Marketing on the Internet : Principles of On-Line Marketing

by Strauss, Judy; Frost, Raymond

• ISBN13: 9780130105851
• ISBN10: 0130105856
• Format: Paperback
• Copyright: 1999-03-01
• Publisher: Taylor & Francis

Summary

Designed for courses covering Marketing on the Internet and/or Electronic Commerce, this book discusses the tools and techniques being used today to harness the vast marketing potential of the Internet.

Table of Contents

Preface	xv
Part I Online Marketing Prelude
Introduction to the Internet
The Yahoo! Story	2	(1)
A Variety of Perspectives	3	(1)
What Is the Internet?	4	(2)
The Internet as Technology	4	(1)
The Internet as Social Space	5	(1)
The Internet as Marketing Tool	5	(1)
What Is the Web? (A Business Perspective)	6	(5)
Information Publishing	6	(1)
Transaction-Based Systems	7	(1)
Mass Customization (Personalization)	8	(3)
Hierarchy of Effects Explanation	11	(1)
Internet Business Models	12	(3)
The Web as an Important Part of the Economy	15	(4)
Internet Stocks Are Up	16	(1)
New Media Revenues	16	(2)
Reduced Inflation	18	(1)
Efficiency and Effectiveness	18	(1)
Jobs	19	(1)
Organization of This Book	19	(3)
Marketing Plan Tasks	20	(2)
Marketing Process Applied to This Book	22	(1)
Summary	22	(1)
Key Concepts and Terms	23	(1)
Exercises	24	(3)
Practitoner Perspective	27	(2)
Convergence: What It Is and What It Means
Manish Bhatia
Nielsen Media Research
Leveraging Technology	29	(4)
Bandwidth and Market Opportunities	27	(6)
Ethics and Law: Codes of Conduct	33	(2)
Savvy Sites	35	(3)
Internet User Characteristics and Behavior
The GVU Story	38	(1)
Internet Growth Rate	39	(4)
Diffusion of Innovation and Adopter Categories	40	(1)
Product Adoption and the Product Life Cycle	41	(2)
Size of the Internet	43	(8)
Defining ``User''	43	(1)
Measuring the Internet's Size	44	(7)
Market Segmentation	51	(15)
Market Segmentation Bases and Variables	52	(1)
Segmentation Coverage Strategies	53	(1)
Internet User Characteristics and Behavior	53	(13)
Consumer Navigation Behavior	66	(1)
Attention	66	(1)
Privacy	67	(1)
User Control of Message	67	(1)
Summary	67	(1)
Key Concepts and Terms	68	(2)
Exercises	70	(2)
Leveraging Technology: Content Filtering	72	(3)
Ethics and Law: Copyright, Patent, and Trademark Law	75	(1)
Savvy Sites	76	(4)
Online Research
The RelevantKnowledge Story	80	(2)
Marketing Information via the Internet	82	(1)
Secondary Data via the Internet	83	(9)
Scanning the Macroenvironment	83	(4)
Scanning the Microenvironment	87	(5)
Primary Data through Online Research	92	(10)
Primary Research Steps	92	(1)
Online Experiments	93	(1)
Online Focus Groups	93	(1)
Online Observations	94	(1)
Online Survey Research	95	(7)
Summary	102	(1)
Key Concepts and Terms	103	(1)
Exercises	103	(3)
Practitioner Perspective
Building a Panel to Project the Behavior of the Web-Using Universe: The ``Magic of Random Probability Sampling''	106	(6)
Ted Hawthorne
Leveraging Technology: Site Rating Services	112	(6)
Ethics and Law: Jurisdiction	118	(2)
Savvy Sites	120	(4)
Part II Internet Marketing Strategies
Product and Pricing on the Net
The Datek Story	124	(1)
Product	125	(1)
New-Product Opportunities	125	(7)
New Technologies Spawn New Products	126	(2)
New-Product Opportunities on the Internet	128	(4)
New-Product Strategies for Internet Marketing	132	(5)
Product Mix Strategies	133	(1)
Branding Strategies	134	(2)
Online Positioning Strategies	136	(1)
Products That Use the Internet as a Distribution Channel	137	(2)
Pricing	139	(1)
Factors Putting Downward Pressure on Internet Prices	139	(1)
Costs Putting Upward Pressure on Internet Prices	140	(1)
Online Pricing Strategies	141	(3)
Penetration Pricing	141	(1)
Price Leadership	142	(1)
Promotional Pricing	143	(1)
Summary	144	(2)
Key Concepts and Terms	146	(1)
