电子商务第四章课件.ppt

1、h0Electronic CommerceYang FHebei University of TechnologyE-Business,Ninth Editionh1Chapter 4Selling to Consumers OnlineYang FangHebei University of TechnologyE-Business,Ninth Edition2022-12-26h2Product-based and customer-based marketing strategiesCommunicating with different market segmentsCustomer

2、relationship intensity and the customer relationship life cycleUsing advertising on the WebE-mail marketingTechnology-enabled customer relationship managementCreating and maintaining brands on the WebSearch engine positioning and domain name selectionLearning Objectivesh3 3Two Communicating with Dif

3、ferent Market SegmentThree Beyond Market SegmentationEight Search Engine and Domain NameSeven CreatingAnd Maintaining Brands on the WebSix Technology-Enable CRM One Web Marketing Strategies2022-12-26ContentsChapter4 Selling to Consumers OnlineFour Advertising on the WebFive E-Mail Marketing2022-12-2

4、6h44.14.1Web Marketing StrategiesWeb Marketing Strategies2022-12-26h54.1 Web Marketing StrategiesWeb Marketing Strategies4.1 Marketing mix 营销组合 The combination of elements that the company use to achieve their goals for selling and promoting their products and service.Marketing strategy 营销战略 When a

5、company decides which elements it will use,the particular marketing mix they called marketing strategy A companys marketing strategy is an important tool that works with its web presence to get the companys message across to both its current and prospective customers.2022-12-26h64.1 Web Marketing St

6、rategiesWeb Marketing Strategies4.1 Four Ps of marketing essential issues of marketing Product 产品产品 Physical item or service that the company is selling Brand品牌:the customers perceptions of the product Price 价格价格 Amount a customer pays for the product Customer value:the total cost is subtracted from

7、 the benefits that a customer derives from the product Promotion 促销促销 Any means of spreading the word about the product Place:distribution 渠道渠道 Need to have products or services available in different locations2022-12-26h74.1 Web Marketing StrategiesWeb Marketing Strategies4.14.1.1 Product-BasedMark

8、eting Strategies 4.1.2Customer-BasedMarketing Strategies.2022-12-26h84.1.1 Product-Based Marketing StrategiesWeb Marketing Strategies4.1 Web presence must integrate with image and brand When creating a marketing strategy,managers must consider both the nature of their products and the nature of thei

9、r potential customers.When customers are likely to buy items from particular product categories,or are likely to think of their needs in terms of product categories,this type of product-based organization makes sense Example:Most office supply stores on the Web believe customers organize their needs

10、 into product categories2022-12-26h94.1.2 Customer-Based Marketing StrategiesWeb Marketing Strategies4.1 Web sites to meet various types of customers specific needs First step:identify customer groups sharing common characteristics Second step:identify subgroups Example:Sabre Holdings Strategy pione

11、ered on B2B sites B2C sites now adding customer-based marketing elements2022-12-26h10Communicating with4.24.2Different Market SegmentsDifferent Market Segments2022-12-26h11Communicating with Different Market Segments 4.24.2 Communicating with Different Market Segments4.2.1 Trust,Complexity,and Media

12、 Choice4.2.2 Market Segmentation4.2.3 Market Segmentation on the Web4.2.4 Offering Customers a Choice on the Web2022-12-26h12Communicating with Different Market Segments 4.24.2 Communicating with Different Market Segments Identify groups of potential customers is just the first step in selling to th

13、ose customers.An equally important component of any marketing strategy is to selection of communication media to carry the marketing message Communications media selection to carry message Physical world Uses building construction and floor space design Online firm Communications media selection:cri

14、tical No physical presence Customer contact made through image projected through media and Web site Online firm challenge Obtain customer trust with no physical presence2022-12-26h13Communicating with Different Market Segments 4.24.2.1 Trust,Complexity,and Media Choice The Web Is an intermediate ste

15、p between mass media and personal contact Using the Web to communicate with potential customers offers many of the advantages of personal contact selling and many of the cost saving mass media 2022-12-26h14Communicating with Different Market Segments 4.24.2.1 Trust,Complexity,and Media ChoiceFIGURE

16、4-2 Trust in three information dissemination models2022-12-26h15Communicating with Different Market Segments 4.24.2.1 Trust,Complexity,and Media Choice Mass media 大众媒体 Offers the lowest level of trust,many companies continue to use it successfully Cost of mass media advertising can be spread over th

