市场营销 第19章.ppt

Internet Marketing Chapter 19 Version 6e Internet Marketing Electronic Marketing Channel Customer Relationship Marketingon the Internet Financial Implications Marketing Researchthrough the Web Advantages ofElectronic Publications Internet Marketing Plan Basic Forms of Virtual Business Internet Demographics and Trends Internet Demographics and Trends Internet Demographics and Trends The Virtual Community Internet’s Influence onThe Global Village The Digital World Examples of Internet Strategies On-Line Positioning Identify the most important target market Identify that market’s on-line need Determine how the company’s Internet presence meets that need Identify how the on-line presence is better than the competition. Factors in Internet Marketing Programs The Internet Presence Uses of Interactive Web Sites Internet Direct Selling E-Tailing Internet Shopping vs. Store Shopping For many, Internet shopping is more convenient and less expensive (you can shop in your underwear) Store shopping provides product “touch and feel” E-tailing changes shopping from entertainment to a functional task(hmmmm) Key Success Factor forInternet Businesses Internet Marketing Objectives Product Strategies on the Web On-Line Promotion Pricing on the Internet Channel use behavior is an effective means to segment the market There is a benefit to encourage use of one channel rather than the other Evaluating the Outcome *Chapter 19 Version 6e ?2002 South-Western chapter 19 /lemonade/ The New Business Franchise Find out about products Get answers to questions Leave messages Solve problems Make purchases 1 1 Opportunities for Customer Relationship Marketing Profiles of preferences E-mail notifications Customer service Convenient on-line shopping Competitive advantage Reduction in expenses Reduced inventory Lower financial barriers to entry 1 1 The Web in Marketing Research Vast information sources for secondary research Better primary research Web-based surveys and focus group