C L A S S 6
A SUMMARY ON CLASS 6 – BY Dr. Howard C.
the Global Marketplace
The evolution of the internet & www
q
Available
24 hours
q
Dynamic
entrepreneurial environment
q
Change
the nature of marketing
Benefits
of E-commerce
1)
To
customers:
q
Convenient
q
Save
time
q
Larger
merchandise selection
q
Comparison
Shopping
q
Order
products for themselves or others
2)
To
companies:
q
Much
lower costs
q
One to
one marketing
q
Ongoing
relationships with customers
q
More
efficient
q
Open
24 hours a day
q
Database
on customers
q
Attract
new customers
How
E-commerce is revolutionizing the market place?
q
Internet
is a global market place
q
Consumer
rules
q
Price
based on supply & demand
q
Word
of mouth beats advertising
Key
factors
for Thai B-to-C E-commerce success
q
Uniqueness
q
Targeting
foreign markets
q
Offering
information in Thai & English
q
Positive
word of mouth advertising
q
Providing good customer service
q
Utilizing
the cost advantage with low prices
q
Consistently updating web sites
q
Providing money & product returns
q
Developing customer loyalty
Cause
of problems with Thai B-to-C E-commerce
q
Lack
of business plan
q
Low
investment
q
Inadequate
technical resources
q
Lack
of vision
q
Too
high expectation
q
Inadequate
targeting of foreign markets
Internet
Service Providers (ISP) in Thailand
q
KSC
q
Loxley
Common
difficulties customers have with ISPs in Thailand
1)
Difficulties
with obtaining a connection
2)
Problems
with severed connections
3)
Problems
with phone lines (slow download)
Thailand
may have one major internet advantage
Wireless
Internet
:
-
is
well-positioned to be a leader in the wireless data era Mckinsey –
Asia mobile phones have a far higher penetration rate than PCs.
-
Many
wireless providers will include data services in their basic
Offering from the outset.
Advantages
of wireless access
1)
Mobility
2)
Lower
cost of investment – phone
3)
Instant
access to information & E-commerce
How
does wireless access impact internet advertising?
q
Limits
imagery used in most advertising
q
Tiny
screen offer little for eye-catching ads / banners
Limitations
of internet usage in South East Asia
q
Poor
fixed-line infrastructure
q
High
cost to consumers & pricing by usage
q
Poor,
slow internet service to consumers
q
Lack
of access in homes to personal computer
q
Limited
training on internet usage