BJIB3143
Elektronik Dagang (E-Commerce)
Semester II 09/10: Kumpulan A
Kolej Perniagaan UUM
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Tenaga Pengajar: Kumpulan A
No Pekerja 3298
Faisal bin Zulhumadi
Kolej Perniagaan UUM
Telefon Bilik: #4596 (04 928 4596)
H/P: 019 442 1430 (SMS – tiada layanan)
Bilik: 3109, Bangunan FPT
E-mel: faisal@uum.edu.my
Laman Web: Cari sendiri!
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Penilaian Kursus
Kerja Kursus / Penilaian Berterusan (60%)
Kerja Individu (20%)
Kerja Kumpulan (10%)
Projek (25%)
Presentation (10%)
Report (15%)
Kuiz (5%) – Minggu 5
Peperiksaan Akhir (40%)
Soalan Subjektif
3
KAEDAH PENGAJARAN
 Kuliah 42 jam kredit dengan alat bantuan
mengajar berkomputer
 Syarahan dan perbincangan: 3 jam
seminggu
 Dua kelas: Ahad & Rabu 8:00 – 9:30
 Bahasa pengantar – Bahasa
Kebangsaan & Bahasa Inggeris
 Tiada kelas makmal komputer
Elektronik Dagang (E-Commerce): Sesi 1
SINOPSIS KURSUS
Kursus memfokuskan kepada
penggunaan teknologi komputer khususnya
dalam perniagaan berteraskan Internet.
Teknologi Internet dalam pemasaran
WWW menjadi satu cara utama di mana
organisasi memasarkan produk mereka dengan
lebih pantas dan global.
SINOPSIS KURSUS
Oleh yang demikian, E-Dagang adalah
komponen penting dalam penyediaan
perancangan bagi
sektor korporat dalam sektor pemasaran
seperti
• perniagaan kepada perniagaan (B2B) &
• perniagaan kepada pelanggan (B2C).
OBJEKTIF KURSUS
 Apabila menamatkan kursus ini, anda berupaya
untuk:
menerangkan secara amnya akan fungsi-fungsi dan
peranan teknologi dalam domain perdagangan
mengenalpasti kaedah-kaedah penyelidikan pemasaran
dan gelagat pelanggan dalam konteks perdagangan
bersifat global
menggunakan kemahiran perisian komputer dalam
membangunkan pangkalan data dan halaman web yang
mempunyai ciri-ciri e-dagang
RUJUKAN
 Dann, S. and Dann, S. (2001) Strategic Internet
Marketing. John Wiley & Sons Australia Ltd, Melbourne.
 Kalakota, Ravi, and Andrew B. Whinston. (1997).
Electronic Commerce: A Managers Guide. AddisonWesley
 Kotler, P. & Keller, K.L. (2006) Marketing Manegement,
Edisi ke-12. New Jersey: Prentice Hall.
 Rockwell B. (1998) Internet World: Using the Web to
Compete in a Global Marketplace. John Wiley & Sons
Canada.
 Turban, E., King, D. Viehland, D. and Lee, J. (2006).
Electronic Commerce: A managerial Perspective.
US:Prentice Hall.
Rujukan Tambahan
 Darie, C., Balanescu, E., & Bucica, M. (2006).
Beginning PHP and PostgreSQL E-Commerce.
New York: Springer-Verlag.
 Loshin, P. & Vacca, J. (2004). Electronic
Commerce (4th ed.). Massachusetts: Charles
River Media.
 Singh, M. & Waddell, D. (Eds.). (2004). EBusiness Innovation and Change Management.
Hershey: Idea Group Publishing.
