* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download E-Marketing
Market penetration wikipedia , lookup
First-mover advantage wikipedia , lookup
Youth marketing wikipedia , lookup
Brand awareness wikipedia , lookup
Visual merchandising wikipedia , lookup
Web analytics wikipedia , lookup
Planned obsolescence wikipedia , lookup
Pricing strategies wikipedia , lookup
Brand loyalty wikipedia , lookup
Global marketing wikipedia , lookup
Brand equity wikipedia , lookup
Marketing channel wikipedia , lookup
Product placement wikipedia , lookup
Marketing strategy wikipedia , lookup
Product lifecycle wikipedia , lookup
Online shopping wikipedia , lookup
Brand ambassador wikipedia , lookup
Personal branding wikipedia , lookup
Customer engagement wikipedia , lookup
Predictive engineering analytics wikipedia , lookup
[F] Product 參考資料: Judy Strauss, Adel I. El-Ansary, and Raymond Frost, E-Marketing, Prentice Hall, 2006. Chap 10: Product. 網路行銷 楊子青 F-1 Environment, Strategy, and Performance (ESP Model) E Legal - Ethical Technology Competition Other factors Internet Markets SWOT S P E-Business Strategy/ Model E-Marketing Strategy Implementation Marketing Mix Performance Metrics 網路行銷 楊子青 F-2 Link E-Business with E-Marketing Strategy E-marketing strategic planning occurs in two highly interrelated tiers: Tier 1 tasks Tier 2 tasks Targeting Differentiation Segmentation Positioning E-Marketing Strategy Offer Value Communication Distribution 網路行銷 楊子青 F-3 Overview The Classmates Story Product Creating Customer Value Online Attributes Branding Support Services Labeling E-Marketing Enhanced Product Development New Product Strategies for E-Marketing 網路行銷 楊子青 F-4 1. The Classmates Story http://www.classmates.com 網路行銷 楊子青 F-5 The Classmates Story A new and purely online product a place for people to look up former high school and college classmates. Began in 1995 It has been profitable since 2001: $35.6 million. It capitalized on (把握住機會) a consumer need in 30-plus age bracket (30歲以上的一群人). Reconnect (聯繫) with people from the past and with individual’s needs to learn. E.g. a former girlfriend has a BMW or gained weight (體重增加). 網路行銷 楊子青 F-6 The Classmates Story Business model: A subscription (訂閱費) model Selling content not advertising: Allow people to register for free and read profiles, but they must pay to communicate with others. Subscribers: Have full database access. Can receive an e-mail notification when someone from their school registers. Has Outgrown its brand name Moving beyond schools: former workplace or military. Apply Existing or Create New Brand Names? But discard the existing brand makes no sense. 網路行銷 楊子青 F-7 2. Product A bundle of benefits that satisfies the needs of organizations/consumers and for which they are willing to exchange money or other items of value. Items such as tangible goods, services, ideas, people, and places. Some new products are unique to the Internet (e.g. search engines). Other products use the Internet as a new distribution channel, often adding unique technology-enabled services (e.g. books). 網路行銷 楊子青 F-8 A Taxonomy for Internet Products Content Provider Internet Infrastructure Router, fiber-optic backbone End User Hardware Server, switch Software Web authoring, Protocols, TCP/IP, encryption, DNS audio/video digitizing Web browser, e-mail client, decryption, audio/video player Services E-commerce consulting, Web development, Web design, application service providers Web-based virus scan, auto updates, calendaring, e-mail ISP, backbone service provider Modem, PC, Web TV, PDA 網路行銷 楊子青 F-9 3. Creating Customer Value Online Customer value = Benefits – Costs Marketers must make general product decisions that comprise its bundle of benefits to meet customer needs: Attributes Branding Support Services Labeling 網路行銷 楊子青 F-10 3.1 Attributes Product attributes include: Overall quality: “you get what you pay for” = higher and consistent (一致) quality generally means higher prices, thus maintaining the value proposition (價值提議). Specific features: Include such elements as color, taste, style, size, and speed of service. E.g.: Yahoo! provides a list of Web site categories (attribute), which helps users find things quickly online (benefit). 網路行銷 楊子青 F-11 Attributes The Internet increases customer benefits in many ways: The move from atoms to bits: media, music, software, and other digital products are presented on the Web. User personalization: Through Web site registration and other techniques, Web sites can: Greet (歡迎) users by name, Suggest product offerings of interest based on previous purchases, E.g.: Amazon.com 網路行銷 楊子青 F-12 3.2 Branding A brand (品牌): includes a name (e.g. McDonald’s), a symbol (golden arches), or other identifying information. A promise to customers, A brand name and its image are often part of the benefits a user desires, A way to establish trust for the customer. Important online, because of concern over security and privacy issues 網路行銷 楊子青 F-13 Branding Decisions Companies creating new products for online sale face several branding decisions: Whether to apply existing brand names or create new brand names for new products, Whether to lend (借出) their brand name as a cobrand (共用品牌) with other firms, What domain name to use for the Web site. 