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

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1 Chapter 3 Marketing in the New Internet  Economy
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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.
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3 Major Forces Shaping the Internet Age (Fig. 3-1)
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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.
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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
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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.
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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 Company’s Business e-Commerce Involves Buying & Selling Processes Supported by Electronic Means E-Marketing “e-selling” side of e-commerce
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