Internet Marketing at first glance may sound like a fairly short and specific topic. In fact, there are many different areas. This book will focus on value, both from a business and consumer perspective. We will begin with a discussion of customer value: what it is, how to create it, etc., before moving on to Michael Porter s value chain from the 1980s, and how that concept can be upgraded to form today s interpretation of an internet marketing value chain. Also discussed will be enterprise data interchange (EDI), enterprise resource planning (ERP), web services, and radio frequency ID (RFID). This book will also include sample discussion questions and internet exercises to help readers test their understanding of the material.
If one walked into a store, and a can of Coca-Cola was $30,000, then one probably would not buy it. The resulting comment would probably be that it s too expensive. On the flipside, if you walked into a store and a Porsche was on sale for $30,000 then you may think it was a good deal. Some people would probably buy it on the spot. So, why are people willing to pay more for one item than the other? When it comes to goods on the Internet, some of the same customer reasoning applies. As marketers, we have to work within certain confines related to value, and the Internet enhances our ability to do that and potentially charge higher prices, or derive a higher profit margin on our goods or services as a result.