,Stocking Available
• Customs ceremony and Tax service
• Tracking

16
E-Marketing IT Role in Marketing Activities

• Mailing List
• likewise
• Webboard
• Forum
• Mobile Technology
• GPRS (General Packet Radio Service)
• WAP (Wireless Application Protocol)
• Mobile Payment
• (Practical www.boa.co.th)

17
E-Marketing Explosive Growth of Internet
M 750 500 250

User
1998 1999 2000 2001 2002 2003
18
E-Marketing Explosive Growth of Internet
Billion 6000 4000 2000

B2B
B2C
E-Commerce
1998 1999 2000 2001 2002 2003
19
E-Marketing Explosive Growth of Internet
Billion 15 10 5

Web site
1998 1999 2000 2001 2002 2003
20
E-Marketing Internet Users in Thailand

http//ntl.nectec.or.th/internet/index.html
21
E-Marketing Internet Users in Thailand
7.57 M

http//ntl.nectec.or.th/internet/index.html (CIA
2004)
22
Who is online customer

• ????????????????????????????????? ??????
  ????????????????????? ?????????? ???????????????
  ????? ?????? ????????????????????????????????????
• ??????????????????????????????????????????????????
  ????????????? ????????????????? ??????
• ??????????????????????????????????????????????????
  ??????
• ????????????????? ???????? ???????????????
• ?????? 90 ????????????????????????????? ?.???
• ?????? 68 ??????????????? ???????????
• ???????????????????????? ????????? 66
  ?????????????????
• ?????????????????????????????????? 20
  ????????????????????????? ????????????????????????
  ???????????????????????????????????
  ?????????????????????????????????????????

23
Who is online customer

• ?????????????????????????????? (???)
• ????????????? ??????? ????????????????????????????
  ??
• ????????????? ???????????????? (????????????)
• ??????? ?????? ???????
• ???????????????
• ????????? ?????????????????????????
• ?????????????????????????????????
• ???????????????? ????
• ??????????????????????????????????????????????????
  ??????????????... On demand , Value , Convenience
  , Price
• ??????????????????????????????????????????????????
  ?...
• Efficient Consumer Response and Trust

24
Online consumer behavior

• ????????????????????? ?????? 81
  ???????????????????????????????????
  ???????????????? 33 ??????????????????????????????
  ?
• ??????????????? 59 ???????????????????????????????
  ?????????????????????????? ???????????????????
  ???????
• ??????????????????????????????????????
• ??????????????????????????????????????????????????
  ??????????????????????????????????????????????????
  ??????????????
• ??????????????????????????????????????????????????
  ??
• ?????????????????????????????

25
E-Marketing or Internet Marketing Type of
Business Model

• Brokerage Model
• Advertising Model
• Infomediary Model
• Merchant Model
• Manufacturer Model
• Affiliate Model
• Community Model
• Subscription Model
• Utility Model
• Other Model

