If you build it they will come

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Exploring E-Commerce
Marketing on the Web

• If you build it they will come
• you hope!

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Exploring E-Commerce

• Marketing

The management process responsible for
identifying, anticipating, and satisfying
customers requirements.

• The commercial functions involved in transferring
  goods from producer to consumer.

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Exploring E-Commerce

• Marketing is concerned with

• What do people want, and can we make one?

• One that sells at a price attractive to
  customers and profitable for us?

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Exploring E-Commerce

• Marketing is concerned with

• Can advertising and other promotions help us
  sell our product, even if higher priced than
  competitors?

• Are there channels of distribution that will
  help us get our product to customers cheaper or
  more efficiently than competitors?

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Exploring E-Commerce

• Marketing is THE primary function in a business.
• Without a product to sell (or a service to
  offer), there is no business.

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Exploring E-Commerce

• The Marketing Mix

• Product
• Price
• Promotion
• Place

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Exploring E-Commerce

• Product-based Strategies
• product categories

• Staples
• Home Depot
• Costco
• Musical Instruments
• More Musical Instruments

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Exploring E-Commerce

• Customer-based Strategies
• Meeting specific needs

• Sabre
• Business Services
• Web Marketing

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Exploring E-Commerce

• Market Segmentation

• A target market is a well-defined set of
  customers whose needs the organization plans to
  satisfy.
• - Philip Kotler

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Exploring E-Commerce

• Target Marketing

• Micromarketing (go for the niche)
• Geographic Marketing
• Demographic Marketing
• Psychographic Marketing

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Exploring E-Commerce

• Micromarketing

• Body Jewelry
• Manx Cats

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Exploring E-Commerce

• Geographic Marketing

• Living in France
• Coastal California

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Exploring E-Commerce

• Demographic Marketing

• Retired People
• Generation X,Y, Z

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Exploring E-Commerce

• Psychographic Marketing

• Goth Stuff
• High IQ

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Exploring E-Commerce

• Communicating with Different Market Segments

• Old Navy
• Eddie Bauer
• Kelloggs
• Nature Valley

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Exploring E-Commerce

• Communicating with Different Market Segments
• on the same web site.

• Dell

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Exploring E-Commerce

• Customer Behavior Strategies

• Browsers
• Buyers
• Shoppers

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Exploring E-Commerce

• Customer Behavior Strategies

• Browsers use of triggers.
• Sports Outfitter

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Exploring E-Commerce

• Customer Behavior Strategies

• Buyers ready to buy.
• Barnes and Noble

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Exploring E-Commerce

• Customer Behavior Strategies

• McKinsey Company
• Simplifiers
• Surfers
• Bargainers
• Connectors
• Routiners
• Sportsters

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Exploring E-Commerce

• Customer Life Cycle

Level of Intensity
Awareness
Familiarity
Commitment
Separation
Exploration
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Exploring E-Commerce

• Advertising Strategies

• Acquiring cost.
• Conversion cost.
• Retain cost.

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Exploring E-Commerce

• NEXT
• Advertising on the Web