This document provides an overview of various topics related to entrepreneurship, commerce, and IT on the internet. It discusses web payment systems, e-commerce transactions, digital payments, and billing systems. It also covers internet traffic patterns, broadband impacts, consumer behavior models, what consumers buy online, how they find vendors, basic marketing concepts, internet marketing technologies, advertising networks, and branding strategies. Key points on each topic are defined and explained at a high level.

1. Entrepreneurship &
Commerce in IT
13
Sachintha Gunasena MBCS
http://lk.linkedin.com/in/sachinthadtg

2. Recap so far…
Sachintha Gunasena MBCS
http://lk.linkedin.com/in/sachinthadtg

3. Web Payment Systems
• Payment systems
• Credit-card e-commerce transactions
• E-commerce digital payment in the B2C arena
• Electronic billing and presentment systems

4. Today…
Sachintha Gunasena MBCS
http://lk.linkedin.com/in/sachinthadtg

5. Web Marketing Concepts
• The Internet audience
• Internet traffic patterns
• Type of Internet connection: broadband impacts
• Consumer behavior models
• What consumers shop for and buy online
• How shoppers find vendors online
• Basic marketing concepts
• Internet marketing technologies
• Advertising networks
• Branding strategies

6. The Internet Audience

7. Audience
• a group of people who participate in a show or encounter
• a work of art,
• literature (in which they are called "readers"),
• theatre,
• music (in which they are called "listeners"),
• video games (in which they are called "players"),
• or academics in any medium.

8. Audience Participation
• Audience members participate
• in different ways
• in different kinds of art;
• Some events invite overt audience participation
• and others allowing only modest clapping and
criticism and reception.

9. The Internet Audience
• Through the Internet,
• every person is given the opportunity
• to participate in different ways.

10. Internet Traffic
Patterns

11. Traffic
• the flow in and out
• or passage of
• motorized vehicles, unmotorized vehicles, and
pedestrians on roads;
• or the commercial transport and exchange of
goods;
• or the movement of passengers or people.

12. Traffic in Computing &
Technology
• Internet Traffic
• the flow of data around the Internet
• Network Traffic
• the flow of data around a network
• Teletraffic
• traffic on a communications network
• Web Traffic
• the amount of data sent and received by visitors to a web site

13. Internet Traffic Sources
• file sharing
• p2p
• bit torrent
• streaming media
• youtube

14. Internet Traffic Management
• Managed through ISP’s

15. Monitoring the Internet Traffic
• to be discussed
• http://www.audiencedialogue.net/kya15b.html

16. Monitoring the Internet Traffic
• http://www.internettrafficreport.com

17. Type of Internet
Connection:
Broadband Impact

18. Impact of Broadband on E-
Commerce
• to be discussed

19. Consumer Behaviour
Models

20. Consumer vs Buyer
• Consumer
• a person or organization that uses economic services or
commodities.
• pays to consume goods and services produced
• Buyer
• any person who contracts to acquire an asset in return for
some form of consideration.
• purchases finished goods, typically for resale, for a firm,
government, or organization.

21. Consumer Behaviour
• the study of
• individuals, groups, or organizations
• and the processes they use
• to select, secure, use, and dispose of products,
services, experiences, or ideas to satisfy needs
• and the impacts that these processes have on the
consumer and society.

22. Consumer Behaviour Cont.d
• It blends elements from
• psychology,
• sociology,
• social anthropology,
• marketing
• and economics.

23. Understanding Consumer
Behaviour
• While it is important to come up with a product or a
service with exceptional quality,
• having a clear grasp of how your target consumers
react or behave
• and what factors affect their buying patterns and
behavior
• will enable you to address their needs
• and establish a more successful business.

24. before that…
why does a consumer needs to
buy something in the first place?

25. Understanding Consumer Behaviour
- Maslow’s Hierarchy of Needs

26. Understanding Consumer Behaviour -
Maslow’s Hierarchy of Needs Cont.d
• Physiological Needs
• must haves for human survival
• primary - water, air, food,
• secondary - clothing, shelter,
• Safety Needs
• personal, financial, health & well being, safety net against
disaster/illness
• Love and Belonging
• friendship, intimacy, family

27. Understanding Consumer Behaviour -
Maslow’s Hierarchy of Needs Cont.d
• Esteem
• need to be self-respected
• Self-Actualisation
• “what a man can be, he must be”
• Self-Transcendence
• The self only finds its actualization in giving itself to some
higher goal outside oneself,
• in altruism and spirituality.

