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chapter 1 1 Introduction to Internet Introduction to Internet Marketing Marketing HUA Ying University of International Business and Economics Introduction to Internet Marketing — Today’s Objectives  Objectives will be to:  Define the scope of Internet marketing  Explore the stages of Internet marketing  Discuss the relationship stages and the Marketspace Matrix  Examine guidelines for success  Outline the progression of the book Chapter 1: Introduction to Internet Marketing  Definition and Scope of Internet Marketing  Seven-Stage Cycle of Internet Marketing  Four Key Relationship Stages and the Marketspace Matrix  Guidelines for Internet Marketing Success  Overview of the Book  Conclusion Chapter 1: Introduction to Internet Marketing  Definition and Scope of Internet Marketing  Seven-Stage Cycle of Internet Marketing  Four Key Relationship Stages and the Marketspace Matrix  Guidelines for Internet Marketing Success  Overview of the Book  Conclusion Definition and Scope of Internet Marketing Definition and Scope of Internet Marketing  What is Marketing? Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals. AMA  What is Internet Marketing? Internet Marketing is the process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas, products, and services that satisfy the goals of both parties. Source: Wind, Jerry and Vijay Mahajan. Digital Marketing. New York: John Wiley and Sons, p.8. f o t c n a o i p t