Strauss_5e_04网络营销课件.pptVIP

* * 2-1 2-1 2-1 2-1 2-1 2-1 2-1 2-1 2-1 E-MARKETING 5/EJUDY STRAUSS AND RAYMOND FROST Part II: E-Marketing Environment Chapter 4: A World of E-Marketing Opportunities ?2009 Pearson Education, Inc. Publishing as Prentice Hall 4-* ?2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter 4 Objectives After reading Chapter 4, you will be able to: Discuss overall trends in Internet access, usage, and purchasing around the world. Define emerging economies and explain the vital role of information technology in economic development. Outline how e-marketers apply market similarity and analyze online purchase and payment behaviors in planning market entry opportunities. 4-* ?2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter 4 Objectives, cont. Describe how e-marketing strategy is influenced by computer and telephone access, credit card availability, attitudes toward internet use, slow connection speeds, Web site design, and electricity problems. Review the special challenges of e-marketing on the wireless internet in the context of emerging economies. Discuss the controversy related to the Digital Divide. Explain why China is becoming a major market for e-marketing innovation and competition. 4-* ?2009 Pearson Education, Inc. Publishing as Prentice Hall Idol Goes Global American Idol is broadcast in over 100 countries. Its popularity has spawned 39 national versions in countries such as Ethiopia, the Philippines, and Russia. The sharing of popular culture has been enhanced by the convergence of TV, internet, mobile phones, and messaging services. *-4 Idol Goes Global, cont. ?2009 Pearson Education, Inc. Publishing as Prentice Hall 4-* Check out international versions that are streamed over the internet: Music Idol in Bulgaria: http://musicidol.btv.bg/news/6 Ethiopian Idol: /seo/Ethiopian_Idols/Ethiopian_Idols.htm Indian Idol: /indianidol/ Overview of Global E-Marketing Issues ?2009 Pearson Education, Inc. Publishing as Prentice Hall 4-* The