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942 ec laudon_traver_2e_ch07
- 1. E-commerce
business. technology. society.
Second Edition
Kenneth C. Laudon
Carol Guercio Traver
Copyright © 2004 Pearson Education, Inc. Slide 7-1
- 2. Chapter 7
E-commerce Marketing Concepts
Copyright © 2004 Pearson Education, Inc. Slide 7-2
- 3. Learning Objectives
Identify the key features of the Internet audience
辨識網路讀者群的主要特徵。
Discuss the basic concepts of consumer behavior
and purchasing decisions
討論顧客行為與購買決策的基本概念。
Understand how consumers behave online
了解顧客在網路上的行為表現。
Describe the basic marketing concepts need to
understand Internet marketing
描述了解網路行銷所需的基本行銷觀念。
Copyright © 2004 Pearson Education, Inc. Slide 7-3
- 4. Learning Objectives (Cont.)
Identify and describe the main technologies that
support online marketing
辨識與描述支援網路行銷的主要技術。
Identify and describe basic e-commerce marketing
and branding strategies
辨識與描述基本的電子商務行銷與品牌策略。
Explain how online market research is conducted
解釋如何建構網路市場研究。
Copyright © 2004 Pearson Education, Inc. Slide 7-4
- 5. NetFlix Develops a New Brand
Example of pure-play online business that
built a nationally recognized successful brand
within a relatively short time period
Marketing strategies include:
Strategic alliances
Personalization
Data mining and collaborative filtering
Customer service
Copyright © 2004 Pearson Education, Inc. Slide 7-5
- 6. NetFlix Develops a New Brand
Page 355
Copyright © 2004 Pearson Education, Inc. Slide 7-6
- 7. 7.1 The Internet Audience and
Consumer Behavior
Around 160 million Americans (56% of total
population) have Internet access mid-2003
Growth rate has slowed to less than 10% a
year
Intensity and scope of use both increasing
Copyright © 2004 Pearson Education, Inc. Slide 7-7
- 8. Top 10 Most Popular Internet
Activities (2002)
Table 7.1, Page 359
Copyright © 2004 Pearson Education, Inc. Slide 7-8
- 9. A Growing Range of Online Activities: An
Average Day in the Life on an Internet User
Table 7.2, Page 360
Copyright © 2004 Pearson Education, Inc. Slide 7-9
- 10. A Growing Range of Online Activities: An
Average Day in the Life on an Internet User
Table 7.2 (cont’d),
Page 361
Copyright © 2004 Pearson Education, Inc. Slide 7-10
- 11. Internet Audience and
Consumer Behavior
Demographics and access (人口統計資料與使用) :
some demographic groups have much higher
percentages of online usage than other groups.
Demographics to examine include:
Income (收入)
Age (年齡)
Ethnicity (種族)
Education (教育)
Gender (性別)
Copyright © 2004 Pearson Education, Inc. Slide 7-11
- 13. Type of Internet Connection:
Broadband Impacts
30 million Americans will have broadband
access by end of 2003
Broadband audience quite different from dial-
up audience:
Wealthier( 豐富的 )
More educated
More middle-aged
Greater intensity and scope of use
Copyright © 2004 Pearson Education, Inc. Slide 7-13
- 14. The Impact of Broadband on Internet Activities
Table 7.4, Page 365
Copyright © 2004 Pearson Education, Inc. Slide 7-14
- 15. The Impact of Broadband on
Internet Activities (cont’d)
Table 7.4, Page 366
Copyright © 2004 Pearson Education, Inc. Slide 7-15
- 16. Lifestyle Impacts
Intense Internet usage may cause a decline
in traditional social activities
Social development of children using Internet
intensively instead of engaging in ( 從事於 )
face-to-face interactions or undirected play
may also be negatively impacted
The more time people spend on the Internet,
the less time spent using traditional media
Copyright © 2004 Pearson Education, Inc. Slide 7-16
- 17. Consumer Behavior Models
Attempt to
predict/explain what consumers purchase
and where, when, how much and why they
buy.
