Dr oecon Odd Gisholt Moderne markedsfring ehandel og
- Slides: 59
Dr. oecon Odd Gisholt Moderne markedsföring - e-handel og sosiale medier BI Drammen 2010 - -
Dr. oecon Odd Gisholt Moderne markedsföring -Intro -Marketing -E-handel -Sosiale medier -Q&A BI Drammen 2010 - -
Dr. oecon Odd Gisholt Moderne markedsföring BI Drammen 2010 Soccer club -3 -
Dr. oecon Odd Gisholt Moderne markedsföring BI Norwegian School of Management -HSG -HA/OHH - HHL - INSEAD - NVH - BI -Drammen -(+2 x. HH) BI Drammen 2010 -4 -
Dr. oecon Odd Gisholt Moderne markedsföring Day and night !!! BI Drammen 2010 -5 -
Dr. oecon Odd Gisholt Moderne markedsföring EHQ, CH BI Drammen 2010 - -
Dr. oecon Odd Gisholt Moderne markedsföring Yours ? My favorites • youtube. com • google. com • wikipedia. org • amazon. com • plaxo. com/etc. • ebay. com (finn. no) • facebook. com • skype. com • twitter. com twitter!!! flickr. com – Chatroulette. com BI Drammen 2010 -7 -
Dr. oecon Odd Gisholt Moderne markedsföring BI Drammen 2010 Where we are going to live the rest of our lives -8 -
Dr. oecon Odd Gisholt Moderne markedsföring Wirtschaftswoche 1. Megatrend Internet 2. Megatrend nanotechnology 3. Megatrend biotechnology 4. Megatrend climate change 5. Megatrend Asia 6. Megatrend English 7. Megatrend demography 8. Megatrend urbanization 9. Megatrend women 10. Megatrend job world BI Drammen 2010 -9 - 7 Billion More than 3. 5 in Cities!
Dr. oecon Odd Gisholt Moderne markedsföring Source: United Nations World population in the future World Population Growth, 1750– 2150 2010: 7 bill. + United Nations, World Population Prospects, The 1998 Revision; and estimates by the Population Reference Bureau. BI Drammen 2010 -
Dr. oecon Odd Gisholt Moderne markedsföring Source: United Nations. Will Europe become a „Museum“? World population per region World Population Distribution by Region, 1800– 2050 Population Division, Briefing Packet, 1998 Revision of World Population Prospects. BI Drammen 2010 - 11 -
Dr. oecon Odd Gisholt Moderne markedsföring BI Drammen 2010 2 out of 7 Billion - 12 -
Dr. oecon Odd Gisholt Moderne markedsföring In general Generic departments of the company CEO AREA MARKETING FINANCE HUMAN RESOURCES LOGISTICS INFORMATION PRODUCTION BI Drammen 2010 - 13 -
Dr. oecon Odd Gisholt Moderne markedsföring 2010 Marketing trends Eall over • Turbo marketing (e-speed) • Global marketing and networking (e-world) • Total quality management and marketing (TQM) • Relationship marketing (CRM) (e. CRM) • Multimedia marketing/electronic marketing(e-m/e-c/s-c) • Branding (e-branding) / Bio/Eco and Viral Marketing BI Drammen 2010 - 14 -
Dr. oecon Odd Gisholt Moderne markedsföring Marketing “Marketing is market-oriented leadership. That means that marketing contains, analyzes of all market needs, definition of the market, decision about the core business activities, product development, price and conditions, sales and advertising and distribution” Odd Gisholt BI Drammen 2010 - 15 -
Dr. oecon Odd Gisholt Moderne markedsföring P. Kotler with O. Gisholt www BI Drammen 2010 - 16 -
Dr. oecon Odd Gisholt Moderne markedsföring Source: P. Kotler Determinants of Customer Added Value Product value Service value Personnel value Total customer value Image value Customer delivered value Monetary price ! Time cost Energy cost Total customer cost Psychic cost BI Drammen 2010 - 17 -
