《网络营销》课程教学课件（英文）Chapter 3 The E-Marketing Plan

E-Marketing4/EJudyStrauss,AdelI.El-Ansary,and RaymondFrostChapter3:TheE-MarketingPlan1000007001070100111101000010010111010010C2006PrenticeHallnO

©2006 Prentice Hall 3-1 E-Marketing 4/E Judy Strauss, Adel I. El-Ansary, and Raymond Frost Chapter 3: The E-Marketing Plan

Chapter 3 ObjectivesAfterreadingChapter3youwill beableto:Discussthe natureand importance of ane-marketingplan and outline its 7steps.Showtheformofan e-marketingobjectiveandhighlight the use of an objective-strategy matrixDescribethetasksthat marketerscompleteasthey create e-marketing strategiesList somekeyrevenuesandcostsidentifiedduring the budgeting step of the planningprocess.070010101001111010000100101110100102006PrenticeHa

©2006 Prentice Hall 3-2 Chapter 3 Objectives • After reading Chapter 3 you will be able to: • Discuss the nature and importance of an e￾marketing plan and outline its 7 steps. • Show the form of an e-marketing objective and highlight the use of an objective-strategy matrix. • Describe the tasks that marketers complete as they create e-marketing strategies. • List some key revenues and costs identified during the budgeting step of the planning process

The Playboy Story·CEO Christie Hefnerrevitalizedthecompanyinthe 1990s by adding multimedia content to thePlayboy magazine format.Playboy.comcameonlinein1994withamarketing planto generate revenues from:AdvertisingE-commerce.Onlinegaming.Online eventsTheyprojectonline gamingwillgeneratemuchoffuture revenue.Doyou agree?7001:070100111101000010010111010010C2006PrenticeHa

©2006 Prentice Hall 3-3 The Playboy Story • CEO Christie Hefner revitalized the company in the 1990s by adding multimedia content to the Playboy magazine format. • Playboy.com came online in 1994 with a marketing plan to generate revenues from • Advertising • E-commerce • Online gaming • Online events • They project online gaming will generate much of future revenue. Do you agree?

Overview of the E-Marketing PlanningProcessThee-marketingplanisablueprintfore-marketing strategy formulation andimplementation.Theplan serves as a road maptoguidethefirm,allocateresources,andmakedecisions07001010100111701000010010111010010C2006PrenticeHal

©2006 Prentice Hall 3-4 Overview of the E-Marketing Planning Process • The e-marketing plan is a blueprint for e￾marketing strategy formulation and implementation. • The plan serves as a road map to guide the firm, allocate resources, and make decisions

Two common types of plansNapkinplan·Dot-comentrepreneursjotted down“strategicplan'on a napkin.·Just-do-it, activity-based,bottom-up planAcomprehensiveplanisnecessarywhenentrepreneurs seekventure capitalSourcesoffunding·Privatefunds·AngelinvestorsVenturecapitalists(VCs)1001070100111101000010010111010010C2006PrenticeHal

©2006 Prentice Hall 3-5 Two common types of plans • Napkin plan • Dot-com entrepreneurs jotted down “strategic plan” on a napkin. • Just-do-it, activity-based, bottom-up plan • A comprehensive plan is necessary when entrepreneurs seek venture capital • Sources of funding • Private funds • Angel investors • Venture capitalists (VCs)

Seven-Step E-Marketing Plan1.Situationanalysis心2.E-Marketing strategic planning3.Plan objectives4.E-Marketingstrategy5.Implementationplan6.Budget7.Evaluationplan100007001070100111101000010010111010010C2006PrenticeHall000

©2006 Prentice Hall 3-6 Seven-Step E-Marketing Plan 1. Situation analysis 2. E-Marketing strategic planning 3. Plan objectives 4. E-Marketing strategy 5. Implementation plan 6. Budget 7. Evaluation plan

Step 1: Situation Analysis.Environmentalfactors·Legalfactors·TechnologicalfactorsMarket-relatedfactorsSWwOTanalysisStrengthsWeaknesses:Opportunities.Threats000007001070100111101000010010111010010C2006PrenticeHall010

©2006 Prentice Hall 3-7 Step 1: Situation Analysis • Environmental factors • Legal factors • Technological factors • Market-related factors • SWOT analysis • Strengths • Weaknesses • Opportunities • Threats

SwoT Analysis Leading to E-MarketingObjectiveThreatsOpportunities1Hispanicmarkets growingandPendingsecuritylawmeanscostlyuntappedinourindustrysoftwareupgrades2Save postage costs through e-mail2Competitor X is aggressively using emarketingcommerceStrengthsWeaknessesStrong customer serviceLow-techcorporateculture2Seasonal business:Peak is summerdepartment2months.ExcellentWebsiteanddatabasesystem.E-Marketing Objective: $500,000 inrevenues from e-commerce in one year.000007001070100111001000010010111010010C2006PrenticeHall00O

©2006 Prentice Hall 3-8 SWOT Analysis Leading to E-Marketing Objective Opportunities Threats 1. Hispanic markets growing and untapped in our industry. 2. Save postage costs through e-mail marketing. 1. Pending security law means costly software upgrades. 2. Competitor X is aggressively using e￾commerce. Strengths Weaknesses 1. Strong customer service department. 2. Excellent Web site and database system. 1. Low-tech corporate culture. 2. Seasonal business: Peak is summer months. E-Marketing Objective: $500,000 in revenues from e-commerce in one year

Step 2: E-Marketing Strategic Planning.Marketandproductstrategies,calledTier1tasksorstrategies,are outcomes of strategic planningSegmentationTargetingDifferentiation.PositioningMarketersconductanalysestodetermine strategiesMarketopportunityanalysisDemandanalysisSegmentanalysisSupplyanalysis0000000110000000700700C2006PrenticeHal

©2006 Prentice Hall 3-9 Step 2: E-Marketing Strategic Planning • Market and product strategies, called Tier 1 tasks or strategies, are outcomes of strategic planning. • Segmentation • Targeting • Differentiation • Positioning • Marketers conduct analyses to determine strategies. • Market opportunity analysis • Demand analysis • Segment analysis • Supply analysis

Step 3: ObjectivesObjectivesaretypicallyrelatedtotaskmeasurable quantity and timeframe.Moste-marketing plans seekto.IncreasemarketshareIncreasesalesrevenueReducecostsAchievebrandinggoalsImprovedatabases·AchievecustomerrelationshipmanagementgoalsImprovesupplychainmanagement1001010001111010000100101110100102006PrenticeHa

©2006 Prentice Hall 3-10 Step 3: Objectives • Objectives are typically related to task, measurable quantity and timeframe. • Most e-marketing plans seek to: • Increase market share • Increase sales revenue • Reduce costs • Achieve branding goals • Improve databases • Achieve customer relationship management goals • Improve supply chain management