Consumer behavior models based on
background demographic factors and other
intervening( 介於中間的 ), more immediate( 立
即的 ) variables
Copyright © 2004 Pearson Education, Inc. Slide 7-17
- 18. A General Model of Consumer
Behavior 消費者行為模式企圖預測消費者在交
Figure 7.1, Page 368 易市集中的決策。
。
(中介變數—市場刺激)
Copyright © 2004 Pearson Education, Inc. Slide 7-18
- 19. Background Demographic Factors
Culture (文化) : Shapes basic human values, wants,
perceptions( 感知 ) and behaviors
Subculture (子文化) : Subset of culture; forms around
major social differences such as ethnicity( 種族地位 ), age,
lifestyle, geography( 地理分佈 )
Direct reference group (直接參考族群) : Include one’s
family, profession/occupation( 職業 ), religion( 宗教 ),
neighborhood, schools
Indirect reference group (間接參考族群) : Includes one’s
life-cycle state, social class and lifestyle group
Opinion leaders( 意見領袖 ) or viral influencers (病毒影響
者) : Influence the behavior of others through their
personality, skills or other factors
Copyright © 2004 Pearson Education, Inc. Slide 7-19
- 20. Background Demographic Factors
(cont’d)
Psychological profile (心理側寫資料) : set
of needs, drives, motivations, perceptions
and learned behaviors
Psychographic profiles (性格分析資料) :
divides market into different groups based on
demographic and psychological data
Copyright © 2004 Pearson Education, Inc. Slide 7-20
- 21. Factors That Predict Online
Buying Behavior
Figure 7.2, Page 370
主動尋找產品資訊每天傳送的電子郵件數和最近是否從型錄訂購產品,是預 ( 效益規
測某人是否將會在線上訂購東西的重要變數 ( 變數從效果最低列到最高)。 模)
Copyright © 2004 Pearson Education, Inc. Slide 7-21
- 22. The Purchasing Decision
Five stages in the consumer decision
process:
Awareness of need (察覺需求)
Search for more information (搜尋)
Evaluation of alternatives (評估各種選
擇)
Actual purchase decision (購買)
Post-purchase contact with firm (售後服
務)
Copyright © 2004 Pearson Education, Inc. Slide 7-22
- 23. The Consumer Decision Process
and Supporting Communications
Figure 7.3, Page 371
不管非線上或線上傳達工具,都可以用來支援網路消費者的決策過程五個階段。
Copyright © 2004 Pearson Education, Inc. Slide 7-23
- 24. A Model of Online Consumer Behavior
Adds two new factors:
Web site capabilities (網站效能) – the
content, design and functionality of a site
Consumer clickstream behavior (點選流
向行為) – the transaction log that
consumers establish as they move about
the Web
Copyright © 2004 Pearson Education, Inc. Slide 7-24
- 25. A Model of Online Consumer Behavior
Figure 7.4, Page 372
網站的設計與功能性,和消費者點選流向行為,也都影響網路消費者行為。
Copyright © 2004 Pearson Education, Inc. Slide 7-25
- 26. Seven Types of Online Sessions (程序)
Table 7.5, Page 374
快手
只要事實
單一任務
又一次
閒逛
請給我資訊
持續瀏覽
Copyright © 2004 Pearson Education, Inc. Slide 7-26
- 27. Shoppers: Browsers and Buyers
2003 UCLA Internet Report:
About 40% of online users are “buyers” who
actually purchase online
About 40% of online users research on the Web
(“browsers”) and purchase them online.