網路行銷 楊子青 F-14 (1) Apply Existing or Create New Brand Names Using existing brand names on the Web: Makes sense when the brand is well-known E.g.: Amazon added music CDs, videos, software… When products with offline sales introduce online extensions choosing to use the same brand name (e.g., The New York Times). Some firms may not want to use the same brand name online and offline: If the new product or channel is risky. A powerful Internet success might inadvertently (不經意) reposition the offline brand. 網路行銷 楊子青 F-15 Apply Existing or Create New Brand Names Creating new brands a good name is very important. Suggest something about the product (e.g., www.Classmates.com), Differentiate the product from competitors legal protection. (法律保護) On the Internet, a brand name should be: Short, Memorable, (好記) Easy to spell, Capable of translating well into other languages. 網路行銷 楊子青 F-16 (2) Cobranding When two different companies put their brand names on the same product. Common on the Internet and is a good way for firms to build synergy through expertise and brand recognition. E.g.: Yahoo! 奇摩 E.g.: Sports Illustrated now co-brands with CNN as CNNSI. Even the Web site address displays the cobrand: sportsillustrated.cnn.com. 網路行銷 楊子青 F-17 (3) Internet Domain Names A URL (Uniform Resource Locator) = Web site address = IP address Similar to telephone area codes. Many firms use the trademark or brand name to help consumers quickly find their site. E.g.: www.coca-cola.com. Many creative Netizens (網民) register lots of popular names and offer them for sale: E.g.: GreatDomains.com allows users to buy and sell popular domain names. 網路行銷 楊子青 F-18 Example: GreatDomains.com (http://premium.greatdomains.com/) 網路行銷 楊子青 F-19 3.3 Support Services Customer support (during and after purchases): Is critical for some technical products for installation, maintenance problems, product guarantees, etc. to increase customer satisfaction. CompUSA combines online and offline channels to increase customer support. 網路行銷 楊子青 F-20 3.4 Labeling Product labels: Identify brand names, sponsoring firms, and product ingredients (原料), Provide instructions for use and promotional materials, Online “labels” provide information about installing and using software. also provide extensive legal information about the software product. 網路行銷 楊子青 F-21 4. E-Marketing Enhanced Product Development Customer Codesign The power shift to buyers. Customer interaction in the early and late stages of product development can increase product success. Electronic Input: Good marketers look everywhere for customer feedback to improve products. Invite customer product ratings. The proliferation (擴散) of e-mail “word of mouth”. Scan Internet: look for company and product discussion. 網路行銷 楊子青 F-22 5. New Product Strategies for E-Marketing Companies can choose among six categories of new-product strategies based on marketing objectives, risk tolerance, resource availability, etc. 網路行銷 楊子青 F-23 New Product Strategies for E-Marketing (1) Discontinuous innovations: new-to-the-world products. E.g.: the first Web authoring software, cell phone/PDA combination, shopping agent… (2) New product lines: new products in a different category for an existing brand name. E.g.: Microsoft created IE as new line. (Netscape was already available, so it wasn’t a discontinuous innovation.) 網路行銷 楊子青 F-24 New-Product Strategies for E-Marketing (3) New variation (flavor, size…) of a current product line. E.g.: The New York Times line includes the daily paper, weekly book review, and others. (4) Improvements or revisions of existing products E.g.: Web-based e-mail systems improved on clientbased e-mail systems such as Eudora or Outlook because users could check and send e-mail from any Web connected computer. 網路行銷 楊子青 F-25 New-Product Strategies for E-Marketing (5) Repositioned products: are current products that are either targeted to different markets or promoted for new uses. E.g.: Yahoo! began as a search directory on the Web and then repositioned itself as a portal (an Internet entry point with many services). (6) Me-too lower-cost products: To compete with existing brands by offering a price advantage. E.g.: When America Online and other ISPs were charging per hour rates for Internet access, some providers introduced unlimited use at flat rate pricing for $19.95 per month. 網路行銷 楊子青 F-26