Week 5

1. The role of place online has led to new ideas of distribution online. Discuss.

Place online is that products are directly sales to consumers rather than via a traditional retailer.
Nowadays online distribution is more and more important and popular due to low cost and convenience delivery, so many big companies had developed online distribution.
But people are trust physical shops more because they can touch and feel products' quality, so the online distribution request the companies have good relationship with customers and good public image.


2. 10 types of Promotion


• Advertising -Interactive ads, pay per click keyword advertising, in game ads, is everyone in showbiz? Use attractive post, pictures or words to attract consumers to buy products or services.
• Selling –Virtual sales staff, affiliate marketing, web rings, links. For example: ebuy website or other physical shops.
• Sales promotion –incentives, rewards, online loyalty schemes. For example: Priceline's club card can get e-coupon.
• PR –Online editorial, e-zines, newsletters, discussion groups, virals, stunts. For example: newspaper public an artical about a company's image.
• Sponsorship –Sponsoring an online event, site or service
•Direct mail –opt-in e-mail and web response
•Exhibitions –Virtual exhibitions
•DPI Exhibition
•Merchandising –Shopping malls, e-tailing, the interface
•Packaging –real packaging is displayed online. For example: products which sells online would have picture to show the product.
•Word of mouth –Viral, affiliate marketing, e-mail a friend, web rings, links. For example: one of your friends sent you e-mail and tell you that one product is good and you will trust him.


3.Looking at the National Marketing Awards (UK). Select two of the winners and discuss them in terms of the promotional mix.

• UPS

UPS wants to increase customers' brand awareness and it is a customer focus company, and its promotional mix are: advertising, promotion, public relations, packaging and selling.

• Future Talent

Future Talent is a musical charity that finds, funds and nurtures musically gifted at age 5 to 18. The promotional mix for Future Talent are: sales promotion, public relations, exhibitions and sponsorship.

Week 4

1) A decrease in prices is inevitable in an online marketing environment. Do you agree or disagree?

I agree. Because online marketing shops offer products at a lower price due to virtual place, they do not need to pay rent and save more in employee wages. And many customers want to buy products at a lower price and even the online products could be more convenience because they don't need to go out but the products would deliver to their home.

And they could spent more money for promotion because of low cost.

2) Disintermediation will ultimately lead to channel conflict. Discuss.

The disintermediation is to describe the sell product by removing the middleman. It is used to decribed the internet shops that sell products to customers directly instand traditional retailers.

This would not lead to channel conflict due to some reasons. The first one is people believe physical evidence more than virtual products; the second is most people like shopping, they like the feeling of buying products by walking a lot of shops; third one is people need communication.
http://www.webopedia.com/TERM/D/disintermediation.html


3) What are the five elements of promotion and what are some examples of combining online/offline promotion?

The five elements of promotion are:

• Advertising

-online: website advertising

-offline: leaflet

• Sales Promotion

-online: direct e-mails to customers

-offline: door to door promotion

• Personal Selling

-online: online shops

-offline: physical shops

• Public Relations

-online: news public online to show the companies' images

-offline: how public tools the companies used such as newspapers and TV programs

• Direct Marketing

-online: e-mail catalog s

-offline: telephone marketing

week 3

(1) Consider a restaurant in Sturt Street Ballarat. On the discussion page write down all the offline marketing activities you can think of and then start a separate list and write down all the online activities you can think of.





offline marketing activities:

• advertising on TV, Video and newspapers


• yellow page


• leaflet


• brochure


• word to mouth


• door to door promotion


• posters


• discount


• membership or club card


• telephone advertising

online marketing activities:

• advertising on website


• E-mail catalogue


• E-mail advertising


• search tool, such as google search


• website news page


• forum marketing

(2) Consider two other products/services of your choice. Write down all the offline/online marketing possibilities you can think of.





computer offline marketing activities:

• mail advertising


• TV and Video advertising


• word to mouth


• brochure


• telephone advertising


• poster


• membership card


• leaflet


• discount

computer online marketing activities:

• website advertising


• search tool


• E-mail catalogue


• E-mail advertising


• forum marketing

ticket book service offline marketing activities:

• telephone advertising


• word to mouth


• poster


• newspaper advertising


• yellow page advertising


• leaflet


• discount

ticket book service online marketing activities:

• online booking system


• website advertising


• E-mail advertising


• E-mail catalogue


• search tool


• forum advertising

(3) What makes a great online product from a marketers point of view? How would you measure success?

From a marketers point of view, a great online product should have a clear target market and customer loyalty. The online product should have customer satifaction and these customers would bring you more potential customers from word to mouth, because word to mouth is the most useful advertising tool. And last, the most important is the profit, the product must have profit so we can say it is success.

(4) Preview the pricing of two products and consider some dynamic pricing models.

Dynamic pricing is the dynamic adjustment of prices to consumers depending upon the value these customers attribute to a product or service. Customers' behaviour would affect the price.

2009.8.16 http://jobfunctions.bnet.com/abstract.aspx?docid=242537

For example:

Exclusive Limited Edition computers: some people are crazy about these products and if the products are limited and left only few, some customers would raise the price in order to buy the computers, so the price would goes up;

Airline ticket: some special seats are contribute to people who spend more money, and the price would raise up if the seats nearly sell out.

