elektronik dagang (e-commerce)

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Elektronik Dagang (E-Commerce)

BJIB3143

Semester II 09/10: Kumpulan A

Kolej Perniagaan UUM

Tenaga Pengajar: Kumpulan A

No Pekerja 3298 Faisal bin Zulhumadi Kolej Perniagaan UUMTelefon Bilik: #4596 (04 928 4596)H/P: 019 442 1430 (SMS – tiada layanan)Bilik: 3109, Bangunan FPTE-mel: [email protected] Laman Web: Cari sendiri!

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Penilaian Kursus

Kerja Kursus / Penilaian Berterusan (60%)Kerja Individu (20%)Kerja Kumpulan (10%)Projek (25%)

Presentation (10%)Report (15%)

Kuiz (5%) – Minggu 5

Peperiksaan Akhir (40%)Soalan Subjektif

KAEDAH PENGAJARAN

Kuliah 42 jam kredit dengan alat bantuan mengajar berkomputer

Syarahan dan perbincangan: 3 jam seminggu

Dua kelas: Ahad & Rabu 8:00 – 9:30 Bahasa pengantar – Bahasa

Kebangsaan & Bahasa Inggeris Tiada kelas makmal komputer

Elektronik Dagang (E-Commerce): Sesi 1

SINOPSIS KURSUS

Kursus memfokuskan kepadapenggunaan teknologi komputer khususnya

dalam perniagaan berteraskan Internet.

Teknologi Internet dalam pemasaran WWW menjadi satu cara utama di mana organisasi memasarkan produk mereka dengan

lebih pantas dan global.

SINOPSIS KURSUS

Oleh yang demikian, E-Dagang adalah komponen penting dalam penyediaan perancangan bagi sektor korporat dalam sektor pemasaran

seperti • perniagaan kepada perniagaan (B2B) & • perniagaan kepada pelanggan (B2C).

OBJEKTIF KURSUS

Apabila menamatkan kursus ini, anda berupaya untuk: menerangkan secara amnya akan fungsi-fungsi dan

peranan teknologi dalam domain perdaganganmengenalpasti kaedah-kaedah penyelidikan pemasaran

dan gelagat pelanggan dalam konteks perdagangan bersifat global

menggunakan kemahiran perisian komputer dalam membangunkan pangkalan data dan halaman web yang mempunyai ciri-ciri e-dagang

RUJUKAN

Dann, S. and Dann, S. (2001) Strategic Internet Marketing. John Wiley & Sons Australia Ltd, Melbourne.

Kalakota, Ravi, and Andrew B. Whinston. (1997). Electronic Commerce: A Managers Guide. Addison-Wesley

Kotler, P. & Keller, K.L. (2006) Marketing Manegement, Edisi ke-12. New Jersey: Prentice Hall.

Rockwell B. (1998) Internet World: Using the Web to Compete in a Global Marketplace. John Wiley & Sons Canada.

Turban, E., King, D. Viehland, D. and Lee, J. (2006). Electronic Commerce: A managerial Perspective. US:Prentice Hall.

Rujukan Tambahan

Darie, C., Balanescu, E., & Bucica, M. (2006). Beginning PHP and PostgreSQL E-Commerce. New York: Springer-Verlag.

Loshin, P. & Vacca, J. (2004). Electronic Commerce (4th ed.). Massachusetts: Charles River Media.

Singh, M. & Waddell, D. (Eds.). (2004). E-Business Innovation and Change Management. Hershey: Idea Group Publishing.

Minggu 1

Pengurusan Pemasaran Dan Perancangan Strategik Yang Berorientasikan Pasaran

Konsep pemasaran, pengurusan pemasaran dan pemasaran strategik

Nilai, kualiti dan pengekalan pelangganHubungan pelan pemasaran dan

perancangan strategik perniagaan

Minggu 2

Pengurusan Organisasi Pemasaran Organisasi pemasaranKawalan dan penilaianAudit pemasaranSistem maklumat pemasaran

Minggu 3

Revolusi TeknologiPengenalan kepada revolusi teknologiDefinisi dan domain Internet

Minggu 3

Konsep Dan TerminologiKonsep siber dan maya Pengenalan kepada sistem rangkaianJenis-jenis sistem rangkaian komputerModel perniagaan baru dan dunia digital Pelbagai sistem perniagaan elektronikAplikasi teknologi dalam perniagaan

elektronik

Minggu 4

Infrastruktur Teknologi E-DagangTeknologi telekomunikasi: Rangkaian atas

talian, tanpa wayar, streaming media dan communicating devices

Jalur lebar dan piawai antarabangsaTeknologi Biometrik dan Business AvatarsPelayar web: IE, Netscape, Opera dan lain-lainKolaborasi komuniti perniagaan: B2B, B2C dan

