Ch03 - 1 Chapter 3 Marketing in the New Internet Economy 2...

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Unformatted text preview: 1 Chapter 3 Marketing in the New Internet Economy 2 Road Map: Previewing the Concepts Identify the major forces shaping the new Internet Age. Explain how companies have responded to the Internet and other powerful new technologies with e-business strategies, and how these strategies have resulted in benefits to both buyers and sellers. Describe the four major e-commerce domains. Discuss how companies go about conducting e-commerce to profitably deliver more value to customers. Overview the promise and challenges that e-commerce presents for the future. 3 Major Forces Shaping the Internet Age (Fig. 3-1) 4 Major Forces Shaping the Internet Age Digitalization & Connectivity Intranets connect people within a company. Extranets connect a company with its suppliers. Internet connects users all around the world. Internet Explosion Explosive growth forms the heart of the New Economy. Companies must adopt Internet technology or risk being left behind. 5 Company Customizes the Market Offering Customers Design the Market Offering Old Economy Revolved Around Manufacturing Companies. New Economy Revolves Around Information Businesses. Customization and Customerization 6 Marketing Strategy in the New Internet Age Conducting business in the new Internet Age will call for a new model for marketing strategy and practice. All buying and selling may involve direct electronic connections between companies and customers. Marketing should play the lead role in shaping new company strategy. 7 e-Business, e-Commerce, and e-Marketing in the Internet Age e-Business Involves the Use of Intranets, Extranets & the Internet to Conduct a Companys Business e-Commerce Involves Buying & Selling Processes Supported by Electronic Means E-Marketing e-selling side of e-commerce 8...
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This note was uploaded on 05/15/2011 for the course ECON 101 taught by Professor Fff during the Spring '11 term at Manchester Metropolitan University.

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Ch03 - 1 Chapter 3 Marketing in the New Internet Economy 2...

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