复旦大学：《营销管理》PPT课件讲义_Marketing in the Twenty-First Century：Electronic Commerce

Marketing in the Twenty-First Century: Electronic Commerce Commercial Channels The internet

Marketing in the Twenty-First Century: Electronic Commerce Commercial Channels The Internet

The on-Line consumer Younger More affluent Better educated More male

The On-Line Consumer • Younger • More Affluent • Better Educated • More Male

Information Rich? Buyers Objective Information Initiation of Information Requests Design Desired offerings Employ"Agents"or Solicit Bids Find specialized third party Sellers

Objective Information Initiation of Information Requests Design Desired Offerings “Information Rich” Buyers Employ “Agents” or Solicit Bids Find Specialized Third￾party Sellers

Benefits of Online Marketing Consumers Companies Convenience Quick Adjustments to Market Conditions Information Lower Costs Fewer hassles Relationship Building Audience Sizing

Convenience Information Fewer Hassles Consumers Companies Quick Adjustments to Market Conditions Lower Costs Relationship Building Audience Sizing Benefits of Online Marketing

O小论M(小e Electronic Presence Corporate Website Marketing Website Advertising Online Place Ads in Special Sections of online Services Place Ads in Certain Internet Newsgroups Buy Online Ads That Pop Up While Consumers are Surfing Participating in Forums, Newsgroups Web Communities Forums: Discussion Groups on Commercial Online Services Newsgroups: Internet Version of Forums Web Communities: Sites Where Members Exchange views online Using E-Mail and Webcasting Customers Send Questions, Suggestions Complaints Via E-Mail Webcasting: Automatic Downloading of Information to PC's

Online Marketing Channels Electronic Presence Corporate Website Marketing Website Advertising Online Place Ads in Special Sections of Online Services Place Ads in Certain Internet Newsgroups Buy Online Ads That Pop Up While Consumers are Surfing Participating in Forums, Newsgroups & Web Communities Forums: Discussion Groups on Commercial Online Services Newsgroups: Internet Version of Forums Web Communities: Sites Where Members Exchange Views Online Using E-Mail and Webcasting Customers Send Questions, Suggestions & Complaints Via E-Mail Webcasting: Automatic Downloading of Information to PC’s

Challenges of Online Marketers Limited Consumer Exposure buying Skewed User Demographics Psychographics Chaos clutter Security

Challenges of Online Marketers • Limited Consumer Exposure & Buying • Skewed User Demographics & Psychographics • Chaos & Clutter • Security