17、e many people in its large audiences,and the cost of ad per viewer is very low Many people have developed a resistance to the messages conveyed in the mass media2022-12-26h16Communicating with Different Market Segments 4.24.2.1 Trust,Complexity,and Media Choice The level of complexity inherent in th

18、e product or service is also an important factor in media choice Products that have few characteristics or that are easy to understand can be promoted well using mass media Because mass media is expensive to produce,most companies use it to deliver short message Highly complex products and services

19、are best promoted through personal contact Allows the potential customer to ask clarifying questions during the promotional presentation2022-12-26h17Communicating with Different Market Segments 4.24.2.1 Trust,Complexity,and Media Choice The Web The Web occupies a wide middle ground and can be used f

20、or delivering short but focused messages that promote,but can also to deliver longer and more complex messages The Web can even be used to engage the potential customer in a back and forth dialogue similar to that used in personal contact selling.The Web can offer elements of mass media messaging,pe

21、rsonal contact interaction,and anything in between 2022-12-26h18Communicating with Different Market Segments 4.24.2.1 Trust,Complexity,and Media Choice Mass media advertising campaigns that are successful often rely on the passive nature of the media consumption experience In contrast,Web users are

22、actively engaged in the medium Companies can use the Web to capture some of the benefits of personal contact,yet avoid some of the costs inherent in that approach Most experts agree It is better to make the trust-based model of personal contact selling work on the web than to adopt the mass marketin

23、g approach on the web2022-12-26h19Communicating with Different Market Segments 4.24.2.1 Trust,Complexity,and Media Choice The Internet has created new communications modalities for individuals and companies Web log or blog 博客博客 Website allowing people to post thoughts and inviting others to add comm

24、entary Example：Stormhoek，红酒博友博红酒 RSS（Really Simple Syndication）简易信息聚合 Example：Amazon 微博 Example：Kogih202022-12-2620Communicating with Different Market Segments 4.24.2.2 Market SegmentationChapter4 Selling to Consumers Online为什么需要进行市场细分？市场细分又是为了什么？为什么能够进行市场细分？在异质的市场中寻找需求同质的客户群!客观基础理论基础目的性前提性外在基础必要性企业

25、资源的有限性客户需求具有相似性消费者需求差异性的存在 Market segmentation 市场细分 Divides potential customer pool into segmentsh212022-12-2621Communicating with Different Market Segments 4.24.2.2 Market SegmentationChapter4 Selling to Consumers OnlinePsychographic segmentationDemographic segmentationGeographicsegmentation2022-12

26、-26h22Communicating with Different Market Segments 4.24.2.2 Market Segmentation Geographic segmentation 地理细分 Creating different combinations of marketing efforts for each geographical group of customers By nation,state(province),city,or even by neighborhood By urban customer,suburban customer,and ru

27、ral customer.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 life2022-12-26h23Communicating with Different Market Se

28、gments 4.24.2.2 Market Segmentation Television advertisers use all three categoriesFIGURE 4-3 Television advertising messages tailored to program audience Companies do much more than just match advertising messages to market segments.They also build a sales environment for their product or service t

29、hat corresponds to the market segment they are trying to reach2022-12-26h24Communicating with Different Market Segments 4.24.2.3 Market Segmentation on the Web The Web gives companies an opportunity to present different store environments online Juicy Couture site targets young,fashion-conscious buy

30、ers Talbots site targets older,more established buyers Limitations of physical retail stores Floor and display space Must convey one particular message Web stores Separate virtual spaces for different market segments They even allow their customers to create their own stores2022-12-26h25Communicatin

31、g with Different Market Segments 4.24.2.4 Offering Customers a Choice on the Web Micromarketing 微观营销 Practice of targeting very small market segments Hampered by cost increases One-to-one marketing 一对一营销 Highly customized approach to offering products,services matched to needs of a particular custom

32、er The Internet gives the opportunity for highly customized interactions with customers Example:Dell Offers several different ways to do business with company Home page links for each major customer group Dell Premier accountsh26Beyond Market Segmentation:Customer Behavior and Customer Behavior and

33、Relationship IntensityRelationship Intensity2022-12-26264.34.3Chapter4 Selling to Consumers Onlineh274.3 Beyond Market Segmentation:Customer Behavior and Relationship Intensity2022-12-2627Beyond Market Sgementation4.3Chapter4 Selling to Consumers OnlineSegmentation Using Customer BehaviorCustomer Re

34、lationship Intensity and Life-Cycle SegmentationAcquisition,Conversion,and Retention of CustomersCustomer Acquisition,Conversion,and Retention:The Funnel Model4.3.14.3.24.3.34.3.4h284.3 Beyond Market Segmentation:Customer Behavior and Relationship Intensity2022-12-2628Beyond Market Sgementation4.3Ch