Significance of online browsing for offline purchasing
and vice versa ( 反之亦然 ) should not be
underestimated
E-commerce and traditional commerce are coupled
and should be viewed by merchants and researchers
as part of a continuum of consuming behavior
Copyright © 2004 Pearson Education, Inc. Slide 7-27
- 28. Online Shoppers
Figure 7.5, Page 375
有 80% 的網路使用者在線上購物,不管是研究產品或在網路上購買
產品。網路使用者實際上在線上購物的比例自 2001 年後開始減少,
但他們購物的交易量卻增加了。
Copyright © 2004 Pearson Education, Inc. Slide 7-28
- 29. What Consumers Shop for and
Buy Online
Online sales divided roughly into small ticket and big
ticket items
Small ticket items – traditional leaders include
apparel( 衣服 ), books, health and beauty aids, office
supplies, music, software, videos, toys etc.
Top small ticket categories have similar
characteristics – sold by first movers, small purchase
price, physically small, high margin items, broad
selection of products available
Purchases of big ticket items (airline tickets, hotel
rooms, computer hardware, consumer electronics)
expanding
Copyright © 2004 Pearson Education, Inc. Slide 7-29
- 30. What Consumers Buy on the Web –
Small Ticket Items (December 2002)
Figure 7.6,
Page 377
Copyright © 2004 Pearson Education, Inc. Slide 7-30
- 31. What Consumers Buy on the Web – Big
Ticket Items (December 2002) (cont’d)
Figure 7.6, Page 377
Copyright © 2004 Pearson Education, Inc. Slide 7-31
- 32. Intentional Acts: How Shoppers
Find Vendors Online
Over 85% of shoppers find vendor sites by
typing product or store/brand name into
search engine or going directly to the site
Most (55%) online shoppers plan to purchase
product within a week, either online or at a
store
Most online shoppers (83%) have a specific
item in mind
Copyright © 2004 Pearson Education, Inc. Slide 7-32
- 33. Shoppers’ Intention to Purchase
Figure 7.7, Page 378
大部分的線上購物者打算在一星期內完成購物。
Copyright © 2004 Pearson Education, Inc. Slide 7-33
- 34. Most Online Shoppers Are
Focused Browsers
Figure 7.8, Page 378
線上購物者是有高度意圖的。
Copyright © 2004 Pearson Education, Inc. Slide 7-34
- 35. Why More People Don’t Shop Online
There are a number of actions e-commerce
vendors could take to increase the likelihood
that shoppers and non-shoppers would
purchase online more frequently, including:
Better prices
Making comparison shopping easier
Making it easier to return merchandise
Providing better security for credit card
and/or personal information
Copyright © 2004 Pearson Education, Inc. Slide 7-35
- 36. Factors That Would Encourage More
Online Purchasing
Table 7.6, Page 380
更好的售價、容易比價、容
易退貨和更加的安全性,是
促成更多線上購買的前幾個
因素。
Copyright © 2004 Pearson Education, Inc. Slide 7-36
- 37. Trust, Utility, and Opportunism
in Online Markets
Trust and utility among the most important factors
shaping decision to purchase online
Consumers are looking for utility (better prices,
convenience)
Asymmetry of information can lead to opportunistic
behavior by sellers
Consumers also need to trust merchants before
willing to purchase
Sellers can develop trust by building strong
reputations for honesty, fairness, delivery
Copyright © 2004 Pearson Education, Inc. Slide 7-37
- 38. 7.2 Basic Marketing Concepts
Marketing (行銷) : The strategies and actions
firms take to establish a relationship with a consumer
and encourage purchases of products and services
Internet marketing(網路行銷) : Using the Web,
as well as traditional channels, to develop a positive,
long-term relationship with customers, thereby
creating competitive advantage for the firm by
allowing it to charge a higher price for products or
services than its competitors can charge
Copyright © 2004 Pearson Education, Inc. Slide 7-38
- 39. Basic Marketing Concepts (cont’d)
Firms within an industry compete with one another on
four dimensions:
Differentiation
Cost
Focus
Scope
Marketing seeks to create unique, highly
differentiated products or services that are produced
or supplied by one trusted firm (“little monopolies”)
Copyright © 2004 Pearson Education, Inc. Slide 7-39
- 40. Feature Sets (特性集合)
Defines as the bundle of capabilities and services
offered by the product or service
Includes:
Core product (核心產品) – the core benefit the
customer receives from the product
Actual product (實際產品) – the set of
characteristics designed to deliver the product’s
core benefits
Augmented product (附加產品) – a product
with additional benefits to customers beyond the
core benefits embodied in the actual product
Copyright © 2004 Pearson Education, Inc. Slide 7-40
- 41. Feature Set
Figure 7.9, Page 382
特性集合中每個元素都可突顯某產品在市場中和其它產品的區別。
Copyright © 2004 Pearson Education, Inc. Slide 7-41
- 42. Products, Brands and the Branding
Process
Brand (品牌) : A set of expectations that consumers
have when consuming, or thinking about consuming, a
product or service from a specific company
Branding (品牌化) : The process of brand creation
Closed loop marketing (封閉循環行銷) : When
marketers are able to directly influence the design of the
core product based on market research and feedback.
