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1、2018/10/20,1,E-Marketing, 3rd edition Judy Strauss, Adel I. El-Ansary, and Raymond Frost,Chapter 1: The Big Picture, Prentice Hall 2003,2018/10/20,2,The Emergence of E-Marketing: The Amozon StoryWhat is E-Marketing? What Is E-Business? The Big Picture Tough Times E-Marketing in ContextEnvironment, S
2、trategy, and Performance (ESP) E-Marketing Environment Legal Factors Technology E-Business Markets Whats Next?,Overview,2018/10/20,3,A, Inc. (NASDAQ: AMZN) is an American-based multinational electronic commerce company. Headquartered in Seattle, Washington, it is Americas largest online retailer, wi
3、th nearly three times the Internet sales revenue of the runner up, Staples, Inc., as of January 2010. Jeff Bezos founded A, Inc. in 1994 and launched it online in 1995. The company was originally named Cadabra, Inc., but the name was changed when it was discovered that people sometimes heard the nam
4、e as “Cadaver.“,2018/10/20,4,The name A was chosen because the Amazon River is the largest river in the world, and so the name suggests large size, and also in part because it starts with A and therefore would show up near the beginning of alphabetical lists. A started as an online bookstore, but so
5、on diversified, selling DVDs, CDs, MP3 downloads, computer software, video games, electronics, apparel, furniture, food, and toys. Amazon has established separate websites in Canada, the United Kingdom, Germany, France, Japan, and China. It also provides international shipping to certain countries f
6、or some of its products. A 2009 survey found that Amazon was the UKs favorite music and video retailer, and third overall retailer.,2018/10/20,5,The Amazon story shows:,Markets always welcome an innovative new product providing customer value. Customers trust good brands. Well-crafted marketing mix
7、strategies can be effective in helping newcomers enter crowded markets.,2018/10/20,6,The Emergence of E-Marketing What is E-Marketing? What Is E-Business? The Big Picture Tough Times E-Marketing in ContextEnvironment, Strategy, and Performance (ESP) E-Marketing Environment Legal Factors Technology E
8、-Business Markets Whats Next?,Overview,2018/10/20,7,What is Marketing?,Kotler. Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. The Chartered Institute of Marketing (CIM). Marketing is the m
9、anagement process that identifies, anticipates and satisfies customer requirements profitably.,2018/10/20,8,What is E-Marketing?,e-Marketing, also referred to as i-marketing, web-marketing, online-marketing or Internet marketing, is the marketing of products or services over the Internet.,2018/10/20
10、,9,What is E-Marketing?,Alternative definition: E-marketing is the result of information technology applied to traditional marketing. E-marketing affects traditional marketing in two ways: Increases efficiency in traditional marketing functions, The technology of e-marketing transforms many marketin
11、g strategies.,2018/10/20,10,What is E-Marketing?,E-Marketing is the application of a broad range of information technologies for: Transforming marketing strategies to create more customer value (more effective segmentation, targeting, differentiation, and positioning strategies), More efficiently pl
12、anning and executing the conception, distribution, promotion and pricing of goods, services, and ideas, Creating exchanges that satisfy individual consumer and organizational customers objectives.,2018/10/20,11,The Emergence of E-Marketing What is E-Marketing? What Is E-Business? The Big Picture Tou
13、gh Times E-Marketing in ContextEnvironment, Strategy, and Performance (ESP) E-Marketing Environment Legal Factors Technology E-Business Markets Whats Next?,Overview,2018/10/20,12,What Is E-Business?,E-business is concerned with using the Internet and related technologies to integrate and redesign an
14、 organizations internal activities, processes and external relations, and create new ways of working that are significantly different from, and very often far superior to, what was possible (or conceivable) in the past.,2018/10/20,13,What Is E-Business?,E-business “is the continuous optimization of
15、a firms business activities through digital technology”Digital technologies = information technology are things like computers and the Internet, that allow the storage and transmission of data in digital formats (1s and 0s),2018/10/20,14,The Emergence of E-Marketing What is E-Marketing? What Is E-Bu
16、siness? The Big Picture Tough Times E-Marketing in ContextEnvironment, Strategy, and Performance (ESP) E-Marketing Environment Legal Factors Technology E-Business Markets Whats Next?,Overview,2018/10/20,15,The Big Picture,Easy, inexpensive, and quick access to digital information transforms: economies, - societies, governments, - businesses.Digital information enhances economies through: more efficient markets, more jobs, information access, communication globalization, lower barriers to foreign trade and investment, and more.,
