Transcript HUST 04 2009

Chapter 4:
Marketing on the Web
网上营销
Electronic Commerce
Objectives
In this chapter, you will learn about:
• Marketing strategies 营销策略
• Communicating with different market
segments 市场细分
• Customer relationship intensity and the
customer relationship life cycle 客户关系程度
与生命周期
• Using advertising on the Web 网上广告
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Objectives (continued)
• E-mail marketing 电子邮件营销
• Technology-enabled customer relationship
management 客户关系管理
• Creating and maintaining brands on the Web 在网上
创建与维护品牌
• Search engine positioning and domain name
selection 搜索引擎排名与域名选择
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What is Marketing
• Case Study：How to sell the combs to Monks?
• Questions: 成功的营销策略包含哪些因素？
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What is Marketing
• The American Marketing Association (AMA)
states, “Marketing is the process of planning and
executing the conception, pricing, promotion,
and distribution of ideas, goods, and services to
create exchanges that satisfy individual and
organizational objectives".
• 美国营销协会将其定义为：营销是一个计划和执
行对于知识、产品以及服务的设计、定价、推广
和分销的全过程，目的是通过交换来满足个人和
组织的需求。
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What is Marketing
• It includes diverse disciplines like sales, public
relations, pricing, packaging, and distribution.
• "If a young man tells his date she's intelligent,
looks lovely, and is a great conversationalist,
he's saying the right things to the right person
and that's marketing. If the young man tells his
date how handsome, smart and successful he is
-- that's advertising. If someone else tells the
young woman how handsome, smart and
successful her date is -- that's public relations."
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Marketing Strategies
• Four Ps of marketing 营销4P
– Product 产品
• Physical item or service that the company is selling
– Price 价格
• Amount a customer pays for the product
– Promotion 促销推广
• Any means of spreading the word about the product
– Place 渠道
• Need to have products or services available in different
locations
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Market Segmentation
市场细分
• Market segmentation is dividing the pool of
potential customers into segments and
targeting specific portions of the market with
advertising messages
• 将潜在客户划分为较小规模的市场，并将特定
的广告信息送达到这类小市场。
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Market Segmentation (continued)
• Geographic segmentation 地理细分
– Creating different combinations of marketing efforts for each
geographical group of customers
• Demographic segmentation 人口细分
– Uses age, gender, family size, income, education, religion,
or ethnicity to group customers
• Psychographic segmentation 心理细分
– Groups customers by variables such as social class,
personality, or their approach to life
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Communicating with Different Market
Segments
与不同细分市场的沟通
• Identify groups of potential customers 识别客
户群
– The first step in selling to those customers
• Media selection 媒体选择
– Can be critical for an online firm
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Trust and Media Choice
信任与媒体选择
• The Web is an intermediate step between
mass media and personal contact
• Cost of mass media advertising can be
spread over its audience
• Companies can use the Web to capture some
of the benefits of personal contact, yet avoid
some of the costs inherent in that approach
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Market Segmentation on the Web
网上市场细分
• Behavioral segmentation 行为细分
– Creation of separate experiences for customers
based on their behavior
• Occasion segmentation 场合细分
– When behavioral segmentation is based on things
that happen at a specific time
• Usage-based market segmentation 用法细分
– Customizing visitor experiences to match the site
usage behavior patterns of each visitor
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Market Segmentation on the Web
网上市场细分
• Behavior-based categories include:
– Simplifiers
• Like convenience
– Surfers
• Use the Web to find information and explore new ideas
– Bargainers
• Are in search of a good deal
– Connectors
• Use the Web to stay in touch with other people
– Routiners
• Return to the same sites over and over again
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Customer Relationship Intensity and
Life-Cycle Segmentation
客户关系程度与生命周期划分
• One goal of marketing is to create strong
relationships between a company and its
customers 营销的目标之一是在公司与客户
之间建立密切的联系
• Good customer experiences can help create
an intense feeling of loyalty 好的客户体验能
帮助建立较强的忠诚感
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Acquisition, Conversion, and
Retention of Customers
客户的争取、转变与维系
• Acquisition cost 获取成本
– Money a site spends to draw one visitor to the site
• Conversion 转变
– Converting a first-time visitor into a customer
• Conversion cost 转变成本
– Cost of inducing one visitor to make a purchase, sign
up for a subscription, or register
• Retained customers 保留住的客户
