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Marketing for e-business (Customer segmentation (Targeting (psychographic…

- - - - attitudes to risk and value when buying
    - - assessment of historical/future value
    - - search history, responsiveness to discounts, purchase history
  - - - How do we design the product or service to satisfy the customer's needs and wants?
    - - How do we price the product or service based on the customer's ability to pay, but also considering the margin for wholesalers and retailers?
    - - How should the product or service make its way to the customer? Where should it be purchased?
    - - How do we encourage the customer to purchase the product or service?
- - - - appropriate marketing communications
        
        search engine optimization
        
        pay per click search
        
        partnership
        
        online ads/sponsorship
        
        email marketing
        
        online pr
        
        offline campaigns
  - - - intensify business relationship
        
        proposition development
        
        outbound communications
        
        email marketing
        
        customer management
        
        touch strategy definition
        
        loyalty programmes
        
        personalization
- - - - without completing segmentation analysis or determining marketing goals
    - - must be interested in relating to customers
    - - can also be achieved by other means
        
        e.g. motivating employees to care more about customers
    - - excessie and aggressive marketing
        
        inadvertently turn customers away
- - - - to persuade the to purchase a product or service
  - - - much more than name or symbol
    - - win and retain customers
      - not maintain a brand