Stats 2
E-M ARKETING /6E
C HAPTER 1
C HAPTER 1 O BJECTIVES
1-2
After reading Chapter 1, you will be able to:
Explain how advances in Internet and information technology offer benefits and challenges to consumers, businesses, marketers, and society.
Distinguish between e-business and e-marketing.
Explain how increasing buyer control is changing the marketing landscape.
Understand the distinction between information or entertainment as data.
Identify several trends that may shape the future of emarketing. ©2012 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL
©2012 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL
T HE B ARACK O BAMA
C AMPAIGN S TORY
1-3
Barack Obama’s Internet strategy targeted 18-29 year-old voters because 93% are online and used the
Internet to get information and connect with friends.
Facebook displayed over 8 million
Obama friends.
Two-thirds of all campaign funds came from Obama’s online channel.
©2012 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL
I NTERNET 101
1-4
The internet is a global network of interconnected networks.
E-mail and data files move over phone lines, cables and satellites.
There are three types of access to the
Internet:
Public internet
Intranet: network that runs internally in an organization.
Extranet: two joined networks that share information.
©2012 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL
E- BUSINESS , E- COMMERCE ,
E- MARKETING
1-5
E-business is the continuous optimization of a firm’s business activities through digital technology.
E-commerce is the subset of ebusiness focused on transactions.
E-marketing is the result of information technology applied to traditional marketing.
©2012 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL
E-M ARKETING I S B IGGER
THAN THE W EB
1-6
The web is the portion of the Internet
that
C HAPTER 1
C HAPTER 1 O BJECTIVES
1-2
After reading Chapter 1, you will be able to:
Explain how advances in Internet and information technology offer benefits and challenges to consumers, businesses, marketers, and society.
Distinguish between e-business and e-marketing.
Explain how increasing buyer control is changing the marketing landscape.
Understand the distinction between information or entertainment as data.
Identify several trends that may shape the future of emarketing. ©2012 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL
©2012 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL
T HE B ARACK O BAMA
C AMPAIGN S TORY
1-3
Barack Obama’s Internet strategy targeted 18-29 year-old voters because 93% are online and used the
Internet to get information and connect with friends.
Facebook displayed over 8 million
Obama friends.
Two-thirds of all campaign funds came from Obama’s online channel.
©2012 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL
I NTERNET 101
1-4
The internet is a global network of interconnected networks.
E-mail and data files move over phone lines, cables and satellites.
There are three types of access to the
Internet:
Public internet
Intranet: network that runs internally in an organization.
Extranet: two joined networks that share information.
©2012 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL
E- BUSINESS , E- COMMERCE ,
E- MARKETING
1-5
E-business is the continuous optimization of a firm’s business activities through digital technology.
E-commerce is the subset of ebusiness focused on transactions.
E-marketing is the result of information technology applied to traditional marketing.
©2012 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL
E-M ARKETING I S B IGGER
THAN THE W EB
1-6
The web is the portion of the Internet
that