Marketing on the Web
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© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
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Learning Objectives
In this chapter, you will learn:
How firms use product-based and customer-based marketing strategies
Strategies for communicating with different market segments
To identify customer’s characteristics as they move through the customer relationship life cycle
How online advertising has developed and grown
© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
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Learning Objectives (cont’d.)
About e-mail marketing strategies
About technology-enabled customer relationship management
How to create and maintain brands on the Web
How businesses use social media in viral marketing campaigns
About search engine positioning tactics and domain name selection strategies
© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
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Introduction
When household products were purchased primarily by women, ads depicting the father as inept might have made sense
Men now take a larger role in these decisions and companies have turned away from adverting that makes a joke of men’s experiences
In 2012 Kimberly-Clark faced a firestorm of criticism for portraying men as incompetent caregivers
Company now regularly engages with “dad-focused” social media outlets and participates in the annual Dad 2.0 Summit
© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
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The Four Ps of Marketing
Product is the physical item or service sold
Brand is the customers’ product perception
Price is amount customer pays for product
Customer value is customer benefits minus total cost
Promotion includes any means to spread word about product
Place (distribution) is the need to have products or services available in many different locations
Getting right products to the right places at the best time to sell them
© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
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© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
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FIGURE 4-1 The four Ps of marketing contribute to marketing strategy
© Cengage Learning 2017
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Product-Based Marketing Strategies
Managers often think in terms of products and services sold
Works well when customers think of needs in terms of product categories
Web site examples: Office Depot, Staples, Sears
Not an efficient Web site design when customers look to fulfill a specific need
Design Web site to meet individual customer needs
Offer alternative shopping paths
© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
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Customer-Based Marketing Strategies
Web sites designed to meet various types of customers’ specific needs
Initial step is to identify customer groups sharing common characteristics (demographic)
Make site more accessible and useful for each group
Companies need to take view beyond internal perspective
Current university Web sites focus design on needs of stakeholders (current students, prospective students, parents of students, potential donors, faculty)
© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
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Communicating with Different Market Segments
Media selection or choosing where to market and advertise a company can be critical for an on-line only firm
No physical presence
Only customer contact made through image projected through media and Web site
Online firm challenge is to obtain customer trust with no physical presence
© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
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Trust, Complexity, and Media Choice
The Web is a very broad, intermediate step between
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