[精选]电子商务管理视角_CH04消费者行为、市场调研和广告

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1、Chapter 4Consumer Behavior,Market Research,and Advertisement消费者行为、市场调研和广告消费者行为、市场调研和广告1Learning Objectives1.Describe the factors that influence consumer behavior online.2.Understand the decision-making process of consumer purchasing online.3.Describe how companies are building one-to-one relationshi

2、ps with customers.4.Explain how personalization is accomplished online.5.Discuss the issues of e-loyalty and e-trust in EC.6.Describe consumer market research in EC.2Learning Objectives7.Describe Internet marketing in B2B,including organizational buyer behavior.8.Describe the objectives of Web adver

3、tising and its characteristics.9.Describe the major advertising methods used on the Web.10.Describe various online advertising strategies and types of promotions.11.Describe permission marketing,ad management,localization,and other advertising-related issues.12.Understand the role of intelligent age

4、nts in consumer issues and advertising applications.31 Learning about Consumer Behavior OnlineA Model of Consumer Behavior OnlineIndependent(or uncontrollable)variables can be categorized as personal characteristics and environmental characteristicsIntervening(or moderating)variables are variables w

5、ithin the vendors control.They are divided into market stimuli and EC systemsThe decision-making process is influenced by the independent and intervening variables.This process ends with the buyers decisions resulting from the decision-making processThe dependent variables describe types of decision

6、s made by buyers41 Learning about Consumer Behavior Online51 Learning about Consumer Behavior Online(1)The independent variablesPersonal characteristicsEnvironmental variablesSocial variablesCultural/community variablesOther environmental variables(2)The intervening(moderating)variables(3)The depend

7、ent variables:the buying decisions62 The Consumer Decision-Making ProcessRoles people play in the decision-making processInitiatorInfluencerDeciderBuyerUser72 The Consumer Decision-Making Process1 A Generic Purchasing-Decision Model1.Need identification2.Information search3.Evaluation of alternative

8、s,4.Purchase and delivery5.Post-purchase behavior82 The Consumer Decision-Making Process2 A Customer Decision Model in Web PurchasingCan be supported by both Consumer Decision Support System(CDSS)facilities and Internet and Web facilities93 Mass Marketing,Market Segmentation,and One-to-One Marketing

9、1 one-to-one marketingMarketing that treats each customer in a unique way2 Mass MarketingMarketing efforts traditionally were targeted to everyoneTargeted marketingmarketing and advertising efforts targeted to groups(market segmentation)or to individuals(one-to-one)is a better approach103 Mass Marke

10、ting,Market Segmentation,and One-to-One Marketing3 market segmentationThe process of dividing a consumer market into logical groups for conducting marketing research and analyzing personal information113 Mass Marketing,Market Segmentation,and One-to-One Marketing123 Mass Marketing,Market Segmentatio

11、n,and One-to-One Marketing134 Personalization,Loyalty,Trust,and Satisfaction in EC1 personalizationThe matching of services,products,and advertising content with individual consumers and their preferencesThe major strategies used to compile user profiles include the following:Solicit information dir

12、ectly from the userObserve what people are doing onlineBuild from previous purchase patternsMake inferences144 Personalization,Loyalty,Trust,and Satisfaction in ECuser profileThe requirements,preferences,behaviors,and demographic traits of a particular customercookieA data file that is placed on a u

13、sers hard drive by a remote Web server,frequently without disclosure or the users consent,that collects information about the users activities at a site154 Personalization,Loyalty,Trust,and Satisfaction in EC2 Customer Loyaltye-loyaltyCustomer loyalty to an e-tailer or loyalty programs delivered onl

14、ine or supported electronically164 Personalization,Loyalty,Trust,and Satisfaction in EC174 Personalization,Loyalty,Trust,and Satisfaction in EC3 trustThe psychological status of willingness to depend on another person or organizationHow to increase trust in ECAffiliate with an objective third partyE

15、stablish trustworthiness184 Personalization,Loyalty,Trust,and Satisfaction in EC195 Market Research for EC1 Methods for Conducting Market Research OnlineMarket research that uses the Internet frequently is faster and more efficient and allows the researcher to access a more geographically diverse au

