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Chapter4ConsumerBehavior,InternetMarketing,andAdvertising
Copyright?2010PearsonEducation,Inc.PublishingasPrenticeHallLearningObjectivesDescribethefactorsthatinfluenceconsumerbehavioronline.Understandthedecision-makingprocessofconsumerpurchasingonline.Describesegmentationandhowcompaniesarebuildingone-to-onerelationshipswithcustomers.Explainhowconsumerbehaviorcanbeanalyzedforcreatingpersonalizedservices.Discusstheissuesofe-loyaltyande-trustinelectroniccommerce(EC).DescribeconsumermarketresearchinEC.4-1
Copyright?2010PearsonEducation,Inc.PublishingasPrenticeHallLearningObjectivesDescribetheobjectivesofWebadvertisinganditscharacteristics.DescribethemajoradvertisingmethodsusedontheWeb.Describevariousonlineadvertisingstrategiesandtypesofpromotions.Describepermissionmarketing,admanagement,localization,andotheradvertising-relatedissues.RelateWeb2.0andsocialnetworkstoInternetmarketresearchandadvertising.4-2
Copyright?2010PearsonEducation,Inc.PublishingasPrenticeHall4-3
Copyright?2010PearsonEducation,Inc.PublishingasPrenticeHallTheConsumer
PurchasingDecision-MakingProcessAGENERICPURCHASING-DECISIONMODELFivemajorphases:NeedidentificationInformationsearchproductbrokering Decidingwhatproducttobuymerchantbrokering Decidingfromwhom(fromwhatmerchant)tobuyaproductAlternativeevaluationPurchaseanddeliveryPostpurchasebehavior4-4
Copyright?2010PearsonEducation,Inc.PublishingasPrenticeHallTheConsumer
PurchasingDecision-MakingProcessCUSTOMERDECISIONSUPPORTINWEBPURCHASINGPLAYERSINTHECONSUMERDECISIONPROCESSInitiatorInfluencerDeciderBuyerUser4-5
Copyright?2010PearsonEducation,Inc.PublishingasPrenticeHallMassMarketing,MarketSegmentation,
andOne-to-OneMarketingFROMMASSMARKETINGTOONE-TO-ONEMARKETINGMassMarketingandAdvertisingmarketsegmentation Theprocessofdividingaconsumermark
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