0324536380_77165

0324536380_77165 - 4 CHAPTER E-Business in Contemporary...

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Chapter Objectives E-Business in Contemporary Marketing CHAPTER 4 1 2 3 4 7 8 Define e-business and discuss how marketers use the Internet to achieve business success. Distinguish between a corporate Web site and a marketing Web site. List the major forms of B2B marketing. Explain business-to- consumer (B2C) e- marketing. Identify online buyers and sellers. Describe some of the challenges associated with online marketing and e-business. Discuss how marketers use the communication function of the Web as part of their online marketing strategies. Outline the steps involved in developing successful e-business Web sites and identify methods for measuring Web site effectiveness. 6 5
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CHAPTER 4 E-Business in Contemporary Marketing WHAT IS E-BUSINESS? E-business Firm that targets customers by collecting and analyzing business information, conducting customer transactions, and maintaining online relationships with customers. E-marketing Strategic process of creating, distributing, promoting, and pricing goods and services to a target market over the Internet or through digital tools.
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CHAPTER 4 E-Business in Contemporary Marketing CAPABILITIES AND BENEFITS OF E-MARKETING Global Reach Personalization Interactive Marketing Right-time Marketing Integrated Marketing
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E-Business in Contemporary Marketing TYPES OF BUSINESS WEB SITES Corporate Web site Site designed to increase a firm’s visibility, promote its offerings, and provide information to interested parties. • Purpose is to build customer goodwill and assist channel members in their marketing efforts. Marketing Web site Site whose main purpose is to increase purchases by visitors. • Many try to engage visitors in interactions that
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This note was uploaded on 03/26/2011 for the course MKT 320 taught by Professor Finder during the Spring '08 term at North Alabama.

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0324536380_77165 - 4 CHAPTER E-Business in Contemporary...

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