Dr. oecon Odd Gisholt Moderne markedsföring Source: H. Weinhold / O. Gisholt Strategic marketing (Long term / corporate level) Image / positioning Market share / Customer loyalty Customer needs Markets / segments Product categories è Data warehousing / data mining BI Drammen 2010 - 18 -
Dr. oecon Odd Gisholt Moderne markedsföring Source: I. Ansoff / O. Gisholt QUANTITY DIVERSIFICATION MARKET-DEVELOPMENT PRODUCT-DEVELOPMENT MARKET-PENETRATION TIME BI Drammen 2010 - 19 -
Dr. oecon Odd Gisholt Moderne markedsföring Source: P. Kotler / O. Gisholt Tactical marketing (short-term) Product development (branding) (b) Price (conditions) (c) Promotion (p) (sales and advertising) Place (distribution) (d) Marketing-Mix BI Drammen 2010 - 20 -
Dr. oecon Odd Gisholt Moderne markedsföring BI Drammen 2010 - 21 -
Dr. oecon Odd Gisholt Moderne markedsföring Source: Gartner Group Hype-Curve of e-commerce Forventningsnivå for IKT-produkter BI Drammen 2010 - 22 -
Dr. oecon Odd Gisholt Moderne markedsföring In an e-world Hot 2010: Wi – Fi Wireless Fidelity i. Pad! RFID Radio Frequency Identification Biometrics Wimax Skype World Interoperability for Microwave Access BI Drammen 2010 - 23 -
Dr. oecon Odd Gisholt Moderne markedsföring BI Drammen 2010 - -
Dr. oecon Odd Gisholt Moderne markedsföring The e-home of the future Service needed BI Drammen 2010 - 25 -
Dr. oecon Odd Gisholt Moderne markedsföring BI Drammen 2010 Metro is doing a great job on RFID - 26 -
Dr. oecon Odd Gisholt Moderne markedsföring BI Drammen 2010 What about personal discretion ? - 27 -
Dr. oecon Odd Gisholt Moderne markedsföring MM – Multimedia Internet 3 D! Telecommunication Data processing MM Home entertainment products TV, Photo, Music e-readers BI Drammen 2010 - 28 -
Dr. oecon Odd Gisholt Moderne markedsföring BI Drammen 2010 New markets - 29 -
Dr. oecon Odd Gisholt Moderne markedsföring www. zeit. de BI Drammen 2010 - 30 -
Dr. oecon Odd Gisholt Moderne markedsföring Source: Gisholt e-words è e-commerce Bt. B Bt. C Bt. P è e-tailer è net-izen/”citizen” business to consumer business to public è auctions /ebay etc. è portal è search engines è wap è m/s-commerce etc. è e-agent è e-business è e-outs BI Drammen 2010 - 31 - è e-hub
Dr. oecon Odd Gisholt Moderne markedsföring "Künstliche Wirklichkeit" Virtual Reality (VR) BI Drammen 2010 - 32 -
Dr. oecon Odd Gisholt Moderne markedsföring BI Drammen 2010 You can do a lot in VR - 33 -
Dr. oecon Odd Gisholt Moderne markedsföring Dagens- og fremtidens konferanse-system! BI Drammen 2010 - -
Dr. oecon Odd Gisholt Moderne markedsföring Dr. Robbie Google ? BI Drammen 2010 - 35 -
Dr. oecon Odd Gisholt Moderne markedsföring Source: O. Gisholt Digital Market Management (DMM) CM: Customer Market OE: Own Enterprice SM: Supplier Market SCM CRM: Customer Relationship Management Value ++ OE SM CM Transaction costs SCM Supply Chain Management EAN: European Article Numbering EDI: Electronic Data Interchange EAN/EDI ECR: Efficient Consumer Response DW: Data Warehousing DM: Data Mining BI Drammen 2010 DW - 36 - DM
Dr. oecon Odd Gisholt Moderne markedsföring Source: O. Gisholt E-hubs (e-h) and E-Agents (e-a) Supplier e-h e-a Manufacturer Distributor e-a Wholesaler Reseller Customer BI Drammen 2010 - 37 -
