Lecture fundamentals of marketing - Lecture 28: Online marketing: Building direct customer relationships. After studying this chapter you will be able to understand: Online marketing, setting up an online marketing presence, public policy issues in direct marketing. | LECTURE 28 Copyright 2012 Pearson Education Inc. 1- 1- 11 Publishing as Prentice Hall Topic Outline Online Marketing Setting up an Online Marketing Presence Public Policy Issues in Direct Marketing Copyright 2012 Pearson Education Inc. 1- 2 Publishing as Prentice Hall Online Marketing Marketing and the Internet Internet is a vast public Web of computer networks that connects users of all types around the world to each other and to a large information repository Copyright 2012 Pearson Education Inc. 1- 3 Publishing as Prentice Hall Roles Played By The Internet Shifting Power Being Accessible Lower Operating Internet Providing Extensive Costs Range of Info Roles Lower Cost of Entry Fast Worldwide Coverage Copyright 2012 Pearson Education Inc. 1- 4 Publishing as Prentice Hall Internet Media Flexibility As a Mass Medium Banner Ads As an Addressable Medium Flexibility E-mail Messages As an Interactive Medium Live Chat Copyright 2012 Pearson Education Inc. 1- 5 Publishing as Prentice Hall Online Marketing Online Marketing Domains Copyright 2012 Pearson Education Inc. 1- 6 Publishing as Prentice Hall Online Marketing Online Marketing Domains Business to consumer B2C involves selling goods and services online to final consumers Business to business B2B involves selling goods and services providing information online to businesses and building customer relationships Copyright 2012 Pearson Education Inc. 1- 7 Publishing as Prentice Hall Online Marketing Online Marketing Domains Consumer to consumer C2C occurs on the Web between interested parties over a wide range of products and subjects Blogs Offer fresh original and inexpensive ways to reach fragmented audiences Difficult to control Copyright 2012 Pearson Education Inc. Publishing as Prentice Hall 1- 8 Online Marketing Online Marketing Domains Consumer to business C2B involves consumers communicating with companies to send suggestions and questions via company websites Copyright 2012 Pearson Education Inc. 1- 9 .
