网络营销专题1ppt课件.ppt

网络营销专题1 Howmuchdidusconsumeinternetmedia Howmuchdidusconsumeinternetmedia Howmuchdidusconsumeinternetmedia Howmuchdidusconsumeinternetmedia Howmuchdidusconsumeinternetmedia Source iResearch 2010 10 7 Somuchterms E businessisthecontinuousoptimizationofafirm sbusinessactivitiesthroughdigitaltechnology E commerceisthesubsetofe businessfocusedontransactions E marketingisonepartofanorganization se businessactivities Historyrelated 营销定义 Marketingisthemanagementprocessresponsibleforidentifying anticipatingandsatisfyingcustomerrequirementsprofitably Marketingisthedeliveryofcustomersatisfactionataprofit Processbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingproductsandvaluewithothers 基本概念 Needs stateoffeltdeprivationforbasicitemssuchasfoodandclothingandcomplexneedssuchasforbelonging i e Iamhungry Wants formthatahumanneedtakesasshapedbycultureandindividualpersonality i e Iwantahamburger Frenchfries andasoftdrink Demands humanwantsbackedbybuyingpower i e Ihavemoneytobuythismeal 营销标的 ProductsAnythingthatcanbeOfferedtoaMarkettoSatisfyaNeedorWant ServicesActivitiesorBenefitsOfferedforSaleThatAreEssentiallyIntangibleandDon tResultintheOwnershipofAnything 消费者行为 Involvesthoughtsandfeelingspeopleexperienceandactionstheyperformintheconsumptionprocesses Includesallthingsintheenvironmentthatinfluencethoughts feelings andactions CommentsfromotherconsumersAdvertisementsPriceinformationPackagingProductappearanceItisDynamic involvesInteractions exchanges 消费者行为 消费者权利 市场结构 Suppliers EndUserMarket MarketingIntermediaries Competitors Company Marketer Environment Environment Evolution ProductionConcept ProductConcept SellingConcept MarketingConcept SocietalMarketingConcept Consumersfavorproductsthatareavailableandhighlyaffordable Improveproductionanddistribution Consumersfavorproductsthatofferthemostquality performance andinnovativefeatures Consumerswillbuyproductsonlyifthecompanypromotes sellstheseproducts Focusesonneeds wantsoftargetmarkets deliveringsatisfactionbetterthancompetitors Focusesonneeds wantsoftargetmarkets deliveringsuperiorvalue 对比 营销要素 ConnectionsWithCustomers Mostmarketersaretargetingfewer potentiallymoreprofitablecustomers Asking Whatvaluedoesthecustomerbringtotheorganization Aretheyworthpursuing Focushasshiftedto keepingcurrentcustomers andbuildinglastingrelationshipsbasedonsuperiorsatisfactionandvalue 营销组合 TheMarketingMixFourmarketingactivities product pricing distribution andpromotion thatafirmcancontroltomeettheneedsofcustomerswithinitstargetmarket Product Pricing Distribution Promotion TargetMarket MarketingMixVariables Product Pricing Distribution Promotion Goods services orideasthatsatisfycustomerneeds Decisionsandactionsthatestablishpricingobjectivesandpoliciesandsetproductprices Theready convenient andtimelyavailabilityofproducts Activitiesthatinformcustomersabouttheorganizationanditsproducts 关系营销 RelationshipMarketingEstablishinglong term mutuallysatisfyingbuyer sellerrelationshipsallowingforcooperationandmutualdependencyIncreasedvalueofcustomer loyalty overtimeresultsinincreasedprofitability 客户关系管理CRM UsinginformationaboutcustomerstocreatemarketingstrategiesthatdevelopandsustaindesirablecustomerrelationshipsIdentifyingbuying behaviorpatternsofcustomersUsingbehavioralinformationtofocusonthemostprofitablecustomers 价值驱动营销 ValueAcustomer ssubjectiveassessmentofbenefitsrelativetothecostsindeterminingtheworthofaproductCustomervalue customerbenefits customercostsCustomerbenefitsAnythingdesiredbythecustomerthatisreceivedinanexchangeCustomercostsAnythingacustomergivesupinanexchangeforbenefitsMonetarypriceofthebenefitSearchcosts timeandeffort tolocatetheproductRisksassociatedwiththeexchange 营销管理 MarketingManagementTheprocessofplanning organizing implementing andcontrollingmarketingactivitiestofacilitateexchangeseffectivelyandefficientlyEffectivenessThedegreetowhichanexchangehelpsanorganizationachieveitsobjectivesEfficiencyTheprocessofminimizingtheresourcesanorganizationmustspendtoachieveaspecificlevelofdesiredexchanges 网络营销定义 Achievingmarketingobjectivesthroughapplyingdigitaltechnologies DaveChaffeyBycreation communicationanddeliveryofcustomervalue JudyInternetmarketing oronlinemarketing referstoadvertisingandmarketingeffortsthatusetheWebandemailtodrivedirectsalesviaelectroniccommerce inadditiontosalesleadsfromWebsitesoremails Internetmarketingandonlineadvertisingeffortsaretypicallyusedinconjunctionwithtraditionaltypesofadvertisinglikeradio television newspapersandmagazines wiki是以互联网为载体 利用数字化信息和互联网交互性来辅助实现营销目标的市场营销方式 互联网不仅是媒体 更是可量化管理 能及时调控 有自成长力的营销平台 传统营销领域的独立概念 如广告 公关 销售等 在网络平台上逐渐融合 形成一体化策略 过程和效果 网络营销白皮书 Function Internet basedmediaofferarangeofopportunitiesformarketingproductsandservicesacrossthepurchasecycle Anadvertisingmedium