1、2006 Prentice Hall.E-Marketing 4/EJudy Strauss, Adel I. El-Ansary, and Raymond FrostChapter 1: Convergence2006 Prentice Hall.Chapter 1 Objectives After reading Chapter 1 you will be able to: Explain how the Internet and information technology offers benefits and challenges to consumers, businesses,

2、marketers, and society. Distinguish between e-business and e-marketing. Describe the Internet and the use of intranets, extranets and the Web.2006 Prentice Hall.Chapter 1 Objectives譯者前言（經(jīng)濟發(fā)展特點，所導致的原因，網(wǎng)絡經(jīng)濟發(fā)展的特點）P.3 農(nóng)業(yè)經(jīng)濟的價值在土地，工業(yè)經(jīng)濟的價值在制造，網(wǎng)絡經(jīng)濟的價值在集成P.4 應該如何看待數(shù)字產(chǎn)品的版權(quán)問題P.5 網(wǎng)絡營銷的定義P.5 網(wǎng)絡經(jīng)濟發(fā)展的軌跡，形成這種發(fā)展趨勢的原

3、因P.5 網(wǎng)絡營銷時代，整合是主旋律（舉例）2006 Prentice Hall.Chapter 1 ObjectivesP.5 電子商務與數(shù)字技術(shù)的關(guān)系P.6 網(wǎng)絡用戶利用互聯(lián)網(wǎng)的各種形式（舉例）P.7 圖表11，（學生解釋）P.8 數(shù)字環(huán)境下的企業(yè)跨部門溝通P.9 數(shù)字鴻溝（pp408413）P.9 互聯(lián)網(wǎng)與全球化（討論）P.9 數(shù)字鴻溝與社會平等P.10圖表12，（學生解釋，盈利高原，傳統(tǒng)經(jīng)濟理論的回歸）2006 Prentice Hall.Chapter 1 ObjectivesP.11 “電子商務”中的“電子”將悄悄隱去（為什么？）P.13 “傳統(tǒng)的營銷活動從根本上發(fā)生了變化”（為什

4、么？）P.14 TiVo與機頂盒的差異P.15 寬帶的使用成本（見參考文獻“數(shù)字鴻溝”）P.16 如何理解“消費者控制”？P.17 2007年特奧運動會的營銷戰(zhàn)略整合（討論）P.17 無線網(wǎng)絡給個人和社會帶來的福利P.19 語義網(wǎng)與報時裝置是否有可比性？2006 Prentice Hall.Chapter 1 Objectives, cont. Explain how increasing buyer control is changing the marketing landscape. Understand the distinction between information or en

5、tertainment as data, and the information receiving appliance used to view or hear it.2006 Prentice Hall.The Music Industry programs, such as KaZaA, enable consumers to illegally download music. The Recording Industry Association of America has sued over 400 consumers for piracy. 14% U.S. consumers s

6、till download illegal files CD sales plunged to $13 million in 1999; $10.6 billion in 2003 Apple Computer introduced iTunes at .99 each.2006 Prentice Hall.What will happen to the music industry? The actual cost of producing a CD is $10.17. Only $1.29 goes to the artist. Online distribution makes sen

7、se. What do you think will happen to the music industry? What do you think will happen to the movie industry?2006 Prentice Hall.E-marketing Defined The use of information technology to create, communicate, and deliver value to customers. for managing customer relationships to benefit the organizatio

8、n. The result of information technology applied to traditional marketing.2006 Prentice Hall.E-Business, E-Commerce, andE-Marketing E-business is the continuous optimization of a firms business activities through digital technology. E-commerce is the subset of e-business focused on transactions. E-ma

9、rketing is one part of an organizations e-business activities.2006 Prentice Hall.The Internet A global network of interconnected networks. E-mail and data files move over phone lines, cables and satellites. Three types of networks form part of the Internet: Intranet: network that runs internally in

10、an organization. Extranet: two joined networks that share information. Web: how most people refer to the Internet.2006 Prentice Hall.The Web Is One Aspect of E-MarketingE-mailInternetUPC ScannerPDACell PhoneWebPCTelevision RefrigeratorDatabaseAutomobile2006 Prentice Hall.Past, Present, and Future Th

11、e first generation of e-business was like a gold rush. From 2000-2002, over 500 Internet firms shut down in the U.S. Almost 60% of dot-coms were profitable in the fourth quarter of 2003. Today, the Internet is mainstream in industrialized nations. 20 nations comprise 90% of all Internet users.2006 P

12、rentice Hall.Technology Peak of Trough of Slope of Plateau of Trigger Inflated Disillusionment Enlightenment Profitability Expectation 1990-1996 1999 2000 2001 2002 2003 2004 2005 2006 Equity Times Debt Times Positive Cash Flow Visibility Dot-Com Peak U.S. Recession E-Business Becomes “Just Business

13、” E-Business Recovery Is Sweet2006 Prentice Hall.E-Marketing Today Power shift from sellers to buyers Marketing fragmentation: mass market to one customer Death of distance Time compression Knowledge/database management is key Marketing and technology: an interdisciplinary focus Intellectual capital

14、 is important resource2006 Prentice Hall.Consumer Control New technologies such as personal video recorders (PVRs) and Akimo will increase consumer control. Convergence of television, radio, print, etc. Customer-controlled entertainment, and shopping on demand.2006 Prentice Hall.Improved Internet St

15、rategy Integration Organizations will integrate information technology seamlessly into marketing strategy. Multichannel marketing: Web site, retail store, and catalog Integration of inventory databases Integration of customer service across channels2006 Prentice Hall.Refined Metrics Internet provide

16、s great deal of data, not all of which is very useful. Tracking customer acquisition cost (CAC) and other key metrics is a critical marketing function still in its infancy. Future metrics will provide better measures of performance, return on investment, etc.2006 Prentice Hall.Wireless Networking In

17、creases Cell phones, PDAs and laptops connect to the Internet via wireless modem worldwide. Starbucks Hotels and airports Queen Mary II luxury liner Amtrak train stations Customers will have information, entertainment and communication when, where and how they want it.2006 Prentice Hall.WiFi at Trai

18、n Station in France2006 Prentice Hall.Appliance Convergence The receiving appliance is separate from the media type. Computers can receive digital radio and TV. TV sets can receive the Web. New types of “smart” receiving appliances will emerge. Internet refrigerator is many digital appliances in one. Global