Chapter 4 Consumer Behavior, Customer Service, and Advertising(电子商务课件-英文版).ppt

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Chapter 4 Consumer Behavior, Customer Service, and Advertising(电子商务课件-英文版).ppt

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Chapter 4 Consumer Behavior, Customer Service, and Advertising(电子商务课件-英文版)

Chapter 4Consumer Behavior, Customer Service, and Advertising Learning Objectives Describe the factors that influence consumer behavior online Understand the decision-making process of consumer purchasing online Describe how companies are building one-to-one relationships with customers Discuss the issues of e-loyalty and e-trust in EC Learning Objectives (cont.) Explain how personalization is accomplished online Describe consumer market research in EC Explain the implementation of customer service online and describe its tools Describe the objectives of Web advertising and its characteristics Learning Objectives (cont.) Describe the major advertising methods used on the Web Describe various online promotions Describe the issues involved in measuring the success of Web advertisements as it relates to different pricing methods. Understand the role of intelligent agents in consumer issues and advertising applications Ritchey Design LearnsAbout Customers The Problem Small business designing and manufacturing mountain bike components 1995 Web site was a status symbol rather than a business tool The site did not: Offer enough customer information Enable the company to gain insight into their customers’ needs and wants Ritchey Design LearnsAbout Customers (cont.) The Solution Customer surveys introduced the site Web Trader automatically saves and organizes answers in the database—this information is used to make marketing decisions Created an electronic product catalog Visitors can browse through the product catalog with detailed descriptions and graphics of products Ritchey Design LearnsAbout Customers (cont.) The Results Ritchey does not yet sell directly to individuals online, because the company wants to maintain its existing distribution system Dealers can: Place orders on the site Learn about new products quickly site is basically used for market research and advertising Exhibit 4.1EC Consumer Behavior Model Consumer Behavior Online (cont.) Consumer types—