16、dienceWeb market researchers can conduct a very large study much more cheaply than with other methods205 Market Research for EC1)What are marketers looking for in EC market research?What are the purchase patterns for individuals and groups(market segmentation)?What factors encourage online purchasin

17、g?How can we identify those who are real buyers from those who are just browsing?How does an individual navigatedoes the consumer check information first or do they go directly to ordering?What is the optimal Web page design?215 Market Research for EC2)Market Segmentation 225 Market Research for EC3

18、)Market research for one-to-one approachesDirect solicitation of information(surveys,focus groups)Observing what customers are doing on the WebCollaborative filtering235 Market Research for EC245 Market Research for EC4）Observing Customersa.transaction logsA record of user activities at a companys W

19、eb siteclickstream behaviorCustomer movements on the Internetb.Cookies,Web bugs and spywareCookies are frequently combined with web bugs,Tiny graphics files embedded in e-mail messages and in Web sites that transmit information about users and their movements to a Web serverSpyware is a software tha

20、t gathers user information over an Internet connection without the users knowledge255 Market Research for ECc.clickstream data Data that occur inside the Web environment;they provide a trail of the users activities(the users clickstream behavior)in the Web sited.Web analytics and mining Web mining r

21、efers to the use of data mining techniques for discovering and extracting information from web document.Web mining explores both web content and web usage 265 Market Research for ECe.collaborative filteringA market research and personalization method that uses customer data to predict,based on formu

22、las derived from behavioral sciences,what other products or services a customer may enjoy;predictions can be extended to other customers with similar profiles275 Market Research for ECVariations of collaborative filtering include:Rule-based filteringContent-based filterContent-based filterLegal and

23、ethical issues in collaborative filtering285 Market Research for EC2 Limitations of Online Market Research and How to Overcome ThemTo use data properly,one needs to organize,edit,condense,and summarize it,which is expensive and time consumingThe solution to this problem is to automate the process by

24、 using data warehousing and data mining known as business intelligence295 Market Research for EC3 Biometric MarketingbiometricsAn individuals unique physical or behavioral characteristics that can be used to identify an individual precisely(e.g.,fingerprints)Organizational Buyer BehaviorA Behavioral

25、 Model of Organizational BuyersAn organizational influences module is added to the B2B model306 Internet Marketing in B2B316 Internet Marketing in B2BMethods for B2B Online MarketingTargeting customersElectronic wholesalersOther B2B marketing servicesDigital cementNational systemsBusiness townAffili

26、ate Programs，Infomediaries,and Online Data Mining Services327 Web Advertising1 interactive marketingOnline marketing,facilitated by the Internet,by which marketers and advertisers can interact directly with customers and consumers can interact with advertisers/vendors33347 Web Advertising2 Some Inte

27、rnet Advertising Terminologyad viewsThe number of times users call up a page that has a banner on it during a specific period;known as impressions or page viewsclick(click-through or ad click)A count made each time a visitor clicks on an advertising banner to access the advertisers Web siteCPM(cost

28、per thousand impressions)The fee an advertiser pays for each 1,000 times a page with a banner ad is shown357 Web Advertisingconversion rateThe percentage of clickers who actually make a purchaseclick-through rate(or ratio)The percentage of visitors who are exposed to a banner ad and click on itclick

29、-through ratioThe ratio between the number of clicks on a banner ad and the number of times it is seen by viewers;measures the success of a banner in attracting visitors to click on the ad367 Web AdvertisinghitA request for data from a Web page or filevisitA series of requests during one navigation

30、of a Web site;a pause of a certain length of time ends a visitunique visitsA count of the number of visitors entering a site,regardless of how many pages are viewed per visitstickinessCharacteristic that influences the average length of time a visitor stays in a site377 Web AdvertisingPrecise target

31、ingInteractivityRich media(grabs attention)Cost reductionCustomer acquisitionPersonalizationTimelinessLocation-basisLinkingDigital branding3 Why Internet Advertising?387 Web Advertising4 advertising networksSpecialized firms that offer customized Web advertising,such as brokering ads and targeting a

