Internet Marketing
chapter
1
Introduction to Internet Marketing
McGraw-Hill/Irwin
© 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.
Introduction to Internet Marketing —
Today’s Objectives
●
Objectives will be to:
●
Define the scope of Internet marketing
●
Explore the stages of Internet marketing
●
Discuss the relationship stages and the Marketspace Matrix
●
Examine guidelines for success
●
Outline the progression of the book
Chapter 1: Introduction to Internet
Marketing
●
Definition and Scope of Internet Marketing
●
Seven-Stage Cycle of Internet Marketing
●
Four Key Relationship Stages and the Marketspace Matrix
●
Guidelines for Internet Marketing Success
●
Overview of the Book
●
Conclusion
Chapter 1: Introduction to Internet
Marketing
●
Definition and Scope of Internet Marketing
●
Seven-Stage Cycle of Internet Marketing
●
Four Key Relationship Stages and the Marketspace Matrix
●
Guidelines for Internet Marketing Success
●
Overview of the Book
●
Conclusion
Definition and Scope of Internet
Marketing
Exhibit 1.1: Assessing the Impact of
Internet Marketing
Marketing Resource Allocation
Online
Cell 2
Im
pa
ct
Cell 4
rn
In te Cell 3
et
M ar ke tin g
Bricks-and- Mortar
Online
Location of Revenue Stream
Offline
Cell 1
Chapter 1: Introduction to Internet
Marketing
●
Definition and Scope of Internet Marketing
●
Seven-Stage Cycle of Internet Marketing
●
Four Key Relationship Stages and the Marketspace Matrix
●
Guidelines for Internet Marketing Success
●
Overview of the Book
●
Conclusion
Exhibit 1.2: The Seven-Stage Cycle of
Internet Marketing
Step 2
Formulating the
Marketing Strategy
Step 3
Designing the
Customer
Experience
Step 1
Framing the
Market
Opportunity
Step 4
Crafting the
Customer
Interface
Step 7
Evaluating
the
Marketing
Program
Step 6
Leveraging Customer
Information Through
Technology
Step 5
Designing the
Marketing Program
Exhibit 1.3: Framework for Market
Opportunity
Seed Opportunity in
1
Introduction to Internet Marketing
McGraw-Hill/Irwin
© 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.
Introduction to Internet Marketing —
Today’s Objectives
●
Objectives will be to:
●
Define the scope of Internet marketing
●
Explore the stages of Internet marketing
●
Discuss the relationship stages and the Marketspace Matrix
●
Examine guidelines for success
●
Outline the progression of the book
Chapter 1: Introduction to Internet
Marketing
●
Definition and Scope of Internet Marketing
●
Seven-Stage Cycle of Internet Marketing
●
Four Key Relationship Stages and the Marketspace Matrix
●
Guidelines for Internet Marketing Success
●
Overview of the Book
●
Conclusion
Chapter 1: Introduction to Internet
Marketing
●
Definition and Scope of Internet Marketing
●
Seven-Stage Cycle of Internet Marketing
●
Four Key Relationship Stages and the Marketspace Matrix
●
Guidelines for Internet Marketing Success
●
Overview of the Book
●
Conclusion
Definition and Scope of Internet
Marketing
Exhibit 1.1: Assessing the Impact of
Internet Marketing
Marketing Resource Allocation
Online
Cell 2
Im
pa
ct
Cell 4
rn
In te Cell 3
et
M ar ke tin g
Bricks-and- Mortar
Online
Location of Revenue Stream
Offline
Cell 1
Chapter 1: Introduction to Internet
Marketing
●
Definition and Scope of Internet Marketing
●
Seven-Stage Cycle of Internet Marketing
●
Four Key Relationship Stages and the Marketspace Matrix
●
Guidelines for Internet Marketing Success
●
Overview of the Book
●
Conclusion
Exhibit 1.2: The Seven-Stage Cycle of
Internet Marketing
Step 2
Formulating the
Marketing Strategy
Step 3
Designing the
Customer
Experience
Step 1
Framing the
Market
Opportunity
Step 4
Crafting the
Customer
Interface
Step 7
Evaluating
the
Marketing
Program
Step 6
Leveraging Customer
Information Through
Technology
Step 5
Designing the
Marketing Program
Exhibit 1.3: Framework for Market
Opportunity
Seed Opportunity in