There are five models:

1. Inventory-based models: These are models where pricing decisions are primarily based oninventory levels and customer service levels.
2. Data-driven models: These models use statistical or similar techniques for utilizing dataavailable about customer preferences and buying patterns to compute optimal dynamicprices.
3. Game theory models: In a multi-seller scenario, the sellers may compete for the same poolof customers and this induces a dynamic pricing game among the sellers. Game theoreticmodels lead to interesting ways of computing optimal dynamic prices in such situations.
4. Machine learning models: An e-business market provides a rich playground for onlinelearning by buyers and sellers. Sellers can potentially learn buyer preferences and buyingpatterns and use algorithms to dynamically price their offerings so as to maximize revenuesor profits.
5. Simulation models: It is well known that simulation can always be used in any decisionmaking problem. A simulation model for dynamic pricing may use any of the above fourmodels stated above or use a prototype system or any other way of mimicking the dynamicsof the system.

2009.8.16 http://www.ias.ac.in/sadhana/Pdf2005AprJun/Pe1337.pdf

(5) What are some of the issues these (pricing) models raise?

These behaviour would effect the equilibrium price, if the new price goes up too high that will affect the equilibrium price, the demand and supply of these products. Prices go up maybe some customers could not buy the products and might affect the brand images.

Week 2

1. Give an example from your own experience of poor eMarketing.

I had a poor emarketing experience in http://www.kakabar.com/index.php. At that time, I bought online game product online, I had paid the money but they did not sent me the products. But at that time I could not find the staff online and have to wait. I was worried then.


2. List 5 examples examples of poor eMarketing

example 1: bad services
I bought books in www.taobao.com last, but the service of the shop was very bad, the owner of the shop told me that he had the books which I want but in one hour he told me that he was unhappy so he closed the exchange and I have to search again.
example 2 : the quality problem
My sister had bought clothes from online shops, she showed me the pictures online and the pictures were beautiful quality is good. But when we got the clothes we found that the quality were bad they look different from the pictures show.
example 3: the mail problems ( they do not sent the product to your home)
One of my online experences is the online shop's owner told me that my products would sent to my home but I received a call told me to go to another place to got my items, so I had to got up then go out to got my products.
example 4: time delay
I had bought telephone recharge card online at midnight online because I need that time but they delay the time, did not send to me untill the second day.
example 5: some liar
Some shops were not exist. One of my friends had met a liar before, when he paid for the product he did not received the products.


3. Provide one example (from Ballarat or your experience) of each of the six levels of eMarketing.

• level 0: none
• Level 1 Basic web presence - a company places a listing on a listing site such as http://www.ballarat.com/motel.htm
• Level 2 Simple static information site. Sometime called 'brochureware' e.g. http://www.ballaratbirdworld.com.au/
• Level 3 Simple interactive site. Users are able to search the site and make queries to retrieve information about such things as product availability and pricing. Queries by email may also be supported. http://www.gretannery.com.au/
• Level 4 Interactive site supporting transactions with users. The functions will vary. Usually limited to online buying, helpdesk etc.
• Level 5. Fully interactive site supporting the whole buying process. Provides relationship marketing with individual customers. E.g. www.amazon.com

week 1

1. Define e-business and e-marketing.

E-business is the use of electronic networks for business (usually with web tehnology), that is the transformation of key business processes through the use of Internet technologies.
E-marketing is the result of information technology applied to traditional marketing.
Chaffey D. & Smith P. , (2008), eMarketing eXcellence


2. What are performance metrics and why are they important?



Performance metrics are the measures that are used to evaluate and improve the efficiency and effectiveness of business processes.



Performance metrics are importance because it provides succinct definitions of the many terms related to managing and implementing Internet marketing.

8.8.2009 http://www.davechaffey.com/E-marketing-Glossary/Performance-metrics.htm

3. What are some of the key legal issues that affect e-marketing?



There are three aspects. E-marketing is privacy so it is difficult to legislate and critical because consumers yield personal information over the internet; government difficult to balance freedom of expression against consumer needs; new technology brings new opportunities for fraud: enforcement is difficult in a networked world.





4. How does technology both raise and lower costs for companies?



Technology would lower costs by saved money on staff and paperwork via electronic order processing, billing, and e-mail.



But technology also require inverstments, they are web page development costs millions of dollars; E-commerce operations require expensive hardware and software; new technologies continue to emerge, which make current investments obsolete; putting technology to use entails a steep learning curve.



So, technology could both raise and lower costs for companies.





5. As a technology, how does the Internet compare with the telephone?

As a technology, Internet is more flexibility than telephone and customers can get more information via the internet than telephone, for example, customers could see the photoes and videos.

Telephone also more time consumption because telephone need more people to introduce products to customers by individuals but internet can settle serveral problems at the same time by one person.

6. What are some of the marketing implications of Internet technologies?

Internet technologies have changed traditional marketing in a number of critical ways. Include power shift from sellers to buyers; death of distance issues ; time compression problems; knowledge management is key; interdisciplinary focus and intellectual capital rules.

7. What are the three main markets of e-business, and how do they differ?

An e-marketplace is nothing but electronic marketplace. E-marketplace allow multiple businesses connect in the website. It involved three mian markets:

1) Right Owner: the marketplace has owed by the partner who have the best chance to capturing the value it creates in the form of reduced cost.

2) Open Standards: offer a bridge between buyers and sellers, open standards in order to attract as many buyers and seller as possible, business to business marketplaces have to operate under open standards.

3) Cost Efficiency: simple pushing down prices will not sufficient in the long term business, companies using purchasing as a source of competetive advantage, they have to think about to cut the total cost.

www.wikianswers.com

8. In the context of e-marketing, what does "revenge of the consumer" mean?

The rebellion started with television channel surfing suing the remote control. Consumers did not seem to appreciate that commercials pay for broadcast TV programs; at the start of the 21st century, consumers have control via the mouse.

Consumers are become more demanding and sophisticated, the marekters will have to become better and delivering to satisfying customers.