Chapter 1: Introduction to Electronic Commerce

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Nov 18, 2013 (3 years and 8 months ago)

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Chapter 4:

Marketing on the Web

网上营销

Electronic Commerce

Electronic Commerce

2

Objectives

In this chapter, you will learn about:


Marketing strategies

营销策略


Communicating with different market
segments
市场细分


Customer relationship intensity and the
customer relationship life cycle
客户关系程度
与生命周期


Using advertising on the Web
网上广告

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Objectives (continued)


E
-
mail marketing
电子邮件营销


Technology
-
enabled customer relationship
management
客户关系管理


Creating and maintaining brands on the Web
在网上
创建与维护品牌


Search engine positioning and domain name
selection
搜索引擎排名与域名选择


Electronic Commerce

4

What is Marketing



Case Study

How to sell the combs to Monks?



Questions:
成功的营销策略包含哪些因素?


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What is Marketing


The American Marketing Association (AMA)
states, “Marketing is the process of planning and
executing the conception, pricing, promotion,
and distribution of ideas, goods, and services to
create exchanges that satisfy individual and
organizational objectives".


美国营销协会将其定义为:营销是一个计划和执
行对于知识、产品以及服务的设计、定价、推广
和分销的全过程,目的是通过交换来满足个人和
组织的需求。


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What is Marketing


It includes diverse disciplines like sales, public
relations, pricing, packaging, and distribution.



"If a young man tells his date she's intelligent,
looks lovely, and is a great conversationalist,
he's saying the right things to the right person
and that's
marketing
. If the young man tells his
date how handsome, smart and successful he is
--

that's
advertising
. If someone else tells the
young woman how handsome, smart and
successful her date is
--

that's
public relations
."


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Marketing Strategies


Four Ps of marketing
营销
4P


Product
产品


Physical item or service that the company is selling


Price
价格


Amount a customer pays for the product


Promotion
促销推广


Any means of spreading the word about the product


Place
渠道


Need to have products or services available in different
locations

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Market Segmentation

市场细分


Market segmentation is dividing the pool of
potential customers into segments and
targeting specific portions of the market with
advertising messages


将潜在客户划分为较小规模的市场,并将特定
的广告信息送达到这类小市场。

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Market Segmentation (continued)


Geographic segmentation
地理细分


Creating different combinations of marketing efforts for each
geographical group of customers


Demographic segmentation
人口细分


Uses age, gender, family size, income, education, religion,
or ethnicity to group customers


Psychographic segmentation
心理细分


Groups customers by variables such as social class,
personality, or their approach to life

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Communicating with Different Market
Segments

与不同细分市场的沟通


Identify groups of potential customers
识别客
户群



The first step in selling to those customers


Media selection
媒体选择


Can be critical for an online firm

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Trust and Media Choice

信任与媒体选择


The Web is an intermediate step between
mass media and personal contact


Cost of mass media advertising can be
spread over its audience


Companies can use the Web to capture some
of the benefits of personal contact, yet avoid
some of the costs inherent in that approach

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Market Segmentation on the Web

网上市场细分


Behavioral segmentation
行为细分


Creation of separate experiences for customers
based on their behavior


Occasion segmentation
场合细分


When behavioral segmentation is based on things
that happen at a specific time


Usage
-
based market segmentation
用法细分


Customizing visitor experiences to match the site
usage behavior patterns of each visitor

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Behavior
-
based categories include:


Simplifiers


Like convenience


Surfers


Use the Web to find information and explore new ideas


Bargainers


Are in search of a good deal


Connectors


Use the Web to stay in touch with other people


Routiners


Return to the same sites over and over again

Market Segmentation on the Web

网上市场细分

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Customer Relationship Intensity and
Life
-
Cycle Segmentation

客户关系程度与生命周期划分


One goal of marketing is to create strong
relationships between a company and its
customers
营销的目标之一是在公司与客户
之间建立密切的联系


Good customer experiences can help create
an intense feeling of loyalty
好的客户体验能
帮助建立较强的忠诚感


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Acquisition, Conversion, and
Retention of Customers

