Transcript markstrat
Electronic Commerce Creating a Successful Web Presence Marketing Strategy Business Model The method by which a firm builds and uses its resources to offer its customers better value than its competitors and to make money doing so! Two major parts of the business model: Value Proposition Financial Model Value Proposition The value your company adds that would make customers switch to you from their current provider. Concepts involved in Value Proposition Choice of Segments Choice of Focal Customer Benefits Choice of Unique and Differentiating Capabilities Value Proposition Choice of Segments market size or growth unmet customer needs weak or no competition Choice of Focal Customer Benefits One or two KEY benefits based on the marketing mix variables Ex: fast delivery, high quality products, customer service, lowprices, unique product Choice of Unique and Differentiating Capabilities Also known as : Core Competencies or Unique Resources Tangible assets (location), Intangible (Brand name) or corporate skills and capabilities (knowledge of customers) Financial Models There are four revenue models: Advertising (sell ads, site sponsorships, interstituals) Product sales (income from the sales of products, services, or information) Transaction (revenue from charging a fee or a taking a % of a transaction) Subscription (subscriber fees for magazines, information, services, …) Or a combination of these Revenue Model - Advertising Revenue Model – Product Sales Revenue Model – Transaction eBay fee Structure http://pages.ebay.com/help/sellerguide/selling-fees.html Revenue Model – Subscription The Nature of Communication on the Web Most Mass Marketing Involves One-Way Communications Aimed At Consumers. Direct Marketing Involves Two-Way Interactions With Customers. Mass Marketing Vs. One-to-OneMarketing Marketing Mass Marketing One-to-One Average Consumer Customer Anonymity Standard Product Mass Production Individual Customer Customer Profile Customized Market Offering Customized Production Mass Distribution Individualized Distribution Mass Advertising Individualized Message Mass Promotion Individualized Incentives One-Way Message Two-Way Messages Economies of Scale Economies of Scope Share of Mind Share of Customer All Customers Profitable Customers Customer Retention Customer Attraction “New” Marketing Approaches Market Segmentation Market Targeting Market Positioning Market Segmentation Age Occasions Geographic Gender Benefits Family Size / Life Cycle Demographic Income User Status Occupation Usage Rate Education Psychographic Loyalty Status Religion Race Readiness Stage Behavioral Generation Attitude Toward Product Nationality Market Targeting Evaluating Market Segments Segment Size and Growth Analyze current sales, growth rates and expected profitability for various segments. Segment Structural Attractiveness Consider effects of: competitors, availability of substitute products and, the power of buyers & suppliers. Company Objectives and Resources Company skills & resources needed to succeed in that segment(s). Look for Competitive Advantages. Market Targeting Choosing a Market-Coverage Strategy Company Resources Company Resources Product Variability Product’s Stage in the Life Cycle Market Variability Competitor’s Marketing Strategies Product Variability Product’s Stage in the Life Cycle Market Variability Competitor’s Marketing Strategies Choosing a Positioning Strategy Product’s Position - the way the product is defined by consumers on important attributes the place the product occupies in consumers’ minds relative to competing products. Marketers must: Plan positions to give their products the greatest advantage in selected target markets, Design marketing mixes to create these planned positions. Creating and Maintaining Brands on the Web Brand – a name, term, sign, symbol, or design, or a combination of these, that identifies the maker or seller of a product or service Web Brands Make an Impact Books: Music: Computer Software: Computer Hardware: Clothing: Travel: Autos: Amazon.com (56%) CDNow (24%) Microsoft (30%) Dell (20%) The Gap (12%) AOL, Yahoo!, Travelocity (each 8%) Yahoo! (6%) Purpose of Branding Differentiation Consistency Quality & Value Attributes Branding Forms Brand Awareness – the knowledge that a brand exists Brand Equity - the set of assets (or liabilities) linked to the brand that add (or subtract) value Brand Loyalty – A continued behavior associated with a particular brand Brand Building Advertising / Promotion Short-term … affects awareness not equity Emotional vs. Rational Product Quality Customer Service Purchase support Post purchase support Information / Personalization Emotional … Rational … Customer Service Personalized service based on previous purchases and inquiries Other Branding Methods Brand Extensions Co-Branding Choosing Your Name Six Earmarks of a Good Domain Name 1. A good domain name is short. 2. A good domain name is memorable. 3. A good domain name isn't easily confused with others. 4. A good domain name is hard to misspell. 5. A good domain name relates to your business name or core business. Nameboy http://www.nameboy.com Network Solutions' NameFetcher http://www.networksolutions.com/purchasing/nameGen.jhtml E-gineer Dominator http://www.e-gineer.com/domainator/