26
???????? e-Commerce ?????? Brokerage
Website ??????????????????????????????????????????
?????????????????????????? ???? ?????????
????????? ???????? ?????????????-??????
???????????????????????????????????????????
???????
e-MarketPlace Foodmarketexchange.com Buy/Sell
Fulfillment CarsDirect.com Demand Collection
System Priceline.com Auction Broker
e-Bay.com Transaction Broker PayPal.com Distribut
or Questlink.com Search Agent
DealTime.com Virtual Mall ChoiceMall.com
Back
27
(No Transcript)
28
???????? e-Commerce ?????? Advertising
Website ???????????????????????????????
?????????????????? ???????????????????????? ????
free email, chat, forums, text link, banner,
bubble ads ??????? ???????????????????????????????
?? website ??? ????? traffic ?????????????????????
????????????????
Portal yahoo.com Personalized portal
MyYahoo! Niche portal iVillage.com Classifieds
Match.com Registered users NYTimes.com Query-base
d paid placement Google.com
Back
??????????????????????????????????????????????????
????????????????????????????????????????
????????????????????????????? ????????????????????
?????????????????????????????????????????? ???
Yahoo! ??????????????? (Portal Site)
???????????????????????? ????????????????????????
??? ??????????????????????????????????????????????
???? ???????????????????????????????????????? ???
GreaterGood ??????????????????????????????????????
??????????????????????????????????
??????????????????????????????????
29
???????? e-Commerce ?????? Infomediary (informa
tion intermediary)
DoubleClick.com Nielsen.com Greenpoints.com Edmund
s.com
Website ??????????????????????????????????????????
??????????????? ??????????????????????????????????
??????????????????????????????????????????????????
???????????????????????????????????????? ??????
??????????????????????????????????????????????????
??????????????????????????????????????????????????
???????????????????????????????????
???????????????? ?????? ?????? ???
The Company Moneyextra Limited, who are owned by
Bristol and West plc, is in the process of
evolving from a financial infomediary website to
a multi channel advice based company, offering
financial advice to customers via the internet
and a telephone contact centre with the aim of
allowing customers to take control of their
financial decisions.
Back
30
(No Transcript)
31
???????? e-Commerce ?????? Merchant
Website ?????????????-?????? ?????????????????????
?????? ??????????????????????????????????
????????????????? ???? ?????????
Virtual Merchant (e-Tailer) Click and Mortar
Catalog Merchant winstore.net Bit Vendor
jimmysoftware.com
Back
??????????????????????????????????????????-???????
?????????????????????????????????
??????????????????????????????????????????????????
?????????? ??????????????????????????????????????
??????????????????????????????????????????????????
??????????????????????????????????????????????????
???? Click-and-Mortar ????????????????????????????
????????????????????????????????
32
(No Transcript)
33
???????? e-Commerce ?????? Manufacturer
??????????????????????????????????????????????????
?????????????????????????????????????????????
(?????????????) ??????????????????????????????????
??????? ???????????????????????????????
???????????????????????????????????
????????????????????????-????????????????????????
Dell.com Apple.com Kingscollections.com PINN-Stitc
h.com
34
(No Transcript)
35
E-Marketing or Internet Marketing Type of
e-Business

• Case Study www.king-collection.com

36
E-Marketing or Internet Marketing Type of
e-Business

• Case Study www.king-collection.com

37
???????? e-Commerce ?????? B2C (Manufacturer
Direct)
Back
????????? Supply Chain ???????
?????????
?????????????
???????????
????????? Supply Chain ???????
???????
???????
website
38
???????? e-Commerce ?????? Affiliate
Website ??????????????????????????????? page ????
web ??????????????????????????????????????????????
???? ??????????????????????? ??????????
Back
39
???????? e-Commerce ?????? Community
Weekendhobby.com CNN.com Experts.com
Website ??????????????????????????????????????????
??????????????????????????????????????????????????
?????????????????????????? ???? site
?????????????????? ?????????????????????????
????????? ?????????????????????????????????
???????

Back
40
???????? e-Commerce ?????? Subscription
Website ????????????????????????????????????????
?????? ??????? ????? ?? ?????????????????????????
?????????????????????? ???????????? ??????? ?????
??????
AOL.com Listen.com JobsDB.com ?????????????
Back
??????????????????????????????????????????????????
???????????????? ?????????????????????????????????
????????????????????????????????????????????????
???? ?????????????????????????????????????????????
? (Wall Street Journal ???? Business Online)
??????????????????????????????????????????????
???? AOL ?????????????????????????????????????????
?????? ICQ ???????????????????????????????????????
??????????????????? ??????????????????????????????
??????????????????????????????????????????????????
????????????? ???? AOL ???????????????????????????
?????????????????????????????????????
41
(No Transcript)
42
???????? e-Commerce ?????? Infrastructure
Website ????????????????????? e-Commerce ????
??????????????? ?????????????? online
????????????????? digital ????????????????????????
????????????? ?????????????????????
Utility Model
??????????????????????????????????????????????????
???????????? (C-to-C Payment) ???????????????????
????? (P-to-P Payment)
??????????????????????????????????????????????????
????????????????? E-Commerce ?????? ????????
???????????????????????????? ?????????????????
E-Commerce ??? ???????????????????????????????????
? ??????? ?????????????????? E-Commerce
????????????????????????????????????????????
??????????????????????????????????????????????????
?????????? ???????????????????????????????????????
???????????
Back
43
??????????? e-Commerce ??? e-Marketplace
E-Marketplace ?????????????????????? ????
website ???????????????????????????????
????????????????????????? ????????????????????
???????????????? ?????????????????????????????????
????????????????
??????????????????????????????????????????????????
?????

44
??????????? e-Commerce ??? Auction
??????????????????????????????????????????????????
??????????????? website ?????????????

45
???????? e-Commerce ?????? B2B
B2B e-commerce is associated with systems and
processes that support the flow of information
between organizations as it occurs in
procurement manufacturing research and
development and sales and distribution of
goods, information and services.