Minggu 1
Pengurusan Pemasaran Dan
Perancangan Strategik Yang
Berorientasikan Pasaran
Konsep pemasaran, pengurusan
pemasaran dan pemasaran strategik
Nilai, kualiti dan pengekalan pelanggan
Hubungan pelan pemasaran dan
perancangan strategik perniagaan
Minggu 2
Pengurusan Organisasi Pemasaran
Organisasi pemasaran
Kawalan dan penilaian
Audit pemasaran
Sistem maklumat pemasaran
Minggu 3
Revolusi Teknologi
Pengenalan kepada revolusi teknologi
Definisi dan domain Internet
Minggu 3
Konsep Dan Terminologi
Konsep siber dan maya
Pengenalan kepada sistem rangkaian
Jenis-jenis sistem rangkaian komputer
Model perniagaan baru dan dunia digital
Pelbagai sistem perniagaan elektronik
Aplikasi teknologi dalam perniagaan
elektronik
Minggu 4
Infrastruktur Teknologi E-Dagang
 Teknologi telekomunikasi: Rangkaian atas
talian, tanpa wayar, streaming media dan
communicating devices
 Jalur lebar dan piawai antarabangsa
 Teknologi Biometrik dan Business Avatars
 Pelayar web: IE, Netscape, Opera dan lain-lain
 Kolaborasi komuniti perniagaan: B2B, B2C dan
B2G
Minggu 5
Pengurusan Komunikasi Pemasaran
Bersepadu Dan Pengiklanan Produk
 Proses pengurusan komunikasi pemasaran
bersepadu
Pengurusan Promosi Jualan Dan Perhubungan
Awam
 Mereka bentuk dan mengurus program
pengiklanan
 Mengurus promosi jualan
 Mengurus perhubungan awam
Minggu 6
Pemasaran Berasaskan Internet
Evolusi pemasaran atas talian
Ciri-ciri Internet berbanding media lain
Adaptasi atas talian dan (on line) dan
tutup talian (off line)
Revolusi pelanggan: Perubahan perspektif
dan kelebihan pemasaran berasaskan
Internet
Minggu 6
Strategi Pemasaran Di Internet
Pembentukan objektif pemasaran atas
talian
Pembangunan pelbagai kaedah
pemasaran
Segmentasi, integrasi dan lokasi
Kunci potensi strategi dalam Internet
Minggu 7
Analisis Pelanggan
 Model gelagat pelanggan pengguna
 Model gelagat pelanggan bisnes
Gelagat Pelanggan Atas Talian
 Inovasi Internet dan adaptasi penggunaan
Internet
 Adaptasi inovasi: ciri-ciri, personaliti,
predisposition dan psychographics
 Internet: Kategori pelanggan dan gelagat
 Implikasi kepada pemasaran: Penghalang,
keperluan dan keselamatan
Minggu 8
Analisis Industri Dan Pesaing
Analisis persekitaran pemasaran
Analisis pesaing
Mereka bentuk strategi perniagaan
berdaya saing
Penyasaran pasaran
Minggu 9
Pengurusan Produk
Mengurus kitaran hayat produk
Pembangunan produk baru
Pengurusan Strategi Produk
Mengurus campuran produk
 Mengurus jenama
Minggu 10
Pengurusan Harga
Mengurus strategi dan taktik harga
Pelarasan harga
Pengurusan Saluran Pengedaran
Pengurusan saluran pengedaran yang
efektif
Pengurusan logistik pemasaran
Minggu 11
Penyelidikan Pemasaran
 Peranan teknologi dalam penyelidikan
pemasaran
 Kaedah penyelidikan utama: Pendekatan SelfReport, eksperimen dan pemerhatian
 Integrasi antara penyelidikan pemasaran,
strategi dan perancangan
 Pelaksanaan penyelidikan pemasaran atas
talian: Focus groups, surveys, ethnography dan
new routines
Minggu 12
Lombong Data Pelanggan Digital
 Pengenalan kepada sumber data dan proses
penemuan pengetahuan
 Fasa-fasa pemprosesan data: Pencarian,
pemprosesan, transformasi, analisis dan
penyebaran
 Lombong data: Penilaian dan interpretasi
 Aplikasi teknologi dalam Lombong data
 Klasifikasi dan model-model
 Pembuatan keputusan
Minggu 13
Aplikasi Komputer Dalam Pembinaan Halaman
Web 1
 Pengenalan kepada perisian pembinaan
halaman web
 Hands-On Tour: Pembinaan halaman web
 Pembinaan halaman web: Rekabentuk struktur
navigasi
 Penambahan grafik
 Hyperlinks dan image map
 Kemasukan komponen form dan web
 Eksperimentasi dengan kod HTML
Minggu 14
Aplikasi Komputer Dalam Pembinaan Halaman
Web 2
 Pengenalan kepada perisian pangkalan data
 Sistem pengurusan pangkalan data (DBMS)
 Hands-On Tour: Perisian pangkalan data
 Komponen-komponen pangkalan data dan
tables
 Dokumentasi dan kemasukan data
 Jenis-jenis Hubungan
 Rekabentuk pangkalan data: Cetakan biru ERD
Elektronik Dagang (E-Commerce): Sesi 2
Ekonomi Baru – “The New Economy”
 Kelebihan pengguna daripada “digital revolution”
termasuk:
Peningkatan kuasa membeli.