E-commerce enhances the ability to achieve
Brand strategy (品牌策略) : Set of plans for
differentiating a product from its competitor, and
communicating these differences to the marketplace
Brand equity (品牌效益) : estimated value of the
premium customers are willing to pay for a branded
product versus unbranded competitor
Copyright © 2004 Pearson Education, Inc. Slide 7-42
- 43. Marketing Activities: From
Products to Brands Figure 7.10, Page 383
信賴
喜愛
忠誠度
名聲
行銷者企圖以消費者認知到的信賴、喜愛、忠誠度和名聲,創造產品
的「品牌識別」。
Copyright © 2004 Pearson Education, Inc. Slide 7-43
- 44. Are Brands Rational?
For consumers, a qualified yes:
Brands introduce market efficiency by reducing
search and decision-making costs
For business firms, a definite yes:
Brands lower customer acquisition costs – the
overall costs of converting a prospect into a
consumer
Brands increase customer retention –
Successful brand constitutes a long-lasting
(although not necessarily permanent) unfair
competitive advantage
Copyright © 2004 Pearson Education, Inc. Slide 7-44
- 45. Can Brands Survive the Internet?
Brands and Price Dispersion
Researchers initially postulated that Web would result
in “Law of One Price” – with complete transparency in
a perfect marketplace, there would be one world
price for every product
Did not occur, and e-commerce firms continue to rely
heavily on brands to attract customers and charge
premium prices
Price dispersion (價格分散度) – the difference
between the highest and lowest prices in a market
Research evidence indicates that brands are alive
and well on the Internet, and that consumers are
willing to pay premium prices for products and
services they view as differentiated
Copyright © 2004 Pearson Education, Inc. Slide 7-45
- 47. 7.3 Internet Marketing Technologies
Web transaction logs (網站交易記錄)
Cookies and Web bugs
Databases, data warehouses, and data
mining
Advertising networks (廣告聯播網路)
Customer relationship management (CRM)
systems
Copyright © 2004 Pearson Education, Inc. Slide 7-47
- 48. Revolution (革命) in Internet
Marketing Technologies
Three broad impacts:
Internet has broadened the scope of
marketing communications
Internet has increased the richness of
marketing communications
Internet has greatly expanded the
information intensity of the marketplace
Copyright © 2004 Pearson Education, Inc. Slide 7-48
- 49. Impact of Unique Features of E-
commerce Technology on Marketing
Table 7.7, Page 389
普及性
全球可及
全球標準化
豐富性
互動性
資訊密集
個人化 / 客製化
Copyright © 2004 Pearson Education, Inc. Slide 7-49
- 50. Web Transaction Logs (網站交易記
錄)
Built into Web server software
Records user activity at a Web site
WebTrends a leading log analysis tool
Can provide treasure trove of marketing information,
particularly when combined with:
Registration forms (註冊表單) – used to gather
personal data
Shopping cart database (購物車資料庫) –
captures all item selection, purchase and payment
data
Copyright © 2004 Pearson Education, Inc. Slide 7-50
- 51. Four Seconds from the Web Transaction Log of
Azimuth-Interactive.com
Figure 7.11, Page 391
Copyright © 2004 Pearson Education, Inc. Slide 7-51
- 52. Marketing Uses of Data from Web
Transaction Logs
Table 7.8, Page 392
Copyright © 2004 Pearson Education, Inc. Slide 7-52
- 53. Cookies
Cookies: small text file that Web sites place
on a visitor’s client computer every time they
visit, and during the visit as specific pages
are accessed.
