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Electronic Commerce - Chapter 4: Marketing - Tran Thi Que Nguyet

Marketing basics
• Communicating with Different Market Segments
• Physical world
• Use building construction and floor space design
• Online firm
• No physical presence
• Customer contact through media and Web site
• Communications media selection is very important
• Online firm challenge
• Customer trust with no physical presence 
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Nội dung text: Electronic Commerce - Chapter 4: Marketing - Tran Thi Que Nguyet

  1. Electronic Commerce Chapter 4: Marketing Email: ttqnguyet@hcmut.edu.vn
  2. Marketing basics • Marketing mix: Element combination to achieve goals • Selling and promoting products and services • Four Ps of marketing • Product • Price • Promotion • Place • Marketing strategies • Product-based • Customer-based
  3. Marketing basics • Trust and communication media
  4. Advertising on the web • Five-stage customer loyalty model
  5. Advertising on the web • Banner ad • Small rectangular object on Web page • Displays stationary or moving graphic • Includes hyperlink to advertiser’s Web site • Multiple functions • Leaderboard ad: designed to span Web page top or bottom • Skyscraper ad: designed to be placed on Web page side => Remains visible as user scrolls through page • Banner ad placement • Use a banner exchange network • Pay sites to carry ad • Use a banner advertising network
  6. Advertising on the web • Online advertising cost • Cost-per-click (CPC) Pricing – Pay only when someone clicks on your ad; best-suited to online ad campaigns where your goal is to drive traffic to your website. • Cost-per-impressions, Cost-per-thousand impressions (CPM) Pricing – Pay for ad views (bidding for one thousand views); best- suited to brand awareness campaigns where you want your ad to be seen as often as possible by your target audience. • Cost-per-acquisition (CPA) Pricing – Set a target CPA and pay when your ad leads to a conversion; use this option if your end goal is sales or other online transactions. • Measuring Web audiences (complicated) • Web’s interactivity • Value of visitor to an advertiser
  7. Google Ads
  8. ZALO CPC: 3500 VND
  9. Search engine positioning and domain name • Ways that potential customers find Web sites • Referred by friend • Referred by affiliate marketing partner • See site’s URL in print advertisement, television • Arrive unintentionally after mistyping similar URL • Use a search engine or directory Web site
  10. Search engine positioning and domain name • Search engine ranking • Weighting of factors: factors to decide URLs that appear first on searches for a particular search term • Search engine positioning (search engine optimization, search engine placement) • Results from the combined art and science of having a particular URL listed near the top of search engine • Paid placement (sponsorship, search term sponsorship) • Option of purchasing top listing on results pages for a particular set of search terms
  11. Search engine positioning and domain name • Buying, selling, and leasing domain names • Recently, higher prices have prevailed in the market for domain names
  12. End of chapter 4