Matakuliah Tahun Versi : J0324/Sistem e-Bisnis : 2005 : 02/02 Pertemuan 17 Understanding Internet Marketing Planning 1 Learning Outcomes Pada akhir pertemuan ini, diharapkan mahasiswa akan mampu : • menunjukkan strategi perencanaan pemasaran di Internet 2 Outline Materi • • • • Central Role of Marketing Planning Competitive Advantage and The Internet The Internet Affect Planning Internet Business Models 3 Overview • Shift in focus – From environment and perspectives – To marketing action in the environment • First : – Role of strategy – Role of the Internet • Second : – Implications of the Internet – More student involvement… 4 Importance of Strategy • To know where you’re going – Would you tell me, please, which way I ought to go from here? asked Alice. – That depends a good deal on where you want to get to, said the Cat. – I don’t much care where, said Alice. – Then it doesn’t matter which way you go, said the Cat. • To not get there alone – With others in the organization – (Assume same objectives...) 5 Types of Planning • Strategic planning – Firm-level thinking – Overarching goal of long-run survival – Relationship of firm to environment • Strategic marketing (==> strategic market plan) – Product/market scope of a business – Where, when and how to compete • Marketing management (==> marketing plan) 6 A Graphical Interpretation… Strategic Marketing Strategic Planning Marketing Management 7 Central Role of Marketing Planning • Two key objectives – Defining opportunities • viz., “What should we do?” – Leveraging resources • viz, “How should we do it?” • Goal of competitive advantage – Profitable, Unique, Sustainable 8 Competitive Advantage and the Internet • Defining opportunities (Planning) – Consumers – Competition – Conditions (environment, company) • Leveraging resources (Implementation) – Content – Channel – Communication 9 The Internet Affects Planning • Motivation for planning • Processes for planning • Outcomes of planning – Objectives – Strategy structure 10 The Internet Affects Implementation • Many strategic objectives • Easier to classify business models – Product focus • Brand image • Product enhancement – Revenue focus • Sales increase • Other revenue… 11 Internet Business Models I • Product focus – Image (brand building) – Incentive (cost benefits) – Improvement (neat extras) 12 Internet Business Models II • Revenue focus – Traditional (consumer pays) • Sales (marketer and consumer) • Usage-based fees • Content “rental” (subscription fees) 13 –Less traditional (marketer pays) • ABC’s (Alliances, banners, content sponsorship) • Commissions and click-through’s 14 Back to the Future • Defining opportunities – Marketing research (next class) • Understanding consumers • Understanding competitors • Understanding conditions (internal and external) 15 • Leveraging resources: strategic implementation – Marketing management with a twist – New resources: content, channel, communication 16 • Source : Coupey, Eloise (2001). Marketing and The Internet. Conceptual Foundations. Prentice Hall. PPT for Chapter : 8 17