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1 Chapter 4 Marketing On The Web p134
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2 Objectives When to use product-based and customer-based market strategies Identifying and reaching customers with different market segments customer relationship identity and the customer relationship life cycle Using advertising on the web Technology-enabled customer relationship management Creating and maintaining brands on the web Search engine positioning Domain name selection p133
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3 Introduction In September 1997 :—— 911gifts.com In October 1999 :—— RedEnvelop p132
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4 §4.1 Web marketing strategies 4P’s marketing : Product ( 产品 ) Price ( 价格 ) Place ( 渠道 ) Promotion ( 促销 ) —— 电子商务极大地改变了这些因素, 因此: 网络营销( Cyber Marketing )产生。 p135
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5 Frome 4P’s to 4C’s 从基于产品到基于客户的营销策略 1. 传统市场营销策略 4P’s 组合: 产品 (product) 、价格 (price) 、渠道 (place) 和促销 (promotion) 2. 网络时代基于 4C ’ s 的网络营销模式: Consumer’s wants and needs , 欲望与需求; Cost to satisfy wants and needs, 满足欲望的成本; Cnvenience to buy , 方便购买; Communication. 实时沟通; 从 4P’s 到 4C’s 的营销策略 p137
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6 §4. 2 New Marketing Approaches for the Web Media Choice In the physical world: buildings and floor space Web: without physical presence Traditional mass-market advertising has decreased in effectiveness Advertisers respond through market segmentation Micromarketing- targeting very small market segments p139
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7 §4.2.1 Levels of Trust and Media Choice Information Acquisition Approaches: Levels of Trust Figure 4-4 p139
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8 Trust and Media Choice 对大众媒体的抵制心理 个人接触信任程度高,移植到 Web 成本降低 顾能咨询公司 1996 年报告指出: 以顾客为中心的营销战略非常适合新兴的虚拟市场。 p140
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9 §4.2.2 Market segmentation Advertisers respond through market segmentation Divides the pool of potential customers into common demographic characteristics, such as age, gender, income level, etc. called segments Targets specific messages to these groups p140
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10 Micromarketing targeting very small market segments 1.Geographic segmentation 2. Demographic segmentation 3.Psychographic segmentation Targets specific messages to these groups p140
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11 §4.2.3 Market segmentation on the Web Targets specific messages to these groups Classics vs. latest trends The Old Nave site is Targeted at young fashion- conscious buyers. The Eddie Bauer page is designed for older,more practical folks. On the Web,retailers can provide separate virtual space for different market segments. One-to-One marketing Some Web retailers allow customers to create their own stores p142
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12 §4.2.4 Offering customers a Choice on the Web Dell For each of the major group of customers To specific product categories p143
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13 §4.3 Customer behavior and relationship Intensity When companies use the Web to target specific customers in different ways at different times 1. Customer behavior 2. Customer relationship intensity and life- cycle p146
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14 §4.3.1 Segmentation Using Customer Behavior Behavioral Segmentation breakfast , lunch , dinner occasion segmentation A Web site design can include elements that appeal to different behavioral segmentation p146
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15 Usage-based market Segmentation Three visitor modes Browsers Buyers Shoppers A person might change his behavior p147
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16 §4.3 six different groups of active Internet users Simplifiers Surfers Bargainers Connectors Routiners Sportsters p146 259
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17 §4.3.2 Customer relationship intensity and life-cycle Segmentation Five –stage model of customer loyalty p149 259 Level of intensity Awareness Exploration Familiarity Commitment Separation
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18 Customer life-cycle Awareness ( 了解 ) Exploration ( 探询 ) Familiarity ( 熟悉 ) Commitment ( 实施 ) Separation ( 分离 ) Cycle segmentation p150
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19 §4.4 Advertising On The Web In the Awareness stage: informing the Advertising messages. In the Exploration stage: encouraging switching to that brand In the Familiarity stage: convincing customers to purchase specific products In the Commitment stage: sending reminder messages. In the Separation stage: generally do not target ads at it. p152
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20 §4.4.1 Banner Ads Types : Simple graphic,GIF animated GIF’s Rich media objects Sizes: Full banner 468×60 pixels half banner 234×60 pixels square banner 125×125 pixels p153
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21 Interactive Advertising Bureau IAB 非盈利组织: 促进互联网广告的有效使用 p153
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22 Banner Ad Placement Three different ways: 1. A banner exchange network 2. pay charge 3. A banner advertising network p154 p344
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23 Banner Advertising Exchange Sites Help electronic merchants promote their stores online Banners are mutually exchanged instead of selling advertising space Provide ad monitoring software to help determine their advertising click- through count Provide helpful articles on a variety of advertising topics
