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Module 3 Introduction To Internet Marketing

The document provides an introduction to internet marketing. It discusses that marketing is the process of creating and exchanging products of value to obtain what individuals and groups need. The marketing process involves having a product, determining distribution and sales channels, accepting orders and payments, fulfilling orders through delivery, and providing customer service and returns. It then discusses the evolution of computer networks from localized networks in companies to the global internet through advancements in connectivity. Key aspects of internet marketing discussed include e-commerce, the use of websites, and limitations and drivers of marketing through digital technologies and online channels.

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Kenji Cruz
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40 views

Module 3 Introduction To Internet Marketing

The document provides an introduction to internet marketing. It discusses that marketing is the process of creating and exchanging products of value to obtain what individuals and groups need. The marketing process involves having a product, determining distribution and sales channels, accepting orders and payments, fulfilling orders through delivery, and providing customer service and returns. It then discusses the evolution of computer networks from localized networks in companies to the global internet through advancements in connectivity. Key aspects of internet marketing discussed include e-commerce, the use of websites, and limitations and drivers of marketing through digital technologies and online channels.

Uploaded by

Kenji Cruz
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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introduction to

INTERNET MARKETING
What is Marketing?
Marketing is Social and Managerial
process by which individuals and groups
obtain what they need and want through
creating, offering, and exchanging
products of value with others.
Marketing Process
• You need a Product or service to sell

• You need a Place from which to sell the


product

• You need to figure out a way to get people


to come to your place
Marketing Process
• You need a way to accept orders

• You also need a way to accept money

• You need a way to deliver the product or


service, often known as “fulfillment”

5
Marketing Process
• Sometimes customers do not like what
they buy, so you need a way to accept
returns
• You need a customer service and
technical support department to assist
customers with products.
The INTERNET

7
In the 1980´s

• Personal computers were connected


to a server also known as mainframe
computer.
In the 1980´s
• The mainframe was connected to
another mainframe of the company in
another location via dedicated lines.

• Only large companies could afford the


expense and investment in equipment.
Today
• Connections across countries and
continents made through dedicated
fast lines.
• A company may have one local
network in NY, which is connected to
the Internet through a Regional
network.

10
• Mainframes
- term for very large computers
- used to handle large amount
of data or complex processes
- main advantage is reliability

11
• Midrange
- medium sized, less
expensive and smaller
- usually a server

12
• Micro-computer
- work stations with computing
capabilities
- single-users systems linked
to form a network

13
What is a network?
• Series of points or nodes
interconnected by communication
paths. Node is a connection point for
transmitting data

• Network can interconnect with other


networks to form global networks
Benefits of a network
• Facilitates resource sharing

• Provides reliability

• Cost effective

• Provide a powerful medium


across geographical divide
15
Geographical Distance
• Local area network (LAN):
small area, share a single server

17
Geographical Distance
• Metropolitan area network (MAN):
a wider network, can bridge several
LAN’s
Geographical Distance
• Wide area network (WAN):
a broader area covered, can include
several MAN’s
Internet addressing
system
• Internet uses TCP/IP, therefore
every computer on the Internet has
an IP address

• IP address is numerical, separated


by dots

22
Assimilation of Technology
• Technology first adopted to increase
efficiency – doing the same tasks
faster e.g. word processing instead of
typing

23
Assimilation of Technology
• Technology next adopted to increase
effectiveness – doing tasks not only
faster but better e.g. spreadsheets
transformed finance and accounting.
World Wide Web (WWW)
• World Wide Web (Web):
- A collection of documents that reside on
computers, and that can be accessed by
other computers on the Internet.
• Multimedia documents:
- Text
- Images
- Sounds
- Video
• Hypertext:
- Links to other documents
- Can begin execution of a program
25
Web Browsers
• Computer programs that can:
- Display Web documents
- Follow links
- Execute other programs
- Enhance applications such as real-
time audio or video

26
Web Servers
• Computers that run server software.

• A server waits for request to arrive from


a user/client.
• The server sends (serves) the
document to the requesting computer.

27
WWW and Internet
• The World Wide Web (WWW) is not the
Internet

• WWW works in HTTP

• Web pages works in HTML

28
Forces Shaping the Digital Age

• Digitalization & Connectivity


– Intranets : connect people within a
company.
– Extranets : connect a company with its
suppliers, distributors, and outside
partners.
– Internet : connects users around the
world.
29
Forces Shaping the Digital Age

 Internet Explosion
– Explosive worldwide growth forms the
heart of the New Economy.
– Increasing numbers of users each
month.
– Companies must adopt Internet
technology or risk being left behind.

30
Definitions
• Internet:
- Internet is the backbone or
medium behind e-commerce. The
computers are all connected to
each other.
- Information can pass from one
computer to another through
several other computers.

31
Definitions
• Intranet:
- Private version of the Internet
- Main purpose to share company
information and computing resources
among employees

32
Definitions
• Extranet:
- Private network that users outside
the company can access
- Requires security and privacy
- Collaborate with other companies

33
to be continued…
Forces Shaping the Digital Age
• New Types of Intermediaries:
– Direct selling via the Internet bypassed
existing intermediaries
(disintermediation).

– “Brick-and-mortar” firms became “click-


and-mortar” companies.

– As a result, some “click-only” companies


have failed.
35
Forces Shaping the Digital Age

• Customization and Customerization:


–With customization, the company custom
designs the market offering for the
customer.
–With customerization, the customer designs
the market offering and the company
makes it.
36
E-commerce as the
Networked Economy

 Create value largely through gathering,


synthesizing and distribution of
information
 Formulate strategies that make
management of the enterprise and
technology convergent
 Compete in real time rather than in “cycle
time”
37
E-commerce as the
Networked Economy
- Operate in a world characterized by low
barriers to entry, near-zero variable costs of
operation and shifting competition

- Organize resources around the demand side


rather than supply side

- Manage better relationships with customers


through technology
38
E-commerce Today
• The Internet is the perfect vehicle for e-
commerce because of its open standards
and structure.
• No other methodology or technology has
proven to work as well as the Internet for
distributing information and bringing
people together.
.
39
E-commerce Today
• It’s cheap and relatively easy to use it as a
medium for connecting customers,
suppliers, and employees of a firm.

• No other mechanism has been created


that allow organizations to reach out to
anyone and everyone like the Internet
40
E-commerce Today
• The Internet allows big businesses to
act like small ones and small
businesses to act big.
• The challenge to businesses is to
make transactions not just cheaper
and easier for themselves but also
easier and more convenient for
customers and suppliers. 41
E-commerce Today
• It’s more than just posting a nice looking
Web site with lots of cute animations and
expecting customers and suppliers to
figure it out
• Web-based solutions must be easier to
use and more convenient than traditional
methods if a company hopes to attract
and keep customers. 42
What is a web-based business
• Business that uses the WWW to fulfill
it’s business process
• Four basic business processes:
- information dissemination
- data capture
- promotions and marketing
- transacting with stakeholders
43
Key Drivers of E-commerce
• Technological – degree of advancement of
telecommunications infrastructure
• Political – role of government, creating
legislation, funding and support
• Social – IT skills, education and training of
users
• Economic – general wealth and commercial
health of the nation
47
Limitations of E-commerce
• To organizations: lack of security, reliability,
standards, changing technology, pressure to
innovate, competition, old vs. new
technology
• To consumers: equipment costs, access costs,
knowledge, lack of privacy for personal data,
relationship replacement
• To society: less human interaction, social
division, reliance on technology, wasted
resources, JIT manufacturing 48
Web based technology
• Websites
• E-mail
• Search engines
• Interactive communications
49
End of presentation

50

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