Penambahan kepelbagaian produk dan perkhidmatan.
Perkembangan maklumat.
Kemudahan membeli.
Lebih banyak peluang untuk membandingkan maklumat
produk dengan produk yang lain.
Ekonomi Baru – “The New Economy”
Kelebihan organisasi daripada “digital
revolution” termasuk:
Saluran promosi baru.
Dapatan penyelidikan yang lebih mendalam.
Peningkatan komunikasi pekerja dan
pelanggan.
Kebolehan untuk mengubahsuai promosi
mengikut situasi (“customise promotions”).
What is MARKETING/PEMASARAN?
Pemasaran ialah berkenaan dengan
pengurusan perhubungan pelanggan
yang membawa untung
Menarik perhatian pelanggan baru
Mengekalkan dan membesarkan pelanggan
sedia ada
“Marketing” is NOT synonymous with
“Sales” or “Advertising”
What can be marketed?
Goods
Services
Places
Ideas
Events
Persons
Properties
Organisations
Information
Experiences
Many, many
more!
Marketing Defined
Kotler’s social definition:
“Marketing is a societal process by
which individuals and groups obtain
what they need and want through
creating, offering, and freely
exchanging products and services
of value with others.”
Marketing Defined
The AMA managerial definition:
“Marketing is the process of
planning and executing the
conception, pricing, promotion, and
distribution of ideas, goods, and
services to create exchanges that
satisfy individual and organizational
objectives.”
The Marketing Process A Five-Step
Process
1. Understand the marketplace and customer
needs and wants
2. Design a customer-driven marketing strategy
3. Construct a marketing program that delivers
superior value
4. Build profitable relationships and create
customer delight
5. Capture value from customers to create profits
and customer quality
Marketing Concepts
 Target markets and
market segmentation
 Marketplace, marketspace, metamarkets
 Marketers & prospects
 Needs, wants, demands
 Product offering and
brand
 Value and satisfaction
 Exchange and
transactions, &
Relationship and
networks
 Marketing channels
 Supply chain
 Competition
 Marketing environment
 Marketing program
Understanding the Marketplace
Core Concepts
 Needs, wants, and
demands
 Marketing offers:
including products,
services and experiences
 Value and satisfaction
 Exchange, transactions
and relationships
 Markets
 Need (“Keperluan”)
 State of felt deprivation
 Example: Need food
 Wants (“Kehendak”)
 The form of needs as
shaped by culture and the
individual
 Example: Want a Big Mac
 Demands (“Permintaan”)
 Wants which are backed
by buying power
Core Marketing Concepts
 Needs describe basic human requirements such
as food, air, water, clothing, shelter, recreation,
education, and entertainment.
 Needs become wants when they are directed to
specific objects that might satisfy the need. (Fast
food)
 Demands are wants for specific products backed
by an ability to pay.
Understanding the Marketplace
Core Concepts
 Needs, wants, and
demands
 Marketing offers:
including products,
services and experiences
 Value and satisfaction
 Exchange, transactions
and relationships
 Markets
 Marketing offer
 Combination of
products, services,
information or
experiences that satisfy
a need or want
 Offer may include
services, activities,
people, places,
information or ideas
Understanding the Marketplace
Core Concepts
 Needs, wants, and
demands
 Marketing offers:
including products,
services and experiences
 Value and satisfaction
 Exchange, transactions
and relationships
 Markets
 Value
 Customers form
expectations regarding
value
 Marketers must deliver
value to consumers
 Satisfaction
 A satisfied customer will
buy again and tell others
about their good
experience
Core Marketing Concepts
A Product is any offering that can satisfy a
need or want, while a brand is a specific
offering from a known source.
When offerings deliver value and
satisfaction to the buyer, they are
successful.
Understanding the Marketplace
Core Concepts
 Needs, wants, and
demands
 Marketing offers:
including products,
services and experiences
 Value and satisfaction
 Exchange, transactions
and relationships
 Markets
 Exchange
 The act of obtaining a
desired object from
someone by offering
something in return
 One exchange is not the
goal, relationships with
several exchanges are the
goal
 Relationships are built
through delivering value
and satisfaction
Core Marketing Concepts
Exchange involves obtaining a desired
product from someone by offering
something in return. Five conditions
must be satisfied for exchange to occur.
