CONSUMER BEHAVIOR, MARKET RESEARCH, AND ADVERTISEMENT 중남미지역 11 기 국제비서학과 김미현 동아시아지역 11 기 중국어학부 김정희

CONTENT 4.1 Learning About Consumer Behavior Online 4.2 The Consumer Decision-Making Process 4.3 One-to-One Marketing, Loyalty, and Trust in EC 4.4. Market Research for EC 4.5 Internet Marketing in B2B 4.6 Web Advertising 4.7 Advertising Method 4.8 Advertising Strategies and Promotions Online 4.9 Special Advertising Topics 4.10 Software Agents in Marketing and Advertising Applications

4.1 Learning About Consumer Behavior Online How a consumer makes a purchasing decision

EC Consumer Behavior Model Decision Process Personal Characteristics Age Gender Education Lifestyle Environmental Characteristics Social Cultural Community Political Buyer’s decisions Buy or not? What to buy? Where? How much? Market Stimuli Price Brand Promotion Product Quality EC Systems Technology & Web site variables

4.2 The Consumer Decision-making Process Need identification Information search Evaluation of alternatives Purchase and delivery After-purchase evaluation

4.3.1 One-to-One Marketing Personalization

4.3.1 One-to-One Marketing Collaborative Filtering

4.3.2 Customer loyalty SATISFACTION TRUST

4.4 Market Research For EC MARKET SEGMENTATION

4.4 Market Research For EC Online Market Research Method  Web-Based Surveys  Online Focus Groups  Hearing Directly from Customers  Customer Scenarios  Tracking Customer Movements  Transaction Logs  Cookies, Web Bugs, Spyware  Analysis of B2C Clickstream Data

4.5 Internet Marketing In B2B B2B Online Marketing Method  AFFILIATE PROGRAMS  INFOMEDIARIES (Data Mining)

4. 일 4. 이 4. 삼 4. 사 4. 오 4. 육 Web Advertising 4. 칠 4. 팔 4. 구 4. 십

ADVERTISING! WEB-ADVERTISING?

Traditional advertising Direct mail advertising web advertising

32 Point Text 32 Point Text 32 Point Text 판매 TV, 신문, 잡지 스토리보드 광고주 Mailing list Databases 우편배급센터 온라인 서버, 웹 Cyberspace

INTERACTIVE

One-to-One

4. 일 4. 이 4. 삼 4. 사 4. 오 4. 육 4. 칠 Advertising Methods 4. 팔 4. 구 4. 십

Banners Pop-up and Pop-under Advertising Search Engine Advertisement Advertising In Chat Rooms

4. 일 4. 이 4. 삼 4. 사 4. 오 4. 육 4. 칠 4. 팔 Advertising Strategies and Promotions Online 4. 구 4. 십

associated AD display 화장품

affiliate marketing

ADs as a commodity

Viral marketing

Customizing ads

Online events promotion attractions

4. 일 4. 이 4. 삼 4. 사 4. 오 4. 육 4. 칠 4. 팔 4. 구 Special Advertising Topics 4. 십

Permission advertising IT’S NOT SPAM-MAIL

Localization Checy Nova 가지 않는 차 ?

Localization

4. 일 4. 이 4. 삼 4. 사 4. 오 4. 육 4. 칠 4. 팔 4. 구 4. 십 Software Agents in Marketing and Advertising Applications

Thank You