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Objectives
In this chapter, you will learn about: When to use product-based and customer-based marketing strategies Communicating with different market segments
Price
Amount a customer pays for the product
Promotion
Any means of spreading the word about the product
Place
Need to have products or services available in different locations
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Market Segmentation
Market segmentation is dividing the pool of potential customers into segments and targeting specific portions of the market with advertising messages
Segments are usually defined in terms of demographic characteristics Micromarketing is a term suggesting that we can target very small market segments
Market Segmentation
Geographic segmentation: Where are they?
Demographic segmentation: Income, race, education, etc. Psychographic segmentation: variables such as social class, personality, or lifestyle
Geographic Segmentation
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Touchpoint consistency: provide similar levels and quality of service at all touchpoints
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Conversion
Converting a first-time visitor into a customer Conversion cost: the cost of inducing one visitor to make a purchase, sign up for a subscription, or register
Retained customers
Customers who return to the site one or more times after making their first purchases
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Trial visit
First time a visitor loads a Web site page
Page view
Each page loaded by a visitor
Impression
Each time the banner ad loads
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Ad-blocking software
Prevents banner ads and pop-up ads from loading
Interstitial ad
When a user clicks a link to load a page, the interstitial ad opens in its own browser window
Clickstream
Information (e.g., page visits, duration, etc.) that a Web site can gather about its visitors
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Site Sponsorships
Advertisers are given an opportunity to sponsor all or part of a website.
Helpdesk.com
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E-Mail Marketing
Dangerous Territory or Priceless Opportunity?
Email is cheap! But, customers hate spam
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Rational branding relies on the cognitive appeal of the specific service offered, not purely on a broad emotional appeal
Toyota Tundra truck ad (1st QTR)
Brand Leveraging is done to extend the image or value of a successful brand to other product offerings
Sprint Broadband ad (2nd QTR) Nationwide Insurance ad (3rd QTR)
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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 placement brokers are companies that aggregate inclusion and placement rights on multiple search engines
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ICANN
Maintains a list of accredited registrars
Summary
Four Ps of marketing
Product, price, promotion, and place
Market segmentation
Using geographic, demographic, and psychographic information can work well on the Web
Summary
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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