客户的争取、转变与维系


Acquisition cost
获取成本


Money a site spends to draw one visitor to the site



Conversion
转变


Converting a first
-
time visitor into a customer


Conversion cost
转变成本


Cost of inducing one visitor to make a purchase, sign
up for a subscription, or register


Retained customers
保留住的客户


Customers who return to the site one or more times
after making their first purchases

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Customer Acquisition, Conversion, and
Retention: The Funnel Model

客户的争取、转变与维系的漏斗模型

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Advertising on the Web

网上广告


Banner ad
横幅广告


Small rectangular object on a Web page


Pop
-
up ad
弹出式广告


Appears in its own window when the user opens or closes a
Web page


Interstitial ad
插页式广告


When a user clicks a link to load a page, the interstitial ad
opens in its own browser window


Ad
-
blocking software
广告屏蔽软件


Prevents banner ads and pop
-
up ads from loading


Cost per thousand (CPM)
每千人成本法


Pricing metric used when a company purchases mass media
advertising


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Site Sponsorships

网站赞助商


Give advertisers a chance to promote
products, services, or brands in a more subtle
way


Helps build brand images and develop
reputation rather than generate immediate
sales



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E
-
Mail Marketing

电子邮件营销


Sending one e
-
mail message to a customer
can cost less than one cent if the company
already has the customer’s e
-
mail address


Conversion rate
转换率


The percentage of recipients who respond to an
ad or promotion


Opt
-
in e
-
mail
许可电子邮件


Practice of sending e
-
mail messages to people
who request information on a particular topic

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Technology
-
Enabled Customer
Relationship Management

技术使能的
䍒C


Clickstream
点击流


Information that a Web site can gather about its
visitors


Technology
-
enabled relationship
management


Firm obtains detailed information about a
customer’s behavior, buying patterns, etc., and

uses it to set prices and negotiate terms

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Creating and Maintaining Brands
on the Web

在网上创建和维护品牌


Elements of branding include:


Differentiation
差异化


Company must clearly distinguish its product from
all others


Relevance
关联性


Degree to which a product offers utility to a potential
customer


Perceived value
感知价值



Key element in creating a brand that has value

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Emotional Branding vs. Rational
Branding

感性诉求与理性诉求


Emotional appeals are difficult to convey on
the Web


Rational branding relies on the cognitive
appeal of the specific help offered, not on a
broad emotional appeal

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Affiliate Marketing Strategies

关联营销策略


Affiliate marketing
关联营销


One firm’s Web site includes descriptions, reviews,
ratings, or other information about a product that is
linked to another firm’s site


Affiliate site
关联网站


Obtains the benefit of the selling site’s brand in
exchange for the referral


Cause marketing
理想营销


Affiliate marketing program that benefits a charitable
organization

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Viral Marketing Strategies

病毒营销


Relies on existing customers to tell other
people about products or services they have
enjoyed using


Example:


Blue Mountain Arts


Electronic greeting card company


Purchases very little advertising, but grew rapidly

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Search Engine Positioning and
Domain Names

搜索引擎排位与域名


Search engine is a Web site that helps
people find things on the Web


It has 3 major parts:


Spider, crawler, or robot


Program that automatically searches the Web


Index or database


Storage element of a search engine


Search utility


Uses terms provided to find Web pages that match

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Search Engine Positioning and
Domain Names (continued)


Search engine positioning or search engine
optimization
搜索引擎排名与搜索引擎优化


Combined art and science of having a particular
URL listed near the top of search engine results


Paid placement
付费放置


Option of purchasing a top listing on results pages
for a particular set of search terms


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Web Site Naming Issues

网站命名问题


Domain names


Companies often buy more than one


Reason for additional domain names is to ensure
that potential site visitors who misspell the URL
will still be redirected to the intended site


Example: Yahoo! owns the name Yahow.com


URL brokers


Sell, lease, or auction domain names

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Summary


Four Ps of marketing



Product, price, promotion, and place


Market segmentation


Using geographic, demographic, and
psychographic information can work well on the
Web


Types of online ads


Pop
-
ups, pop
-
behinds, and interstitials

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Summary (continued)


Technology
-
enabled customer relationship
management can provide better returns for
Web businesses


Firms on the Web can use rational branding
instead of emotional branding techniques


Critical for many businesses is successful
search engine positioning and domain name
selection