1、Chapter 4Consumer Behavior,Customer Service,and AdvertisingLearning ObjectivesAfter finish this chapter,you should be able to Describe the factors that influence consumer behavior onlineUnderstand the decision-making process of consumer purchasing onlineDescribe how companies are building one-to-one
2、 relationships with customersDiscuss the issues of e-loyalty and e-trust in ECLearning ObjectivesAfter finish this chapter,you should be able to Explain how personalization is accomplished onlineDefine CRM and its componentsDescribe the objectives of Web advertising and its characteristicsDescribe t
3、he major advertising methods used on the WebDescribe various online promotionsDescribe the issues involved in measuring the success of Web advertisements as it relates to different pricing methods.Understand the role of intelligent agents in consumer issues and advertising applicationsAfter finish t
4、his chapter,you should be able to Learning Objectives(cont.)Outline I.Consumer Behavior Online II.Customer Service1.One-to-One Relationships2.Personalization3.Customer Loyalty&E-LoyaltyIII.Customer Relationship Management(CRM)IV.Online Advertising Key WordslStimuli n.刺激物lInitiator n.发起人 initiate vt.
5、lProfile n.轮廓lSwap vt.交换lInterstitial adj.空隙的EC Consumer Behavior ModelSource:INTRODUCTION TO E-COMMERCE,By Efraim TurbanI.Consumer Behavior Onlinel Factors Affecting Consumer Behavior OnlinePurchasing EnvironmentlSocial variables:people are influenced by:Family members,friends,co-workers,“whats in
6、fashion this year”lCultural/community variableswhere the consumer liveslOther environmental variables:Available information,government regulations,legal constraints,situational factorsI.Consumer Behavior Onlinel Personal CharacteristicsPersonal DifferencesAge and genderMarital statusEducational leve
7、ll Personal CharacteristicsEthnicity(种族划分)OccupationHousehold incomePersonality Lifestyle characteristicsFactors Affecting Consumer Behavior OnlineI.Consumer Behavior Online l Consumer Purchasing Decision MakingRoles people play in decision-makinglInitiatorsuggests/thinks of buying a particular prod
8、uct or servicelInfluenceradvice/views carry weight in making a final buying decisionlDecidermakes a buying decision or any part of it lBuyermakes the actual purchaselUserconsumes or uses a product or serviceI.Consumer Behavior Online-General Purchasing Decision-Making ModellConsumer Purchasing Decis
9、ion Making 5 major phases of a general model1.Need identification2.Information search3.Evaluation of alternatives 4.Purchase and deliver5.After-purchase evaluationII.Customer ServicelEstablishing One-to-One RelationshipsTraditionally,one-to-many relationship was established through“four Ps”of market
10、ing:PricePromotionProduct PlaceII.Customer ServicelEstablishing One-to-One RelationshipsDoing business over Internet enables companies to:lCommunicate better with customerslUnderstand customers needs and buying habits better lImprove and customize their future marketing effortsThe New Marketing Mode
11、lSource:INTRODUCTION TO E-COMMERCE,By Efraim TurbanII.Customer ServicelPersonalizationDefinition:The matching of services,products,and advertising content to individual consumer.Customer profile:the requirements,preferences,behaviors,and demographic traits of a particular customerCookie:It is not sn
12、ack but -a data file that is placed on a users hard drive by a Web server,frequently without disclosure or the users consent,that collects information about the users activities at a site.II.Customer ServicelCustomer loyaltyDefinition:degree to which customer stays with vendor or brand.It is lImport
13、ant element in consumer purchasing behaviorlOne of the most significant contributors to profitabilityII.Customer ServicelE-loyaltyDefinition:customers loyalty to an e-tailer.It helps lLearn about customers needslInteract with customerslProvide customer serviceIII.Customer Relationship Management(CRM
14、)lWhat is CRM?(Customer Relationship Management)-A process or methodology used to learn more about customers needs and behaviors in order to develop stronger relationships with them.III.Customer Relationship Management(CRM)lWhat is CRMS(Customer Relationship Management System)?-A repository of custo
15、mer information that records all of the contacts that a customer has with a firm and generates a customer profile available to everyone in the firm with a need to“know the customer.”For example III.Customer Relationship Management(CRM)lActions for successful CRMDeliver personalized servicesTarget th
16、e right customersHelp the customers do their jobsLet customers help themselvesStreamline business processes that impact the customers“Own”the customer s total experience by providing every possible customer contact Provide a 360-degree view of the customer relationshipIII.Customer Relationship Manag
17、ement(CRM)lData miningDefinition:the process of searching a large database to discover previously unknown patterns;automates the process of finding predictive informationIII.Customer Relationship Management(CRM)lData miningData mining tools and techniques:lNeural computinglIntelligent agentslAssocia
18、tion analysisSample data mining applicationslRetailing and sales distributionlBankingBroadcastinglAirlines MarketingIV.Online AdvertisinglAdvertising is an attempt to disseminate information in order to affect a buyer-seller transactionlInteractive marketingmarketing that allows a consumer to intera
19、ct with an online sellerTwo-way communication and e-mail capabilitiesVendors also can target specific groups and individualsEnables truly one-to-one advertisingIV.Online AdvertisinglWhy Internet Advertisement?3/4 of PC users gave up some television timeWell educated,high-income Internet users are a
20、desired target for advertisersInternet is by far the fastest growing communication medium Advertisers are interested in a medium with such potential reach,both locally and globallylWhy Internet Advertisement?CostlOnline ads are cheaper than those in other medialAds can be updated at any time with mi
21、nimal costRichness of formatlUse of text,audio,graphics,and animationlGames,entertainment,and promotions are easily combined in online adsPersonalizationlCan be interactivelCan target specific interest groups and/or individualsIV.Online AdvertisingAdoption Curves for Various MediaSource:INTRODUCTION
22、 TO E-COMMERCE,By Efraim TurbanIV.Online AdvertisinglAdvertisement Methods Banner-on a Web page,a graphic advertising display linked to the advertisers Web pagelKeyword bannerslRandom bannersIV.Online AdvertisinglAdvertisement Methods(cont.)Banner swapping:an agreement between two companies to each
23、display the others banner ad on its Web siteBanner exchanges:markets in which companies can trade or exchange placement of banner ads on each others Web sites.Usually for muticompan.Pop-under ad:an ad that appears underneath the current browser window,so when the user closes the active window,they s
24、ee the adIV.Online AdvertisinglAdvertisement Methods(cont.)Interstitials:an initial Web page or a portion of it that is used to capture the users attention for a short time while other content is loadingE-maillSeveral million users may be reached directlylProblems:junk mail,spammingIV.Online Adverti
25、singlAdvertisement Methods(cont.)Paid search-engine inclusionlSeveral search engines charge fees for including URLs near the top of the search resultslA debatable issue is the ethics of this strategy.For example,G Advertising in chat rooms.For instance,SummarySummaryMajor online advertising methodsC
26、ustomer ProfileCustomers relp with institutionProduct and usage Summary dataDemographic and Psychographic dataProfitabilitymeasuresContacthistoryMarketing and sales informationBack Amount of Money Spent on the WebSource:INTRODUCTION TO E-COMMERCE,By Efraim TurbanBack A CRM SystemSource:E-commerce:business,technology,society,By Kenneth C.LaudonBack Interstitials Advertising Back Google An example of Search Engine AdvBack Adv in Chat Room Back
