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CHAPTER 12: E-business, disintermediation (i.e. suppliers can sell…
CHAPTER 12: E-business
Suitability (does it support the organisation's overall strategy?) Acceptability (is the new strategy acceptable to stakeholders) Feasibility (can we acquire these skills and finance and will the benefits justify the cost?)
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Business, service and revenue models
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- Characteristics of e-marketing:
6 Is of e-marketing
Interactivity: Traditional media are mainly 'push media'. On the internet it is customer who seeks information on a website - 'pull' mechanism.
Intelligence: Internet can be used as a low-cost method of collecting marketing information about customer perceptions of products/ services. Web analytics show which page are being visited, where users were referred from,..... The info can be used to make the website more attractive.
Individualisation: Communications can be tailored to the individual, unlike traditional media where some message is broadcast to everyone.
Integration: E-marketing can be integrated with other marketing channels. This may apply to communications from organisation to customer, for example customers may receive voucher when making a purchase and can claim a reward via the organisation's website.
Industry structure: E-marketing can bring about changes to the entire structure of industries. This may take the form of disintermediation or reintermediation.
Independence of location: It may be possible to sell into international markets. Simpler when products are virtual, such as software or digital content than when products are physical.
disintermediation (i.e. suppliers can sell directly to customers without going through a broker or agent) example: buying airline tickets