网络营销要素的整合ppt课件.ppt

2006PrenticeHall 1 1 E Marketing4 EJudyStrauss AdelI El Ansary andRaymondFrost Chapter1 Convergence 2006PrenticeHall 1 2 Chapter1Objectives AfterreadingChapter1youwillbeableto ExplainhowtheInternetandinformationtechnologyoffersbenefitsandchallengestoconsumers businesses marketers andsociety Distinguishbetweene businessande marketing DescribetheInternetandtheuseofintranets extranetsandtheWeb 2006PrenticeHall 1 2 Chapter1Objectives 译者前言 经济发展特点 所导致的原因 网络经济发展的特点 P 3农业经济的价值在土地 工业经济的价值在制造 网络经济的价值在集成P 4应该如何看待数字产品的版权问题P 5网络营销的定义P 5网络经济发展的轨迹 形成这种发展趋势的原因P 5网络营销时代 整合是主旋律 举例 2006PrenticeHall 1 2 Chapter1Objectives P 5电子商务与数字技术的关系P 6网络用户利用互联网的各种形式 举例 P 7图表1 1 学生解释 P 8数字环境下的企业跨部门沟通P 9数字鸿沟 pp408 413 P 9互联网与全球化 讨论 P 9数字鸿沟与社会平等P 10图表1 2 学生解释 盈利高原 传统经济理论的回归 2006PrenticeHall 1 2 Chapter1Objectives P 11 电子商务 中的 电子 将悄悄隐去 为什么 P 13 传统的营销活动从根本上发生了变化 为什么 P 14TiVo与机顶盒的差异P 15宽带的使用成本 见参考文献 数字鸿沟 P 16如何理解 消费者控制 P 172007年特奥运动会的营销战略整合 讨论 P 17无线网络给个人和社会带来的福利P 19语义网与报时装置是否有可比性 2006PrenticeHall 1 3 Chapter1Objectives cont Explainhowincreasingbuyercontrolischangingthemarketinglandscape Understandthedistinctionbetweeninformationorentertainmentasdata andtheinformationreceivingapplianceusedtovieworhearit 2006PrenticeHall 1 4 TheMusicIndustry programs suchasKaZaA enableconsumerstoillegallydownloadmusic TheRecordingIndustryAssociationofAmericahassuedover400consumersforpiracy 14 U S consumersstilldownloadillegalfilesCDsalesplungedto 13millionin1999 10 6billionin2003AppleComputerintroducediTunesat 99each 2006PrenticeHall 1 5 Whatwillhappentothemusicindustry TheactualcostofproducingaCDis 10 17 Only 1 29goestotheartist Onlinedistributionmakessense Whatdoyouthinkwillhappentothemusicindustry Whatdoyouthinkwillhappentothemovieindustry 2006PrenticeHall 1 6 E marketingDefined Theuseofinformationtechnologytocreate communicate anddelivervaluetocustomers formanagingcustomerrelationshipstobenefittheorganization Theresultofinformationtechnologyappliedtotraditionalmarketing 2006PrenticeHall 1 7 E Business E Commerce andE Marketing E businessisthecontinuousoptimizationofafirm sbusinessactivitiesthroughdigitaltechnology E commerceisthesubsetofe businessfocusedontransactions E marketingisonepartofanorganization se businessactivities 2006PrenticeHall 1 8 TheInternet Aglobalnetworkofinterconnectednetworks E mailanddatafilesmoveoverphonelines cablesandsatellites ThreetypesofnetworksformpartoftheInternet Intranet networkthatrunsinternallyinanorganization Extranet twojoinednetworksthatshareinformation Web howmostpeoplerefertotheInternet 2006PrenticeHall 1 9 TheWebIsOneAspectofE Marketing 2006PrenticeHall 1 10 Past Present andFuture Thefirstgenerationofe businesswaslikeagoldrush From2000 2002 over500InternetfirmsshutdownintheU S Almost60 ofdot comswereprofitableinthefourthquarterof2003 Today theInternetismainstreaminindustrializednations 20nationscomprise90 ofallInternetusers 2006PrenticeHall 1 11 E BusinessRecoveryIsSweet 2006PrenticeHall 1 12 E MarketingToday PowershiftfromsellerstobuyersMarketingfragmentation massmarkettoonecustomerDeathofdistanceTimecompressionKnowledge databasemanagementiskeyMarketingandtechnology aninterdisciplinaryfocusIntellectualcapitalisimportantresource 2006PrenticeHall 1 13 ConsumerControl Newtechnologiessuchaspersonalvideorecorders PVRs andAkimowillincreaseconsumercontrol Convergenceoftelevision radio print etc Customer controlledentertainment andshoppingondemand 2006PrenticeHall 1 14 ImprovedInternetStrategyIntegration Organizationswillintegrateinformationtechnologyseamlesslyintomarketingstrategy Multichannelmarketing Website retailstore andcatalogIntegrationofinventorydatabasesIntegrationofcustomerserviceacrosschannels 2006PrenticeHall 1 15 RefinedMetrics Internetprovidesgreatdealofdata notallofwhichisveryuseful Trackingcustomeracquisitioncost CAC andotherkeymetricsisacriticalmarketingfunctionstillinitsinfancy Futuremetricswillprovidebettermeasuresofperformance returnoninvestment etc 2006PrenticeHall 1 16 WirelessNetworkingIncreases Cellphones PDAsandlaptopsconnecttotheInternetviawirelessmodemworldwide StarbucksHotelsandairportsQueenMaryIIluxurylinerAmtraktrainstationsCustomerswillhaveinformation entertainmentandcommunicationwhen whereandhowtheywantit 2006PrenticeHall 1 17 WiFiatTrainStationinFrance 2006PrenticeHall 1 18 ApplianceConvergence Thereceivingapplianceisseparatefromthemediatype ComputerscanreceivedigitalradioandTV TVsetscanreceivetheWeb Newtypesof smart receivingapplianceswillemerge Internetrefrigeratorismanydigitalappliancesinone Globalpositionsystems GPS allowin carcommunicationandentertainment 2006PrenticeHall 1 19 SemanticWeb TheSemanticWebwillutilizeastandarddefinitionprotocolthatwillallowuserstofindinformationbasedonitstype suchas