市场营销英文Chapter 3

MarketingintheMarketingintheDigitalAge:MakingDigitalAge:MakingNewCustomerNewCustomerConnectionsConnectionsChapter3Chapter3GeneratedbyFoxitPDFCreator©FoxitSoftware••BeabletoidentifythemajorforcesBeabletoidentifythemajorforcesshapingthenewdigitalage.shapingthenewdigitalage.••UnderstandhowcompanieshaveUnderstandhowcompanieshaverespondedtotheInternetwithrespondedtotheInternetwithee--businessstrategies.businessstrategies.••BeabletodescribethefourmajorBeabletodescribethefourmajoree--commercedomains.commercedomains.GeneratedbyFoxitPDFCreator©FoxitSoftware••UnderstandhowcompaniesuseUnderstandhowcompaniesuseee--commercetoprofitablydelivercommercetoprofitablydelivergreatervaluetocustomers.greatervaluetocustomers.••RealizethepromiseandRealizethepromiseandchallengesthatechallengesthate--commercecommercepresentsforthefuture.presentsforthefuture.GeneratedbyFoxitPDFCreator©FoxitSoftware••DevelopedB2BandeDevelopedB2Bande--procurementsystemsprocurementsystemstoimproveoperationaltoimproveoperationalefficiencyefficiency••Forcustomers,itForcustomers,itintroducedTicketintroducedTicketExchangeAsiatoExchangeAsiatoenableeenablee--ticketing.Thisticketing.Thisresultedinresultedindisintermediationofthedisintermediationofthetravelagentstravelagents••WhenplanningforsuchWhenplanningforsuchsystems,CPtakesintosystems,CPtakesintoaccountneedto:accountneedto:§§CreatevaluefromexistingCreatevaluefromexistingassetsassets§§ImprovecompetitivenessImprovecompetitivenessthroughloweringcostsandthroughloweringcostsanddifferentiatingcustomerdifferentiatingcustomerexperiencesthroughexperiencesthroughenhancedserviceenhancedserviceCathayPacificandeCathayPacificande--MarketingMarketingCaseStudyDiscussion:Discussion:IsDigitalMarketingforallIsDigitalMarketingforallcompanies?Whycompanies?Whyorwhynot?orwhynot?GeneratedbyFoxitPDFCreator©FoxitSoftware••DigitalizationandConnectivityDigitalizationandConnectivity§§TheflowofdigitalinformationTheflowofdigitalinformationrequiresconnectivityrequiresconnectivityvvIntranets,Extranets,andtheInternetIntranets,Extranets,andtheInternet••TheInternetExplosionTheInternetExplosion§§KeydriveroftheKeydriverofthe““neweconomyneweconomy””GeneratedbyFoxitPDFCreator©FoxitSoftware••NewTypesofIntermediariesNewTypesofIntermediaries§§BrickBrick--andand--mortarfirmsoftenfacemortarfirmsoftenfacedisintermediationfromclickdisintermediationfromclick--onlyonlycompetitorscompetitors§§TheclickTheclick--andand--mortarbusinessmortarbusinessmodelhasbeenhighlysuccessfulmodelhasbeenhighlysuccessful••CustomizationandCustomizationandCustomerizationCustomerizationMajorForcesShapingtheDigitalAgeGeneratedbyFoxitPDFCreator©FoxitSoftware••EE--business:business:§§useselectronicmeansandplatformsuseselectronicmeansandplatformstoconductbusiness.toconductbusiness.••EE--commerce:commerce:§§facilitatesthesaleofproductsandfacilitatesthesaleofproductsandservicesbyelectronicmeans.servicesbyelectronicmeans.GeneratedbyFoxitPDFCreator©FoxitSoftware••EE--marketing:marketing:§§Includeseffortsthatinform,Includeseffortsthatinform,communicate,promote,andsellcommunicate,promote,andsellproductsandservicesovertheproductsandservicesovertheInternet.Internet.••EE--commercebenefitsbothbuyerscommercebenefitsbothbuyersandsellersandsellersGeneratedbyFoxitPDFCreator©FoxitSoftware••BuyerBenefitsofEBuyerBenefitsofE--Commerce:Commerce:§§ConvenienceConvenience§§EasyandprivateEasyandprivate§§Greaterproductaccess/selectionGreaterproductaccess/selection§§AccesstocomparativeinformationAccesstocomparativeinformation§§InteractiveandimmediateInteractiveandimmediateGeneratedbyFoxitPDFCreator©FoxitSoftware••SellerBenefitsofESellerBenefitsofE--Commerce:Commerce:§§RelationshipbuildingRelationshipbuilding§§ReducedcostsReducedcosts§§IncreasedspeedandefficiencyIncreasedspeedandefficiency§§FlexibilityFlexibility§§Globalaccess,globalreachGlobalaccess,globalreachGeneratedbyFoxitPDFCreator©FoxitSoftware©FoxitSoftware••B2CB2C••B2BB2B••C2CC2C••C2BC2B••OnlineconsumersOnlineconsumers§§NowmoremainstreamNowmoremainstreamanddiverseandd