Marketing and the internet

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Title:

Personal Author:

Coupey, Eloise

Publication Information:

Upper Saddle River, NJ : Prentice Hall, 2001

ISBN:

9780130169754

Subject Term:

Internet marketing

Internet (Computer network)

World wide web (Information retrieval system)

Available:*

Library	Item Barcode	Call Number	Material Type	Item Category 1	Status
Searching... PSZ JB	30000004879395	HF5415.1265 C68 2001	Open Access Book	Book	Searching... Unknown
Searching... PSZ KL	30000004376855	HF5415.1265 C68 2001	Open Access Book	Book	Searching... Unknown
Searching... Razak School	30000005173673	HF5415.1265 C68 2001	Open Access Book	Book	Searching... Unknown

Integrating marketing theory with Internet reality, this book helps readers develop the skills necessary to understand and integrate Internet technology and characteristics into marketing strategy. It helps them recognize and understand the implications of the Internet not only as a marketplace, but also as a set of tools and opportunities for conducting a wide variety of marketing activities that do not involve product-related transactions (e.g., marketing research, customer service). Includes real-world examples. KEY TOPICS: The Nature of the Internet Influence on the Marketing Environment. A Framework for Understanding Marketing and the Internet. Consumers and the Internet Environment. Marketers and the Internet Environment. Technology and the Internet Environment. Policymakers and the Internet Environment. Strategic Marketing Planning with the Internet. Marketing Research and the Internet. The Internet as Content: Digital and Physical Products. The Internet as Channel: Aspects of Distribution. The Internet as Communication: A Computer-Mediated Medium. Business-to-Business Marketing with the Internet. Managing the Internet: Decision Support Tools. MARKET: For anyone doing business on the Internet.

