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Electronic Commerce - Chapter 5: 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 critical
• Online firm challenge
• Customer trust with no physical presence 
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  1. Electronic Commerce Chapter 5: 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 • Versatile • 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 thousand (CPM) • “M” from Roman numeral for “thousand” • Dollar amount paid for every thousand people in the estimated audience • Measuring Web audiences (complicated) • Web’s interactivity • Value of visitor to an advertiser
  7. Advertising on the web
  8. Search engine positioning and domain name • Search engine • Web site that helps people find things on the Web • Contains three major parts • Spider (crawler, robot, bot): program automatically searches the Web to find potentially interesting Web pages for people • Index (database): storage element of search engine • Search utility: takes terms, finds matching Web page entries in index
  9. Search engine positioning and domain name • Website naming issues • Companies would like URLs for their Web sites to reflect name or reputation • Troublesome domain names • Purchase more suitable domain names • Companies often buy more than one domain name • In case user misspells URL: redirected to intended site • Have different names or forms of names
  10. End of chapter 4