- 名称：Internet Marketing_(ppt 26页）
- 类型：网络营销
- 大小：176 KB
- 更新时间：05-02 20:34:28
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- 语言：简体中文
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《Internet Marketing_(ppt 26页）》下载简介
YourText...
InternetMarketing
WardHanson
StoriesAudioClipsTours&Tutorials
www.swcollege.com/marketing/hanson/introduction.html
Topics
TheoriginalWWW
Commercialbeginnings
A.comworld
Marketingandtechnology
Ourapproachinthebook
TheOriginalWWW
It’s1922
Radiosuddenlytransitionsfromatechnologyusedprimarilybythemilitaryandtheshippingindustrytoaconsumerandbusinessphenomenon
Attheendof1921thereare5radiostations
Ayearlaterthereare575
Startingradiostationsistheheightofentrepreneurship
Listeningtoradioisarunawayconsumerfad
“Combingtheether”isthehitoftheday
TheOriginalWWW
Radio’simpacton1920ssociety
Itchangesthewaypeoplethinkaboutdistanceandtime
Simultaneitynolongerrequiresproximity
Globaleventsareexperiencedastheyhappen
Performancesindifferentcitiescanbeheardintheneighbor’slivingroom
Fast-breakingworldstoriesandeventhelocalweatherareavailableattheflipofaswitchandtheturnofthedial
TheOriginalWWW
Radiochangedbusinessespeciallymarketing
Itacceleratedtheeconomy’stransitiontoamassmarket
Itfacilitatedthecreationofnationalbrands
Firmscouldlaunchnationalmarketingcampaignssimultaneously
Newproductstoreintroductionscouldbesynchronizedwithadcampaignstobuildconsumerinterest
Productpositioningbecamemoreflexible
Businesseslearnedtousethisnewpowerfulmethodofreachingcustomers
TheOriginalWWW
Asanindustryradiostruggledwithgeneratingaself-sustainingrevenuebase
In1926radiostationswerefailingatarateof15%permonth
Consumersstillrushedtobuyradios
Ultimatelynationalnetworksofstationsemerged
Acombinationofnationalandlocaladvertisingmaderadioprofitable
Internetmarketingshowsmanyofthesesameuncertainties
TheOriginalWWW
TheInternetchangesthewaycompaniesconnecttotheircustomers
Itexpandstheopportunitiesforbrandinginnovationpricingandselling
Itleadstonewwaysofthinkingabouttimeanddistance
Itopensupnewdistributionchannelsandmarkets
VirtuousWebCycle
Isabusinesssystemwithpositivefeedback
Eachelementinthebusinesssystemfeedsoffanotherelementinthesystemandfeedsintoyetanotherelementinthesystem
Ifthecycleisstrongenoughitcanactuallybeaself-fulfillingexpectation
…………
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