电子商务英文课件：ch04 Consumer Behavior,Internet Marketing,and Advertising

1、Chapter 4Consumer Behavior, Internet Marketing, and AdvertisingCopyright 2010 Pearson Education, Inc. Publishing as Prentice HallLearning Objectives Describe the factors that influence consumer behavior online.Understand the decision-making process of consumer purchasing online.Describe segmentation

2、 and how companies are building one-to-one relationships with customers.Explain how consumer behavior can be analyzed for creating personalized services.Discuss the issues of e-loyalty and e-trust in electronic commerce (EC).Describe consumer market research in EC.4-1Copyright 2010 Pearson Education

3、, Inc. Publishing as Prentice HallLearning Objectives Describe the objectives of Web advertising and its characteristics.Describe the major advertising methods used on the Web.Describe various online advertising strategies and types of promotions.Describe permission marketing, ad management, localiz

4、ation, and other advertising-related issues.Relate Web 2.0 and social networks to Internet market research and advertising.4-2Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall4-3Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallThe Consumer Purchasing Decision-Making

5、 ProcessA GENERIC PURCHASING-DECISION MODELFive major phases:Need identificationInformation searchproduct brokeringDeciding what product to buymerchant brokeringDeciding from whom (from what merchant) to buy a productAlternative evaluationPurchase and deliveryPostpurchase behavior4-4Copyright 2010 P

6、earson Education, Inc. Publishing as Prentice HallThe Consumer Purchasing Decision-Making ProcessCUSTOMER DECISION SUPPORT IN WEB PURCHASINGPLAYERS IN THE CONSUMER DECISION PROCESSInitiatorInfluencerDeciderBuyerUser4-5Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallMass Marketing,

7、Market Segmentation, and One-to-One MarketingFROM MASS MARKETING TO ONE-TO-ONE MARKETINGMass Marketing and Advertisingmarket segmentationThe process of dividing a consumer market into logical groups for conducting marketing research and analyzing personal informationone-to-one marketing (relationshi

8、p marketing)Marketing that treats each customer in a unique way4-6Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall4-7Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall4-8Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallPersonalization and Behavioral

9、 MarketingpersonalizationThe matching of services, products, and advertising content with individual consumers and their preferencesuser profileThe requirements, preferences, behaviors, and demographic traits of a particular customercookieA data file that is placed on a users hard drive by a remote

10、Web server, frequently without disclosure or the users consent, which collects information about the users activities at a site4-9Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallPersonalization and Behavioral Marketingbehavioral targetingTargeting that uses information collected ab

11、out an individuals Web-browsing behavior, such as the pages they have visited or the searches they have made, to select an advertisement to display to that individual4-10Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallPersonalization and Behavioral Marketingcollaborative filteringA

12、 market research and personalization method that uses customer data to predict, based on formulas derived from behavioral sciences, what other products or services a customer may enjoy; predictions can be extended to other customers with similar profiles4-11Copyright 2010 Pearson Education, Inc. Pub

13、lishing as Prentice HallLoyalty, Satisfaction, and Trust In ECCUSTOMER LOYALTYe-loyaltyCustomer loyalty to an e-tailer or loyalty programs delivered online or supported electronicallyBusiness Intelligence and Analytical Software SATISFACTION IN ECSatisfaction is one of the most important success mea

14、sures in the B2C online environmentTRUST IN ECtrustThe psychological status of willingness to depend on another person or organization4-12Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall4-13Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall14Copyright 2010 Pearson E

15、ducation, Inc. Publishing as Prentice HallMarket Research for ECOBJECTIVES AND CONCEPTS OF MARKET RESEARCH ONLINEWhat Are Marketers Looking For in EC Market Research?REPRESENTATIVE MARKET RESEARCH APPROACHESMarket Segmentation ResearchOnline Sampling MethodsOnline SurveysHearing Directly from Custom

16、ersData Collection in the Web 2.0 Environment4-15Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallMarket Research for ECObserving Customers Movements Onlinetransaction logA record of user activities at a companys Web siteclickstream behaviorCustomer movements on the InternetWeb bugs

17、Tiny graphics files embedded in e-mail messages and in Web sites that transmit information about users and their movements to a Web server4-16Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallMarket Research for ECspywareSoftware that gathers user information over an Internet connect

18、ion without the users knowledgeclickstream dataData that occur inside the Web environment; they provide a trail of the users activities (the users clickstream behavior) in the Web siteWeb miningData mining techniques for discovering and extracting information from Web documents; explores both Web co

19、ntent and Web usage4-17Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallMarket Research for ECLIMITATIONS OF ONLINE MARKET RESEARCHAccuracy of responsesLoss of respondents because of equipment problemsThe ethics and legality of Web trackingThe difficulty in obtaining truly represent

20、ative samplesThe lack of understanding of the online communication process and how online respondents think and interact in cyberspace4-18Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallMarket Research for ECHOW TO OVERCOME THESE LIMITATIONSIdentify the intended target audience or

21、demographic so that the right kind of sampling can be performedAnonymity for target respondents may encourage them to be more truthful in their opinionsConcerns about the security of the information transmitted should be minimizedCompanies may outsource their market research to large and experienced

22、 companies that have specialized market research departments and expertise4-19Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallMarket Research for ECBIOMETRIC MARKETINGbiometricsAn individuals unique physical or behavioral characteristics that can be used to identify an individual p

23、recisely (e.g., fingerprints)By applying the technology to computer users, we can improve security and learn about the users profile precisely4-20Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallWeb AdvertisingAdvertising is an attempt to disseminate information in order to affect b

