Please enable JavaScript.
Coggle requires JavaScript to display documents.
CHAPTER 2 : DIGITAL MARKETING MICRO ENVIRONMENT - Coggle Diagram
CHAPTER 2 : DIGITAL MARKETING MICRO ENVIRONMENT
4 MAIN ELEMENTS AN ONLINE MARKETPLACE MAP
CUSTOMER SEGMENTS
SEARCH INTERMEDIARIES
INTERMEDIARIES AND MEDIA SITES
DESTINATION SITES
TWO PERSPECTIVES IN CONSUMER BEHAVIOR ANALYSIS
DIGITAL CONSUMER BEHAVIOR
DEMAND ANALYSIS
TWO VARIABLES OF CUSOTMER CHARACTERISTICS
DEMOGRAPHIC VARIABLES
PSYCHOGRAPHIC AND BEHAVIORAL VARIABLES
EFFECTIVE INTERNET USED DIFFERENT STAFE TO SUPPORT MARKETING COMMUNICATION OBJECTIVE
STAGE IN BUYING PROCESS
COMMUNICATION OBJECTIVE
DIGITAL MARKETING TECHNIQUE
STAGE IN BUYING PROCESS
UNWARE 2.AWARE 3.SUPPLIER SEARCH 4. EVALUATE AND SELECT 5. PURCHASE 6. POST-PURCHASE
FRAMEWORK FOR UNDERSTANDING ONLINE CUSTOMER EXPERIENCES
information processing - perceived ease of use - perceived usefulness - perceived benefits - perceived control - skills - trust - prosperity - enjoyment
EXPERIENCE - COGNITIVE STATE - AFFECTIVE STATE
CONSEQUENCES
-CUSTOMER SATISFACTION
RE-PURCHASE INTENTION
Business Model Canvas - value proposition - customer segments - customer relationships - channels - key partners – activities - resources - cost structure - revenue stream
DISTRIBUTION CHANNEL - INTERMEDIARY -DISINTERMEDIARY - REINTERMEDIARY
ONLINE MARKETING INTERMEDIARIES
MARKETING INTERMEDIARIES
ONLINE MARKETING INTERMEDIARIES
PORTAL
IMPACT OF INTERNET ON FIVE COPETITIVE FORCES
BARGAINING POWER OF BUYERS
BARGAINIG POWER OF SUPPLIERS
BARRIERS TO ENTRY
RIVALRY BETWEEN EXISTING COMPETITORS