电子商务Ch04.pptVIP

A Model of Consumer Behavior Online The model is composed of the following parts: Independent (or uncontrollable) variables, can be categorized as personal characteristics and environmental characteristics. Intervening (or moderating) variables are variables within the vendors’ control. They are divided into market stimuli and EC systems. The decision-making process, is influenced by the independent and intervening variables. This process ends with the buyers’ decisions resulting from the decision-making process. The dependent variables describe types of decisions made by buyers. From Mass Marketing to One-to-One Marketing Three basic approaches are used in marketing and advertising: mass marketing, market segmentation, and one-to-one marketing. Mass Marketingtargeted to everyone Market Segmentationpromoting a product or service to a subset of customers or prospects of customers. One-to-One Marketingbuilding unique relationships with individual customers on a one-to-one basis. The major characteristics of the 3 marketing types The New Marketing Model views relationships as a two-way street: The process can start any point in the cycle. better communicate with customers and better understand customers’ needs and buying habits. enable companies to enhance and frequently customize their future marketing efforts. A Model of Organizational Buyer Behavior Advantages and Limitations of Internet Advertising Chapter 4 * Web Advertising click-through rate The percentage of visitors who are exposed to a banner ad and click on it. click-through ratio The ratio between the number of clicks on a banner ad and the number of times it is seen by viewers; measures the success of a banner in attracting visitors to click on the ad. hit A request for data from a Web page or file. Chapter 4 * Web Advertising visit A series of requests during one navigation of a Web site; a pause of a certain length of time ends a visit. unique visits A count of the number of visitors entering a