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![](3D"master04_image001.gif")
Creating a Winning
E-Business
Second Edition
Second Edition
Marketing Your E-Business
Chapter 6
Creating a Winning E-Business Second Edition, Chapter 6
2
Learning Objectives
§Describe
the marketing mix
§Explain
the importance of branding
&s=
ect;Describe
primary and secondary market research
§Create
a marketing plan
§Identify
marketing tools
Creating a Winning E-Business Second Edition, Chapter 6
3
Marketing Mix
&sec=
t;Marketing
is process of developing mutually satisfying relationships w=
ith
customers
&s=
ect;Four
Ps in the classical marketing mix
&=
#8211;Product
&=
#8211;Place
&=
#8211;Price
&=
#8211;Promotion
Creating a Winning E-Business Second Edition, Chapter 6
4
Marketing Mix (continued)
![](3D"slide0059_image003.jpg")
Creating a Winning E-Business Second Edition, Chapter 6
5
Marketing Mix (continued)
&s=
ect;Marketing
mix from customer’s viewpoint
&=
#8211;Four
Cs marketing mix model
&=
#8226;Customer
needs and wants
&=
#8226;Convenience
&=
#8226;Communication
&=
#8226;Cost
to customer
Creating a Winning E-Business Second Edition, Chapter 6
6
Marketing Mix (continued)
![](3D"slide0061_image005.jpg")
Creating a Winning E-Business Second Edition, Chapter 6
7
Building Your Brand
&s=
ect;A
brand
=
211;Incorporates
customers’ perceptions of and experiences with a
business
–Combination
of name, logo, and design that identifies a business̵=
7;s
products and services in consumers’ minds
&=
#8211;Trusted
brand can drive sales
Creating a Winning E-Business Second Edition, Chapter 6
8
Building Your Brand <=
span
style=3D'position:absolute;top:12.75%;left:5.99%;width:88.2%;height:9.25%'=
>(continued)
&sec=
t;Define
how you want products/services perceived by customers
=
;
&=
#8211;Understand
core elements of e-business
=
211;Differentiate
core elements from competitors’ core elements
=
–Identify
how products/services meet customers’ needs
=
211;Decide
how to convince customers that products/services best me=
et
their needs
Creating a Winning E-Business Second Edition, Chapter 6
9
Building Your Brand <=
span
style=3D'position:absolute;top:12.75%;left:5.99%;width:88.2%;height:9.25%'=
>(continued)
&sec=
t;Discover
words, phrases, images to put best public “face” =
on
business
&s=
ect;Brand
names
&=
#8211;Simple
&=
#8211;Easy
to remember, spell, and understand
&=
#8211;Have
“snap”
&=
#8211;May
be a proper name or use personification
&=
#8226;Coca
Cola, Dell Corporation
Creating a Winning E-Business Second Edition, Chapter 6
10
Building Your Brand <=
span
style=3D'position:absolute;top:12.75%;left:5.99%;width:88.2%;height:9.25%'=
>(continued)
![](3D"slide0065_image007.jpg")
Creating a Winning E-Business Second Edition, Chapter 6
11
Building Your Brand <=
span
style=3D'position:absolute;top:12.75%;left:5.99%;width:88.2%;height:9.25%'=
>(continued)
![](3D"slide0066_image009.jpg")
Creating a Winning E-Business Second Edition, Chapter 6
12
Building Your Brand <=
span
style=3D'position:absolute;top:12.75%;left:5.99%;width:88.2%;height:9.25%'=
>(continued)
&s=
ect;Domain
name (URL) and branding
&=
#8211;Address
associated with a Web page
&=
#8211;Can
be used to help build a brand
=
211;Single-
and common-word domain names largely already taken
=
&=
#8226;Office.com,
Business.com