– Customers who return to the site one or more times
after making their first purchases
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Customer Acquisition, Conversion, and
Retention: The Funnel Model
客户的争取、转变与维系的漏斗模型
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Advertising on the Web
网上广告
• Banner ad 横幅广告
– Small rectangular object on a Web page
• Pop-up ad 弹出式广告
– Appears in its own window when the user opens or closes a
Web page
• Interstitial ad 插页式广告
– When a user clicks a link to load a page, the interstitial ad
opens in its own browser window
• Ad-blocking software 广告屏蔽软件
– Prevents banner ads and pop-up ads from loading
• Cost per thousand (CPM) 每千人成本法
– Pricing metric used when a company purchases mass media
advertising
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Site Sponsorships
网站赞助商
• Give advertisers a chance to promote
products, services, or brands in a more subtle
way
• Helps build brand images and develop
reputation rather than generate immediate
sales
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E-Mail Marketing
电子邮件营销
• Sending one e-mail message to a customer
can cost less than one cent if the company
already has the customer’s e-mail address
• Conversion rate 转换率
– The percentage of recipients who respond to an
ad or promotion
• Opt-in e-mail 许可电子邮件
– Practice of sending e-mail messages to people
who request information on a particular topic
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Technology-Enabled Customer
Relationship Management
技术使能的CRM
• Clickstream 点击流
– Information that a Web site can gather about its
visitors
• Technology-enabled relationship
management
– Firm obtains detailed information about a
customer’s behavior, buying patterns, etc., and
uses it to set prices and negotiate terms
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Creating and Maintaining Brands
on the Web
在网上创建和维护品牌
• Elements of branding include:
– Differentiation 差异化
• Company must clearly distinguish its product from
all others
– Relevance 关联性
• Degree to which a product offers utility to a potential
customer
– Perceived value 感知价值
• Key element in creating a brand that has value
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Emotional Branding vs. Rational
Branding
感性诉求与理性诉求
• Emotional appeals are difficult to convey on
the Web
• Rational branding relies on the cognitive
appeal of the specific help offered, not on a
broad emotional appeal
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Affiliate Marketing Strategies
关联营销策略
• Affiliate marketing 关联营销
– One firm’s Web site includes descriptions, reviews,
ratings, or other information about a product that is
linked to another firm’s site
• Affiliate site 关联网站
– Obtains the benefit of the selling site’s brand in
exchange for the referral
• Cause marketing 理想营销
– Affiliate marketing program that benefits a charitable
organization
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Viral Marketing Strategies
病毒营销
• Relies on existing customers to tell other
people about products or services they have
enjoyed using
• Example:
– Blue Mountain Arts
• Electronic greeting card company
• Purchases very little advertising, but grew rapidly
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Search Engine Positioning and
Domain Names
搜索引擎排位与域名
• Search engine is a Web site that helps
people find things on the Web
• It has 3 major parts:
– Spider, crawler, or robot
• Program that automatically searches the Web
– Index or database
• Storage element of a search engine
– Search utility
• Uses terms provided to find Web pages that match
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Search Engine Positioning and
Domain Names (continued)
• Search engine positioning or search engine
optimization 搜索引擎排名与搜索引擎优化
– Combined art and science of having a particular
URL listed near the top of search engine results
• Paid placement 付费放置
– Option of purchasing a top listing on results pages
for a particular set of search terms
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Web Site Naming Issues
网站命名问题
• Domain names
– Companies often buy more than one
– Reason for additional domain names is to ensure
that potential site visitors who misspell the URL
will still be redirected to the intended site
• Example: Yahoo! owns the name Yahow.com
• URL brokers
– Sell, lease, or auction domain names
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Summary
• Four Ps of marketing
– Product, price, promotion, and place
• Market segmentation
– Using geographic, demographic, and
psychographic information can work well on the
Web
• Types of online ads
– Pop-ups, pop-behinds, and interstitials
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Summary (continued)
• Technology-enabled customer relationship
management can provide better returns for
Web businesses
• Firms on the Web can use rational branding
instead of emotional branding techniques
• Critical for many businesses is successful
search engine positioning and domain name
selection
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