E-commerce and service marketing

Module IV
Application Areas of Marketing
Part I
Unit 13 - E-Commerce and Cyber Marketing
Part II
Unit 14 – Service Marketing



1

, E-Marketing
• Electronic Marketing - The strategic process of
creating, distributing, promoting and pricing
products for targeted customers in the virtual
environment of the Internet.
– E-Marketing is emerging as a very powerful means of
communication and marketers are increasingly adopting it
as part of their promotional activity.
– Marketers welcome e-marketing because of the ability to
target individuals rather than using mass media
approaches.
– Technology in this area is developing rapidly with more
users, bandwidth increase, integrated services and the
phenomenal growth of mobile devices
– All this provides exciting opportunities and challenges for
marketers
2

,E-Commerce and Cyber Marketing
• E-Commerce and Marketing Strategy – Will
the Internet Change Everything?
– Marketing as an organized business discipline has
existed for over ten decades.
– The core concepts of marketing strategy have
emerged over the past 50 years.
• Will Internet-based E-commerce require the
“repeal” of these core marketing strategies in
the future?
3

, E-Commerce & Marketing Orientations
• Since the 1950s the “Marketing Concept” has
been the philosophical underpinning for all of
modern marketing strategy:
- Customer focus
- External orientation
- Profitable sales volume
• The marketing concept has to change with the
emergence of E-commerce



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