ELC 310

1
ELC 310

• Day 19

2
Agenda

• Questions?
• Market Plans Graded
• 3 As, 3 Bs, 2 Cs, 1 D and 2 non-submits
• Should have seen better results
• Two major assignments Left
• Case study analysis of an existing case
• Week after break 10
• Creation of a case study
• Last week of the semester 16
• Case Study Proposals Due Nov 29
• Less than one page on the company you will be
  writing a case study on and where you will be
  getting the research.
• Brick and mortar company that used a eMarketing
  strategy
• Starting today we will be in the text
  ebusiness.marketing
• Today, Nov 16 Chap 1 2
• Friday, Nov 20 Chap 3 4

3
Case Study Possibilities

• Marshall Industries
• Charles Schwab
• K-mart (or Wal-Mart)
• Sears
• GM (or Ford or Chrysler)
• e-bay
• Monster. COM

4
Discussion of Albert Text

• Explores impact of technology on traditional
  marketing models
• First 4 Chapters establish a conceptual framework
  for e-marketing and introduces analytic tools
• Chap 5 -12 provide case studies of 8 different
  companies
• Chap 13 14 explores the future of e-marketing
  and research methodologies
• http//www.sandlight.com/albert/ebizNow.html

5
Case Study Analysis

• Deliverables
• 20 min oral presentation in front of class
• Overview of Company
• Discussion of e-marketing goal or strategy
• Identification of primary Stakeholders
• Value Bubble analysis
• Discussion of perceived success or failure of
  e-Marketing goal or strategy
• 5 min question and answer period with classmates
  and Instructor
• As a minima the student should be able to define
  the Key Terms and answer the Questions to Ask at
  the end of each case study
• A PowerPoint presentation corresponding to the
  Oral Presentation
• Expectations
• Student should be able to demonstrate a mastery
  of the material covered in first four chapters of
  the Albert Text and understand how the Case Study
  under analysis fits into the framework
  established in previous chapters.
• Students should have read the case studies being
  presented by the other students and be able to
  ask intelligent questions of the presenter of the
  case study.
• Every case study should prompt a class discussion
  of the issues raised in the Case Study

6
Grade Generation for analysis

• Four Components
• Class Grade for Presenter
• 25 of Total Grade
• Average of the grades submitted by students
• Presenter Grade for Class participation
• 25 of Total Grade
• Average of the grades submitted by presenter
• Instructor Grade for Presenter
• 25 of Total grade
• Instructor Grade for Class Participation
• 25 of Total Grade
• Grading Rubric for Presenter
• Demonstrated Mastery of Case Study 30
• Understanding of How Case Study Fits 30
• Presentation effectiveness 20
• Quality of PowerPoint
  20
• Grading Rubric for Class Participation
• Subjective interpretation 100

7
For next class

• Read Albert Chapters 1-4
• Look at Chaps 6-12 and decide which of these case
  studies you would like to analyze and present to
  the class
• Can either be a team (2) or individual
• Students must collectively complete 7 of these
  cases
• 9 students means only 2 teams of two
• Expect to occupy 20 minutes of class time for
  your presentation and discussion
• More for teams

8
Schedule for last days of class

• Today
• Albert Chap 1
• November 18
• Albert Chap 2 3
• November 22
• Albert chap 4
• November 29
• Instructor presentation of case study analysis
• December 2
• Student Case study analysis presentations

• December 6
• Student Case study analysis presentations
• December 9
• Student Case study analysis presentations
• December 13
• Albert Chap 13 14
• December 16
• Written Case Studies Due
• Quiz 4
• December 22 in Finals week at 3PM
• Case study presentations

9
Some marketing terms

• Direct marketing
• Branding
• Advertising
• Telemarketing
• Customer relations
• Public relations
• Channel
• Stakeholder

• Marketplace
• Profiling
• Market research
• Demographics
• Target market
• NPD
• New Product development

10
Marketing Review

• The 5 Ps of Marketing (sometimes only four!)
• Product
• Price
• Promotion
• Placement
• Planning

11
Background

• Why does e-Marketing exist?
• Role of Technology
• Enabler
• Database
• Internet

12
Overview of E-Business Marketing

• Components of E-Business
• E-Business Marketing Concept Overview
• Process to Create and Deliver Goods, Services,
  and Ideas
• Valuable Exchange Process
• Multiple Group Involvement
• Definition of-eBusiness Marketing
• Is History Repeating itself?
• New Technologies have fast adoptations rates
• Understanding technology and Technology Personnel
• IT Departmental Orientation and Goals

13
E-Business Definition

• Five Components
• E-Commerce (EC)
• Business Intelligence (BI)
• Customer Relationship Management (CRM)
• Supply Chain Management (SCM)
• Enterprise Resource Planning (ERP)

14
E-Business Components (page 4)

• E-Commerce
• Business Intelligence
• Customer Relationship Management
• Above the line is the customers perspective
• Below the line is a business perspective
• Supply Chain Management
• Enterprise Resource Planning

15
Kotler 2000

• Marketing is societal process by which
  individuals and groups obtain what they need and
  want through creating, offering and freely
  exchanging products and services of value with
  others

16
AMA 1995

• Marketing (management) is the process of planning
  and executing the conception, pricing, promotion,
  and distribution of ideas, goods, services to
  create exchanges that satisfy individual and
  organizational goals.

17
Harrell and Frazier 1999

• According to the marketing concept (philosophy),
  the purpose of marketing is to understand the
  needs and wants of the customers and to create
  customer value through satisfaction and quality
  more effectively and efficiently than competitors.

18
3 Common Themes of Marketing

• Process for creating and delivering goods,
  services and ideas to customers
• Based on Exchanges that are valuable to both the
  customer and the company
• Many groups involved in marketing concept

19
Marketing Concepts

• Three common themes
• creation and delivery
• Customer service
• NPD
• Fulfillment
• value-laden exchanges
• Price
• Value Add
• Market Differentiators
• different groups (stakeholders)
• Integrated marketing communications
• Value Chain

20
Marketing Stakeholders

• Customers and potential customers
• Employees
• Investors
• Suppliers
• Partners

21
Mix and match

• Components
• E-Commerce (EC)
• Business Intelligence (BI)
• Customer Relationship Management (CRM)
• Supply Chain Management (SCM)
• Enterprise Resource Planning (ERP)

• Concepts
• creation and delivery
• value-laden exchanges
• different groups (stakeholders)
• The Ps
• Price
• Product
• Promotion
• Placement
• Planning

22
Definition

• E-Business marketing is a concept and process of
  adapting the relevant and current technologies to
  the philosophy of marketing and its management.
• Growth
• One billion people online
• 10 million web sites
• 80 of traffic goes to 0.4 of websites
• The paradox
• mass-personalization
• Consumer desire for privacy
• Historical perspective
• Radio 38
• TV 13
• Internet 5

23
Is History repeating Itself?

• Radio in 1899
• Beginning of mass marketing, Branding
• 38 years for 50 million households
• Televisions 1945
• 13 years for 50 million households
• PC 1960
• 16 years for 50 million households
• CRM and database marketing
• Internet 1994
• 5 years for 50 million households

24
Role of IT Departments

• Importance
• Communication
• Task Forces/Committees
• shared goals
• Seeks homeostasis
• Goal displacement