《网络营销》课程教学课件（英文）Chapter 6 Marketing Knowledge

E-Marketing 4/EJudyStrauss,AdelI.El-Ansary,and RaymondFrostChapter6:MarketingKnowledge1000001001010100111101000010010111010010C2006PrenticeHalln

©2006 Prentice Hall 6-1 E-Marketing 4/E Judy Strauss, Adel I. El-Ansary, and Raymond Frost Chapter 6: Marketing Knowledge

Chapter 6 ObjectivesAfterreadingChapter6youwillbeableto.ldentifythethreemain sourcesof datathatemarketers use to address researchproblemsDiscusshowandwhye-marketersneedtocheckthequality of research data gathered online.Explainwhythe Internetisusedasa contact methodforprimary research and describe the main Internet-basedapproachestoprimary research.Contrast client-side,server-side,and real-spaceapproaches to data collection.Highlightfourimportantmethodsof analysisthatemarketers can apply to data warehouse information.70010701001111010000100101110100102006PrenticeH

©2006 Prentice Hall 6-2 Chapter 6 Objectives • After reading Chapter 6 you will be able to: • Identify the three main sources of data that e￾marketers use to address research problems. • Discuss how and why e-marketers need to check the quality of research data gathered online. • Explain why the Internet is used as a contact method for primary research and describe the main Internet￾based approaches to primary research. • Contrast client-side, server-side, and real-space approaches to data collection. • Highlight four important methods of analysis that e￾marketers can apply to data warehouse information

The Purina StoryNestlePurinaPetCare Companywantedtoknow whethertheirweb sites and onlineadvertising increasedoff-linebehaviorNestledeveloped3researchquestions:·Areourbuyers usingourbrandedWeb sites?Shouldwe invest in otherWeb sites?If so,whereshouldweplacetheadvertising?700070100111001000010010111010010C2006PrenticeHal

©2006 Prentice Hall 6-3 • Nestle Purina PetCare Company wanted to know whether their web sites and online advertising increased off-line behavior. • Nestle developed 3 research questions: • Are our buyers using our branded Web sites? • Should we invest in other Web sites? • If so, where should we place the advertising? The Purina Story

The Purina Story, cont..They combined onlineand off-line shoppingpanel data and found that:·Bannerclickthroughwaslow (0.06%)·31%ofsubjectswhowere exposedtobothonlineand off-line advertising mentioned Purina.Thehighexposure groupmentioned Purina morethanthe lowexposuregroup·Home/health and living sites receivedthe mostvisitsfrom their customers Would you also have selected petsmart.comand about.com for Purina PetCare ads?07007:0101001111010000100101110100102006PrenticeHa

©2006 Prentice Hall 6-4 The Purina Story, cont. • They combined online and off-line shopping panel data and found that: • Banner clickthrough was low (0.06%). • 31% of subjects who were exposed to both online and off-line advertising mentioned Purina. • The high exposure group mentioned Purina more than the low exposure group. • Home/health and living sites received the most visits from their customers. • Would you also have selected petsmart.com and about.com for Purina PetCare ads?

Data Drives Strategy.Organizations are drowning in dataMarketinginsightoccurssomewherebetweeninformationandknowledgePurina,forexample,sortsthroughhundredsofmillionsofpiecesofdataabout21.5millionconsumersto make decisions000000170000070007100070C2006PrenticeHal

©2006 Prentice Hall 6-5 Data Drives Strategy • Organizations are drowning in data. • Marketing insight occurs somewhere between information and knowledge. • Purina, for example, sorts through hundreds of millions of pieces of data about 21.5 million consumers to make decisions

Terabytes of Corporate Data2.000,0001,800,0001,600,0001,400,0001,200,0001,000,000800,000600,000400,000200,0000199920002001200220031000007001070100111001000010010111010010C2006PrenticeHall101口

©2006 Prentice Hall 6-6 Terabytes of Corporate Data 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000 1,800,000 2,000,000 1999 2000 2001 2002 2003

