3数字时代营销：建立新客户关系.pptVIP

Marketing in the Digital Age: Making New Customer Connections Chapter 3 Objectives Be able to identify the major forces shaping the new digital age. Understand how companies have responded to the Internet with e-business strategies. Be able to describe the four major e-commerce domains. Objectives Understand how companies use e-commerce to profitably deliver greater value to customers. Realize the promise and challenges that e-commerce presents for the future. Case Study Invented discount brokerage category First U.S. major player to go online Initially offered two-tiered trading system to protect profits / stop cannibalization Later became first true click-and-mortar full-service brokerage Now world’s largest e-commerce site 85% online trades; 21% of trade volume; Strong stock return Major Forces Shaping the Digital Age Digitalization and Connectivity The flow of digital information requires connectivity Intranets, Extranets, and the Internet The Internet Explosion Key driver of the “new economy” Major Forces Shaping the Digital Age New Types of Intermediaries Brick-and-mortar firms often face disintermediation from click-only competitors The click-and-mortar business model has been highly successful Customization and Customerization Marketing Strategy in the Digital Age E-business: uses electronic means and platforms to conduct business. E-commerce: facilitates the sale of products and services by electronic means. Marketing Strategy in the Digital Age E-marketing: Includes efforts that inform, communicate, promote, and sell products and services over the Internet. E-commerce benefits both buyers and sellers Marketing Strategy in the Digital Age Buyer Benefits of E-Commerce: Convenience Easy and private Greater product access/selection Access to comparative information Interactive and immediate Marketing Strategy in the Digital Age Seller Benefits of E-Commerce: Relationship building Reduced costs Increased speed and efficiency Flexibility Glob