Ecommerce Marketing

prudencecoatInternet και Εφαρμογές Web

18 Νοε 2013 (πριν από 3 χρόνια και 10 μήνες)

78 εμφανίσεις

Presented by


Yan Zhao

Ling
Leng

Jiaming

Shen

Chenyang Sun

Wenqin

Zhang



OUTLINE

Introduction

Question#

Would you say that the internet fosters
or

i
mpedes social activity?


Question#

Name the five stages in the buyer decision process, and briefly describe the

online


and offline activities used to influence each.

Question#

What are the components

of the core product, actual product, and

augmented product
in a feature set?

Question#

-
List the differences among database, data warehouses, and data mining.

Question#

-
Choose a digital content product available on the Web and describe its

feature set

Conclusion

INTERNET
FOSTERS AND
IMPEDES SOCIAL ACTIVITY

positive

1 Gathering people
and separate people.

2 Saves time high
quality and low cost


negative

1 Too much online
life destroy people’s
real life

2 cheating and un
-
real social
relationship becomes
their real life

GATHERING PEOPLE AND SEPARATE PEOPLE

Different areas



GATHERING PEOPLE AND SEPARATE PEOPLE

Different topics


SAVES TIME HIGH QUALITY AND LOW COST


Saves time


SAVES TIME HIGH QUALITY AND LOW COST

High quality

SAVES TIME HIGH QUALITY AND LOW COST

Low cost

TOO MUCH ONLINE LIFE DESTROY PEOPLE’S REAL
LIFE


CHEATING AND UN
-
REAL SOCIAL RELATIONSHIP
BECOMES THEIR REAL LIFE


NAME THE FIVE STAGES IN THE BUYER DECISION PROCESS, AND
BRIEFLY DESCRIBE THE

ONLINE
AND
OFFLINE ACTIVITIES USED TO
INFLUENCE
EACH


Cultural

Social

Psychological

Brand

Marketing

Communication

Stimuli

Firm

Capabilities


In
-
store

Behavior


Buyer

Decisions

There are five stages in the consumer decision process
:


1.
Awareness of need

2.
Search for more information

3.
Evaluation of alternatives

4.
The actual purchase decision

5.
Post
-
purchase contact with the firm


THE CONSUMER DECISION PROCESS AND
SUPPORTING
COMMUNICAITONS

Market

Commination

Awareness

Need

Recognitio
n


Search

Electives

Of

Alternativ
es



Purchase

Post
-
purchase

Behavior
-

Loyalty

Offline

Communications

Mass Media

TV Radio

Print Media


Catalogs Print

ads Mass media
Salespeople
Product raters

Store visits

Reference

groups

Opinion leaders

Mass media

Product raters

Store visits

Promotions

Direct

mail

Mass media

Print media

Warranties

Service calls

Parts and Repair

Consumer

groups

Online

Communications

Targeted

banner
ads Interstitials

Targeted event
promotions

Search

engines

Online catalogs

Site visits

Targeted e
-
mail

Search engines

Online catalogs

Site visits

Product

reviews

User evaluations


Online
promotions

Lotteries

Discounts

Targeted

e
-
mail

Communities

of
consumption

Newsletter

Customer e
-
mail

Online updates

WHAT ARE THE COMPONENTS

OF THE CORE PRODUCT, ACTUAL
PRODUCT,
AND AUGMENTED
PRODUCT IN A FEATURE SET?

The components of the core product, actual product,
and
augmented
product in a feature set

Definition
:


Feature set



Core Product



Actual Product



Augmented Product


CORE PRODUCT

Core Benefit

Actual
Product


1.
Design

2.
Quality

3.
Brand Name

4.
Features Packaging

Augmented
Product


1.
Delivery Terms

2.
After
-
sale Support

3.
Warranty

4.
Credit

5.
Installation


LIST THE DIFFERENCES AMONG DATABASE, DATA
WAREHOUSES, AND DATA MINING










DATABASE

(organize,

store and

amounts of data)


A database
management system
(DBMS) consists of
software that
operates databases,
providing storage,
access, security,
backup and other
facilities.)

Storage Engine
-

stores and
retrieves data
from secondary
storage

Relational engine
-

such as table, index
and referential
integrity constraiints

Transaction
engin
e
-
ensure
SQL statements
either succeed or
fail

SQL Engine
-

interprets and
exexutes the
DDL,DCL and
Dml

Interface driver
s
-
provide methods
to prepare
statements

Sublanguages
-

Data definition,
data conntol and
data manipulation

RDBMS
Components


A data
warehouse is a
database used
for reporting.

It maintains its
functions in three
layers

THREE LAYERS:

-

The staging is used to store raw data for use by developers
(analysis and support)

-

The integration layer is used to integrate data and to have a level of
abstraction from users.

-

The access layer is for getting data out for users.


DATA MINING

A
relatively young and interdisciplinary field of computer science, is the
process of extracting patterns from large data sets by combining
methods from statistics and artificial intelligence with database
management.

Four classes of tasks

-
Association rule learning

-
ClusteringClassification

-
Regression

CHOOSE A DIGITAL CONTENT PRODUCT AVAILABLE ON THE
WEB AND DESCRIBE
ITS FEATURE
SET