Transaction involves at least two things
of value, agreed-upon conditions, a time
of agreement, and a place of agreement.
Core Marketing Concepts
Relationship marketing aims to build
long-term mutually satisfying relations
with key parties, which ultimately results
in marketing network between the
company and its supporting
stakeholders.
Understanding the Marketplace
Core Concepts
 Needs, wants, and
demands
 Marketing offers:
including products,
services and experiences
 Value and satisfaction
 Exchange, transactions
and relationships
 Markets
 Market
 Set of actual and potential
buyers of a product
 Marketers seek buyers that
are profitable
Core Marketing Concepts
 Shopping can take place in a:
Marketplace (physical entity, Giant)
Marketspace (virtual entity, Dell)
 Metamarkets refer to complementary goods
and services that are related in the minds of
consumers.
 Marketers seek responses from prospects.
Other Marketing Concepts
 Marketers can enhance the value of an offering
to the customer by:
Raising benefits.
Reducing costs.
Raising benefits while lowering costs.
Raising benefits by more than the increase in costs.
Lowering benefits by less than the reduction in costs.
Other Marketing Concepts
Marketing Channels
 Communication channels
 Distribution channels
 Service channels
 Deliver messages to and
receive messages from
target buyers.
 Includes traditional media,
non-verbal
communication, and store
atmospherics.
Other Marketing Concepts
Marketing Channels
 Communication channels
 Distribution channels
 Service channels
 Display or deliver the
physical products or
services to the buyer /
user.
Other Marketing Concepts
Marketing Channels
 Communication channels
 Distribution channels
 Service channels
 Carry out transactions
with potential buyers
by facilitating the
transaction.
Other Marketing Concepts
 A supply chain stretches from raw materials to
components to final products that are carried to
final buyers.
 Each company captures only a certain
percentage of the total value generated by the
supply chain.
Other Marketing Concepts
 Four levels of competition can be distinguished
by the level of product substitutability:
Brand competition
Industry competition
Form competition
Generic competition
HOW MARKETING DISCOVERS AND
SATISFIES CONSUMER NEEDS
Satisfying Consumer Needs
 Target Market
 The Four P’s: Controllable Marketing Mix
Factors
• Product
• Price
• Promotion • Place
 The Uncontrollable, Environmental Forces
• Social
• Economic
• Technological
• Competitive
• Regulatory
• Others
Target Market
Target markets & segmentation
Differences in needs, behavior, demographics
or psychographics are used to identify
segments.
The segment served by the firm is called the
target market.
The market offering is customised to the needs
of the target market.
The 4 P’s: Controllable
The marketing programme is developed
to achieve the company’s objectives.
Marketing mix decisions include:
Product (“Produk”): provides customer
solution.
Price (“Harga”): represents the customer’s
cost.
Place (“Tempat”): customer convenience is
key
Promotion (“Promosi”): communicates with
customer
Environmental Factors: Uncontrollable
The following forces in the broad
environment have a major impact on the
task environment:
Demographics
Economics
Natural environment
Technological environment
Political-legal environment
Social-cultural environment
Concept Check
1. An organization can’t satisfy the
needs of all consumers, so it must
focus on one or more subgroups,
target markets
which are its ____________.
Concept Check
2. What are the four marketing mix
elements that make up the
organization’s marketing program?
A: product, price, promotion, place
Concept Check
3. What are environmental forces?
A: Environmental forces are those that
the organization’s marketing
department can’t control. These
include social, economic,
technological, competitive, and
regulatory forces.
Evolution of Market Orientation
Company Orientations
 The orientation or philosophy of the firm
typically guides marketing efforts. Several
competing orientations exist:
Production concept
 Product concept
Selling concept
Marketing concept
Customer concept
 Societal marketing concept
 Customer Relationship Programme
Marketing Management
Marketing management is
“the art and science of choosing target markets
and building profitable relationships with them”.
This definition must include answers to
two questions:
What customers will we serve?
How can we serve these customers best?
Selecting Customers and Creating
Value
 Customer Management
What customers will we serve?
Marketers select customers that can be served
profitably
 Demand Management
Marketers must deal with different demand states,
ranging from no demand to too much demand
 Value Proposition
How can we serve these customers best?