B2G

Minggu 5

Pengurusan Komunikasi Pemasaran Bersepadu Dan Pengiklanan Produk

Proses pengurusan komunikasi pemasaran bersepadu

Pengurusan Promosi Jualan Dan Perhubungan Awam

Mereka bentuk dan mengurus program pengiklanan

Mengurus promosi jualanMengurus perhubungan awam

Minggu 6

Pemasaran Berasaskan InternetEvolusi pemasaran atas talianCiri-ciri Internet berbanding media lainAdaptasi atas talian dan (on line) dan

tutup talian (off line)Revolusi pelanggan: Perubahan

perspektif dan kelebihan pemasaran berasaskan Internet

Minggu 6

Strategi Pemasaran Di InternetPembentukan objektif pemasaran atas

talianPembangunan pelbagai kaedah

pemasaranSegmentasi, integrasi dan lokasiKunci potensi strategi dalam Internet

Minggu 7

Analisis PelangganModel gelagat pelanggan penggunaModel gelagat pelanggan bisnesGelagat Pelanggan Atas TalianInovasi Internet dan adaptasi penggunaan

InternetAdaptasi inovasi: ciri-ciri, personaliti,

predisposition dan psychographicsInternet: Kategori pelanggan dan gelagatImplikasi kepada pemasaran: Penghalang,

keperluan dan keselamatan

Minggu 8

Analisis Industri Dan PesaingAnalisis persekitaran pemasaranAnalisis pesaingMereka bentuk strategi perniagaan

berdaya saingPenyasaran pasaran

Minggu 9

Pengurusan ProdukMengurus kitaran hayat produkPembangunan produk baru

Pengurusan Strategi ProdukMengurus campuran produk Mengurus jenama

Minggu 10

Pengurusan Harga Mengurus strategi dan taktik hargaPelarasan harga

Pengurusan Saluran PengedaranPengurusan saluran pengedaran yang

efektifPengurusan logistik pemasaran

Minggu 11

Penyelidikan PemasaranPeranan teknologi dalam penyelidikan

pemasaranKaedah penyelidikan utama: Pendekatan Self-

Report, eksperimen dan pemerhatianIntegrasi antara penyelidikan pemasaran,

strategi dan perancanganPelaksanaan penyelidikan pemasaran atas

talian: Focus groups, surveys, ethnography dan new routines

Minggu 12

Lombong Data Pelanggan DigitalPengenalan kepada sumber data dan proses

penemuan pengetahuanFasa-fasa pemprosesan data: Pencarian,

pemprosesan, transformasi, analisis dan penyebaran

Lombong data: Penilaian dan interpretasiAplikasi teknologi dalam Lombong dataKlasifikasi dan model-modelPembuatan keputusan

Minggu 13

Aplikasi Komputer Dalam Pembinaan Halaman Web 1

Pengenalan kepada perisian pembinaan halaman web

Hands-On Tour: Pembinaan halaman webPembinaan halaman web: Rekabentuk struktur

navigasiPenambahan grafikHyperlinks dan image mapKemasukan komponen form dan webEksperimentasi dengan kod HTML

Minggu 14

Aplikasi Komputer Dalam Pembinaan Halaman Web 2

Pengenalan kepada perisian pangkalan dataSistem pengurusan pangkalan data (DBMS)Hands-On Tour: Perisian pangkalan data Komponen-komponen pangkalan data dan

tablesDokumentasi dan kemasukan data Jenis-jenis Hubungan Rekabentuk pangkalan data: Cetakan biru ERD

Elektronik Dagang (E-Commerce): Sesi 2

Ekonomi Baru – “The New Economy”

Kelebihan pengguna daripada “digital revolution” termasuk:Peningkatan kuasa membeli.Penambahan kepelbagaian produk dan perkhidmatan.Perkembangan maklumat.Kemudahan membeli.Lebih banyak peluang untuk membandingkan maklumat

produk dengan produk yang lain.

Ekonomi Baru – “The New Economy”

Kelebihan organisasi daripada “digital revolution” termasuk:Saluran promosi baru.Dapatan penyelidikan yang lebih mendalam.Peningkatan komunikasi pekerja dan

pelanggan.Kebolehan untuk mengubahsuai promosi

mengikut situasi (“customise promotions”).

What is MARKETING/PEMASARAN?

Pemasaran ialah berkenaan dengan pengurusan perhubungan pelanggan yang membawa untungMenarik perhatian pelanggan baruMengekalkan dan membesarkan pelanggan

sedia ada

“Marketing” is NOT synonymous with “Sales” or “Advertising”

What can be marketed?

