Download online consumer behavior and marketing practice in marketspace

Survey
yes no Was this document useful for you?
   Thank you for your participation!

* Your assessment is very important for improving the work of artificial intelligence, which forms the content of this project

page
1
page
2
page
3
page
4
page
5
page
6
page
7
page
8
page
9
page
10
page
11
page
12
page
13
page
14
page
15
Document related concepts
no text concepts found
Transcript 
IMPLEMENTING
INTERACTIVE AND
MULTICHANNEL
MARKETING
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
10-year trend in Internet/Web users and online
retail sales revenue in the United States
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
CREATING CUSTOMER VALUE,
RELATIONSHIPS, AND EXPERIENCES
IN THE NEW MARKETSPACE
• Customer Value Creation in Marketspace
• Interactivity, Individuality, and
Customer Relationships in Marketspace
• Choiceboard
 Collaborative filtering
• Personalization
 Permission marketing
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
CREATING CUSTOMER VALUE,
RELATIONSHIPS, AND EXPERIENCES
IN THE NEW MARKETSPACE
• Creating an Online Customer Experience
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Website design elements that drive customer
experience
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
ONLINE CONSUMER BEHAVIOR
AND MARKETING PRACTICE IN
MARKETSPACE
• The Online Consumer
• Profiling the Online Consumer
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Internet web access at home among U.S.
households
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Online consumer sales by product/service
category: 2001 and 2005
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Why consumers shop and buy online
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
ONLINE CONSUMER BEHAVIOR
AND MARKETING PRACTICE IN
MARKETSPACE
• Why Consumers Shop and Buy Online
• Convenience
 Bots
 Eight-second rule
• Choice
• Customization
 Customerization
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
ONLINE CONSUMER BEHAVIOR
AND MARKETING PRACTICE IN
MARKETSPACE
• Why Consumers Shop and Buy Online
• Communication
 Web communities
 Spam
 Viral marketing
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
ONLINE CONSUMER BEHAVIOR
AND MARKETING PRACTICE IN
MARKETSPACE
• Why Consumers Shop and Buy Online
• Cost
 Dynamic pricing
• Control
 Portals
 Cookies
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
MULTICHANNEL MARKETING
TO THE ONLINE CONSUMER
• Integrating and Leveraging Multiple
Channels with Multichannel Marketing
• Implementing Multichannel Marketing
• Multichannel Marketing with Transactional
Websites
• Multichannel Marketing with Promotional
Websites
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
JC Penney Customers
The multichannel marketing mutiplier
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Implementing multichannel marketing with
promotional websites
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Related documents