Includes the set of benefits or values a company
promises to deliver to consumers to satisfy their needs
STEP 1: Discovering Consumer Needs
The Marketing Plan
Transforms the marketing strategy into
action
Includes the marketing mix and the 4P’s of
marketing
Product
Price
Place
Promotion
Product Considerations







Quality - specification and management
Key suppliers
Features and benefits
Patents
Name, packaging/ presentation
Range/ sizes
On-going development
Price Considerations
 Pricing strategy (premium, value etc)
 Approach - cost based; competitor, market?
 Value - not only financial; “cost” of continuing to
live with the problem?
 Cost elements/ value added
 Monitor competition
 Discount structure?
 Easy to lower!
Place Considerations







Geography/ market/ customer - segment
Internet
Direct channels
Own retail outlet
Own/ contract sales force
Wholesalers, retailers, agents
Franchising
Promotion Considerations










Positioning strategy and budget
Advertising
Public Relations
Sales promotion
Direct marketing
Website
Personal selling
Trade fairs and exhibitions
Letterheads, brochures
Word of mouth
Building Customer Relationships
CRM – Customer relationship
management
The overall process of building and
maintaining profitable customer
relationships by delivering superior
customer value and satisfaction. It deals
with all aspects of acquiring, keeping and
growing customers.
Value and Satisfaction
Perceived Value
The customer’s evaluation of the difference
between benefits and costs.
Customers often do not judge values and costs
accurately or objectively.
Customer Satisfaction
Product’s perceived performance relative to
customer’s expectations.
STEP 2: Satisfying Consumer Needs
A MARKETING AND PRODUCT
EXAMPLE
• Discovering Student Studying Needs
+
Post-it Notes
=
Felt Tip Highlighters
Not All Customers are Equal
Basic Relationships
Low-margin customers
Full Partnerships
Key customers
Selective relationship management
Weeding out unprofitable customers
Customer Value to Business
Capturing Value from Customers
Key Concepts Customer delight
Customer Loyalty
and Retention
Share of
Customer
Customer Equity
leads to emotional
relationships and
loyalty
Customer Lifetime
Value shows true
worth of a customer
Capturing Value from Customers
Key Concepts Share of customer’s
Customer Loyalty
and Retention
Share of
Customer
Customer Equity
purchase in a
product category.
Achieved through
offering greater
variety, cross-sell
and up-sell
strategies.
Capturing Value from Customers
Key Concepts
Customer Loyalty
and Retention
Share of
Customer
Customer Equity
 The combined customer
lifetime values of all
current and potential
customers.
 Measures a firm’s
performance, but in a
manner that looks to the
future.
 Choosing the “best”
customers is key
Traditional Organisational Structure
Customer Value Management Structure
Marketing Landscape
Challenges
 Digital age
 Globalization
 Ethics and social
responsibility
 Not-for-profit
marketing
 Marketing
relationships
 Growth of the Internet
 Advances in
telecommunications,
information,
transportation
 Customer research and
tracking
 Product development
 Distribution
 New advertising tools
 24/7 marketing through the
Internet
Marketing Landscape
Challenges
 Digital age
 Globalization
 Ethics and social
responsibility
 Not-for-profit
marketing
 Marketing
relationships
 Geographical and
cultural distances
have shrunk
 Greater market coverage
 More options for
purchasing and
manufacturing
 Increased competition
from foreign competitors
Marketing Landscape
Challenges
 Digital age
 Globalization
 Ethics and social
responsibility
 Not-for-profit
marketing
 Marketing
relationships
 Marketers need to
take great
responsibility for the
impact of their
actions
 Caring capitalism is a
way to differentiate your
company
Marketing Landscape
Challenges
 Digital age
 Globalization
 Ethics and social
responsibility
 Not-for-profit
marketing
 Marketing
relationships
 Many organizations
are realizing the
importance of
strategic marketing
 Performing arts
 Government agencies
 Colleges
 Hospitals
 Churches
Marketing Landscape
Challenges
 Digital age
 Globalization
 Ethics and social
responsibility
 Not-for-profit
marketing
 Marketing
relationships
 Profits through
managing long-term
customer equity
 Improve customer
knowledge
 Target profitable
customers
 Keep profitable
customers
Marketing in one sentence!
The process of building profitable
customer relationships by creating value
for customers and capturing value in
return
?