GoodsServicesPlacesIdeasEventsPersonsProperties

OrganisationsInformationExperiencesMany, many

more!

Marketing Defined

Kotler’s social definition:

“Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others.”

Marketing Defined

The AMA managerial definition:

“Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.”

The Marketing Process A Five-Step Process1. Understand the marketplace and customer

needs and wants2. Design a customer-driven marketing strategy3. Construct a marketing program that delivers

superior value4. Build profitable relationships and create

customer delight5. Capture value from customers to create profits

and customer quality

Marketing Concepts

Target markets and market segmentation

Marketplace, market-space, metamarkets

Marketers & prospectsNeeds, wants, demandsProduct offering and

brandValue and satisfaction

Exchange and transactions, & Relationship and networks

Marketing channelsSupply chainCompetitionMarketing environmentMarketing program

Understanding the Marketplace

Needs, wants, and demands

Marketing offers: including products, services and experiences

Value and satisfaction Exchange, transactions

and relationships Markets

Need (“Keperluan”) State of felt deprivation Example: Need food

Wants (“Kehendak”) The form of needs as

shaped by culture and the individual

Example: Want a Big Mac

Demands (“Permintaan”) Wants which are backed

by buying power

Core Concepts

Core Marketing Concepts

Needs describe basic human requirements such as food, air, water, clothing, shelter, recreation, education, and entertainment.

Needs become wants when they are directed to specific objects that might satisfy the need. (Fast food)

Demands are wants for specific products backed by an ability to pay.






Core Concepts Marketing offer Combination of

products, services, information or experiences that satisfy a need or want

Offer may include services, activities, people, places, information or ideas






Value Customers form

expectations regarding value

Marketers must deliver value to consumers

Satisfaction A satisfied customer will

buy again and tell others about their good experience

Core Concepts


A Product is any offering that can satisfy a need or want, while a brand is a specific offering from a known source.

When offerings deliver value and satisfaction to the buyer, they are successful.






Exchange The act of obtaining a

desired object from someone by offering something in return

One exchange is not the goal, relationships with several exchanges are the goal

Relationships are built through delivering value and satisfaction

Core Concepts


Exchange involves obtaining a desired product from someone by offering something in return. Five conditions must be satisfied for exchange to occur.

Transaction involves at least two things of value, agreed-upon conditions, a time of agreement, and a place of agreement.


Relationship marketing aims to build long-term mutually satisfying relations with key parties, which ultimately results in marketing network between the company and its supporting stakeholders.






Market Set of actual and potential

buyers of a product Marketers seek buyers that

are profitable

Core Concepts


Shopping can take place in a:Marketplace (physical entity, Giant)Marketspace (virtual entity, Dell)

Metamarkets refer to complementary goods and services that are related in the minds of consumers.

Marketers seek responses from prospects.

Other Marketing Concepts

Marketers can enhance the value of an offering to the customer by:Raising benefits.Reducing costs.Raising benefits while lowering costs.Raising benefits by more than the increase in costs.Lowering benefits by less than the reduction in costs.


Marketing Channels

Communication channelsDistribution channelsService channels

Deliver messages to and receive messages from target buyers.

Includes traditional media, non-verbal communication, and store atmospherics.


Marketing Channels


Display or deliver the physical products or services to the buyer / user.


Marketing Channels


Carry out transactions with potential buyers by facilitating the transaction.


A supply chain stretches from raw materials to components to final products that are carried to final buyers.

Each company captures only a certain percentage of the total value generated by the supply chain.


Four levels of competition can be distinguished by the level of product substitutability:Brand competitionIndustry competitionForm competitionGeneric competition

Satisfying Consumer Needs

The Four P’s: Controllable Marketing MixFactors

Target Market

• Product • Promotion• Price • Place

The Uncontrollable, Environmental Forces

HOW MARKETING DISCOVERS AND SATISFIES CONSUMER NEEDS

• Social • Technological• Economic

• Competitive • Regulatory • Others

Target Market

Target markets & segmentationDifferences in needs, behavior, demographics

or psychographics are used to identify segments.

The segment served by the firm is called the target market.

The market offering is customised to the needs of the target market.