Cookies provide Web marketers with a very
quick means of identifying the customer and
understanding his or her prior behavior
Location of cookie files on computer depends
on browser version
Copyright © 2004 Pearson Education, Inc. Slide 7-53
- 54. A Typical Netscape Cookie File
Figure 7.12,
Page 393
Copyright © 2004 Pearson Education, Inc. Slide 7-54
- 55. Web Bugs
Tiny (1 pixel) graphic files embedded in e-
mail messages and on Web sites
Used to automatically transmit information
about the user and the page being viewed to
a monitoring server
Copyright © 2004 Pearson Education, Inc. Slide 7-55
- 56. Insight on Society: Should Web
Bugs Be Regulated?
Marketers claim Web bugs are innocuous; privacy
advocates say, if so, why are they hidden
Different types include clear GIF, executable bugs
and script-based executable bugs
Privacy Foundation guidelines for Web bug usage:
Should be visible and labeled to indicate function
Should identify name of company that placed it
Should display disclosure statement if clicked
Should be able to opt-out
Network Advertising Initiative (NAI) calls them Web
beacons, and have issued their own guidelines
Currently, no government regulation
Copyright © 2004 Pearson Education, Inc. Slide 7-56
- 57. Databases and Data Warehouses
Database: Software that stores records and attributes
Database management system (DBMS): Software used to
create, maintain and access databases
SQL (Structured Query Language): Industry-standard
database query and manipulation language used in a
relational databases
Relational database: Represents data as two-dimensional
tables with records organized in rows and attributes in
columns; data within different tables can be flexibly related
as long as the tables share a common data element
Data warehouse: Database that collects a firm’s
transactional and customer data in a single location for
offline analysis by marketers and site managers
Copyright © 2004 Pearson Education, Inc. Slide 7-57
- 58. A Relational Database View of
E-commerce Customers
Figure 7.13, Page 398
Copyright © 2004 Pearson Education, Inc. Slide 7-58
- 59. Data Mining
Set of analytical techniques that look for patterns in data of
a database or data warehouse, or seek to model the
behavior of customers
Types include:
Query-driven – based on specific queries
Model-driven – involves use of a model that analyzes
key variables of interest to decision makers
Rule-based – examines demographic and transactional
data of groups and individuals at a Web site and
attempts to derive general rules of behavior for visitors
Collaborative filtering (合作式過濾)– behavioral
approach; site visitors classify themselves into affinity
groups (關聯群體) based on common interests;
products are then recommended based on what other
people in the group have recently purchased
Copyright © 2004 Pearson Education, Inc. Slide 7-59
- 60. Data Mining and Personalization
Figure 7.14,
Page 399 評估客戶的回應
個人化資訊的傳送及呈現
比對
建立客戶側寫資料
收集客戶資料
個人化內容及行銷是根據資料探勘的方式而來,可以產生出可信賴的個人消費
者行為之規則。
Copyright © 2004 Pearson Education, Inc. Slide 7-60
- 61. Insight on Technology: Enhancing the
Intelligence of Collaborative Filtering Systems
Collaborative filtering automates the process
of collecting and distributing
recommendations from other users
Early efforts suffered from defects (start-up
effect, popularity effect, misplaced-consumer
effect)
Solutions include adding human editors,
asking consumers to establish own profiles
Copyright © 2004 Pearson Education, Inc. Slide 7-61
- 62. Advertising Networks
Best known for ability to present users with
banner advertisements based on a database
of user behavioral data
