中山大学吴柏林教授 “广告学原理”绝密资料_kotler02exs.pptVIP

Chapter 2 Adapting Marketing to the New Economy Objectives Identify the major forces driving the new economy. Understand how business and marketing practices are changing as a result of the new economy. Objectives Explore how the Internet has changed the way marketers use customer databases. Understand how marketers practice customer relationship management. Drivers of the New Economy Digitalization and connectivity The Internet, intranets extranets are key Disintermediation and reintermediation Customization and customerization Industry convergence Changes in Business Practices Old Economy Product unit organization Profitable transactions Financial scorecard Stockholders Marketing does the marketing New Economy Customer segment organization Lifetime value of customer Marketing scorecard Stakeholders Everyone does the marketing Changes in Business Practices Old Economy Build brands via advertising Customer acquisition No customer satisfaction measurement Overpromise, underdeliver New Economy Build brands via performance Customer retention Measure customer satisfaction and retention rates Underdeliver, overpromise How Marketing Practices are Changing E-Business Setting up web sites Customer relationship marketing How Marketing Practices are Changing: E-business Business practices are changing . . . E-business uses electronic means and platforms to conduct business. E-commerce web sites facilitate the online sale of products and services. E-purchasing from online suppliers. E-marketing efforts include those that inform, communicate, promote, and sell products and services over the Internet. How Marketing Practices are Changing: E-business Internet Domains B2C B2B C2C C2B B2C = Business-to-Consumer Benefits include: greater ordering convenience, lower cost, easier information and price gathering How Marketing Practices are Changing: E-business Internet Domains B2C B2B C2C C2B B2B = Business-to-Business Volume is 10-15% higher than B2C. B