Strauss_5e_07网络营销.pptVIP

Entertainment Online in the U.S. ?2009 Pearson Education, Inc. Publishing as Prentice Hall 7-* Exhibit 7.9 Top 10 Search Terms for 2007 ?2009 Pearson Education, Inc. Publishing as Prentice Hall 7-* Exhibit 7.10 Learning and Getting Information ?2009 Pearson Education, Inc. Publishing as Prentice Hall 7-* Exhibit 7.11 Trading Online in the U.S. ?2009 Pearson Education, Inc. Publishing as Prentice Hall 7-* Exhibit 7.12 ?2009 Pearson Education, Inc. Publishing as Prentice Hall * * * 2-1 2-1 2-1 2-1 2-1 2-1 2-1 2-1 2-1 E-MARKETING 5/EJUDY STRAUSS AND RAYMOND FROST Chapter 7: Consumer Behavior Online ?2009 Pearson Education, Inc. Publishing as Prentice Hall 7-* Chapter 7 Objectives After reading Chapter 7, you will be able to: Discuss general statistics about the internet population. Describe the internet exchange process and the technological, social/cultural, and legal context in which consumers participate in this process. Outline the broad individual characteristics and consumer resources that consumers bring to the online exchange. Highlight the four main categories of outcomes that consumers seek from online exchanges. 7-2 ?2009 Pearson Education, Inc. Publishing as Prentice Hall The Customer’s Story ?2009 Pearson Education, Inc. Publishing as Prentice Hall 7-* A typical one-hour adventure in the life of a 25-year-old professional male, Justin: Tunes his iPod to the latest Diggnation podcast while his TV is tuned to a soccer game and his cell phone and PC are within reach. Picks up his computer to find a blog mentioned during the podcast, sees a video on the blog, and texts a friend about the video. The Customer’s Story, cont. ?2009 Pearson Education, Inc. Publishing as Prentice Hall 7-* Justin searches for the video title on Google and finds a job posting on Vimeo, an online video-posting site. He posts a link to the video and Vimeo site on his Twitter stream. Justin is the new consumer: a multitasker interested in the social media. How can a marketer capture