电子商务--网络营销】（PPT107页）(1)

来自►Whentouseproduct-basedandcustomer-basedmarketingstrategies►Communicatingwithdifferentmarketsegments►Customerrelationshipintensityandthecustomerrelationshiplifecycle►Usingadvertisingontheweb►E-mailmarketing来自中国最大的资料库下载►Technology-enabledcustomerrelationshipmanagement►Creatingandmaintainingbrandsontheweb►Searchenginepositioninganddomainnameselection来自►Marketmix:thecombinationofelementsthattheyusetoachievetheirgoalsforsellingandpromotingtheirproductsandservices.来自中国最大的资料库下载►Marketstrategy:aparticularmarketingmixthatacompanydecidestouse.►ThefourPsofmarketing:product,price,promotion,andplace.来自中国最大的资料库下载►Productsisthephysicalitemorservicethatacompanyisselling.►来自中国最大的资料库下载TheintrinsiccharacteristicsoftheproductCustomers’perceptionsoftheproduct——theproduct’sbrand来自中国最大的资料库下载►Priceistheamountthecustomerpaysfortheproduct.Thetotalofallfinancialcoststhatcustomerpays(includingtransactioncosts)toobtaintheproductCustomervalue=thebenefitsthatacustomerderivesfromtheproduct–priceNewwaystocreateincreasedcustomervalue来自中国最大的资料库下载►Promotionincludesanymeansofspreadingthewordabouttheproduct.PossibilitiesforcommunicatingwithexistingandpotentialcustomersCommunicationtechniques来自中国最大的资料库下载►PlaceistheneedtohaveproductsorservicesavailableinmanydifferentlocationsLogisticsanddistributionproblemsBettershipmenttrackingandcontrol来自►thinkoftheirbusinessintermsoftheproductsandservicestheysell——adetailedlist►customerarelikelytobuyitemsfromparticularproductcategoriesorthinkoftheirneedsintermsofproductcategories.来自中国最大的资料库下载►Example:officesuppliesstoresonthewebStaples/淘宝商品品类更细的品类►Theyorganizedtheirwebsitesfromaninternalviewpoint,thatis,accordingtothewaythattheyarrangedtheirproductdesignandmanufacturingprocess.►IfCustomerlooksforaspecifictypeofproduct,thisapproachworkswell.来自►insteadofacollectionsofproducts,companiescanbuildtheirsitesflexibleenoughtomeetthespecificneedsofvarioustypesofcustomers.来自中国最大的资料库下载►Thefirststep——identifygroupsofcustomerswhosharecommoncharacteristics.BreakingcustomersintosomemaingroupsSubgroupwithineachofthosemaingroups►Then——developingmarketingstrategiesandtacticsthatwilleffectivelyreachcustomersineachsubgroup►Customizeproductandserviceofferingstomatchtheircustomers’needs.来自中国最大的资料库下载►Example:►B2B►B2C——universitywebsitesIntheearlydays:beorganizedaroundtheinternalelementsoftheschool,suchasdepartments,collegesandprogramsToday:designedforspecificstakeholders,suchascurrentstudents,prospectivestudents,parentsofstudents,potentialdonorsandfaculty.来自►2.1trustandmediachoiceSelectionofcommunicationmediatocarrythemarketingmessage►Physicalfirm——thewayofconstructbuildinganddesignfloorspaces——conveyimportantserviceofferings►Onlinefirm——theonlycontactisthroughthemediaanditswebsite.来自中国最大的资料库下载►Threeinformationdisseminationmodels:Massmedia——lowleveloftrust,butthecostofadvertisingperviewerisverylowThewebPersonalcontact——highleveloftrust来自中国最大的资料库下载►Massmedia’ssuccessreliesonthepassivenatureofthemediaconsumptionexperience.Peoplewatchingtelevisionorlisteningtoradioareusuallyinapassiveandreceptivestateofmind.►Incontrast,webusersareactivelyengagedinthemedium,withhandsonthekeyboardandmouse,astheyviewwebpages.Theactivestateofmindmakeswebusersfarmorelikelytoevaluateadvertisingmessageandlesslikelytoacceptthecontent.来自中国最大的资料库下载►Usingwebmaycapturesomeofthebenefitsofpersonalcontact,yetavoidsomeofthecostsinherentinthatapproach.来自►Identifyspecificportionsoftheirmarketsandtargetthemwithspecificadvertisingmessage——dividingthepoolofpotentialcustomersintosegments.►Threecategoriesofvariablestoidentifymarketsegments:Geographicsegmentation——locationDemographicsegmentation——age,gender,familysize,income,education,religion,ethnicityPsychographicsegmentation——socialclass,personality,approachtolife来自中国最大的资料库下载►Matchadvertisingmessagetomarketsegments.►Buildasalesenvironmentfortheirproductorserviceaccordingtothecustomersegments来自►Webretailerscanprovideseparatedvirtualspacesfordifferentmarketsegments,evenallowtheircustomerstocreatetheirownstores.►►►来自►=us&l=en&s=gen&~ck=cr►Twomajorcustomergroups:BusinessPublicorganizationsEducati