INTERACTIVE MARKETING AND ELECTRONIC COMMERCE

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					      INTERACTIVE MARKETING AND
         ELECTRONIC COMMERCE

• Bricks vs. Clicks vs. Bricks and Clicks
• Marketplace vs. Marketspace
• Opportunities in Marketspace
  –   Sales Revenue Model
  –   Advertising Support Model
  –   Cost Elimination Model
  –   Subscription Support Model
  –   Information Trading Model
  –   Informediary Model
       THE CUSTOMER VALUE
    PROPOSITION IN MARKETSPACE
•   Convenience
•   Cost
•   Customer Service
•   Choice
•   Customization
•   Coordination
•   >> manifests in a company web site
    – transactional
    – promotional
    – integrated marketing communications
 STRATEGIC MARKETING MANAGEMENT IN
        THE NEW MARKETSPACE

• Redefining Business Definitions and Growth Opportunities
• The Management of Product-Market Convergence
   – Coordination of Marketing Effort
   – Managing Trade Relations
      • Intermediaries perceive a dual threat:
      • (1) Cannibalization (2) Disintermediation
• Mastering the Economics of the New Marketplace
   – Understanding Cost Structure and Revenue Sources
   – Considering Relevant, Sunk, and Opportunity Costs in
     Marketing Decisions

				
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posted:8/10/2012
language:Latin
pages:3