Marketing
MKTG306
2014
Lecture 01
Hello! Welcome to MKTG306
• LayPeng Tan
• Consultation & Office:
• Friday 12-1pm
• E4A Room453
• E-mail: laypeng.tan@mq.edu.au
2
Today’s Agenda
• Part A: Lecture
• What is E-Marketing?
• E-Marketing: Past, Present, Future
• Part B: Unit Overview / Assessments
3
E-Marketing - Definition
• “E-Marketing is the use of information technology for the marketing activity, and the process for creating, communicating, delivering, and exchanging offerings that have value for customers/ clients / partners, and society at large.” (Strauss &
Frost, 2012, p. 28)
4
Needs, wants, and demands
Products
Core
Marketing
Concepts
Markets
Value, satisfaction, and quality
Exchange, transactions, and relationships
5
The Marketing Process
(Figure 1.3, Kotler et al, 2009)
6
Strategy and the Internet
•
REF: Porter (2003). Strategy & Internet. Harvard Business Review.
• “The Internet is no more than a tool – albeit a powerful one – that can support or damage your firm’s strategic positioning” (Porter, 2003, p.1)
• Internet does not render established rule about strategy obsolete.
• Create new industries, reconfigure existing one
(Porter, 2003)
• Should traditional methods or the Internet be used to compete?
7
The Pervasive Presence of the Internet
• What changes has the internet brought to…?
• YOU - as a student?
• YOU - as a consumer?
8
How Important is the Internet in
Marketing?
•
REF: Barwise, Elberse & Hammond (2006). “Marketing and the Internet” in Handbook of Marketing.
• Faster, cheaper, more personalised interactions
• Reduces customer search costs
• Seamless communication over any distance
• Everywhere, Anytime 24/7!
• Transforms a predominantly one-way broadcast model 9
What fundamental changes has the Internet brought to marketing?
(Ref: Textbook)
1. The balance of power
2. Market fragmentation
3. Death of distance
4. Time
2014
Lecture 01
Hello! Welcome to MKTG306
• LayPeng Tan
• Consultation & Office:
• Friday 12-1pm
• E4A Room453
• E-mail: laypeng.tan@mq.edu.au
2
Today’s Agenda
• Part A: Lecture
• What is E-Marketing?
• E-Marketing: Past, Present, Future
• Part B: Unit Overview / Assessments
3
E-Marketing - Definition
• “E-Marketing is the use of information technology for the marketing activity, and the process for creating, communicating, delivering, and exchanging offerings that have value for customers/ clients / partners, and society at large.” (Strauss &
Frost, 2012, p. 28)
4
Needs, wants, and demands
Products
Core
Marketing
Concepts
Markets
Value, satisfaction, and quality
Exchange, transactions, and relationships
5
The Marketing Process
(Figure 1.3, Kotler et al, 2009)
6
Strategy and the Internet
•
REF: Porter (2003). Strategy & Internet. Harvard Business Review.
• “The Internet is no more than a tool – albeit a powerful one – that can support or damage your firm’s strategic positioning” (Porter, 2003, p.1)
• Internet does not render established rule about strategy obsolete.
• Create new industries, reconfigure existing one
(Porter, 2003)
• Should traditional methods or the Internet be used to compete?
7
The Pervasive Presence of the Internet
• What changes has the internet brought to…?
• YOU - as a student?
• YOU - as a consumer?
8
How Important is the Internet in
Marketing?
•
REF: Barwise, Elberse & Hammond (2006). “Marketing and the Internet” in Handbook of Marketing.
• Faster, cheaper, more personalised interactions
• Reduces customer search costs
• Seamless communication over any distance
• Everywhere, Anytime 24/7!
• Transforms a predominantly one-way broadcast model 9
What fundamental changes has the Internet brought to marketing?
(Ref: Textbook)
1. The balance of power
2. Market fragmentation
3. Death of distance
4. Time