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Marketing_Management_kotler18_basic

Marketing_Management_kotler18_basic - Marketinginthe...

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Marketing in the  Digital Age Chapter 18
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  18 - 2 Learning Goals 1. Be able to identify the major forces shaping the  new digital age. 2. Understand how companies have responded to  the Internet with e-business strategies. 3. Be able to describe the four major e-commerce  domains.  4. Understand how companies use e-commerce to  profitably deliver greater value to customers. 5. Realize the promise and challenges that e- commerce presents for the future.
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  18 - 3 Started in July 1995  selling books  One of the best known  names on the Web  Profitability has been a  challenge Customer-driven  company which strives to  design the best customer  experience on the Web The first to use  collaborative filtering  technology for customer  recommendations With its slow earning, can  its business model make it  the Wal-Mart of the Web? Case Study  Amazon.com
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  18 - 4 Major Forces Shaping the  Digital Age Digitalization and Connectivity The flow of digital information requires  connectivity   Intranets, Extranets, and the Internet  The Internet Explosion Key driver of the digital age Using the Web to find information on  major life decisions Goal 1:  Identify forces shaping the digital age
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  18 - 5 Major Forces Shaping the  Digital Age New Types of Intermediaries The click-and-mortar business model has  been highly successful Customization Firms are individualizing their products,  services, messages and media True customization is when a consumer  designs their own offering or product Goal 1:  Identify forces shaping the digital age
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  18 - 6 Marketing Strategy in the  Digital Age E-business:  Uses electronic means and platforms  to conduct business. E-commerce: Buying and selling processes  supported by electronic means.  Goal 2:  Understand how companies have responded to the Internet
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  18 - 7 Marketing Strategy in the  Digital Age E-marketing:  Includes efforts that inform,  communicate, promote, and sell  products and services over the  Internet.
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