The 4 P’s: Controllable

The marketing programme is developed to achieve the company’s objectives. Marketing mix decisions include: Product (“Produk”): provides customer

solution.Price (“Harga”): represents the customer’s

cost.Place (“Tempat”): customer convenience is

keyPromotion (“Promosi”): communicates with

customer

Environmental Factors: Uncontrollable

The following forces in the broad environment have a major impact on the task environment:DemographicsEconomicsNatural environmentTechnological environmentPolitical-legal environmentSocial-cultural environment

Concept Check

1. An organization can’t satisfy the needs of all consumers, so it must focus on one or more subgroups, which are its ____________.target markets

Concept Check

2. What are the four marketing mix elements that make up the organization’s marketing program?

A: product, price, promotion, place

Concept Check

3. What are environmental forces?

A: Environmental forces are those that the organization’s marketing department can’t control. These include social, economic, technological, competitive, and regulatory forces.

Evolution of Market Orientation

Company Orientations

The orientation or philosophy of the firm typically guides marketing efforts. Several competing orientations exist:Production concept

Product conceptSelling conceptMarketing conceptCustomer concept

Societal marketing conceptCustomer Relationship Programme

Marketing Management

Marketing management is “the art and science of choosing target markets

and building profitable relationships with them”.

This definition must include answers to two questions:

What customers will we serve?How can we serve these customers best?

Selecting Customers and Creating ValueCustomer Management

What customers will we serve?Marketers select customers that can be served profitably

Demand ManagementMarketers must deal with different demand states,

ranging from no demand to too much demand

Value PropositionHow can we serve these customers best? Includes the set of benefits or values a company

promises to deliver to consumers to satisfy their needs

STEP 1: Discovering Consumer Needs

The Marketing Plan

Transforms the marketing strategy into action

Includes the marketing mix and the 4P’s of marketingProductPricePlacePromotion

Product Considerations

Quality - specification and management Key suppliers Features and benefits Patents Name, packaging/ presentation Range/ sizes On-going development

Price Considerations

Pricing strategy (premium, value etc)Approach - cost based; competitor, market? Value - not only financial; “cost” of continuing to

live with the problem?Cost elements/ value addedMonitor competitionDiscount structure?Easy to lower!

Place Considerations

Geography/ market/ customer - segment Internet Direct channels Own retail outlet Own/ contract sales force Wholesalers, retailers, agents Franchising

Promotion Considerations

Positioning strategy and budget Advertising Public Relations Sales promotion Direct marketing Website Personal selling Trade fairs and exhibitions Letterheads, brochures Word of mouth

Building Customer Relationships

CRM – Customer relationship management

The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction. It deals with all aspects of acquiring, keeping and growing customers.

Value and Satisfaction

Perceived ValueThe customer’s evaluation of the difference

between benefits and costs.Customers often do not judge values and costs

accurately or objectively.

Customer SatisfactionProduct’s perceived performance relative to

customer’s expectations.

STEP 2: Satisfying Consumer Needs

A MARKETING AND PRODUCT EXAMPLE

• Discovering Student Studying Needs

Post-it Notes

=+Felt Tip Highlighters

Not All Customers are Equal

Basic Relationships Low-margin customers

Full Partnerships Key customers

Selective relationship management Weeding out unprofitable customers

Customer Value to Business

Capturing Value from Customers

Customer Loyalty and Retention

Share of Customer

Customer Equity

Customer delight leads to emotional relationships and loyalty

Customer Lifetime Value shows true worth of a customer

Key ConceptsKey Concepts



Share of Customer

Customer Equity

Share of customer’s purchase in a product category.

Achieved through offering greater variety, cross-sell and up-sell strategies.




Share of Customer

Customer Equity

The combined customer lifetime values of all current and potential customers.

Measures a firm’s performance, but in a manner that looks to the future.

Choosing the “best” customers is key


Traditional Organisational Structure

Customer Value Management Structure

Marketing Landscape

Growth of the InternetAdvances in

telecommunications, information, transportation Customer research and

tracking Product development Distribution New advertising tools 24/7 marketing through the

Internet

ChallengesChallenges

Digital ageGlobalizationEthics and social

responsibilityNot-for-profit

marketingMarketing

relationships

Marketing Landscape



marketingMarketing

relationships

Geographical and cultural distances have shrunk Greater market coverage More options for

purchasing and manufacturing

Increased competition from foreign competitors


Marketing Landscape



marketingMarketing

relationships

Marketers need to take great responsibility for the impact of their actions Caring capitalism is a

way to differentiate your company


Marketing Landscape



marketingMarketing

relationships

Many organizations are realizing the importance of strategic marketing Performing arts Government agencies Colleges Hospitals Churches


Marketing Landscape



marketingMarketing

relationships

Profits through managing long-term customer equity Improve customer

knowledge Target profitable

customers Keep profitable

customers


Marketing in one sentence!

The process of building profitable customer relationships by creating value for customers and capturing value in return

elektronik dagang (e-commerce)

Documents