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1、Electronic Commerce 043002Chapter 4: Marketing on the Web Dr. Jing ZhouDr. Jing Zhou - School of Computer Science, Communication University of China, Beijing; email ; 20071Learning ObjectivesIn this chapter, you will learn about:lWhen to use product-based and customer-based marketing strategieslComm
2、unicating with different market segments (市场细 分)lCustomer relationship intensity and the customer relationship life cyclelUsing advertising on the Web2Learning ObjectiveslE-mail marketinglTechnology-enabled customer relationship managementlCreating and maintaining brands on the WeblSearch engine pos
3、itioning (排位) and domain name selection3Key Termslacquisition cost 客户争取成本lactive ad活动式广告lad view广告访问次数lad-blocking software广告屏蔽软件laffiliate marketing关联营销laffiliate program broker 关联营销活动经纪lanimated GIFGIF动画lbanner ad 横幅/旗帜广告lbanner advertising network横幅广告网络lbanner exchange network横幅广告交换网络lbehavioral
4、segmentation客户行为细分 4Key Termslbrand品牌lbrand leveraging 品牌延伸lcause marketing 理想营销lclick点击lclickstream点击流lclick-through点阅率lcontextual advertising内容广告lconversion转换lconversion cost转换成本lconversion rate转换率lcost per thousand (CPM)每千人成本 5Key Termslcrawler网络爬虫lcustomer life cycle客户生命周期lcustomer relationship
5、management (CRM)客户关系管理lcustomer value客户价值ldemographic segmentation人口细分ldomain name hosting域名寄存ldomain name parking域名挂靠lelectronic customer relationship management (eCRM) 电子客户关系管理lfour Ps of marketing营销的4Plgeographic segmentation地理细分6Key Termslinteractive marketing unit (IMU) ad format互动营销部广 告规格linte
6、rstitial ad插页式广告llife-cycle segmentation 生命周期细分llocalized advertising本地广告lmarket segmentation市场细分lmarketing mix营销组合lmarketing strategy营销战略lmarketspace虚拟市场lmicromarketing微观营销loccasion segmentation 场合细分 7Key Termslopt-in email许可电子邮件lpage view页面访问次数lpaid placement (sponsorship) 付费放置 （赞助放置）lpay-per-clic
7、k model点击收费模式lpay-per-conversion model转换收费模式lpermission marketing许可营销lplace (distribution)渠道（分销）lpop-behind ad弹底式广告lpop-up ad 弹出式广告lpsychographic segmentation心理细分lrational branding 理性品牌创建 8Key Termslretained customer维系的客户lretention cost客户维系成本lrich media ad富媒体广告lrich media object 富媒体对象lrobot (bot) 网络
8、机器人lsearch engine optimization搜索引擎优化lsearch engine placement broker搜索引擎放置经纪lsearch engine positioning搜索引擎排位lsearch engine ranking搜索引擎排序lsearch term sponsorship搜索关键词赞助lsearch utility检索工具 9Key Termslsegment细分市场lsite sponsorship 网站赞助lskyscraper ad擎天柱广告ltouchpoint consistency 接触点一致ltrial visit尝试访问ltrigg
9、er word触发词lURL broker域名经纪公司lusage-based market segmentation使用率细分lviral marketing病毒营销10Marketing StrategieslMost companies use term marketing mix (营销 组合) to describe combination of elements they use to achieve their goals for selling and advertising products and serviceslWhen company decides which el
10、ements it will use, it calls the particular marketing mix its marketing strategies (营销战略)11Essential Issues of Marketing lFour Ps of marketinglProduct (产品)lPhysical item or service that company is sellinglPrice (价格)lAmount customer pays for productlPromotion (促销)lAny means of spreading the word abou
11、t productlPlace (渠道，also called distribution 分销)lNeed to have products or services available in different locations12Product-Based Marketing StrategieslWhen creating a marketing strategylManagers must consider both the nature of their products and the nature of their potential customerslMost office
12、supply stores on the Web (e.g. office depot in China)lBelieve customers organize their needs into product categories13Customer-Based Marketing StrategieslGood first step in building a customer- based marketing strategylIdentify groups of customers who share common characteristicslCustomer-based mark
13、eting approacheslMore common on B2B sites (e.g. Sabre Holdings) than on B2C siteslB2B sellers lMore aware of the need to customize product and service offerings to match their customers needs14Communicating with Different Market SegmentslIdentifying groups of potential customers lThe first step in s
14、elling to those customerslMedia selectionlCan be critical for an online firmlChallenge for online businesseslConvince customers to trust them15Trust and Media ChoicelThe WeblAn intermediate step between mass media and personal contactlCost of mass media advertisinglCan be spread over its audiencelCo
15、mpanies can use the Web lTo capture some of the benefits of personal contact, yet avoid some of the costs inherent in that approach16Trust in Three Information Dissemination Models17Market Segmentation (市场细分)lTargeting specific portions of the market with advertising messageslSegments (细分市场)lUsually
16、 defined in terms of demographic characteristics (人口统计学特征)lMicromarketing (微观营销)lTargeting very small market segments18Market Segmentation ContdlGeographic segmentation (地理细分)lCreating different combinations of marketing efforts for each geographical group of customerslDemographic segmentation (人口细分)lUses age, gender, family size, income, education, religion, or ethnicity (种族) to group customers19Market Segmentation ContdlPsychographic segment
