文档介绍：Chapter 4 Marketing on the Web
Web marketing strategies
1. Marketing: bination of elements used to achieve the goals for selling and promoting the products and services.
2. Essential issues of marketing
4P’s: product, price, promotion, place
.
3. product-based marketing strategies
4. customer-based marketing strategies
feature: Break customers into groups, offer product and service to each of the customer groups
with different market segments
1. trust and media choice
three information dissemination models:
a. mess media
b. personal contact
c. the web : customer-centered
2. market segmentation on the Web
①definition: divide the pool of potential
customers into segments
②Methods-ing: high cost of market
segmentation
a) demographic segmentation: location
. urban customers, suburban customers, rural
customers
. an airline target middle-e families living in Wisconsin and Michigan, winter, trips to Florida.
b) demographic segmentation: age, gender, e, education, religion
c) psychographic: social class, personality
Segmentation on the web pages directed to different market segments
. Old navy :young, fashion-conscious Eddie
Baner: older, move practical.
customers a choice on the web
Dell: links for each group of customers
links to specific product categories
one-to-one marketing
Beyond market segmentation: customer behavior and relationship intensity
segmentation using customer behavior
1. behavioral segmentation : same person will require different products or services at different times
. hungry customers (occasion segmentation)
2. usage-based market segmentation : the site usage behavior patterns of visitors
①Three visitor modes:
a. browsers
b. buyers
c. shoppers.