??? IT ?????????????????????????-?????????????
??????????????????????, ???????????????????? 3
????, ????????????, e-mail ??? internet
???????????????????? ????????????
?????????????????????????? online
???????????????????????????????????????????
????????????????????????????? ????????????????????
???????? ???????? ?????? ?????????????????????????
? ????????
46
Travel Model
47
E-Marketing or Internet Marketing Strategic
Planning
Strategic Plan
48
E-Marketing or Internet Marketing Planning and
Strategy

• ???????????????????????????????????????????????
• ?????????? ???????????????????????????????????
• ????????????????????????????????????????????????
  ???????
• ??????????????????????????????????????
• ?????????????????????????????????????????????????
  ?????????...
• ???????????????????????????????????????????

49
E-Marketing or Internet Marketing e-Marketing
Strategy

• ??????? 1 ????????????????????????????
• ?????????? (Strength Weakness)
• ???????????? (Make different)
• ?????????????? (What r customer need)
• ?????????????? (for the winner)

???????? ??????? Max-Saving Co.,ltd
????????????????????????????? ????????? 14
?.?.2546
50
E-Marketing or Internet Marketing e-Marketing
Strategy

• ?????????? (Self Assessment)
• ???????????? - ????????????
• ????????????? (B2C,B2B,C2C)
• ???????????????(Goods Service)
• ???? (Profit)
• ??????? (e-Marketer)
• ?????????
• (Hardware Software Network)

51
E-Marketing or Internet Marketing e-Marketing
Strategy

• ????????????
• Make Different
• ???????????????????????????????
• ???????????????????
• ???????????????????????
• ????????????????????????????????????

52
E-Marketing or Internet Marketing e-Marketing
Strategy

• ??????????????
• What r customer need?
• ???????????????????
• ????????????????????????????
• ????????????????????????
• ???????????????????????

53
E-Marketing or Internet Marketing e-Marketing
Strategy

• ??????????????
• (to be Number 1 )
• Hardware Server , Computer
• Infrastructure Network , Cable , ISP
• Software
• Shopping Cart system
• e-Payment System
• Interactive system
• Web Promotion

54
E-Marketing or Internet Marketing e-Marketing
Strategy

• ???????????????? / ??????
• ?????? search Engine
• Exhibition ?????
• ??????????????? try to be customer
• Continue Monitoring

55
E-Marketing or Internet Marketing e-Marketing
Strategy

• Competitive Advantage
• Suitable Products
• Efficient Consumer Response
• Dynamics
• Against with our strength
• Daily to Daily update our web pages
• Markets of one
• Mass customization
• Know customer need before customer
• Mind share Market share

56
E-Marketing or Internet Marketing e-Marketing
Strategy

• Competitive Advantage
• Value than price
• Think local but act global
• Response with automatic systems
• Brand Building
• Brand Loyalty
• Sustainable standing with patient

57
E-Marketing or Internet Marketing e-Marketing
Strategy

• Price determination
• ????????????????????????????????????????
• ?????????????????????????????????
• ?????????????????????????????
• ????????????????????????????????????
• ??????????????????????????
• ???????????????????????????
• ??????????????????????
• ?????????????????????????
• ????????????????????????????????
• ????????????????????????????
• ?????????????????????????????????????
• ??????????????????????????????????????????????????

58
E-Marketing or Internet Marketing e-Marketing
Strategy

• Distribution and Promotion
• ????????????????????? e-Commerce
  ??????????????????????????????????
  ????????????????????????????????????? (URL ,
  Domain name) ?????????????????????????????????????
  ?????????????????????? ??? e-Commerce
  ????????????????????????????????????????
• Domain Name ?????? Brand ?????????????????????????
  ?????????????????????????????? ???? ?????
• ?????????????????? ???? ????? (Host or Web
  Server) ????????????????? htm ??? Database ??????
  ??????????? ????????????????????????????? Web EC
  Master ??????????????? Host ?????????????????????
  ? ??????????????????????? ?? Option ??? EC
  ???????? ????????????????????????????
• ????????????????????????????? e-Commerce
  ????????????????????? ????????????????????????
  ??????????????? ????????????????????????????
  ???????? ??????? EC ???????????????

59
E-Marketing or Internet Marketing e-Marketing
Strategy

• Distribution and Promotion
• ??????????????????????????????????????
• ?????????????????????????????????????????????
• ????????????????????????
• ???????? ????????????????????????????????? ????
  Banner Advertising , Registration in Search
  Engine , Promotion by Shopping Mall
• ???????? ????????????? ??????????????????????????
  
