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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: faisal@uum.edu.my 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.
Understanding the Marketplace
Needs, wants, and demands
Marketing offers: including products, services and experiences
Value and satisfaction Exchange, transactions
and relationships Markets
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
Understanding the Marketplace
Needs, wants, and demands
Marketing offers: including products, services and experiences
Value and satisfaction Exchange, transactions
and relationships Markets
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
Core Marketing 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.
Understanding the Marketplace
Needs, wants, and demands
Marketing offers: including products, services and experiences
Value and satisfaction Exchange, transactions
and relationships Markets
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
Core Marketing 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.
Core Marketing Concepts
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.
Understanding the Marketplace
Needs, wants, and demands
Marketing offers: including products, services and experiences
Value and satisfaction Exchange, transactions
and relationships Markets
Market Set of actual and potential
buyers of a product Marketers seek buyers that
are profitable
Core Concepts
Core Marketing 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.
Other Marketing Concepts
Marketing Channels
Communication channelsDistribution channelsService channels
Deliver messages to and receive messages from target buyers.
Includes traditional media, non-verbal communication, and store atmospherics.
Other Marketing Concepts
Marketing Channels
Communication channelsDistribution channelsService channels
Display or deliver the physical products or services to the buyer / user.
Other Marketing Concepts
Marketing Channels
Communication channelsDistribution channelsService channels
Carry out transactions with potential buyers by facilitating the transaction.
Other Marketing Concepts
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.
Other Marketing Concepts
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
Capturing Value from Customers
Customer Loyalty and Retention
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.
Key ConceptsKey Concepts
Capturing Value from Customers
Customer Loyalty and Retention
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
Key ConceptsKey Concepts
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
Digital ageGlobalizationEthics and social
responsibilityNot-for-profit
marketingMarketing
relationships
Geographical and cultural distances have shrunk Greater market coverage More options for
purchasing and manufacturing
Increased competition from foreign competitors
ChallengesChallenges
Marketing Landscape
Digital ageGlobalizationEthics and social
responsibilityNot-for-profit
marketingMarketing
relationships
Marketers need to take great responsibility for the impact of their actions Caring capitalism is a
way to differentiate your company
ChallengesChallenges
Marketing Landscape
Digital ageGlobalizationEthics and social
responsibilityNot-for-profit
marketingMarketing
relationships
Many organizations are realizing the importance of strategic marketing Performing arts Government agencies Colleges Hospitals Churches
ChallengesChallenges
Marketing Landscape
Digital ageGlobalizationEthics and social
responsibilityNot-for-profit
marketingMarketing
relationships
Profits through managing long-term customer equity Improve customer
knowledge Target profitable
customers Keep profitable
customers
ChallengesChallenges
Marketing in one sentence!
The process of building profitable customer relationships by creating value for customers and capturing value in return
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