DoubleClick best-known example
Ad server selects appropriate banner ad
based on cookies, Web bugs, backend user
profile databases
Copyright © 2004 Pearson Education, Inc. Slide 7-62
- 63. How an Advertising Network
such as DoubleClick Works
Figure 7.15, Page 404
廣告聯播網路因為可以透過網路追蹤個人消費者的能力而在隱私權保護者中引
起了爭議。
Copyright © 2004 Pearson Education, Inc. Slide 7-63
- 64. Customer Relationship
Management (CRM) Systems
Repository of customer information that records all of
the contacts that a customer has with a firm and
generates a customer profile available to everyone in
the firm with an need to “know the customer”
Customer profiles can contain:
Map of the customer’s relationship with the firm
Product and usage summary data
Demographic and psychographic data
Profitability measures
Contact history
Marketing and sales information
Copyright © 2004 Pearson Education, Inc. Slide 7-64
- 66. 圖 7.16 是金融機構的 CRM 系統。
這個系統從所有的客戶「接觸」點和其它資料
來源收集客戶資料,把資料組合,並整合進單
一的客戶資料儲存庫或資料倉儲中,如此可用
來提供更好的服務,或依行銷用途建立客戶側
寫資料。
線上分析處理 (OLAP) 讓主管可動態分析客戶
活動,以找出客戶的趨向或議題。
其它分析軟體程式分析總合客戶行為,以辨別
可獲利和無法獲利的客戶與客戶活動。
Copyright © 2004 Pearson Education, Inc. Slide 7-66
- 67. 7.4 Market Entry Strategies
For new firms:
Pure clicks/first mover
Mixed “clicks and bricks”/alliances
For existing firms:
Pure clicks/fast follower
Mixed “clicks and bricks”/brand extensions
Copyright © 2004 Pearson Education, Inc. Slide 7-67
- 68. Generic Market Entry Strategies
Figure 7.17, Page 408
搶先者 快速追隨者
合作夥伴 品牌延伸者
新公司與傳統公司在進入電子商務交易市集時,都面臨一項基本選擇 --
「虛擬」或「虛擬實體合一」
Copyright © 2004 Pearson Education, Inc. Slide 7-68
- 69. Establishing the Customer Relationship
Permission marketing (許可行銷) : Marketing
strategy in which companies obtain permission from
consumers before sending them information or
promotional messages (example: opt-in( 加入 ) e-mail)
Affiliate marketing (合作行銷) : Marketing strategy
that relies on referrals; Web site agrees to pay
another Web site a commission for new business
opportunities it refers to the site
Viral marketing (病毒行銷) : Process of getting
customers to pass along a company’s marketing
message to friends, family, and colleagues
Brand leveraging (品牌運用) : Process of using
power of an existing brand to acquire new customers
for a new product or service
Copyright © 2004 Pearson Education, Inc. Slide 7-69
- 70. Customer Retention (顧客維
持)
Mass market-personalization continuum ranges from
mass marketing to direct marketing to
micromarketing (個體行銷) to personalized, one-
to-one marketing
One-to-one marketing (一對一行銷) : Involves
segmenting the market on a precise and timely
understanding of an individual’s needs, targeting
specific marketing messages to these individuals and
then positioning the product vis-à-vis competitors to
be truly unique
Copyright © 2004 Pearson Education, Inc. Slide 7-70
- 71. The Mass Market-
Personalization Continuum
Figure 7.18, Page 414
( 大眾行銷 ) ( 簡單 )
( 直接行銷 )
( 分級 )
( 個體行銷 )
( 複雜 )
( 高度複雜 )
( 個人化一對
一行銷 )
個人化一對一行銷屬於行銷策略發展的一部分。選擇何種策略要看產
品的性質以及促成各種策略的技術。
Copyright © 2004 Pearson Education, Inc. Slide 7-71
- 72. Other Customer Retention Marketing
Techniques
Customization (客製化) : Changing the
product (not just the marketing message)
according to user preferences
Customer co-production (客戶共同生產) :
Allows the customer to interactively create the
product
Transactive content: Results from the
combination of traditional content with dynamic
information tailored to each user’s profile
Copyright © 2004 Pearson Education, Inc. Slide 7-72
- 73. Other Customer Retention
Marketing Techniques (cont’d)
Customer service tools include:
Frequently asked questions (FAQs) – text-based
listing of common questions and answers
