《网络营销》课程教学课件（英文）Chapter 1 Convergence

E-Marketing4/EJudyStrauss,Adell.El-Ansary,and RaymondFrostChapter1:Convergence100000700010100111101000010010111010010C2006PrenticeHalnO

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

Chapter 1 Objectives·AfterreadingChapter1youwill beableto.·Explainhow the Internet and information technologyoffersbenefitsand challengestoconsumers,businesses,marketers,and societyDistinguishbetweene-businessande-marketingDescribethe Internet andthe use of intranetsextranetsandtheWeb7001070100111001000010010111010010C2006PrenticeHal

©2006 Prentice Hall 1-2 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, marketers, and society. • Distinguish between e-business and e-marketing. • Describe the Internet and the use of intranets, extranets and the Web

Chapter 1 Objectives, cont.·Explainhowincreasingbuyercontrolischangingthe marketing landscape.Understandthedistinctionbetweeninformationorentertainmentasdata..andtheinformationreceiving appliance used to view or hear it00000001100000007010100C2006PrenticeHal

©2006 Prentice Hall 1-3 Chapter 1 Objectives, cont. • Explain how increasing buyer control is changing the marketing landscape. • Understand the distinction between information or entertainment as data, and the information receiving appliance used to view or hear it

The Music IndustryFilesharingprograms,suchasKaZaA,enableconsumersto illegallydownload musicTheRecordingIndustryAssociationofAmericahas suedover4oo consumersforpiracy14%U.S.consumersstill downloadillegalfiles·CDsalesplungedto$13millionin1999;$10.6billionin2003AppleComputerintroducediTunesat.9geach7001:070100111101000010010111010010C2006PrenticeHal

©2006 Prentice Hall 1-4 The Music Industry • File sharing 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 still download illegal files • CD sales plunged to $13 million in 1999; $10.6 billion in 2003 • Apple Computer introduced iTunes at .99 each

What will happen to the music industry?TheactualcostofproducingaCDis$10.17Only$1.29goestotheartist.. Online distribution makes senseWhatdoyouthinkwill happentothe musicindustry?Whatdoyouthinkwill happentothemovieindustry?1007:070100111101000010010111010010C2006PrenticeHal

©2006 Prentice Hall 1-5 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 sense. • What do you think will happen to the music industry? • What do you think will happen to the movie industry?

E-marketing Defined.Theuseofinformationtechnologyto create,communicate,anddelivervaluetocustomers.formanagingcustomerrelationshipstobenefittheorganization.Theresultof informationtechnologyappliedtotraditional marketing7001070100111001000010010111010010C2006PrenticeHal

©2006 Prentice Hall 1-6 E-marketing Defined • The use of information technology • to create, communicate, and deliver value to customers. • for managing customer relationships to benefit the organization. • The result of information technology applied to traditional marketing

E-Business, E-Commerce, andE-Marketing.E-businessis thecontinuousoptimization of afirm's businessactivities through digitaltechnology.· E-commerce is the subset of e-businessfocusedontransactions.E-marketing is onepartof an organization's e-business activities.1007007070100111001000010010111010010C2006PrenticeHal

©2006 Prentice Hall 1-7 E-Business, E-Commerce, and E-Marketing • E-business is the continuous optimization of a firm’s business activities through digital technology. • E-commerce is the subset of e-business focused on transactions. • E-marketing is one part of an organization’s e￾business activities

The InternetAglobalnetworkof interconnectednetworksE-mail anddatafilesmoveoverphone linescablesandsatellites.ThreetypesofnetworksformpartoftheInternet:Intranet:networkthatrunsinternallyinanorganization.·Extranet:two joined networks that share informationWeb:howmostpeople refertotheInternet.100:070100111101000010010111010010C2006PrenticeHal

©2006 Prentice Hall 1-8 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 an organization. • Extranet: two joined networks that share information. • Web: how most people refer to the Internet

The Web Is One Aspectof E-MarketingRefrigeratorAutomobileTelevisionWebJuPCScannerInternetPCC00DatabasePDAE-mailCell Phone10000007001010000111101000010010111010010C2006PrenticeHall010010

©2006 Prentice Hall 1-9 The Web Is One Aspect of E-Marketing E-mail Internet UPC Scanner PDA Cell Phone Web PC Television Refrigerator Database Automobile

Past, Present, and Future.The first generation of e-business was like agold rush.From2000-2002.over500Internetfirmsshutdown inthe U.S.Almost60%ofdot-comswereprofitableinthefourth quarter of 2003.Today,the Internet ismainstreaminindustrializednations:20 nations comprise 90%of all Internet users10100:070100111101000010010111010010C2006PrenticeHal

©2006 Prentice Hall 1-10 Past, Present, and Future • The 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