28. Models of Consumer
Behaviour
• Traditional Models
• primary scenarios
• Contemporary Models
• simultaneous

29. Traditional Models of
Consumer Behaviour
• Economic Model
• Learning Model
• Psychoanalytical Model
• Sociological Model

30. Contemporary Models of
Consumer Behaviour
• The Howard Sheth Model of Buying Behaviour
• The Nicosia Model
• The Engle-Collat-Blackwell Model
• Engle, Blackwell and Miniard (EBM) Model
• Webstar and Wind Model of Organisational Buying
Behaviour
• The Sheth Model of Industrial Buying

31. Economic Model
• focuses on the idea that a consumer’s buying pattern is based
on the idea of getting the most benefits while minimizing costs.
• can predict consumer behavior based on the consumer’s
purchasing power and the price of competitive products.
• For example,
• a consumer will buy a similar product that is being offered at a
lower price to maximize the benefits;
• an increase in a consumer’s purchasing power will allow him
to increase the quantity of the products he is purchasing.

32. Learning Model
• based on the idea that consumer behavior is governed by the need
to satisfy basic and learned needs.
• Basic needs - food, clothing and shelter
• Learned needs - fear and guilt
• Thus, a consumer will have a tendency to buy things that will satisfy
their needs and provide satisfaction.
• A hungry customer may pass up on buying a nice piece of jewelry to
buy some food,
• but will later go back to purchase the jewelry once her hunger is
satisfied.

33. Psychoanalytical Model
• this model takes into consideration that consumer behavior
is influenced by both the conscious and the subconscious
mind.
• The three levels of consciousness discussed by Sigmund
Freud (id, ego and superego) all work to influence one’s
buying decisions and behaviors.
• A hidden symbol in a company’s name or logo may have
an effect on a person’s subconscious mind
• and may influence him to buy that product instead of a
similar product from another company.

34. Sociological Model
• this model primarily considers that a consumer’s buying pattern is
based on his role and influence in the society.
• A consumer's behavior may also be influenced by the people he/she
associates with and the culture that her society exhibits.
• For instance,
• a manager and an employee may have different buying behaviors
given their respective roles in the company they work for,
• but if they live in the same community or attend the same church,
they may buy products from the same company or brand.

35. Howard Sheth Model of
Buying Behaviour
• to be discussed

36. Howard Sheth Model of
Buying Behaviour Cont.d

37. Nicosia Model
• to be discussed

38. Nicosia Model Cont.d

39. Engel-Kollat-Blackwell (EKB)
Model
• to be discussed

40. Engel-Kollat-Blackwell (EKB)
Model Cont.d

41. Engel-Blackwell-Minirad
(EBM) Model
• to be discussed

42. Engel-Blackwell-Minirad
(EBM) Model Cont.d

43. Engel-Blackwell-Minirad
(EBM) Model Cont.d

44. Consumer Behaviour Model

45. Consumer Purchase
Behaviour
• Awareness ( Need Recognition )
• Mass Media
• Search
• Catalogs , Sales People , Mass Media , Store Visits , Search engines , site visits
• Evaluation of Alternatives
• Reference Groups , Mass Media , Product Reviews
• Purchase
• Promotions , online promotions , discounts
• Post Purchase Behavior
• online updates , customer emails

46. Buyer vs Seller Roles
• to be discussed.

47. What Consumers
Shop for & Buy Online

48. what consumers shop for and
buy online
• To be discussed in class as this is a general
awareness topic.

49. How Shoppers Find
Vendors Online

50. How to find vendors online
• To be discussed in class as this is a more general
awareness topic.

51. Basic Marketing
Concepts

52. What is Marketing?
• Marketing is a social process by which individuals
and groups obtain what they need and want
through creating and exchanging products and
value with others
• PHILIP KOTLER

53. Needs, Wants, Demands
• NEEDS :
• A state of felt deprivation of some basic satisfaction ( Food,
Clothing, Shelter, Belonging etc. )
• WANTS :
• Wants are desires for specific satisfiers of the deeper needs.
Needs are few and wants are many .
• DEMANDS :
• are wants backed by ------Ability to buy and Willingness to buy

54. Products / Offers / Satisfiers /
Resources
• Anything that can be offered to someone to
satisfy a need or want is a product.
• Product refers to physical object
• Services refer to intangible object

