Please enable JavaScript.
Coggle requires JavaScript to display documents.
Selling to Consumers Online - Coggle Diagram
Selling to Consumers Online
Web Marketing
Marketing mix
Element combination to achieve goals
Marketing strategy
Ps of Marketing
Product
Price
Promotion
cont’d
Place distribution
Product-Based
Web presence must integrate
think in terms of products and services sold
Design Web site to meet individual customer
Trust, Complexity, and Media Choice
The Web
personal contact selling
Cost savings
Web communication offers
Still used successfully
Mass media advertising offers lowest trust
Between mass media and personal contact
Customer-Based
Web sites to meet various types of customers
Make site more accessible
Companies need to take view beyond internal perspective
EX: university Web sites focus design on needs of stakeholders
Different Market Segments
Communications media selection
Uses building construction and floor space design
Online firm
Obtain customer trust with no physical presence
Online firm challenge
No physical presence
critical
Customer contact made through image projected
Market Segmentation
Web opportunity
Floor and display space
Must convey one particular message
Limitations of physical retail stores
Separate virtual spaces
Web stores
Juicy Couture site targets young
Talbots site targets older