• ???????? ???????????????????????

60
E-Marketing or Internet Marketing e-Marketing
Strategy

• ??????????????????????
• B to B ????????????????????????????? ,
  ??????????????????????????????????? ,
  ??????????????????????????? ,?????????????????????
  ???
• ???????????? ????????????????
• ??????????????????????????????????????????????
• ??????????????????????????????????????????????????
  ????
• ????????????????????????????????????????
• ???????????????????????????????? (Virtual Private
  Net
• VPN)????????????????????????????????????????
• ??????????????? ???? EDI (Electronic Data
  Interchange)

61
E-Marketing or Internet Marketing e-Marketing
Strategy

• (Virtual Private Network VPN)
• ??????????????????????????????????????????????????
  ??????????????????????????? ??????????????????????
  ??????????(Encryption) ???? EDI (Electronic Data
  Interchange)

???????????? ????????? EDI

• Thai Trade Net Co.,Ltd.
• Tiffa EDI Services Co.,Ltd.
• General Electronic Commerce Co.,Ltd.
• Advaned Integration Co.,Ltd.

Manufacturers
Merchant
62
E-Marketing or Internet Marketing e-Marketing
Strategy

• ??????????????????????
• B to C ???????????????????????????? ,
  ??????????????????????????? , ????????????????????
  ??????????????????????????????????????????????????
  ??? ???????????????????????????? ??????? End User
• ???????????? ????????????????
• Targeting and Positioning
• Branding or Domain name
• Interactivity
• Product Information
• Product Recommendation
• Web site Differentiation

63
E-Marketing or Internet Marketing e-Marketing
Strategy

• B to C (continue)
• Encouraging repeated visit site
• Enhancing to product
• Building Community
• Customizing
• Sales Promotion
• Event Marketing
• E-Mail
• Chat room , Forum , Web board , e-Postcard ,
  Freeware ,Wealth Information , Screen server or
  Picture download
• Web Linking
• Banner and Advertising in famous web
• Out of web and IMC

64
E-Marketing or Internet Marketing e-Marketing
Strategy Search engine
65
E-Marketing or Internet Marketing e-Marketing
Strategy tradefair
66
E-Marketing or Internet Marketing e-Marketing
Strategy e-Survey
http//www.ecplaza.net
67
E-Marketinge-Marketing Strategy from hard
goods to soft goods
http//www.thailandflorist.com
68
E-Marketinge-Marketing Strategy Optional
http//www.dell.com
69
E-Marketinge-Marketing Strategy choose
http//www.dell.com
70
E-Marketinge-Marketing Strategy customize
http//www.dell.com
71
E-Marketinge-Marketing Strategy Optional
http//www.3dcake.com
72
E-Marketinge-Marketing Strategy Optional
http//www.3dcake.com
73
E-Marketinge-Marketing Strategy Choose
http//www.3dcake.com
74
E-Marketinge-Marketing Strategy Cart
http//www.3dcake.com
75
E-Marketinge-Marketing Strategy addressing
http//www.3dcake.com
76
E-Marketinge-Marketing Strategy Submit
http//www.3dcake.com
77
E-Marketinghttp//www.thaigem.com
78
E-Marketinghttp//www.thaigem.com
79
E-Marketinghttp//www.thaigem.com
80
http//www.thaigem.com
81
E-Marketing or Internet Marketing Opportunity

• Opportunity
• ????????????????????? SMEs ???????????????????
• ????????????????????????????? ???????????????
  Office /Catalog
• ?????????????????????????????????????????????????
  ???
• ???????????????????????????????
  ??????????????????????????????????????????????????
  ?????
• ??????????????????????????????????? (Direct
  Market) ????????????????????????????????????????
• SMEs ?????????? ?????????????????????????????????
  ?????????????????????????????????????????????????
  ????????

82
E-Marketing or Internet Marketing Threat

• Threat ??????????????????????????????
• ??????????????????????????????????????????????????
  ????????????????????? ????? IT ???????????????????
  ?????????? ????????????? ?????????????????????????
  ? (????????????????)
• ???????????? Soft Goods ??????????????????????????
  ????????
• ??????????????????????????????????????????????????
  ????????????????????????????????? ????????????
• Threat ????????????????????????????????
• ????
• ?????????????????????????????????
• ??????????????? IT Technology
• ??????????????????????????????
• ????????????????? IT ?????? IT ??????????????