If you build it they will come – you hope! If you build it they will come – you hope! Exploring...

If you build it they will come If you build it they will come

– – you hope!you hope!

If you build it they will come If you build it they will come

– – you hope!you hope!

Exploring E-Exploring E-CommerceCommerce

Marketing on the Marketing on the WebWeb

MarketingMarketing

The management process The management process responsible for identifying, responsible for identifying, anticipating, and satisfying anticipating, and satisfying customer’s requirementscustomer’s requirements.

The management process The management process responsible for identifying, responsible for identifying, anticipating, and satisfying anticipating, and satisfying customer’s requirementscustomer’s requirements.


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

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

Marketing is concerned Marketing is concerned with:with:

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

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


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

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

Marketing is concerned Marketing is concerned with:with:


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

Can advertising and other Can advertising and other promotions help us sell our promotions help us sell our product, even if higher priced than product, even if higher priced than competitors?competitors? Are there channels of distribution Are there channels of distribution that will help us get our product to that will help us get our product to customers cheaper or more customers cheaper or more efficiently than competitors?efficiently than competitors?

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

Marketing is THE Marketing is THE primary function in a primary function in a

business.business.

Without a product to Without a product to sell (or a service to sell (or a service to offer), there is no offer), there is no

business.business.


The Marketing MixThe Marketing Mix


Product Product

PricePrice

PromotionPromotion

PlacePlace

Product Product

PricePrice

PromotionPromotion

PlacePlace

Product-based Strategies: Product-based Strategies: product categoriesproduct categories

StaplesHome DepotCostcoMusical InstrumentsMore Musical Instruments

StaplesHome DepotCostcoMusical InstrumentsMore Musical Instruments


http://www.staples.com/

http://www.homedepot.com/prel80/HDUS/EN_US/pg_index.jsp?CNTTYPE=NAVIGATION&CNTKEY=pg_index.jsp&m=1065985242562

http://www.costco.com/

http://www.music123.com/

http://www.mandoweb.com/

http://www.staples.com/

http://www.homedepot.com/prel80/HDUS/EN_US/pg_index.jsp?CNTTYPE=NAVIGATION&CNTKEY=pg_index.jsp&m=1065985242562

http://www.costco.com/

http://www.music123.com/

http://www.mandoweb.com/

Customer-based Strategies: Customer-based Strategies: Meeting specific needsMeeting specific needs

SabreBusiness ServicesWeb Marketing

SabreBusiness ServicesWeb Marketing


http://www.sabre-holdings.com/

http://www.businesstown.com/

http://www.avenuea.com/

http://www.sabre-holdings.com/

http://www.businesstown.com/

http://www.avenuea.com/

Market SegmentationMarket Segmentation

““AA target markettarget market is is a well-a well-defined set of customers whose defined set of customers whose needs the organization plans to needs the organization plans to satisfy.”satisfy.”

- Philip KotlerPhilip Kotler

““AA target markettarget market is is a well-a well-defined set of customers whose defined set of customers whose needs the organization plans to needs the organization plans to satisfy.”satisfy.”

- Philip KotlerPhilip Kotler


Target MarketingTarget Marketing

Micromarketing (go for the Micromarketing (go for the “niche”)“niche”)

Geographic MarketingGeographic Marketing

Demographic MarketingDemographic Marketing

Psychographic MarketingPsychographic Marketing

Micromarketing (go for the Micromarketing (go for the “niche”)“niche”)

Geographic MarketingGeographic Marketing

Demographic MarketingDemographic Marketing

Psychographic MarketingPsychographic Marketing


MicromarketingMicromarketing

Body Jewelry

Manx Cats

Body Jewelry

Manx Cats


http://www.bodycircle.com/

http://www.manxcats.com/oldindex.html

http://www.bodycircle.com/

http://www.manxcats.com/oldindex.html

Geographic Geographic MarketingMarketing

Living in France

Coastal California

Living in France

Coastal California


http://www.france-property-and-life.com/?OVRAW='living%20in%20france'&OVKEY=france%20in%20living&OVMTC=standard

http://www.centralcoastliving.com/

http://www.france-property-and-life.com/?OVRAW='living%20in%20france'&OVKEY=france%20in%20living&OVMTC=standard

http://www.centralcoastliving.com/

Demographic Demographic MarketingMarketing

Retired People

Generation X,Y, Z

Retired People

Generation X,Y, Z


http://www.aarp.org/

http://www.mygenerationtshirts.com/

http://www.aarp.org/

http://www.mygenerationtshirts.com/

Psychographic Psychographic MarketingMarketing

Goth StuffGoth Stuff

High IQ High IQ

Goth StuffGoth Stuff

High IQ High IQ


Communicating with Different Communicating with Different Market Segments – Market Segments –

Old NavyEddie Bauer

Kellogg’sKellogg’s

Nature ValleyNature Valley

Old NavyEddie Bauer

Kellogg’sKellogg’s

Nature ValleyNature Valley


http://www.oldnavy.com/asp/home.html?wdid=0




Communicating with Communicating with Different Market Different Market

Segments – Segments –

on the same web site.on the same web site.

DellDellDellDell


Customer Behavior StrategiesCustomer Behavior Strategies

BrowsersBrowsers

BuyersBuyers

ShoppersShoppers

BrowsersBrowsers

BuyersBuyers

ShoppersShoppers



Browsers – use of “triggers”.Browsers – use of “triggers”.

Sports OutfitterSports Outfitter

Browsers – use of “triggers”.Browsers – use of “triggers”.

Sports OutfitterSports Outfitter



Buyers – ready to buy.Buyers – ready to buy.

Barnes and NobleBarnes and Noble

Buyers – ready to buy.Buyers – ready to buy.

Barnes and NobleBarnes and Noble



McKinsey & McKinsey & CompanyCompany

1.1.SimplifiersSimplifiers

2.2.SurfersSurfers

3.3.BargainersBargainers

4.4.ConnectorsConnectors

5.5.RoutinersRoutiners

6.6.SportstersSportsters

McKinsey & McKinsey & CompanyCompany

1.1.SimplifiersSimplifiers

2.2.SurfersSurfers

3.3.BargainersBargainers

4.4.ConnectorsConnectors

5.5.RoutinersRoutiners

6.6.SportstersSportsters


Customer Life CycleCustomer Life Cycle


AwarenesAwarenesss

ExploratioExplorationn

FamiliaritFamiliarityy

CommitmenCommitmentt

SeparatioSeparationn

Level of

Inte

nsit

yLevel of

Inte

nsit

y

Advertising StrategiesAdvertising Strategies

Acquiring – cost.Acquiring – cost.

Conversion – cost.Conversion – cost.

Retain – cost.Retain – cost.

Acquiring – cost.Acquiring – cost.

Conversion – cost.Conversion – cost.

Retain – cost.Retain – cost.


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If you build it they will come – you hope! If you build it they will come – you hope! Exploring...

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