2022年消費者行為、市場調(diào)研和廣告

1、Chapter 4Consumer Behavior, Market Research, and Advertisement消費者行為、市場調(diào)研和廣告1Learning ObjectivesDescribe the factors that influence consumer behavior online.Understand the decision-making process of consumer purchasing online.Describe how companies are building one-to-one relationships with customers

2、.Explain how personalization is accomplished online.Discuss the issues of e-loyalty and e-trust in EC.Describe consumer market research in EC.2Learning ObjectivesDescribe Internet marketing in B2B, including organizational buyer behavior.Describe the objectives of Web advertising and its characteris

3、tics.Describe the major advertising methods used on the Web.Describe various online advertising strategies and types of promotions.Describe permission marketing, ad management, localization, and other advertising-related issues.Understand the role of intelligent agents in consumer issues and adverti

4、sing applications.31 Learning about Consumer Behavior OnlineA Model of Consumer Behavior OnlineIndependent (or uncontrollable) variables can be categorized as personal characteristics and environmental characteristicsIntervening (or moderating) variables are variables within the vendors control. The

5、y are divided into market stimuli and EC systemsThe decision-making process is influenced by the independent and intervening variables. This process ends with the buyers decisions resulting from the decision-making processThe dependent variables describe types of decisions made by buyers41 Learning

6、about Consumer Behavior Online51 Learning about Consumer Behavior Online(1) The independent variablesPersonal characteristicsEnvironmental variablesSocial variablesCultural/community variablesOther environmental variables(2) The intervening (moderating) variables(3) The dependent variables: the buyi

7、ng decisions62 The Consumer Decision-Making ProcessRoles people play in the decision-making processInitiatorInfluencerDeciderBuyerUser72 The Consumer Decision-Making Process1 A Generic Purchasing-Decision ModelNeed identificationInformation searchEvaluation of alternatives,Purchase and deliveryPost-

8、purchase behavior82 The Consumer Decision-Making Process2 A Customer Decision Model in Web PurchasingCan be supported by both Consumer Decision Support System (CDSS) facilities and Internet and Web facilities93 Mass Marketing, Market Segmentation, and One-to-One Marketing1 one-to-one marketingMarket

9、ing that treats each customer in a unique way2 Mass MarketingMarketing efforts traditionally were targeted to everyoneTargeted marketingmarketing and advertising efforts targeted to groups (market segmentation) or to individuals (one-to-one)is a better approach103 Mass Marketing, Market Segmentation

10、, and One-to-One Marketing3 market segmentationThe process of dividing a consumer market into logical groups for conducting marketing research and analyzing personal information113 Mass Marketing, Market Segmentation, and One-to-One Marketing123 Mass Marketing, Market Segmentation, and One-to-One Ma

11、rketing134 Personalization, Loyalty, Trust, and Satisfaction in EC1 personalizationThe matching of services, products, and advertising content with individual consumers and their preferencesThe major strategies used to compile user profiles include the following:Solicit information directly from the

12、 userObserve what people are doing onlineBuild from previous purchase patternsMake inferences144 Personalization, Loyalty, Trust, and Satisfaction in ECuser profileThe requirements, preferences, behaviors, and demographic traits of a particular customercookieA data file that is placed on a users har

13、d drive by a remote Web server, frequently without disclosure or the users consent, that collects information about the users activities at a site154 Personalization, Loyalty, Trust, and Satisfaction in EC2 Customer Loyaltye-loyaltyCustomer loyalty to an e-tailer or loyalty programs delivered online

14、 or supported electronically164 Personalization, Loyalty, Trust, and Satisfaction in EC174 Personalization, Loyalty, Trust, and Satisfaction in EC3 trustThe psychological status of willingness to depend on another person or organizationHow to increase trust in ECAffiliate with an objective third par

15、tyEstablish trustworthiness184 Personalization, Loyalty, Trust, and Satisfaction in EC195 Market Research for EC1 Methods for Conducting Market Research OnlineMarket research that uses the Internet frequently is faster and more efficient and allows the researcher to access a more geographically dive

16、rse audienceWeb market researchers can conduct a very large study much more cheaply than with other methods205 Market Research for EC1) What are marketers looking for in EC market research?What are the purchase patterns for individuals and groups (market segmentation)? What factors encourage online

17、purchasing? How can we identify those who are real buyers from those who are just browsing? How does an individual navigatedoes the consumer check information first or do they go directly to ordering? What is the optimal Web page design?215 Market Research for EC2) Market Segmentation 225 Market Res

18、earch for EC3) Market research for one-to-one approachesDirect solicitation of information (surveys, focus groups)Observing what customers are doing on the WebCollaborative filtering235 Market Research for EC245 Market Research for EC4） Observing Customersa. transaction logsA record of user activiti