Dr. oecon Odd Gisholt Moderne markedsföring Search help e-agent BI Drammen 2010 - 38 -
Dr. oecon Odd Gisholt Moderne markedsföring Flirt with the consumer Internet -en fantastisk informasjonskanal, -men til tider en umulig salgskanal ! BI Drammen 2010 - 39 -
Dr. oecon Odd Gisholt Moderne markedsföring Branding on the web + Mentos Snickers Etc. BI Drammen 2010 - 40 -
Dr. oecon Odd Gisholt Moderne markedsföring My favourite cnet. com BI Drammen 2010 - 41 -
Dr. oecon Odd Gisholt Moderne markedsföring Kilde: SSB. no BI Drammen 2010 42 -
Dr. oecon Odd Gisholt Moderne markedsföring e-handelsbedrifter jeg har merket meg i det norske markedet - mpx. no – data, foto/video, spill/leker, etc. - Net. Shop. no – underholdningselektronikk - lefdal. com – digital bestilling - hent selv retthjem. no - idedata. no – data, alt i mobilt handelsbanken. no norwegian. no Komplett. no - retthjem. no - dagligvarer - haugenbok. no - böker BI Drammen 2010 - 43 -
Dr. oecon Odd Gisholt Moderne markedsföring But we must keep on going ! e-stoneage Tilbakemeldingen. no BI Drammen 2010 - 44 -
Dr. oecon Odd Gisholt Moderne markedsföring Best on e-commerce ecommercetimes BI Drammen 2010 - 45 -
Dr. oecon Odd Gisholt Moderne markedsföring BI Drammen 2010 - -
Dr. oecon Odd Gisholt Moderne markedsföring BI Drammen 2010 - -
Dr. oecon Odd Gisholt Moderne markedsföring Medieutviklingen 1960 - 2008 Kilde: Daglig oppslutning om avis, radio, fjernsyn, tekst-TV og Internett 1961 -2008. http: //www. tns-gallup. no/medier Data fra Forbruker & Media fra 1994. Flerkanalsamfunnet (Lundby & Futsæter, 1993) Fragmentering av medielandskapet og oppsplitting av publikum (Futsæter 1998). BI Drammen 2010 - 48 48
Dr. oecon Odd Gisholt Moderne markedsföring „The Social Media Starfish“ by Dave Evans BI Drammen 2010 - -
Dr. oecon Odd Gisholt Moderne markedsföring „Social Media isn‘t about the content itself: it is about the way in which consumers of content are connected and about the conversations that result“ „Touchpoint Map“ by Dave Evans BI Drammen 2010 - -
Dr. oecon Odd Gisholt Moderne markedsföring BI Drammen 2010 - -
Dr. oecon Odd Gisholt Moderne markedsföring twitter. com BI Drammen 2010 - -
Dr. oecon Odd Gisholt Moderne markedsföring Source: Odd Gisholt Hype-Curve of Social Media Forventningsnivå for IKT-produkter 2000 2010 201 x 20 xx BI Drammen 2010 - 53 -
Dr. oecon Odd Gisholt Moderne markedsföring Sosiale medier Daglig bruk av utvalgte medier - NRK 1 TV 62% - TV 2 58% - NRK P 1 Radio 37% - VG Nett 36% - Facebook 34% 2. 2 mill. -TNS Gallup -Befolkning over 12/facebook 15 BI Drammen 2010 - 54 - 400 mill. ww!
Dr. oecon Odd Gisholt Moderne markedsföring BI Drammen 2010 - -
Dr. oecon Odd Gisholt Moderne markedsföring Sosiale medier Reklameomsetning i 2009 – rangert etter omsetning i mill. NOK - Dagspresse 5952 (-19, 3%) - TV 2798 (-11, 5%) - DM 2293 (-10, 8% - Internett 1718 (-8, 1%) - Fagpresse 538 (-9, 2%) Norsk Mediestatistikk IRM/DN/Nio BI Drammen 2010 - 56 - Total: 15616 (-14, 9%) Internett venter + 5, 8% for 2010
Dr. oecon Odd Gisholt Moderne markedsföring chess. no BI Drammen 2010 - -
Dr. oecon Odd Gisholt Moderne markedsföring ! „If you want to have success. . . Burj Dubai, World’s highest building . . . you have to be famous for something BI Drammen 2010 - 58 -
Dr. oecon Odd Gisholt Moderne markedsföring Takk for meg! BI Drammen 2010 - 59 -