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24 Web Terms Used in Marketing A Visit occurs when a visitor requests a page from a web Further page loads counted as part of the visit for a time period chosen by the site administrator Trial visit First time a visitor loads a web site- after that, it is called a repeat visit Page view Each time a visitor loads a page- if the page has an ad, this is called an ad view Impression -- each time a banner ad loads If a visitor clicks the ad to open it, it is called a click or click-through
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25 Measuring Banner Ad Cost and Effectiveness CPM 每千人成本 Visit 访问 trial visit 尝试访问 repeat visit 重复访问 page view 页面访问 ad view 广告访问 Impression 印象 Click 点击 Click-Through rate 点击率 (从 2 %下降到 0.3%~0.5% ) p154
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26 §4.4.2 Other Web Ad Formats 2.pop-up ad 弹出广告 Pop-behind ad 3.interstitial ad 空隙广告 4.active visit 主动广告 p157
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27 §4.5 E-mail marketing E-mail is a very powerful element. E-mail is often considered to be spam (垃圾邮件) p158
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28 Permission marketing Maintain an effective dialog Low cost Conversion rate 回应率( 10 %~ 30 %) opt-in e-mail 许可电子邮件 Permission marketing 许可营销策略 p158
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29 §4.6 Technology-Enabled Relationship Management Occurs when a firm obtains detailed information about a customer’s behavior, preferences, needs, and buying patterns and uses that information to customize its relationship with that customer Can use this information to set prices, determine needs and desires, and negotiate terms p159
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30 Customer Relationship Management Figure 4-15 p160 4-15
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31 Marketspace Marketspace 虚拟市场 Digital products and services can be delivered through electronic communication channels In the marketspace,firms can use information to create new value for customers p159
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32 §4.7 Creating and Maintaining Brands on the Web §4.7.1 Elements of branding Differentiation Relevance Degree the product offers utility to the customer Perceived value p162
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33 §4.7.2 Emotional vs. Rational Branding Emotional branding ( 感性品牌创建 ) Emotional appeals work well in mass media because ad targets are passive Do not work well on Web, however, because Web is active medium Rational branding ( 理性品牌创建 ) Gives people valuable service in exchange for viewing ads Examples include free e-mail and secure shopping services p163
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34 §4.7.3 Brand leveraging strategies Market leaders can take their dominant positions and extend them to other products and services Yahoo! Fox Amazon p164
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35 §4.7.4 Affiliate marketing Web site gives product reviews, description, or other information on a product for sale on another site Affiliate site gets commission and has no risk Cause marketing 福利营销 Affiliate Commissions 关联佣金 Pay-per-click model Pay-per-conversion model Combination p164
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36 §4.7.5 Viral marketing strategies Viral marketing relies on existing customers to tell other persons about the products or services they have enjoyed using Electronic greeting card company : Blue Mountain Arts p166
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37 §4.7.6 Brand Consolidation strategies To leverage the established brands of existing Web sites Della &James created a registry that connects to several local and national department and gift stores. Macy’s have established online registries for their own stores. p166
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38 WeddingChannel.com Della &James p166
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39 §4.7.7 Cost of Branding Transferring existing brands to the Web or using the Web to maintain an existing brand is mach easier and less expensive than creating an new brand on the Web. 根据 Intermarket Group 公司调查: 1998 年 100 家最大电子商务网站平均花费 800 万美元创建在 线品牌。 最大的两家: Amazon.com 1.33 亿美元 BarnesandNoble.com 0.7 亿美元 p166
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40 §4.8 Search Engine Positioning and Domain Names §4.8.1 Search Engine And Web Directories Search Engines A special kind of Web page software that finds other Web pages that match a word or phrase the user enters Contains three major parts Spider, crawler, or bot – searches the Web Index – catalogs what is found Search engine utility – provides search results p167
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41 HTML 的元标记 META META 标记位于 HTML 文档头部的 标 记和 标记之间,提供用户不可见的 信息。 通常用来为搜索引擎 Robots 定义页面主题 例: <META NAME = ”Keywords” CONTENT = ”Computer,Sales,Intel,Compaq,Discount” > 为搜索引擎给出关键字列表 p167
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42 Web Directories Some search engine sites provide classified hierarchical lists of categories into which they have organized commonly searched URLs. AltaVisa, AOL, Excite, Google, MSN, Yahool! p167
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43 Search Engine Positioning Marketers want that their companies’ Web site URLs appear among the first 10 returned listings 1. sponsorship ( 赞助者) 2. to buy banner ad space at the top of search results pages. p168
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44 §4.8.2 Web Site Naming Issues The URL should reflect companies’name or reputation Southwest Airlines’ domain name was www.iflyswa.com www.iflyswa.com Until it purchased www.Southwest.comwww.Southwest.com Delta Airlines’ original domain name was www.delta-air.com it purchased www.delta.comwww.delta.com p169
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45 交易价在 100 万美元以上的域名 p171 Domain name Price Business.com $750 万 Altavista.com $330 万 Loans.com $300 万 Wine.com $300 万 Autos.com $220 万 Express.com $200 万 WallStress.com $100 万
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