文档介绍：Chapter 4 Consumer Behavior, Customer Service, and Advertising
Prentice Hall, 2003
Learning Objectives
Describe the factors that influence consumer behavior online
Understand the decision-making process of consumer purchasing online
Describe panies are building one-to-one relationships with customers
Discuss the issues of e-loyalty and e-trust in EC
Prentice Hall, 2003
Explain how personalization is plished online
Describe consumer market research in EC
Explain the implementation of customer service online and describe its tools
Describe the objectives of Web advertising and its characteristics
Learning Objectives (cont.)
Prentice Hall, 2003
Learning Objectives (cont.)
Describe the major advertising methods used on the Web
Describe various online promotions
Describe the issues involved in measuring the ess of Web advertisements as it relates to different pricing methods.
Understand the role of intelligent agents in consumer issues and advertising applications
Prentice Hall, 2003
Ritchey Design Learns About Customers
The Problem
Small business designing and manufacturing mountain ponents
1995 Web site was a status symbol rather than a business tool
The site did not:
Offer enough customer information
Enable pany to gain insight into their customers’ needs and wants
Prentice Hall, 2003
Ritchey Design Learns About Customers (cont.)
The Solution
Customer surveys introduced the site
Web Trader automatically saves anizes answers in the database—this information is used to make marketing decisions
Created an electronic product catalog
Visitors can browse through the product catalog with detailed descriptions and graphics of products
Prentice Hall, 2003
Ritchey Design Learns About Customers (cont.)
The Results
Ritchey does not yet sell directly to individuals online, because pany wants to maintain its existing distribution system
Dealers can:
Place orders on the site
Learn about new products quickly
site is basically used for market research and advertis