MAR 4933002

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MAR 4933-002

• E-Commerce Marketing
• Fall 2002Tampa
• Doing Business On the Net
• Rich Gonzalez
• September 4, 2002 (Week 2 Monday)

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URLs

• lists.acomp.usf.edu
• www.searchenginewatch.com/reports/mediametrix.html
  
• www.acomp.usf.edu/wireless.html
• retailindustry.about.com/library/weekly/02/aa02061
  2a.htm

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Agenda September 4, 2002

• LISTERV
• Nokia 9290
• Innovation and Technology
• Usability
• Search Engines
• Drucker
• Site/Model Evaluation
• Due For September 9

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For Today September 4

• Chapter 2--- SKIM only
• Chapter 3
• Mini-Investigation of Nokia 9290
• Purchase the WSJ Online 60 Day DemoDo not start
  it up yet

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WSJ Online

• A Good Resource
• 4.95 for 60 Day Trial
• 10 Points
• Do not start up service yet.
• To Get 10 Points, Please Send E-Mail
• I Obtained the WSJ Online 60 Day Demo (with
  your name)

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LISTSERV

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

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For September 9

• Chapter 4--
• Purchase the WSJ Online-- 60 Day DemoDo not
  start it up yet

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Textbooks

• 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
• Anyone find a good deal on the B2B Book?

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A Step Toward E-Commerce?
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Nokia 9290 Features/Functions/Other

• Price 599
• Color 4096
• Cell phone
• Speakerphone
• E-mail
• PowerPoint
• HTML Browser
• WAP Browser

• Digital Audio files
• Video digital files
• E-mail attachments
• Outlook
• Fax
• Word
• Excel

In Class Exercise
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Nokia 9290 Features/Functions/Other

• Battery 10 Hrs
• Conferences 5 pp
• Personal JAVA
• Synch
• Sharing Files PC
• Infrared Beam

• 14.4 K

In Class Exercise
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Nokia 9290 Uses/Benefits

• Portability 8.6 oz
• Stores info mobile
• Voice communication
• Multi-tasking
• Non-proprietary
• Music/video
• Entertainment

• Convergence
• Cheaper system
• Persuasive/inform
• More organized
• Compatibility
• Expandable
• SLOW!!!!

In Class Exercise
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BandwithConsumer Context

• Dialup
• ISDN
• Cable
• DSL
• T1
• 802.11b
• 3G

• 56 K
• 128 K
• 150 to 300 K
• 100 to 500 K
• 1400 K
• 300 to 500 K
• 144 K

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E-Commerce Is Important
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• 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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Marketing Concept

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

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Marketing Concept

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

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Why Is E-Commerce Important?
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E-Commerce Marketing Is Important...

• E-commerce is important because it expands all
  markets by nearly infinite proportions.
• Student, MAR 4933-002

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E-Commerce Marketing Is...

• There is a large amount of room for marketing
  efforts on the web and also a ton of business
  opportunities for those marketers that are web
  savvy.
• Student, MAR 4933-002

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3 Fundamental Business Shifts

• 1. Most transactionsB2C, B2B, C2C and C2C 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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Search Engines

• March 2002Jupiter Media Metrix
• 114 Million Internet Users At Home Or Work
• 80 Made a Search
• www.searchenginewatch.com/reports/mediametrix.html

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Search Engines--Popularity

• 37 MSN
• 34 Yahoo!
• 29 Google
• 22 AOL
• 16 AskJeeves
• 9 LookSmart

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Search EnginesReally Like

• 24 Google
• 18 AltaVista
• 16 AskJeeves
• 11 Yahoo!
• 8 LookSmart
• 2 Netscape

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Search EnginesReally Really Like Millions of
Hours

• 11.7 Google
• 6.5 Yahoo!
• 4.8 AskJeeves
• 4.0 MSN
• 2.9 AOL
• 1.9 AltaVista

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State of Online Retailing 5.0

• Report by BCG

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Online
Retailing Facts

• Compiled by Boston Consulting Group
• for shop.org (trade assoc. of online merchants)
• survey of 221 of 412 members
• 2001 online revenue by North American retailers
  51.3 billion
• 2001 21 over 2000
• 2002 43 over 2001

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Online Sales

• 2001 Online sales 2.4 Of Total
• 2002 Online Sales 3.2

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E-Commerce Drivers Profitability 2001

• Increased consumer spending online
• operational performance improvements Marketing
  efficiency
• Increased Repeat Online Buyers
• Tighter Expense Control

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Online Retailing
FactsCustomer Acquisition Costs

• 2001 14
• 2000 29
• 1999 38

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Online Retailing
FactsConversion Per Visit Percentages

• 2001 3.1
• 2000 2.2
• 1999 1.8

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Online Retailing Facts

• 2000 (projected) online revenue by North American
  retailers 61.1 billion
• 2000 (projected) revenue 85 over 1999
• Online penetrationbooks gt 10computers gt10

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A Trend? 802.11b
N
Library
COBA
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(No Transcript)
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Encyclopaedia Britannica

• IRACS
• IgnoreRidiculeAttackCopySteal

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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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Its Not Just About Marketing

• Impact of technology and change wide
• Business
• Society
• Culture
• Nations
• Classes

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A Step Toward E-Commerce?
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Table 11 Four Categories of E-Commerce

• Business originating from . . .

• Business

• Consumers

• B2B

• C2B

• Business

• And selling to . . .

• B2C

• C2C

• Consumers

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Exhibit 16 A Flow Diagram of the Strategic
Responsibilities
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The Challenges

• Understanding Customer Evolution
• Tablestakes or cost of doing business
• Market research to understand how customer needs
  are evolving
• Charting Changing Technology
• Choosing the right technologies matching
  consumer tastes to technology choices
• Balancing Irrational Exuberance and Irrational
  Doom
• Estimating the impact of technology

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Themes for MAR 4933-002

• 1. Marketing Concept 
• 2. Adding Value
• 3. Marketing Technology
• 4. Marketing Innovations in place now Marketer
  and Customer
• 5. Imminent InnovationsMarketer and Customer

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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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Online Retailing Fact

• 65 of (virtual) shopping carts are abandoned
  before checkout
• Why?

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Site/Model Evaluation

• Pick A Number
• Print Name On List

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End Here