Author Notes

Eloise Coupey is an Associate Professor of Marketing at Virginia Tech

Preface	p. xix
Acknowledgments	p. xxi
Section 1 Developing a Conceptual Framework for Marketing and the Internet
Chapter 1 Introduction to Marketing and the Internet	p. 3
Why Marketing and the Internet?	p. 4
An Abbreviated History	p. 4
Mass Communication and Demand	p. 5
From an Industrial Economy to a Digital Economy	p. 6
The Internet as Just Another Technology	p. 7
What Is the Internet?	p. 8
What Is Different About Marketing With the Internet?	p. 8
Technological Characteristics of the Internet	p. 10
The Internet's History	p. 10
Integrating People and Technology: The Rise of the World Wide Web	p. 11
Integrating Marketing and the Internet: Old Concepts, New Opportunities	p. 14
Marketing Efforts and Electronic Commerce	p. 17
Origins of Electronic Commerce	p. 17
The Changing Face of Electronic Commerce	p. 18
About This Book	p. 18
Sections of the Book	p. 18
Learning Tools	p. 19
Chapter Summary	p. 19
Review Section	p. 20
Key Terms	p. 20
Review Questions	p. 20
Thinking Points	p. 20
Suggested Readings	p. 21
Chapter 2 A Framework for Integrating Marketing and the Internet	p. 22
Why Do We Need a Framework?	p. 23
Framework Objectives	p. 24
The Framework's Basic Premise	p. 24
Marketing as Exchange	p. 24
The General Framework	p. 25
Marketers and Consumers: The Central Exchange Context	p. 27
Policy and the Marketing Environment	p. 28
Technology and the Marketing Environment	p. 29
Relationships as Vehicles for Exchange	p. 30
Relationships 101	p. 30
What Is Exchanged?	p. 32
Resources as the Bases for Exchange	p. 33
Resource Theory and Exchange Processes	p. 34
Resource Theory and the Internet	p. 35
Resource Theory and Marketing Opportunity on the Internet	p. 37
Chapter Summary	p. 38
Combining Resources and Relationships: Looking Ahead	p. 39
Review Section	p. 39
Key Terms	p. 39
Review Questions	p. 39
Thinking Points	p. 40
Suggested Readings	p. 40
Section 2 The Framework in Depth: Perspectives on Marketing and the Internet
Chapter 3 Consumers and the Internet Environment	p. 43
Describing Online Consumer Behavior	p. 45
Descriptive Research and Internet-Related Consumption	p. 46
Understanding Online Consumer Behavior	p. 48
Resources in the Internet Environment	p. 49
Money as a Resource: Getting It, Transferring It, Using It	p. 50
Information as an Online Resource	p. 53
Getting the Goods Via the Internet	p. 60
Services and the Internet	p. 63
Status as a Resource	p. 66
Love as a Resource	p. 69
Chapter Summary	p. 71
Review Section	p. 71
Key Terms	p. 71
Review Questions	p. 72
Thinking Points	p. 72
Suggested Readings	p. 73
Chapter 4 Marketers and the Internet Environment	p. 74
Marketers in the Marketspace	p. 75
A Company Focus	p. 75
A Product Focus	p. 76
A Customer Focus	p. 76
Describing the Company and Internet Interaction	p. 78
Understanding the Internet's Influence on Marketing	p. 79
Effects of the Internet Environment	p. 80
Facilitating Capabilities of the Internet	p. 82
Challenges of the Internet Environment	p. 83
Environmental Effects on Company Structure and Function	p. 84
Environmental Effects on Channel Structure and Power	p. 86
Environmental Effects on Competitive Activity	p. 86
Environmental Effects on Consumer Acquisition and Retention	p. 87
Environmental Effects on Market Conditions	p. 88
Responding to Challenge: Opportunities in Marketspace	p. 89
Strategic Objectives and the Internet Environment	p. 89
Strategic Objectives and Consumers' Resource Goals	p. 90
Chapter Summary	p. 94
Looking Ahead	p. 94
Review Section	p. 95
Key Terms	p. 95
Review Questions	p. 95
Thinking Points	p. 95
Suggested Readings	p. 96
Chapter 5 Technology and the Internet Environment	p. 97
The Technology That Makes the Internet Possible	p. 99
What Is a Network?	p. 99
A Network of Networks	p. 100
Internet Technologies as a Channel	p. 102
The User at the End of the Channel	p. 103
Access to Computer Communications	p. 104
The Outside World	p. 105
A Unified Channel Structure	p. 106
Channel Effects on Relationships	p. 106
Technology and the Central Exchange Environment	p. 107
The Technology and Marketer Relationship	p. 112
The Technology and Consumer Relationship	p. 113
Technology and Security	p. 114
Chapter Summary	p. 115
Review Section	p. 116
Key Terms	p. 116
Review Questions	p. 116
Thinking Points	p. 116
Suggested Readings	p. 117
Chapter 6 Public Policy and the Internet Environment	p. 118
Government and Regulatory Policy	p. 119
Aspects of Government Policy	p. 119
Agencies and Their Activities	p. 120
Brief History of Public Policy	p. 123
Timeline of Regulation	p. 123
Applying Policy to the Internet	p. 124
The Issue of Universal Access	p. 126
Information Use and Internet Regulation	p. 127
Policy and Exchange Relationships in the Internet Environment	p. 130
Issues of Market Function	p. 130
Issues of Consumer Protection	p. 134
Chapter Summary	p. 140
Review Section	p. 140
Key Terms	p. 140
Review Questions	p. 141
Thinking Points	p. 141
Suggested Readings	p. 142
Section 3 Integrating the Perspectives: the Internet as a Marketing Environment
Chapter 7 The Internet's Influence on the Marketing Environment	p. 145
The Caveats of Change and Constraint	p. 146
Key Forces in a Changing Marketing Environment	p. 146
A Population Ecology Approach to the Marketing Environment	p. 146
Population Ecology and Competition in Markets	p. 150
Competition, Niches, and the Internet Ecology	p. 152
Characteristics of the Internet Ecology	p. 155
From Marketplace to Marketspace	p. 156
An Evolving Market Structures Perspective	p. 158
The Internet Ecology and the Value Chain	p. 158
Two Types of Market Structures	p. 159
Chapter Summary	p. 161
Review Section	p. 162
Key Terms	p. 162
Review Questions	p. 162
Thinking Points	p. 162
Suggested Readings	p. 163
Chapter 8 The Internet and Marketing Planning	p. 164
Types of Planning: An Overview	p. 166
What is Strategic Planning?	p. 166
From Strategic Planning to Marketing Planning	p. 167
Marketing Planning in Depth	p. 168
Defining Opportunities: What Should We Do?	p. 169
Leveraging Resources: How Should We Do It?	p. 170