55. Value & Satisfaction
• Value
• is the customers’ estimate of the Product’s capacity to satisfy a set of
goals
• is the ratio between what the customer gets and what he gives (V=B/C)
• Customer gets benefits & assume costs
• WHEN :
• Customer Expectance = Performance => satisfied
• Customer Expectance > Performance => dis-satisfied
• Customer Expectance < Performance => Highly satisfied

56. Exchange & Transaction
• Exchange
• is the act of obtaining a desired product by offering something in return
• takes place when 5 conditions are satisfied:
(a) Two parties should be there
(b) Each party must have something of value to the other
(c) Each party is capable of communication & delivery
(d) Each party is free to accept or reject the offer
(e) Each party believes that it is appropriate to deal with the other party

57. What is a Market?
• A market consists of
• all the potential customers
• sharing a particular need or want
• who might be willing and able
• to engage in exchange
• to satisfy that need or want.

58. What is Marketing?
• the management process which identifies,
anticipates, and supplies customer requirements
efficiently and profitably

59. Business is Marketing
• Marketing can not be considered as a separate
function,
• it is the whole business,
• seen from the point of view of its final results…
• that is profit,
• through customer satisfaction
• PETER DRUCKER

60. A Simple Marketing System

61. What is Marketing
Management?
• the analysis, planning, implementation and
control of programs designed
• to create, build and maintain beneficial
exchanges and relationships with target
markets
• for the purpose of achieving Organisational
objectives.

62. State of Demand & Marketing
Task

63. Evolution of Marketing
Management
• Marketing management has evolved through
following stages :
(1) Production Orientation Stage
(2) Sales Orientation Stage
(3) Marketing Orientation Stage
(4) Social Responsibility & Human Orientation
Stage

64. Marketing Concepts
• FIVE competing concepts under which organizations
conduct their marketing activities:
1. The Production Concept
2. The Product Concept
3. The Selling Concept
4. The Marketing Concept
5. The Societal Marketing Concept

65. The Production Concept
• Consumers will favour those products that are
widely available and low in cost.
• Therefore increase production and cut down
costs.
• And build profit through volume.

66. The Product Concept
• Consumers will favour those products that offer
the most quality, performance, or innovative
features.
• Therefore, improve quality, performance and
features.
• This would lead to increased sales and profits.

67. The Selling Concept
• Consumers, if left alone, will not buy enough of
company’s products.
• Therefore, promote sales aggressively.
• And,build profit through quick turnover.

68. The Marketing Concept
• The key to achieving organizational goals consist in
• determining the needs and wants of target
markets
• and delivering the desired satisfactions
• more effectively and efficiently than competitors.
• And build profit through customer satisfaction and
loyalty.

69. The Societal Marketing
Concept
• It is Marketing Concept + Society’s well being.
• Balancing of following three considerations while
setting marketing policies :
• Customer’s want satisfaction
• Society’s well being
• Company’s profits

70. Marketing
• a lot more to learn
• will discuss some of the concepts in a later
session

71. Internet Marketing
Technologies

72. Internet Marketing
Technologies
• to be discussed on the next session

73. Advertising Networks

74. Advertising Networks
• a company that connects advertisers to web sites
that want to host advertisements
• key function is aggregation of ad space supply
from publishers and matching it with advertiser
demand

75. Branding Strategies

76. Branding
• The marketing practice of creating
• a name,
• symbol
• or design
• that identifies and differentiates
• a product from other products .

77. Branding Cont.d
• your brand is your promise to your customer
• tells them what they can expect from your
products and services, and it differentiates your
offering from that of your competitors

78. How to define a Brand?
• What is your company's mission?
• What are the benefits and features of your
products or services?
• What do your customers and prospects already
think of your company?
• What qualities do you want them to associate
with your company?

79. How to create a Brand
• Get a great logo.
• Place it everywhere.
• Write down your brand messaging.
• What are the key messages you want to
communicate about your brand?
• Every employee should be aware of your brand
attributes.

80. How to create a Brand
Cont.d
• Integrate your brand.
• Branding extends to every aspect of your business
• how you answer your phones,
• what you or your salespeople wear on sales calls,
• your e-mail signature,
• everything.

81. How to create a Brand
Cont.d
• Create a "voice" for your company that reflects
your brand.
• This voice should be applied to all written
communication and incorporated in the visual
imagery of all materials, online and off.
• Is your brand friendly? Be conversational.
• Is it ritzy? Be more formal.
• You get the gist.

