Final Presentation of the Master Thesis How has Information & Communication Technology changed International Marketing #MEMOIRE 23/09/2014

1. Gian Marco MELANDRI
23th September 2014

2. 1. PURPOSE
2. INTRODUCTION
3. MARKETING
4. ICT
5. RESEARCH
QUESTION
6. HYPOTHESES
7. METHODOLOGY
8. HYPOTHESIS 1
9. HYPOTHESIS 2
10. HYPOTHESIS 3
11. CONCLUSIONS
12. LIMITATIONS
2

3.  Discover what are the main changes that
affected companies nowadays after the
introduction & utilization of the ICT
3

4.  Why International Marketing?
Globalization
International competitiveness
 Why ICT?
Ongoing Revolution
Computers, Internet
4

5.  “Marketing is about identifying and meeting
human and social needs. One of the shortest
good definitions of Marketing is “meeting
needs profitably”
5

6.  The terms Information Communication
Technology is intended to indicate the whole
of science, techniques and tools for the
collection, processing and transmission of
data.
6

7.  How has Information & Communication
Technology changed International Marketing
7

8. 1) Traditional Marketing has become Web
Marketing
2) The 4P’s Marketing Mix is no longer
appropriate, it should be modified
3) The Conventional selling has changed in
E-commerce
8

9.  Quantitative and Qualitative data
 Online Survey:
https://it.surveymonkey.com/s/JNBCSYQ
 June / July / August 2014
9

10. 10

11. 11

12. 12

13. 13

14. 14

15. 15
 In traditional sales, the space has a
considerable cost
 E-commerce: Low Exposure costs, high
visibility, potentially global

16.  Our 3 assumptions are not fully confirmed:
1. The traditional Marketing has not only
become web Marketing
2. The 4P’s are still one of the cornerstones of
Marketing, even if they are changing
3. The traditional selling is not completely
changed in e-commerce because there are
still traditional sales networks
16

17.  Improved speed, accuracy and efficiency
 Power of customer is increased
 Changes of habits, lifestyle and innovations
 Car sharing will change the transportation
 Three-dimensional printing will redefine the
production chain
 Digital native will play an important role in
companies positions of responsibility
17

18.  The main problem: finding companies
available to answer the survey
 27 Italian surveys completed
 5 English surveys completed
 500 surveys sent
 Even research companies => no answers back
18

19. Gian Marco MELANDRI 23th September 2014
19