Real-time customer service chat systems –
company’s service representatives interactively
exchange text messages with one or more
customers on a real-time basis
Intelligent agent technology – bots
Automated response systems – send e-mail
confirmations and acknowledgments
Copyright © 2004 Pearson Education, Inc. Slide 7-73
- 74. Net Pricing Strategies
Pricing (putting a value on goods and services) an
integral part of marketing strategy
Traditionally, prices based on:
Fixed cost (costs of building production facility)
Variable costs (costs involved in running
production facility)
Market’s demand curve (quantity of goods that
can be sold at various prices)
Price discrimination (價格區別) : Selling products
to different people and groups based on their
willingness to pay
Copyright © 2004 Pearson Education, Inc. Slide 7-74
- 75. A Demand Curve
Figure 7.19, Page 419
需求曲線顯示各
種售價 (P) 可售
出的產品數量
(Q)
Copyright © 2004 Pearson Education, Inc. Slide 7-75
- 76. Net Pricing Strategies (cont’d)
Free products/services: Can be used to build market
awareness (知名度)
Versioning (提供版本) : Creating multiple versions
of a good and selling essentially the same product to
different market segments at different prices
Bundling (配套) : Offers consumers two or more
goods for one price
Dynamic pricing:
Auctions (拍賣) – establish an instant market
price for goods
Yield management (收益控制) – Managers set
prices in different markets, appealing to different
segments in order to sell excess capacity
Copyright © 2004 Pearson Education, Inc. Slide 7-76
- 77. The Demand for Bundles of 1-20 Goods
Figure 7.20, Page 422
( 配套數量佔總人口數的百分比 )
套裝產品中組合的商品數量愈多,消費者就願意付愈多的每產品價格。
Copyright © 2004 Pearson Education, Inc. Slide 7-77
- 78. Channel Management Strategies
Channel (管道) : Refers to different methods by
which goods can be distributed and sold
Channel conflict (管道衝突) : Occurs when a new
venue for selling products or services threatens or
destroys existing venues for selling goods
Examples: online airline/travel services and
traditional offline travel agencies
Some manufacturers are using partnership model to
avoid channel conflict
Copyright © 2004 Pearson Education, Inc. Slide 7-78
- 79. 7.5 Online Market Research
Market research (市場研究) : Involves gathering
information that will help a firm identify potential
products and customers
Two general types:
Primary research (主要研究) – involves
gathering first-hand information using techniques
such as surveys, personal interviews and focus
groups (焦點小組)
Secondary research (間接研究) – relies on
existing, published information as basis for
analyzing market
Copyright © 2004 Pearson Education, Inc. Slide 7-79
- 80. Types of Survey Questions
Table 7.9, Page 425
Copyright © 2004 Pearson Education, Inc. Slide 7-80
- 81. Insight on Business: Zoomerang
Zoomerang.com: One of the first online
survey tools launched
Enables users to choose from pre-built
survey templates, create and distribute online
surveys, and collect and analyze survey
responses
Competitors include SurveyMonkey and
others
Copyright © 2004 Pearson Education, Inc. Slide 7-81
- 82. Some Popular Secondary Research Tools
Table 7.10, Page 428
Copyright © 2004 Pearson Education, Inc. Slide 7-82
- 83. 7.6 Case Study: Liquidation.com:
B2B Marketing Basics on a Budget
Liquidation.com: B2B auction business model,
focusing on liquidated goods
Marketing and branding tactics include:
Trust building through alliances
Web transaction log analysis, customer
registration forms
Search engine marketing
Guerilla marketing public relations campaign and
limited advertising
E-mail marketing
Copyright © 2004 Pearson Education, Inc. Slide 7-83