CHAPTER 4 : SELLING TO CONSUMER - Coggle Diagram
CHAPTER 4 : SELLING TO CONSUMER
*WEB MARKETING STRATEGIES
The 4P's of Marketing
- The physical items or service that company is selling
- The amount that customers pays for the product
- The need to have products or service available in many different locations
- any means of spreading the word about the product. It requires decisions about advertising, public relations, personal selling, and overall promotions of the product
Customer-based marketing strategy
This strategy accommodates different needs of various types of customers
Places that focus on a certain segment of the market, that research or other data has determined will be most interest in the products being offered
: University web sites today focus on design or need of stakeholders such as perspective students, parents of students.
Product-based marketing strategy
Suitable if customers are most likely to buys items from particular product categories
Place that focus of all promotions on the items being sold, their availibility and usefulness
: Product differentiate and low-cost based on strategics
Communicating With Different Market segment
MASS MEDIA -> THE WEB -> PERSONAL CONTACT
Companies response to identify specific portions of their markets and target them with specific advertising message
Divides the pool of potential customers into groups or segments
3 Categories of variables to identify market segment
Based on locations
Based on age, family sizes, income, education, religion, etnicity and group of customers
Based on social class, personality or their approach
Market Segmentation on the Web
Present different stores environment online
Separate visual spaces for different market segments.
Limitations of physical retail stores
Floor and display space
*Must convey one particular messages
Offering Customer a Choice on the Web
One to one marketing
Offering products, service matched to needs of a particular customers
Highly customized interactions with customers
Bahavioral segmentation is the creation of separate customer experience based on their behavior
Occasion segmentation is the bahavioral segmentation based on things happenings at a specific time or occasions
Customizing visitor experiences to match the sites usage behavior patterns of each visitors or type of visitors. There are 3 categories : browsers, buyers and shoppers.
Alternative models : McKinsey & Company's 6 Bahaviors - based catagories
Tools or facilates that make doing business easier, faster or more efficient
- find information, explore new ideas, or shop
Content that is entertaining, attractive, well displayed and constantly updated
- search for goods deals
Aucations, discount, coupons and sales
- stay in touch with others people
Chat room, disscussion boards, social networking features, online greeting cards, email services
- return to same sites over and over
News, financial information, a familiar and stable users interface
- Spend time on sport , entertainment sites
Sports, entertaiment and familiar
STAGE 1 - AWARENESS
Recognize the name of the company or one of its product
STAGE 2 - EXPLORATION
Potential customer learn more about the company or its product
STAGE 3 - FAMILIARITY
Customer have completed severals transaction and are aware of the company's policy regarding returns, credits and pricing flexibilities
STAGE 4 - COMMITMENT
When a customer is willingly to tell other about how happy they are with their interactions
STAGE 5 - SAPERATIONS
When the relationship of the customer and the company faded.
BRAND ON THE WEB
The degree to which the product offers utility to a potential customers
is a key element in creating a brand that has value
The company must clearly distinguish its product from all others in the market.
Head or Heart ??
Devised considering the benefits of a products. It highlights the reasons for picking a product
Developed considering the emotions of the target audience
How to implement affiliates marketing???
One the firm's websites the affiliates firms includes descriptions, reviews, rating or other informations about a product that is linked to another firms sites that offers the item for sales.
For every visitors who followa a link from the afficiliates site to the sellers sites, the affiliates site receives a commisions.
The afficialites sites also obtain the benefits of the selling sites brand in exchange for the referral.
Affiliate sites choose books or the other items that are related to the visitors interest and include links to the sellers site in their web page.
1. Pay-per-conversion model
The affiliates earns a commisions each time a site visitors is converted from a visitors into either prospect or a customers
2. Affiliates Program Broker
A company that serves as a clearinghouse or marketplace for sites that run affiliates programs and sites that want to become affiliates.
3. Cause Marketing
An affiliates marketing program that benefits a charitable organize
4. Pay-per-click model
The affiliates earns a commisions each time a site visitors clicks the link and loads the sellers page