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TR Chapter 04 - Chapter 4 E-Commerce E-Commerce Marketing...

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Copyright © 2007 by Nelson, a division of Thomson Canada Limited Chapter 4 Chapter 4 E-Commerce: E-Commerce: Marketing in the Marketing in the Digital Age Digital Age
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4-2 Copyright © 2007 by Nelson, a division of Thomson Canada Limited Chapter Objectives Chapter Objectives 1. Define e-commerce and give examples of each function of the Internet. 2. Describe how marketers use the Internet to achieve their firms’ objectives. 3. Explain how online marketing benefits organizations, marketers, and consumers. 4. Identify the goods and services marketed most often on the Internet and the demographic characteristics of the typical online shopper. 5. Identify the primary online marketing channels. 6. Explain how marketers use interactive tools as part of their online marketing strategies. 7. Discuss how an effective Web site can enhance customer relationships. 8. Describe how to measure the effectiveness of online marketing efforts.
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4-3 Copyright © 2007 by Nelson, a division of Thomson Canada Limited What is E-Commerce? What is E-Commerce? Electronic business Electronic business (e-business): Any commercial activity (e-business): Any commercial activity conducted over networks linking electronic devices (mainly conducted over networks linking electronic devices (mainly computers). computers). Electronic commerce Electronic commerce (e-commerce): Targeting customers by collecting and analyzing business information, conducting customer transactions, and maintaining online relationships with customers by means of computer networks. Electronic marketing Electronic marketing (e-marketing): Strategic process of creating, distributing, promoting, and pricing goods and services to a target market over the Internet or through digital tools. E-business tools : Internet, telephone and fax machines, electronic banking and payment systems, and electronic purchasing and restocking systems.
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4-4 Copyright © 2007 by Nelson, a division of Thomson Canada Limited Capability Description Example Global reach The ability to reach anyone connected to a PC anywhere in the world eBay—the online auction site —links buyers and sellers throughout the world One-to-one marketing Creating products to meet customer specifications, also called personalization Dell computers offers online shoppers custom-made electronic equipment.
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