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4 . PLANNING TO CONSUMER ONLINE - Coggle Diagram
4 . PLANNING TO CONSUMER ONLINE
THE 4 PS OF MARKETING
1 . PRODUCT .
For example , brand product perception
2 . PRICE
Example , customer value :customer benefits minus total cost
3 . PROMOTION
Example :Any means to spread word about product
4 . PLACE
Example:Need to have products or services available in many different location
MARKETING STRATEGIC :
Useful Web site design when customers use product categories
must integrate with image and brand
Managers often think in terms of products and services sold
1 . Product - Based Marketing Strategies
Not a useful Web site design when customers look to fulfill a specific need
Design Web site to meet individual customer needs
Offer alternative shopping paths
2 . Customer - Based Marketing Strategic
Web sites to meet various types of customers’ specific needs
Companies need to take view beyond internal perspective
Communicating with Different Market Segments
Communications media selection to carry message
Physical world
Online firm
Online firm challenge
3 CATEGORY OF VARIABLES TO IDENTIFY MARKET SEGMENT .
1 . Geographic statment
based on location
2 . Demographic statment
based on age , gender , family saiz , education
3 . Psychographic segmentation
Based on social class , personality
Market Segmentation on the web
1 . Web opportunity
Present different store environments online
2 . Limitations of physical retail stores
Floor and display space
Must convey one particular message
3 . Web stores
.
Separate virtual spaces for different market segments
Offering Customers a Choice on the Web
One - to -one marketing
offerings products and service matced to needs of a particular customer
highly customized interaction with customer
Segmentation Behaviour
Meaning : creation of separate customer experiences based on their behaviour
OCCASION : Behaviour segmentation based on things happening at a specific time or occasion .
USAGE - BASED : CUSTOMAZING visitor experience to match the site usage behavoiur patterns to each visitor or type of visitors .