Consumer Behavior, Internet Marketing, and Advertising

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1、Chapter4ConsumerBehavior,InternetMarketing,andAdvertisingCopyright©2010PearsonEducation,Inc.PublishingasPrenticeHallLearningObjectivesDescribethefactorsthatinfluenceconsumerbehavioronline.Understandthedecision-makingprocessofconsumerpurchasingonline.Describesegmentationandho

2、wcompaniesarebuildingone-to-onerelationshipswithcustomers.Explainhowconsumerbehaviorcanbeanalyzedforcreatingpersonalizedservices.Discusstheissuesofe-loyaltyande-trustinelectroniccommerce(EC).DescribeconsumermarketresearchinEC.4-1Copyright©2010PearsonEducation,Inc.Publishinga

3、sPrenticeHallLearningObjectivesDescribetheobjectivesofWebadvertisinganditscharacteristics.DescribethemajoradvertisingmethodsusedontheWeb.Describevariousonlineadvertisingstrategiesandtypesofpromotions.Describepermissionmarketing,admanagement,localization,andotheradvertising-r

4、elatedissues.RelateWeb2.0andsocialnetworkstoInternetmarketresearchandadvertising.4-2Copyright©2010PearsonEducation,Inc.PublishingasPrenticeHall4-3Copyright©2010PearsonEducation,Inc.PublishingasPrenticeHallTheConsumerPurchasingDecision-MakingProcessAGENERICPURCHASING-DECISION

5、MODELFivemajorphases:NeedidentificationInformationsearchproductbrokeringDecidingwhatproducttobuymerchantbrokeringDecidingfromwhom(fromwhatmerchant)tobuyaproductAlternativeevaluationPurchaseanddeliveryPostpurchasebehavior4-4Copyright©2010PearsonEducation,Inc.PublishingasPrent

6、iceHallTheConsumerPurchasingDecision-MakingProcessCUSTOMERDECISIONSUPPORTINWEBPURCHASINGPLAYERSINTHECONSUMERDECISIONPROCESSInitiatorInfluencerDeciderBuyerUser4-5Copyright©2010PearsonEducation,Inc.PublishingasPrenticeHallMassMarketing,MarketSegmentation,andOne-to-OneMarketing

7、FROMMASSMARKETINGTOONE-TO-ONEMARKETINGMassMarketingandAdvertisingmarketsegmentationTheprocessofdividingaconsumermarketintologicalgroupsforconductingmarketingresearchandanalyzingpersonalinformationone-to-onemarketing(relationshipmarketing)Marketingthattreatseachcustomerinauni

8、queway4-6Copyright©2010PearsonEducation,Inc.PublishingasPrenticeHall4-7Copy