82. How to create a Brand
Cont.d
• Develop a tagline.
• Write a memorable, meaningful and concise
statement that captures the essence of your brand.
• Design templates and create brand standards for
your marketing materials.
• Use the same color scheme, logo placement, look
and feel throughout.
• You don't need to be fancy, just consistent.

83. How to create a Brand
Cont.d
• Be true to your brand.
• Customers won't return to you
• or refer you to someone else
• if you don't deliver on your brand promise.
• Be consistent.
• This tip involves all the above and is the most important tip on this
list.
• If you can't do this, your attempts at establishing a brand will fail.

84. Brand Strategy
• Long-term marketing support for a brand, based
on the definition of the characteristics of the
target consumers.
• It includes understanding of their preferences,
and expectations from the brand.

85. Components of a Branding
Strategy
• Purpose
• Functional
• This concept focuses on the evaluations of success in
terms of immediate and commercial reasons -- i.e. the
purpose of the business is to make money.
• Intentional
• This concept focuses on success as it relates to the
ability to make money and do good in the world.

86. Components of a Branding
Strategy Cont.d
• Consistency
• avoid talking about things that don’t relate to or
enhance your brand
• create a style guide
• e.g.
• https://blog.hubspot.com/marketing/web-
design-style-guide-examples

87. Components of a Branding
Strategy Cont.d
• Emotion
• Customers aren't always rational.
• Find a way to connect to your customers on a deeper, more
emotional level.
• Do you give them peace of mind?
• Make them feel like part of the family?
• Do you make life easier?
• Use emotional triggers like these to strengthen your relationship
and foster loyalty.

88. Components of a Branding
Strategy Cont.d
• Flexibility
• In this fast-changing world, marketers must
remain flexible to stay relevant.
• engage your followers in fresh, new ways

89. Components of a Branding
Strategy Cont.d
• Employee Involvement
• important for your employees to be well versed
in the how they should be communicating with
customers and representing the brand
• e.g. if a playful brand - customer support should
be playful/ cheerful too

90. Components of a Branding
Strategy Cont.d
• Loyalty
• reward customers for being with the brand
• loyalty cards/ offers
• At the end of the day, highlighting a positive
relationship between you and your existing
customers sets the tone for what potential
customers can expect if they choose to do
business with you.

91. Components of a Branding
Strategy Cont.d
• Competitive Awareness
• Take the competition as a challenge to improve
your own strategy and create greater value in
your overall brand.
• You are in the same business and going after
the same customers, right? So watch what they
do.

92. References
• https://en.wikipedia.org/wiki/Web_traffic
• https://en.wikipedia.org/wiki/Teletraffic_engineering
• https://en.wikipedia.org/wiki/Network_traffic
• https://en.wikipedia.org/wiki/Internet_traffic
• http://www.comscore.com/Insights/Press-Releases/2009/1/Global-Internet-
Audience-1-Billion
• http://www.myownbusiness.org/s9/
• https://www.google.com/transparencyreport/traffic/#expand=TJ
• http://www.menog.org/presentations/menog-6-7-8-9/MENOG-
Trends%20in%20Internet%20Traffic%20Patterns_0.pdf

93. References
• http://www.internettrafficreport.com
• https://en.wikipedia.org/wiki/Consumer_behaviour
• http://www.ehow.com/info_8083297_different-models-consumer-behavior.html
• https://en.wikipedia.org/wiki/Maslow%27s_hierarchy_of_needs
• http://www.inboundnow.com/10-online-marketing-trends-predictions-2015/
• https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/the-marketing-environment-
3/technology-32/use-of-new-technologies-in-marketing-and-research-171-4044/
• http://marketing.about.com/od/internetmarketingstrategy/
• http://www.exacttarget.com/blog/5-marketing-technology-trends-to-watch-in-2014/
• http://www.entrepreneur.com/encyclopedia/branding
• http://www.businessdictionary.com/definition/brand-strategy.html
• http://www.designdamage.com/the-12-principles-of-brand-strategy/#axzz3pa4QlWwe
• https://blog.hubspot.com/blog/tabid/6307/bid/31739/7-Components-That-Comprise-a-Comprehensive-Brand-
Strategy.aspx

94. Next Up…
• Web Marketing Communications
Sachintha Gunasena MBCS
http://lk.linkedin.com/in/sachinthadtg

95. Thank you.
Sachintha Gunasena MBCS
http://lk.linkedin.com/in/sachinthadtg