【文章內(nèi)容簡介】 hief marketing officer of Cocacola ,has been quoted as saying, marketing is supposed to sell stuff. One way information technology helps sell stuff if they don’t` identify appropriate markets. Exhibit 1—5 highlights three important markets that both sell and buy to each other: businesses, consumers, and governments. Although this book focuses on the B2C markets are where most business activity occurs. The business market is huge because a higher proportion of firms are connected to the Inter than consumers, especially in developing countries. Much of the B2B online activity is transparent to consumers because it involves proprietary works that allow information and database sharing .Consider FedEx, the package delivery firm. This pany maintains mation . Its customers can schedule a package pickup using the Web site, track the package using a PC or handheld Palm Pilot, and pay the 4 shipping bill online. Sometimes the shipping order is automatically triggered when a mail notification of its delivery progress to the retailer. The Inter is a global market with opportunities existing in unimagined locations, which is why emarketers must understand consumers in potential geographic segments. For example, with an annual average ine of US$300, Vietnamese citizens who opt to spend 28% of their salary on online services do not have much purchasing power. Further, there are waiting lists for automobiles in Vietnam, so an online branding campaign might be a waste of resources . Conversely, Iceland and Denmark are two of the most wired countries in the world with over 60% Inter peration. Also, consumers in many countries pay by the minute for local phone access. This is a tremendous deterrent to the kind of casual surfing practiced by Inter users in developed nations. In addition, the infrastructure in some countries does not support highspeed modems. Content delivered to these countries may, therefore, have to be light on bandwidth. Chapters 15 and 16 look at global Inter markets in more detail. Planning Amazon, like every other marketer on and off the Web, uses strategic planning to get ready for a profitable and sustainable business future. Strategic planning is the “managerial process of developing and maintaining a viable fit between the anization`s objectives”, Two key elements of strategic planning are the preparation of a SWOT analysis and the establishment of strategic SWOT analysis examines the pany` s internal strengths and weaknesses with respect to the environment and the petition and looks at external opportunities and threats. Opportunities may help to define a target market or identify new product opportunities, while threats are areas of exposure. In a parallel fashion, marketing strategy bees emarketing strategy when marketers use digital technology to implement the emarketing is the design of marketing strategy that capitalizes on the anization’ s electronic or information technology capabilities to reach specified objectives. In essence, strategic emarketing is where technology strategy and marketing s