Introduction to E-MARKETING2Detlev BioSchulich School of Business, Associate Professor MarketingResearch, writing, teaching (Exec, MBA, BBA)ConsultingVattenfallBM, !"Boar# of E#ucation, Cit$ of Pro%i#ence, !SA &oronto 'CVarious start(u)s (with %arious le%els of successes*)Introductions+our ,ackgroun#+our current e-)lo$ee (or )re%ious work ex)erience)hat woul# ,e $our fa%orite e(-arketing strateg$ challenge $ou.# like to tackle to-orrow, if $ou coul#/ h$/IntroductionE(-arketing consists of the ,u$ing an# selling (an# all )rocesses of -arketing relate# to the-) of )ro#ucts or ser%ices o%er electronic s$ste-s such as the internet or other kin#s of co-)uter networks0EXAMPLESA&MSelling )h$sical goo#s using we,sites, e0g0 flowers, shoes, -aga1ines, electronic ite-s0Reser%ing a hotel roo- online0Bu$ing an oil )u-) fro- a su))lier for car engine asse-,l$0Bu$ing a co-)onent fro- a )lant within the sa-e co-)an$ using 2ntranet0 Lets look t n e!"#le$Mark Cos-eticsConsi#er these 3uestions4hat -arketing issues can $ou i#entif$ #iscusse# in the article/hat ,enefits of the online -e#ia can $ou i#entif$/hat #isa#%antages are ,eing hinte# at/Bene%its o% e-co""erce5)en 67 hoursExten#e# reach (8 of )eo)le)&argete# ReachRe#uce# transaction costs2nfor-ation s$--etr$Richness of infor-ationChannel flexi,ilit$ (how to reach)E-Rediness9ow a-ena,le is a countr$ to technolog$(,ase# o))ortunities an# the #igital econo-$/2& infrastructure9ow attracti%e is a countr$:s ,usiness en%iron-ent going to ,e o%er the co-ing $ears0Social(cultural (literac$, entre)reneurial, etc0);egal (trust, taxes, in%est-ent securit$, etc0)