32、ds to select groups of consumers398 Online Advertising Methods1 bannerOn a Web page,a graphic advertising display linked to the advertisers Web pagekeyword bannersBanner ads that appear when a predetermined word is queried from a search enginerandom bannersBanner ads that appear at random,not as the

33、 result of the users action408 Online Advertising Methodsbanner swappingAn agreement between two companies to each display the others banner ad on its Web sitebanner exchangesMarkets in which companies can trade or exchange placement of banner ads on each others Web sites418 Online Advertising Metho

34、ds2 pop-up and similar adspop-up adAn ad that appears in a separate window before,after,or during Internet surfing or when reading e-mailpop-under adAn ad that appears underneath the current browser window,so when the user closes the active window the ad is still on the screeninterstitialAn initial

35、Web page or a portion of it that is used to capture the users attention for a short time while other content is loading428 Online Advertising Methods3 E-Mail AdvertisingE-mail advertising managementE-mail advertising methods and successes4 Newspaper-Like and Classified Ads5 Search Engine Advertiseme

36、ntImproving a companys search-engine ranking(optimization)Paid search-engine inclusion438 Online Advertising Methods6 associated ad display(text links)An advertising strategy that displays a banner ad related to a key term entered in a search engineGoogleThe online advertising king7 Advertising in C

37、hat Rooms,Blogs,and Social Networks448 Online Advertising Methods8 Other Forms of AdvertisingadvertorialAn advertisement“disguised”to look like editorial content or general informationAdvertising in newslettersPosting press releases onlineadvergamingThe practice of using computer games to advertise

38、a product,an organization,or a viewpoint459 Advertising Strategiesand Promotions Online1 affiliate marketingA marketing arrangement by which an organization refers consumers to the selling companys Web site2 With the ads-as-a-commodity approach,people are paid for time spent viewing an ad3 viral mar

39、ketingWord-of-mouth marketing by which customers promote a product or service by telling others about it469 Advertising Strategiesand Promotions Online4 WebcastingA free Internet news service that broadcasts personalized news and information,including seminars,in categories selected by the user5 Onl

40、ine Events,Promotions,and AttractionsLive Web EventsAdmediationadmediariesThird-party vendors that conduct promotions,especially large-scale onesSelling space by pixels479 Advertising Strategiesand Promotions Online4810 Special Advertising Topics1 PERMISSION ADVERTISINGspammingUsing e-mail to send u

41、nwanted ads(sometimes floods of ads)permission advertising(permission marketing)Advertising(marketing)strategy in which customers agree to accept advertising and marketing materials(known as“opt-in”)4910 Special Advertising Topics2 Advertisement as a Revenue Model3 Measuring Online Advertisings Effe

42、ctiveness4 ad managementMethodology and software that enable organizations to perform a variety of activities involved in Web advertising(e.g.,tracking viewers,rotating ads)5010 Special Advertising Topics5 localizationThe process of converting media products developed in one environment(e.g.,country

43、)to a form culturally and linguistically acceptable in countries outside the original target marketInternet radioA Web site that provides music,talk,and other entertainment,both live and stored,from a variety of radio stations5110 Special Advertising Topics6 Wireless Advertising7 Ad Content5211 Soft

44、ware Agents in Marketing and Advertising Applications1 A Framework for Classifying EC AgentsAgents that support need identification(what to buy)Agents that support product brokering(from whom to buy)Agents that support merchant brokering and comparisonsAgents that support buyerseller negotiationAgen

45、ts that support purchase and deliveryAgents that support after-sale service and evaluation5311 Software Agents in Marketing and Advertising ApplicationsCharacter-Based Animated Interactive AgentsavatarsAnimated computer characters that exhibit humanlike movements and behaviorssocial computingAn appr

46、oach aimed at making the humancomputer interface more naturalchatterbotsAnimation characters that can talk(chat)54Managerial Issues1.Do we understand our customers?2.Should we use intelligent agents?3.Who will conduct the market research?4.Are customers satisfied with our Web site?5.Can we use B2C m

47、arketing methods and research in B2B?6.How do we decide where to advertise?55Managerial Issues7.What is our commitment to Web advertising,and how will we coordinate Web and traditional advertising?8.Should we integrate our Internet and non-Internet marketing campaigns?9.What ethical issues should we

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