24、uyerseller transactionsIn traditional marketing, advertising was impersonal, one-way mass communication that was paid for by sponsorsinteractive marketingOnline marketing, facilitated by the Internet, by which marketers and advertisers can interact directly with customers, and consumers can interact

25、 with advertisers/vendors4-21Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall4-22Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallWeb AdvertisingThe Advertising Cyclead viewsThe number of times users call up a page that has a banner on it during a specific period;

26、known as impressions or page viewsbuttonA small banner that is linked to a Web site; may contain downloadable softwarepageAn HTML (Hypertext Markup Language) document that may contain text, images, and other online elements, such as Java applets and multimedia files; may be generated statically or d

27、ynamically4-23Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallWeb Advertisingclick (click-through or ad click)A count made each time a visitor clicks on an advertising banner to access the advertisers Web siteCPM (cost per thousand impressions)The fee an advertiser pays for each 1,

28、000 times a page with a banner ad is shownconversion rateThe percentage of clickers who actually make a purchase4-24Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallWeb Advertisingclick-through rateThe percentage of visitors who are exposed to a banner ad and click on itclick-throug

29、h ratioThe ratio between the number of clicks on a banner ad and the number of times it is seen by viewers; measures the success of a banner in attracting visitors to click on the adhitA request for data from a Web page or file4-25Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallWeb

30、 Advertisingvisit A series of requests during one navigation of a Web site; a pause of a certain length of time ends a visitunique visitA count of the number of visitors entering a site, regardless of how many pages are viewed per visitstickinessCharacteristic that influences the average length of t

31、ime a visitor stays in a site4-26Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallWeb AdvertisingAdvertising Online and Its AdvantagesCostRichness of formatPersonalizationTimelinessLocation-basisLinkingDigital brandingadvertising networksSpecialized firms that offer customized Web a

32、dvertising, such as brokering ads and targeting ads to select groups of consumers4-27Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallOnline Advertising MethodsBANNERSbannerOn a Web page, a graphic advertising display linked to the advertisers Web pagekeyword bannersBanner ads that

33、appear when a predetermined word is queried from a search enginerandom bannersBanner ads that appear at random, not as the result of the users action4-28Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallOnline Advertising MethodsBenefits and Limitations of Banner Adsmajor benefit is

34、users are transferred directly to an advertisers site, often the shopping pagemajor disadvantage of banners is their costbanner swappingAn agreement between two companies to each display the others banner ad on its Web sitebanner exchangesMarkets in which companies can trade or exchange placement of

35、 banner ads on each others Web sites4-29Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallOnline Advertising MethodsPOP-UP AND SIMILAR ADSpop-up adAn ad that appears in a separate window before, after, or during Internet surfing or when reading e-mailpop-under adAn ad that appears un

36、derneath the current browser window, so when the user closes the active window the ad is still on the screenE-MAIL ADVERTISINGNEWSPAPER-LIKE AND CLASSIFIED ADS4-30Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallOnline Advertising MethodsSEARCH ENGINE ADVERTISEMENTURL ListingKeyword

37、 Advertisingsearch engine optimization (SEO)The craft of increasing site rank on search engines; the optimizer uses the ranking algorithm of the search engine (which may be different for different search engines) and best search phrases, and tailors the ad accordingly4-31Copyright 2010 Pearson Educa

38、tion, Inc. Publishing as Prentice HallOnline Advertising MethodsGOOGLETHE ONLINE ADVERTISING KINGADVERTISING IN CHAT ROOMSOTHER FORMS OF ADVERTISINGAdvertising in Online NewslettersPosting Press Releases OnlineVideo AdsadvergamingThe practice of using computer games to advertise a product, an organi

39、zation, or a viewpoint4-32Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallAdvertising Strategiesand Promotionssocial network advertisingOnline advertising that focuses on social networking sitesTypes of Social Network AdvertisingDirect advertising that is based on your network of f

40、riendsDirect advertising placed on your social network siteIndirect advertising by creating “groups” or “pages”Sponsored Reviews by Bloggers4-33Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallAdvertising Strategiesand PromotionsVIDEO ADS ON THE WEB AND IN SOCIAL NETWORKINGTracking

41、the Success of an Online Video CampaignWeb video analyticsA way of measuring what viewers do when they watch an online videoviral marketingWord-of-mouth marketing by which customers promote a product or service by telling others about itViral Marketing in Social Networks4-34Copyright 2010 Pearson Ed

42、ucation, Inc. Publishing as Prentice HallAdvertising Strategiesand PromotionsOTHER ADVERTISING STRATEGIESaffiliate marketingA marketing arrangement by which an organization refers consumers to the selling companys Web siteAds as a Commodity (Paying People to Watch Ads)Selling Space by PixelsPersonal

43、ized AdsWebcastingA free Internet news service that broadcasts personalized news and information, including seminars, in categories selected by the user 4-35Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallAdvertising Strategiesand PromotionsONLINE EVENTS, PROMOTIONS, AND ATTRACTION

44、SLive Web Eventsmobile advertisingAds sent to and presented on mobile devicesMobile Marketing4-36Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallSpecial Advertising and Implementation TopicsPERMISSION ADVERTISINGspammingUsing e-mail to send unwanted ads (sometimes floods of ads)per

45、mission advertising (permission marketing)Advertising (marketing) strategy in which customers agree to accept advertising and marketing materials (known as opt-in)4-37Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallSpecial Advertising and Implementation TopicsSOME IMPLEMENTATION ISSUESadmediariesThird-party vendors that conduct promotions, especially large-scale onesAd ExchangesAdvertisement as a