From Data to Decisioni PurinaDecisionLet's put banner ads on about.comDog owners who seeads online are likelytobuy Purina ONE.We know the sites they/Knowledgevisit:about.com,www.petsmart.com1. Purina buyers are20%more likely to visitabout.comInformation2.36%ofdog owners who seePurina ads wouldbuythebrand016030102Data(Buyer1boughtPurinapuppychowonMarch1)00000700107010011100100001001011010010C2006PrenticeHall00O

©2006 Prentice Hall 6-7 From Data to Decision: Purina Knowledge Information Data Decision Let’s put banner ads on about.com Dog owners who see ads online are likely to buy Purina ONE. We know the sites they visit: about.com, www.petsmart.com. 1. Purina buyers are 20% more likely to visit about.com. 2. 36% of dog owners who see Purina ads would buy the brand. 016030102 (Buyer 1 bought Purina puppy chow on March 1)

Marketing Knowledge ManagementKnowledgemanagementis the processofmanagingthe creation,useand disseminationofknowledgeExamplesoftheusesofknowledgemanagementcanbefound inExhibit6.407001010100111701000010010111010010C2006PrenticeHal

©2006 Prentice Hall 6-8 • Knowledge management is the process of managing the creation, use and dissemination of knowledge. • Examples of the uses of knowledge management can be found in Exhibit 6.4. Marketing Knowledge Management

Uses of Knowledge ManagementUse in the Telecom IndustryRepresentative FirmAT&TScanner Check-OutDataAnalysisCall Volume AnalysisAmeritechBelgacomEquipmentSalesAnalysisBritish TelecomCustomerProfitabilityAnalysisTelestra AustraliaCostandInventoryAnalysisTelecomIrelandPurchasing Leverage with SuppliersTelecom ItaliaFrequent-BuyerProgramManagementUse in the Retail IndustryRepresentative FirmWal-MartScanner Check-Out Data AnalysisKmartSalesPromotion TrackingSearsInventoryAnalysisandDeploymentOsco/Savon DrugsPrice Reduction ModelingNegotiating Leverage with SuppliersCasino SupermarketsW.H.SmithBooksFrequent-BuyerProgramManagementProfitability AnalysisOttoVersandMailOrderProductSelectionforMarketsAmazon.com000007001070100111001000010010110100102006PrenticeHall010

©2006 Prentice Hall 6-9 Uses of Knowledge Management Use in the Telecom Industry Representative Firm Scanner Check-Out Data Analysis Call Volume Analysis Equipment Sales Analysis Customer Profitability Analysis Cost and Inventory Analysis Purchasing Leverage with Suppliers Frequent-Buyer Program Management AT&T Ameritech Belgacom British Telecom Telestra Australia Telecom Ireland Telecom Italia Use in the Retail Industry Representative Firm Scanner Check-Out Data Analysis Sales Promotion Tracking Inventory Analysis and Deployment Price Reduction Modeling Negotiating Leverage with Suppliers Frequent-Buyer Program Management Profitability Analysis Product Selection for Markets Wal-Mart Kmart Sears Osco/Savon Drugs Casino Supermarkets W. H. Smith Books Otto Versand Mail Order Amazon.com

The Marketing Information SystemMarketersmanageknowledgethroughamarketing information system (MiS)Many firms storedata in databases anddatawarehousesTheInternetandothertechnologieshavefacilitateddatacollection·Secondary data provides information aboutcompetitors,consumers,the economic environmentetc..Marketers use the Net and othertechnologies tocollect primary data about consumers1001010001111010000100101110100102006PrenticeHa

©2006 Prentice Hall 6-10 The Marketing Information System • Marketers manage knowledge through a marketing information system (MIS). • Many firms store data in databases and data warehouses. • The Internet and other technologies have facilitated data collection. • Secondary data provides information about competitors, consumers, the economic environment, etc. • Marketers use the Net and other technologies to collect primary data about consumers