Internet Effects on Strategy Development: Planning	p. 172
The Internet Affects Motivation for Planning	p. 172
The Internet Affects Processes for Planning	p. 173
The Internet Affects Outcomes of Planning	p. 173
Internet Effects on Strategy Implementation: Marketing Action	p. 174
The Internet and Strategic Objectives	p. 174
Chapter Summary	p. 185
Review Section	p. 186
Key Terms	p. 186
Review Questions	p. 186
Thinking Points	p. 186
Suggested Readings	p. 187
Section 4 Applying the Framework: Marketing Action in the Internet Environment
Chapter 9 The Internet and Marketing Research	p. 191
The Internet and Research Performance: Three Benefits	p. 192
The Internet and Information Acquisition	p. 193
The Internet and Information Organization	p. 193
The Internet and Information Use	p. 193
Stages in the Marketing Research Process	p. 196
Problem Definition	p. 196
Designing the Research Plan and Procedure	p. 198
Gathering Data	p. 198
Combining and Interpreting Data	p. 199
Drawing Conclusions and Delivering Insights	p. 199
The Internet as a Data Resource	p. 200
A Framework for Describing Data	p. 201
Internet-Based Sources of Data About Consumers	p. 204
The Respondent as a Data Source	p. 204
The Researcher as a Data Source	p. 207
The Recorder (in the Past) as a Data Source	p. 208
Internet-Based Sources of Data About Competition	p. 212
The Company as a Respondent Data Source	p. 212
The Marketing Researcher as a Data Source	p. 212
Previously Recorded Information as a Data Source	p. 213
Cautions for Internet-Based Research	p. 214
Information Relevance in Marketing Research	p. 214
Time Constraints on Information Use	p. 215
Market Research for Hire	p. 215
Chapter Summary	p. 216
Review Section	p. 216
Key Terms	p. 216
Review Questions	p. 217
Thinking Points	p. 217
Suggested Readings	p. 218
Chapter 10 The Internet as a Content Resource	p. 219
Sources of Content: People as Publishers	p. 220
Internal Sources of Content	p. 220
External Sources of Content	p. 221
Types of Content: The Role of Technology	p. 224
Multimedia Types of Content	p. 224
Types of Interactive Content	p. 227
Purposes of Content: Implications for the Marketing Mix	p. 228
Content and Product	p. 229
Content and Price	p. 231
Content and Place	p. 232
Content and Promotion	p. 233
Cautions for Content	p. 235
Consumer Issues	p. 235
Marketer Issues	p. 237
Policy Issues	p. 239
Technology Issues	p. 241
Chapter Summary	p. 242
Review Section	p. 243
Key Terms	p. 243
Review Questions	p. 243
Thinking Points	p. 244
Suggested Readings	p. 244
Chapter 11 The Internet as a Channel Resource	p. 245
Channels of Distribution: A Brief Primer	p. 247
Who Distributes? Types of Channel Members	p. 247
What Is Distributed? Types of Flows	p. 249
Channels as Relationships	p. 249
The Internet's Impact on Aspects of Channel Strategy	p. 251
Establishing Distribution Objectives: Distribution Flows	p. 251
The Internet and Channel Structure	p. 252
Internet Issues for Channel Structure	p. 255
Channel Management: Internet Effects on Channel Member Relationships	p. 257
Channel Management and Performance	p. 259
Mix Implications of the Internet as Channel Resource	p. 260
Effects on Product Strategy	p. 260
Effects on Price Strategy	p. 262
Effects on Place Strategy	p. 262
Effects on Promotion Strategy	p. 263
Cautions for Using the Internet as a Channel Resource	p. 263
Marketer Issues	p. 263
Consumer Issues	p. 265
Policy Issues	p. 265
Technology Issues	p. 265
Chapter Summary	p. 266
Review Section	p. 267
Key Terms	p. 267
Review Questions	p. 268
Thinking Points	p. 268
Suggested Points	p. 269
Chapter 12 The Internet as a Communications Resource	p. 270
The Internet as a Resource for Communication	p. 272
Characterizing Communication	p. 272
Interactivity and Marketing Communication	p. 273
Marketing Mix Implications of the Internet as a Communications Resource	p. 278
Communication and Product Development	p. 278
Communication and Price Strategy	p. 281
Communication and Distribution Strategy	p. 283
Communication and Promotion Strategy	p. 284
Issues for Perspectives in the Marketspace	p. 291
Marketers and Marketing Communication	p. 292
Consumers and Marketing Communication	p. 292
Policy Makers and Marketing Communication	p. 293
Technology Developers and Marketing Communication	p. 294
Chapter Summary	p. 295
Review Section	p. 296
Key Terms	p. 296
Review Questions	p. 296
Thinking Points	p. 297
Suggested Readings	p. 297
Section 5 Extending the Framework Over Time: Exchange Relationships in the Internet Environment
Chapter 13 Business-to-Business Exchanges and the Internet	p. 300
Differences Between Business-to-Business and Business-to-Consumer Exchanges	p. 303
Difference in the Targeted Customer	p. 303
Difference in the Nature of Demand	p. 303
Differences in Exchange-Related Processes	p. 304
Describing Online Business-to-Business Activity	p. 304
Online B2B Demographics	p. 305
The Internet and Components of Business-to-Business Exchange	p. 305
Purposes of B2B Exchanges	p. 306
B2B Exchange Processes	p. 307
B2B Exchange Participants	p. 311
Chapter Summary	p. 318
Review Section	p. 319
Key Terms	p. 319
Review Questions	p. 320
Thinking Points	p. 320
Suggested Readings	p. 321
Chapter 14 Fostering Relational Exchange With the Internet	p. 322
The Increasing Importance of Relationships	p. 324
Shifts in Perspectives on Exchange	p. 324
A Continuum of Relational Exchange	p. 327
Implications of the Continuum for Marketing and the Internet	p. 328
Assessing the Value of Relational Exchange	p. 329
Building Business-to-Consumer Relationships With the Internet	p. 331
Prepurchase: Search and Satisfaction	p. 331
Purchase: Transactions and Trust	p. 334
Post-Purchase: Complaints and Commitment	p. 337
Building Business-to-Business Relationships With the Internet	p. 341
Classifying B2B Relationships	p. 342
Internet Implications for B2B Relational Exchange	p. 343
Relational Exchange: Beyond Marketing	p. 347
Chapter Summary	p. 347
Review Section	p. 348
Key Terms	p. 348
Review Questions	p. 348
Thinking Points	p. 349
Suggested Readings	p. 350
Bibliography	p. 351
Index	p. 357

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Table of Contents