Please enable JavaScript.
Coggle requires JavaScript to display documents.
CHAPTER 4 : SELLING TO CONSUMER ONLINE :checkered_flag: - Coggle Diagram
CHAPTER 4 : SELLING TO CONSUMER ONLINE :checkered_flag:
P - PRODUCT - physical item of service that a company is selling
P - PRICE - the amount the customer pays for the product
P - PLACE -the need to have products or services available in many different locations
P - PROMOTION - spreading the word about the product. Such as advertising, public relations, personal setting, and overall promotion of the product.
MARKETING STRATEGY
CUSTOMER-BASED MARKETING STRATEGY - this strategy accommodates different needs of various types of customer. places the focus on a certain segment in the market.
PRODUCT-BASED MARKETING STRATEGY - suitable if customer most likely to buy items from particular product categories. Places the focus of all promotion on the items being sold, their availability and usefulness. Such as, product differentation and low-cost based strategies
MARKET SEGMENTATION
3 CATEGORIES : GEOGRAPHIC, DEMOGRAPHIC AND PSYCHOGRAPHIC
Geogrpahic is based on location.
Demographic is based on gender, age, family size, income, education, religion, or ethnicity
Psychographic is based on social class, personality or their approach to life
MARKET SEGMENTATION ON THE WEB
WEB STORES - present different store environment online and separate virtual spaces for different market segments
LIMITATIONS OF PHYSICAL RETAIL STORE - floor and display space, and must convry one particular message
ONE-TO-ONE MARKETING -highly customized interaction with customers.
BEHAVIORAL - creation of separate customer experiences based on the behavior
OCCASION - based on things happening at a specific time or accasion
USAGE-BASED - customizing visitor experience to match the behavior
ALTERNATIVE MODEL MCKINSEY 6 BEHAVIOR
SIMPLIFIERS - convenience
SURFERS - find information, explore new ideas
BARGAINERS - search for good deals
CONNECTORS - stay in touch with other people
ROUTINES - return to same sites over & over
SPORTERS - spend times on sports, entertainment sites
ADVERTISING ON THE WEB
DISPLAY ADS - defined as banner ad that displays a stationary or moving graphic and include link in website
TEXT ADS - short promotional message with no graphic elements
EMAIL MARKETING - use of email for sending commercial messages to users
INTRUSIVE AD FORMAT - pushing invasive, unwelcomed, irrelevant ads infront of consumers
MOBILE DEVICE ADVERTISING - advertising tailored to and delivered thru wireless mobile device
SEARCH ENGINE MANAGEMENT - promotion of websites by increase visibility
RICH MEDIA AND VIDEO AD FORMAT - include advanced features like video and audio
SITE SPONSORSHIP - advertisers pays to have both ads and content on the site
BRANDS ON THE WEB
RELEVANCE - product offer utility to a potential customer
DIFFERENTIATION - clearly distinguish its product from all others in the market
PERCEIVED VALUE - key element in creating a barand that has value
AFFILIATE MARKETING
PAY FOR CONVERSION MODEL - the affiliates earns a commission each time a site visitor is converted from a visitor into either a qualified prospect or a customer
AFFILIATE PROGRAM BROKER - a company that serves as a cleaning house or marketplace for sites that run affiliate programs and sites that want to become affiliates
CAUSE MARKETING - an affiliate marketing program that benefits a charitable organization
PAY-PER-CLICK MODEL - the affiliate earns a commision each time a site visitor clicks the link and loads to the seller's page
