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1、波士顿咨询很漂亮的pptPROGRESSIVEREDUCTIONINACQUISITIONCOSTCONTINUEDThirty-ThreePercentDeclineSoFarThisYearCustomerAcquisitionCost($)2000Average($29)Source:TheStateofOnlineRetailingThirdQuarter1999Update,3.0,FirstQuarter2000Update,SecondQuarter2000Update,ThirdQuarter2000Update,
2、4.0,FirstQuarter2001Update,SecondQuarter2001Update,andThirdQuarter2001Update,Shop.orgsurveysconductedbyTheBostonConsultingGroupMarketing33%USEOFOFFLINEMEDIADOWNMORETHAN HALFVERSUS2000AVERAGEShareofMarketingSpend(%)51413645394959645561Offlinemedia2000OfflineAverage(46%
3、)1999OfflineAverage(62%)OnlineMediaSource:TheStateofOnlineRetailingFirstQuarter2000Update,SecondQuarter2000Update,ThirdQuarter2000Update,4.0,FirstQuarter2001Update,SecondQuarter2001Update,andThirdQuarter2001Update,Shop.orgsurveysconductedbyTheBostonConsultingGroupMark
4、eting29712278CATALOGSREMAINTHEONLYSIGNIFICANTOFFLINEMEDIUMMarketing(1)Includesnewspaperinserts(2)IncludesdirectmailSource:TheStateofOnlineRetailing4.0,FirstQuarter2001Update,SecondQuarter2001Update,andThirdQuarter2001Update,Shop.orgsurveysconductedbyTheBostonConsultin
5、gGroupOnlinePortalE-mailBannerAffiliateprogramTotalOfflinePrintCatalogDirectmailNewspaperinsertsTVOtherofflineTotal2000FullYear27%13%9%6%54%22%8%7%9%46%Q123%19%13%6%61%10%8%7%3%2%9%39%PerformanceBenchmarks(1)(2)Q223%21%13%14%71%5%13%1%2%<1%8%29%2001Q328%19%22%9%78%2%1
6、2%2%1%<1%5%22%IncreaseinportalsandbannersreflectiveofincreasedonlinemediaspendingExpensive,lessefficientmarketingprogramssuchasTV,Print,NewspaperinsertshaveallbeendramaticallyreducedHOLIDAYMARKETINGEFFORTSAIMEDATCLOSINGTHESALEHolidayPreparationsWhichofthefollowingmark
7、eting/promotionalactionshaveyoutakenorarecommittedtotakeinspecificpreparationfortheupcomingholidayseason(Thanksgiving-Christmas)?(1)CommentaryRetailersarelookingforeasywaystoclosethesale45%intendtoofferfreeshippingwithconditions,upfrom28%ayearearlierNearlytwo-thirdsar
8、eofferinggiftcertificatesonlineAlthoughtheresultssuggestadecreaseduseofonlinemedia,overallusehasincreasedthroughouttheyearso