35、apter4 Selling to Consumers Online Recap Companies target similar customer groups as market segments One-to-one marketing Chance to create individually unique Web experiences Next step Beyond market segmentation,even beyond one-to-one marketing,is when companies use the Web to target specific custom

36、ers in different ways at different timesh294.3.1 Segmentation Using Customer Behavior2022-12-2629Beyond Market Sgementation4.3Chapter4 Selling to Consumers Online Same person Needs different combinations of products and services Depending on the occasion Behavioral segmentation 行为细分行为细分 Creation of

37、separate customer experiences based on their behavior Occasion segmentation 场合细分场合细分 Behavioral segmentation based on things happening at a specific time or occasionh304.3.1 Segmentation Using Customer Behavior2022-12-2630Beyond Market Sgementation4.3Chapter4 Selling to Consumers Online Usually,busi

38、nesses that operate in the physical world can meet only one or a few of a customers differing behavioral needs In the online world,it is much easier to design a single web site that meets the needs of visitors who arrive in different behavioral modes Thus a web site design can include elements that

39、appeal to different behavioral segments Marketing researchers study how and why people prefer different combinations of products,services,and Web site features and how these preferences are affected by their modes of interaction with the siteh314.3.1 Segmentation Using Customer Behavior2022-12-2631B

40、eyond Market Sgementation4.3Chapter4 Selling to Consumers Online Usage-based market segmentation 用法细分 People want web sites that offer a range of interaction possibilities from which they can select to meet their needs Customizing visitor experiences to match the site usage behavior patterns of each

41、 visitor or type of visitor One set of categories that marketers use today:BrowsersBuyersShoppersThree visitor modeh324.3.1 Segmentation Using Customer Behavior2022-12-2632Beyond Market Sgementation4.3Chapter4 Selling to Consumers Online Browsers 浏览者 Visitors just surfing or browsing Web site:must o

42、ffer something to pique visitors interest Trigger words 触发词触发词 Key words included in the web site that are jog the memories of visitors and remind them of something they want to buy on the site Prompt visitor to stay and investigate products or services Have links to site explanations,instructions f

43、or using the site can be helpful to this type of customer Include extra content related to product or services the site sellsh334.3.1 Segmentation Using Customer Behavior2022-12-2633Beyond Market Sgementation4.3Chapter4 Selling to Consumers Online Buyers 采购者 Ready to make a purchase right away They

44、best thing a site can offer a buyer is certainty that nothing will get in the way of the purchase transaction Shopping cart Part of the Web site Keeps track of selected items for purchase Automates purchasing process Page offers link back into shopping area Primary goal:get buyer to shopping cart as

45、 quickly as possibleh344.3.1 Segmentation Using Customer Behavior2022-12-2634Beyond Market Sgementation4.3Chapter4 Selling to Consumers Online Shoppers 购买者 Visitors are motivated to buy,but they are looking for more information before they make a purchase decision A site should offer comparison tool

46、s,product reviews,and features lists Remember that a person might visit a Web site one day as a browser,and then return later as a shopper or a buyer People do not retain behavioral categories from one visit to the next,Even for the same Web siteh354.3.1 Segmentation Using Customer Behavior2022-12-2

47、635Beyond Market Sgementation4.3Chapter4 Selling to Consumers Online Alternative models McKinsey&Companys six behavior-based categoriesSurfersSimplifiersSportstersBargainersConnectorsRoutinersVisitorbehaviorh364.3.1 Segmentation Using Customer Behavior2022-12-2636Beyond Market Sgementation4.3Chapter

48、4 Selling to Consumers Online Alternative models McKinsey&Companys six behavior-based categories Simplifiers(Like convenience)Surfers(Use the Web to find information and explore new ideas)Bargainers(Are in search for good deal)Connectors(Use the Web to stay in touch with other people)Routiners(Retur

49、n to same sites over and over again)Sportsters(Spend time on sports,entertainment sites)The challenge for Web businesses is to identify groups and formulate ways of generating revenue from each segmentationh374.3.2 Customer Relationship Intensity and Life-Cycle Segmentation2022-12-2637Beyond Market

50、Sgementation4.3Chapter4 Selling to Consumers Online One goal of marketing is to create strong relationships between a company and its customers One-to-one marketing and usage-based segmentation value Strengthen companies relationships with customers Good customer experiences can help create an inten