Exercises	147	(2)
Practitioner Perspective
Why Don't These Numbers Match?	149	(4)
Bob Ivins
Leveraging Technology: Shopping Agents	153	(5)
Ethics and Law: Hyperlinks, Meta-Tags, and Framing	158	(2)
Savvy Sites	160	(4)
The Net as Distribution Channel
The RealNetworks Story	164	(1)
Introduction	165	(1)
Distribution Channel Functions Online	166	(7)
Market Research	166	(1)
Marketing Communications	167	(1)
Contact with Buyers	168	(1)
Matching Product to Buyer's Needs	168	(2)
Physical Distribution	170	(1)
Financing	171	(1)
Negotiating Price	172	(1)
Aggregating Product	172	(1)
Length of Distribution Channels	173	(1)
Power Relationships among Channel Players	174	(3)
Online Retailing: ``Click Till You Drop''	177	(5)
Online Benefits	178	(2)
Online Obstacles	180	(2)
Summary	182	(1)
Key Concepts and Terms	183	(1)
Exerises	184	(1)
Practitioner Perspective
Eletronic Commerce	185	(2)
Peter Clemente
Leveraging Technology: Transaction Security	187	(4)
Ethics and Law: Expression on the Internet	191	(2)
Savy Sites	193	(5)
Marketing Communications on the Net
The PrivNet Story	198	(1)
Introduction	199	(1)
Integrated Marketing Communication (IMC)	200	(25)
Internet Advertising	200	(13)
Public Relations Activities on the Net	213	(7)
Sales Promotions on the Internet	220	(5)
Personal Selling on an Impersonal Medium	225	(1)
The Net as a Medium	225	(13)
Electronic Media	226	(2)
Print Media	228	(1)
Diret Mail	228	(1)
Audience Measurement	229	(5)
Which Media to Buy?	234	(2)
Summary	236	(1)
Key Concepts and Terms	237	(1)
Exercises	238	(2)
Practitioner Perspective	240	(4)
Exploding the Web CPM Myth
Rick Boyce
Leveraging Technology: Proxy Servers and Cache	244	(3)
Ethics and Law: Spam	247	(1)
Savvy Sites	248	(4)
Relationship Marketing Through Online Strategies
The Amazon Story	252	(1)
Building Customer Relationships, 1:1	253	(1)
Relationship Marketing Defined	254	(3)
Stakeholders	255	(1)
Relationship Levels	256	(1)
Brand Loyalty Decline	257	(3)
Too Many Products	257	(1)
Too Many Sales Promotions	258	(1)
Market Environment Changes	259	(1)
Relationship Marketing Benefits	260	(4)
Increased Profits	260	(4)
Benefits to the Customer	264	(1)
Internet Strategies Facilitating Relationship Marketing	264	(10)
Intranet	265	(1)
Extranet	265	(1)
Web Site Strategies	266	(6)
Outgoing E-mail	272	(2)
Guarding Consumer Privacy	274	(2)
Summary	276	(1)
Key Concepts and Terms	277	(1)
Exercises	278	(2)
Practitioner Perspective	280	(1)
The Dual-Value Proposition
Kathryn Creech
Leveraging Technology	281	(7)
Cookies and Collaborative Filtering
Ethics and Law: Privacy	288	(2)
Savvy Sites	290	(4)
Part III The Internet Marketing Plan
The Internet Marketing Plan
The Adjacency Story	294	(2)
Introduction	296	(1)
Creating an Internet Marketing Plan	297	(1)
Situation Analysis	298	(3)
Review the Existing Marketing Plan	298	(1)
Conduct an Environmental Scan	298	(2)
Develop a Market Opportunity Analysis	300	(1)
Identify Target Stakeholders	301	(1)
Set Objectives	302	(1)
Design Marketing-Mix Strategies to Meet the Objectives	303	(8)
Stakeholder Communication	303	(2)
Selling Products and Services over the Internet	305	(5)
Gaining Internal Efficiencies	310	(1)
Action Plan	311	(1)
Project Scope	311	(1)
Site Development	311	(1)
Site Maintenance	312	(1)
Budgeting	312	(3)
Revenue Streams	313	(1)
Product and Service Sales	313	(1)
Advertising Space Sales	313	(1)
Agent Fees	314	(1)
Cost Savings	314	(1)
Intangible Benefits	314	(1)
Cost/Benefit Analysis	315	(1)
Evaluation Plan	315	(1)
Summary	316	(1)
Key Concepts and Terms	317	(1)
Exercises	318	(2)
Practitioner Perspective	320	(1)
The Web Development Process
Matt Straznitskas
Leveraging Technology: Building a Web Site	321	(5)
Ethics and Law: Privacy in Digital Contexts	326	(3)
Savvy Sites	329