电子商务--网络营销】(PPT107页)(1).pptVIP

网络营销 Marketing on the web When to use product-based and customer-based marketing strategies Communicating with different market segments Customer relationship intensity and the customer relationship life cycle Using advertising on the web E-mail marketing来自 中国最大的资料库下载 Technology-enabled customer relationship management Creating and maintaining brands on the web Search engine positioning and domain name selection 1. Web marketing strategies Market mix: the combination of elements that they use to achieve their goals for selling and promoting their products and services.来自 中国最大的资料库下载 Market strategy: a particular marketing mix that a company decides to use. The four Ps of marketing : product, price, promotion, and place. Products is the physical item or service that a company is selling. 来自 中国最大的资料库下载 The intrinsic characteristics of the product Customers’ perceptions of the product ——the product’s brand Price is the amount the customer pays for the product. The total of all financial costs that customer pays (including transaction costs) to obtain the product Customer value = the benefits that a customer derives from the product – price New ways to create increased customer value Promotion includes any means of spreading the word about the product. Possibilities for communicating with existing and potential customers Communication techniques Place is the need to have products or services available in many different locations Logistics and distribution problems Better shipment tracking and control 1.1 product-based marketing strategies think of their business in terms of the products and services they sell——a detailed list customer are likely to buy items from particular product categories or think of their needs in terms of product categories. Example: office supplies stores on the web Staples/淘宝 商品品类 更细的品类 /website/ /browse/cat-0.htm They organized their web sites from an internal viewpoint, that is, according to the way that they arranged their product