1、 1 E-MARKETING (From:E-Marketing by Judy Strauss,Adel El-Ansary,Raymond Frost-3rd ed.1999 by Pearson Education pp .G4-G25.) As the growth of G shows, some marketing principles never change.Markets always welcome an innovative new product, even in a crowded field of competitors ,as long as it provide
2、s customer value.Also,Googles success shows that customers trust good brands and that well-crafted marketing mix strategies can be effective in helping newcomers enter crowded markets. Nevertheless, organizations are scrambling to determine how they can use information technology profitably and to u
3、nderstand what technology means for their business strategies. Marketers want to know which of their time-ested concepts will be enhanced by the Internet, databases,wireless mobile devices, and other technologies. The rapid growth of the Internet and subsequent bursting of the dot-com bubble has mar
4、keters wondering,What next? This article attempts to answer these questions through careful and systematic examination of successful e-mar-keting strategies in light of proven traditional marketing practices. （ Sales Promotion；E-Marketing； Internet； Strategic Planning ） 1.What is E-Marketing E-Marke
5、ting is the application of a broad range of information technologies for: Transforming marketing strategies to create more customer value through more effective segmentation ,and positioning strategies； More efficiently planning and executing the conception, distribution promotion,and pricing of goo
6、ds,services,and ideas；andCreating exchanges that satisfy individual consumer and organizational customers objectives. This definition sounds a lot like the definition of traditional marketing. Another way to view it is that e-marketing is the result of information technology applied to traditional m
7、arketing. E-marketing affects traditional marketing in two ways. First,it increases efficiency in traditional marketing strategies.The transformation results in new business models that add customer value and/or increase company profitability. 2 2.Environment,Strategy,and Performance (ESP) E-Marketi
8、ng flows form the organization s overall e-business strategies and selected business environment,where legal,technological,competitive,marketrelated, and other environmental, factors external to the firm create both opportunities and threats. Organizations perform SWOT analyses to discover what stre
9、ngths and weaknesses they have to deploy against threats and opportunities. This SWOT analysis leads into e-business and e-marketing strategy. Firms, select e-business strategies and e-business models, and then marketers formulate strategy and create e-marketing plans that will help the firm accompl
10、ish its overall goals. The final step is to determine the success of the strategies and plans by measuring results. Performance metrics are specific measures designed to evaluate the effectiveness and efficiency of the e-business and e-marketing operations. this is so important in today s e-business
11、 climate that media reports seem to be full of references to ROI and other measures of success for e-business strategies and tactics featured in the model. The esp model might just as easily depict a brick-and-mortar business process -by removing a few e s this underscores the idea that e-businesses
12、 are built on sound practices and proven processes but with important e-transformations and emarketing practices, as discussed in this book. This chapter examines the environmental factors in the ESP model, whereas Chapter 4 and Chapter 5 explore these important factors in more depth. Chapter 2 delv
13、es into the strategy area, and Chapter 3 discusses the e-marketing planning process. The marketing environment is ever change, providing plenty of opportunities to develop new products, new markets, and new media to communicate whit customers, plus new channels to reach business partners. At the sam
14、e time, the environment poses! Competitive, economic , and other threats. This section introduces three key environmental factors that affect e-marketing : legal, technological, and marketrelated factors. Current and pending legislation can greatly influence e-marketing strategies. Chief among these
15、 are laws concerning privacy, digital property, expression, and fraud. Privacy is difficult to legislate, yet it is critically important to consumers who routinely yield personal information over the Internet. One hot issue involves opt-out e-mail. This occurs when users must uncheck a Web page box
16、to avoid being put on a few users read the Web page carefully enough to notice the opo-out box. Digital 3 property problems began in the Web s early days and continue to puzzle firms and legislators alike. In a medium where content is freely distributed, it can be freely ripped off-not a good thing
17、for the content authors. Spam, offensive content , and other forms of personal expression conflict whit user rights and thus, from an ongoing discussion among legislaer needs? Finally , new technology brings new opportunities for fraud. Although regulatory agencies are working hard to prevent fraud,
18、 enforcement is difficult in a networked world.Technological developments are altering the composition of Internet audiences as well as the quality of material that can be delivered to them. For example, about 20% of the U.S. Population enjoys high-bandwidth connections-primarily cable modems and DS
19、L lines-that enable delivery of multimedia content. Some Web sites are beginning to create three forms of content :a high- speed multimedia form, a standard PC offering, and a handheld format for wireless devices such as cell phones. The prolofera-tion of wireless devices creates a new set of design
20、 challenges as firms try to squeeze content onto tinier screens. Also important are technology concerns in developing countries. As communication infrastructures improve and more people use handheld devices ,new geographic markets develop. Further ,e-marketing is evolving through software advances.
21、For instance, technologies that target consumers according to their online behavior are becoming increasingly sophisticated. Incorporating these technologies into Web site design can give a firm a distinct competitive advantage. 3.E-Business Markets Sergio Zyman, formerly chief marketing officer of
22、Coca-cola ,has been quoted as saying, marketing is supposed to sell stuff. One way information technology helps sell stuff if they dont identify appropriate markets. Exhibit 15 highlights three important markets that both sell and buy to each other: businesses, consumers, and governments. Although t
23、his book focuses on the B2C markets are where most business activity occurs. The business market is huge because a higher proportion of firms are connected to the Internet than consumers, especially in developing countries. Much of the B2B online activity is transparent to consumers because it involves proprietary networks that allow information and database sharing .Consider FedEx, the package delivery firm. This company maintains mation . Its customers can schedule a package pick-up using the Web site, track the package using a PC or handheld Palm Pilot, and pay the
