《网络营销》课件PPTchapter10 Product.pptVIP

E-Marketing, 3rd edition Judy Strauss, Adel I. El-Ansary, and Raymond Frost Chapter 10: Product Overview Many Products Capitalize on Internet Properties A product: A bundle of benefits that satisfies the needs of organizations/consumers and for which they are willing to exchange money or other items of value. Items such as tangible goods, services, ideas, people, and places. Many Products Capitalize on Internet Properties May be classified by the purpose for which they are purchased: Consumer products = purchased by an individual for personal consumption. Businesses sell products to consumers in the business-to-consumer (B2C) market. Consumers sell products to one another in the consumer-to-consumer (C2C) market. Industrial products = used in the operation of an organization, as components for manufacture into final product, or for resale (B2B market). Many Products Capitalize on Internet Properties To create new products: Research to determine what is important to customers, Design strategies to deliver more value than do competitors. In line with the Sources, Databases, and Strategy model, tier two strategies involve the marketing mix 4Ps and customer relationship management (CRM). Overview Creating Customer Value Online Never has competition for online customer attention and dollars been more fierce. To succeed, firms must employ that result in Customer value = Benefits – Costs. Creating Customer Value Online But what exactly is value? The entire product experience: Value is defined wholly by the customer. Value involves customer expectations. Value is applied at all price levels. Overview Online Benefits The Internet technology brings a new set of desired benefits: Effective Web navigation, Quick download speed, Clear site organization, Attractive and useful site design, Secure transactions privacy, Free information or services, User-friendly Web browsing and e-mail reading. Online Benefits Marketers must make