国际市场营销(双语)ch1656 Global emarketing
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Global Marketing Management
Chapter 16 Global e.marketing
Warren J. Keegan
Overview
The Death of Distance Targeting the individual customer Relationship markting Speed to market Changing rules of competition Components of the electronic value chain Summary
Keegan: Global Marketing Management
Chapter 16 / 7
Geographical Distribution of Internet Users
Keegan: Global Marketing Management
Source: http://www.nua.ie /surveys/graphs_c harts/1998graphs /location.html, 30. August 1999
Our environment is characterised by
technological convergence and technological ubiquity
The internet is the most important driver of technological change
80.000.000
60.000.000
40.000.000
20.000.000
0
1981 1983 1985 1987 1989 1991 1993 1995 1997 1999 2001
Source: Adopted from: http://www.mids.org/mapsale/data/trends/trends-199907/sld004.htm, 30. Aug. 1999
Chapter 16 / 8
The Evolution of E-Commerce
百度文库
tom orr ow
today
yesterday
New Market in g
Too l
New Distribu tion
System
New Drive for Efficien cy
New Bu siness
Model
Keegan: Global Marketing Management
Chapter 16 / 5
Uptake of Consumer Technologies
120
100
Telephone
80
Millions of Users 60
40
Radio
Cable Internet
20 TV
0
19 19 19 19 19 19 19 19 19 19 19 19 19 19 19 19 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95
Keegan: Global Marketing Management
Chapter 16 / 9
Evolution in Business Context and Strategies
Old Economy
New Economy
Market share
Strategic control
Technology as an enabler
Source: Morgan Stanley, The Internet Advertising Report
Keegan: Global Marketing Management
Chapter 16 / 6
Development of Internet Hosts
120.000.000
100.000.000
Technology as a driver
Seller-centric market
Buyer-centric markets
Physical assets
Knowledge assets
Evolution
Revolution
Source: Roland Berger & Partner ( 1999) Erfolgsfaktoren im Electronic Commerce: Auszug aus den Ergebnissen der Studie, Wien/Frankfurt am Main, p. 12
Appreciate the role of the Internet in providing a platform for e-commerce
Learn how the new technological environment impacts on global marketing activities
Know the components of the electronic value chain
Keegan: Global Marketing Management
Chapter 16 / 3
IT-Environment: Important Facets
E-Commerce Extranet Internet Portals Web Browser World Wide Web Virtual Reality EDI (electronic data exchange)
Keegan: Global Marketing Management
Chapter 16 / 2
Learning Objectives
Understand the main drivers of the information and communication technology (ICT)
Keegan: Global Marketing Management
Chapter 16 / 4
The Age of Technological Discontinuities
The speed of technological change has accelerated dramatically
Chapter 16 Global e.marketing
Warren J. Keegan
Overview
The Death of Distance Targeting the individual customer Relationship markting Speed to market Changing rules of competition Components of the electronic value chain Summary
Keegan: Global Marketing Management
Chapter 16 / 7
Geographical Distribution of Internet Users
Keegan: Global Marketing Management
Source: http://www.nua.ie /surveys/graphs_c harts/1998graphs /location.html, 30. August 1999
Our environment is characterised by
technological convergence and technological ubiquity
The internet is the most important driver of technological change
80.000.000
60.000.000
40.000.000
20.000.000
0
1981 1983 1985 1987 1989 1991 1993 1995 1997 1999 2001
Source: Adopted from: http://www.mids.org/mapsale/data/trends/trends-199907/sld004.htm, 30. Aug. 1999
Chapter 16 / 8
The Evolution of E-Commerce
百度文库
tom orr ow
today
yesterday
New Market in g
Too l
New Distribu tion
System
New Drive for Efficien cy
New Bu siness
Model
Keegan: Global Marketing Management
Chapter 16 / 5
Uptake of Consumer Technologies
120
100
Telephone
80
Millions of Users 60
40
Radio
Cable Internet
20 TV
0
19 19 19 19 19 19 19 19 19 19 19 19 19 19 19 19 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95
Keegan: Global Marketing Management
Chapter 16 / 9
Evolution in Business Context and Strategies
Old Economy
New Economy
Market share
Strategic control
Technology as an enabler
Source: Morgan Stanley, The Internet Advertising Report
Keegan: Global Marketing Management
Chapter 16 / 6
Development of Internet Hosts
120.000.000
100.000.000
Technology as a driver
Seller-centric market
Buyer-centric markets
Physical assets
Knowledge assets
Evolution
Revolution
Source: Roland Berger & Partner ( 1999) Erfolgsfaktoren im Electronic Commerce: Auszug aus den Ergebnissen der Studie, Wien/Frankfurt am Main, p. 12
Appreciate the role of the Internet in providing a platform for e-commerce
Learn how the new technological environment impacts on global marketing activities
Know the components of the electronic value chain
Keegan: Global Marketing Management
Chapter 16 / 3
IT-Environment: Important Facets
E-Commerce Extranet Internet Portals Web Browser World Wide Web Virtual Reality EDI (electronic data exchange)
Keegan: Global Marketing Management
Chapter 16 / 2
Learning Objectives
Understand the main drivers of the information and communication technology (ICT)
Keegan: Global Marketing Management
Chapter 16 / 4
The Age of Technological Discontinuities
The speed of technological change has accelerated dramatically