1 Introduction to Internet Marketing Introduction

Transcript:1 Introduction to Internet Marketing Introduction:
1 Introduction to Internet Marketing Introduction to Internet Marketing — Today’s Objectives Objectives will be to: Define the scope of Internet marketing Explore the stages of Internet marketing Discuss the relationship stages and the Marketspace Matrix Examine guidelines for success Outline the progression of the book Chapter 1: Introduction to Internet Marketing Definition and Scope of Internet Marketing Seven-Stage Cycle of Internet Marketing Four Key Relationship Stages and the Marketspace Matrix Guidelines for Internet Marketing Success Overview of the Book Conclusion Chapter 1: Introduction to Internet Marketing Definition and Scope of Internet Marketing Seven-Stage Cycle of Internet Marketing Four Key Relationship Stages and the Marketspace Matrix Guidelines for Internet Marketing Success Overview of the Book Conclusion Definition and Scope of Internet Marketing Cell 4 Cell 2 Cell 3 Cell 1 Location of Revenue Stream Bricks-and- Mortar Online Marketing Resource Allocation Offline Online Internet Marketing Impact Exhibit 1.1: Assessing the Impact of Internet Marketing Chapter 1: Introduction to Internet Marketing Definition and Scope of Internet Marketing Seven-Stage Cycle of Internet Marketing Four Key Relationship Stages and the Marketspace Matrix Guidelines for Internet Marketing Success Overview of the Book Conclusion Exhibit 1.2: The Seven-Stage Cycle of Internet Marketing Step 2 Formulating the Marketing Strategy Step 3 Designing the Customer Experience Step 4 Crafting the Customer Interface Step 5 Designing the Marketing Program Step 6 Leveraging Customer Information Through Technology Step 7 Evaluating the Marketing Program Step 1 Framing the Market Opportunity Exhibit 1.3: Framework for Market Opportunity Seed Opportunity in Existing New Value System Identify Unmet and Underserved Need(s) Identify Target Segment(s) Declare Company’s Resource-Based Opportunity for Advantage Assess Competitive, Technological, and Financial Opportunity Attractiveness Make “Go / No-Go” Assessment Framework for Market Opportunity Microsoft CarPoint Example Leverage the Internet to Improve the Consumer Car-Buying Process Car Buyers Are Dissatisfied With Current Retail Car-Buying Process Shoppers Who Feel Intimidated by Sales People and Look for More Efficient Way Microsoft’s Software and Free Placement on All Its Websites How Big Is the Online Car-Buying Market? Who Are CarPoint’s Main Competitors? Make “Go / No-Go” Assessment MSN CarPoint identified an opportunity to leverage the Internet to deliver customer value in the car industry The retail car-buying process was frustrating and inefficient: Little information available to the consumer Bargaining with salesperson viewed as an hassle Long process overall MSN CarPoint selected two primary target segments for its service: “The intimidated by the process” “The information