19、es at a companys Web siteclickstream behaviorCustomer movements on the Internetb. Cookies, Web bugs and spywareCookies are frequently combined with web bugs, Tiny graphics files embedded in e-mail messages and in Web sites that transmit information about users and their movements to a Web serverSpyw

20、are is a software that gathers user information over an Internet connection without the users knowledge255 Market Research for ECc. clickstream data Data that occur inside the Web environment; they provide a trail of the users activities (the users clickstream behavior) in the Web sited. Web analyti

21、cs and mining Web mining refers to the use of data mining techniques for discovering and extracting information from web document. Web mining explores both web content and web usage 265 Market Research for ECe. collaborative filteringA market research and personalization method that uses customer da

22、ta to predict, based on formulas derived from behavioral sciences, what other products or services a customer may enjoy; predictions can be extended to other customers with similar profiles275 Market Research for ECVariations of collaborative filtering include:Rule-based filteringContent-based filte

23、rContent-based filterLegal and ethical issues in collaborative filtering285 Market Research for EC2 Limitations of Online Market Research and How to Overcome ThemTo use data properly, one needs to organize, edit, condense, and summarize it, which is expensive and time consumingThe solution to this p

24、roblem is to automate the process by using data warehousing and data mining known as business intelligence295 Market Research for EC3 Biometric MarketingbiometricsAn individuals unique physical or behavioral characteristics that can be used to identify an individual precisely (e.g., fingerprints)Org

25、anizational Buyer BehaviorA Behavioral Model of Organizational BuyersAn organizational influences module is added to the B2B model306 Internet Marketing in B2B316 Internet Marketing in B2BMethods for B2B Online MarketingTargeting customersElectronic wholesalersOther B2B marketing servicesDigital cem

26、entNational systemsBusiness townAffiliate Programs， Infomediaries, and Online Data Mining Services327 Web Advertising1 interactive marketingOnline marketing, facilitated by the Internet, by which marketers and advertisers can interact directly with customers and consumers can interact with advertise

27、rs/vendors33347 Web Advertising2 Some Internet Advertising Terminologyad viewsThe number of times users call up a page that has a banner on it during a specific period; known as impressions or page viewsclick (click-through or ad click)A count made each time a visitor clicks on an advertising banner

28、 to access the advertisers Web siteCPM (cost per thousand impressions)The fee an advertiser pays for each 1,000 times a page with a banner ad is shown357 Web Advertisingconversion rateThe percentage of clickers who actually make a purchaseclick-through rate (or ratio)The percentage of visitors who a

29、re exposed to a banner ad and click on itclick-through ratioThe ratio between the number of clicks on a banner ad and the number of times it is seen by viewers; measures the success of a banner in attracting visitors to click on the ad367 Web AdvertisinghitA request for data from a Web page or filev

30、isitA series of requests during one navigation of a Web site; a pause of a certain length of time ends a visitunique visitsA count of the number of visitors entering a site, regardless of how many pages are viewed per visitstickinessCharacteristic that influences the average length of time a visitor

31、 stays in a site377 Web AdvertisingPrecise targetingInteractivityRich media (grabs attention)Cost reductionCustomer acquisitionPersonalizationTimelinessLocation-basisLinkingDigital branding3 Why Internet Advertising?387 Web Advertising4 advertising networksSpecialized firms that offer customized Web

32、 advertising, such as brokering ads and targeting ads to select groups of consumers398 Online Advertising Methods1 bannerOn a Web page, a graphic advertising display linked to the advertisers Web pagekeyword bannersBanner ads that appear when a predetermined word is queried from a search enginerando

33、m bannersBanner ads that appear at random, not as the result of the users action408 Online Advertising Methodsbanner swappingAn agreement between two companies to each display the others banner ad on its Web sitebanner exchangesMarkets in which companies can trade or exchange placement of banner ads

34、 on each others Web sites418 Online Advertising Methods2 pop-up and similar adspop-up adAn ad that appears in a separate window before, after, or during Internet surfing or when reading e-mailpop-under adAn ad that appears underneath the current browser window, so when the user closes the active win

35、dow the ad is still on the screeninterstitialAn initial Web page or a portion of it that is used to capture the users attention for a short time while other content is loading428 Online Advertising Methods3 E-Mail AdvertisingE-mail advertising managementE-mail advertising methods and successes4 News

36、paper-Like and Classified Ads5 Search Engine AdvertisementImproving a companys search-engine ranking (optimization)Paid search-engine inclusion438 Online Advertising Methods6 associated ad display (text links)An advertising strategy that displays a banner ad related to a key term entered in a search

37、 engineGoogleThe online advertising king7 Advertising in Chat Rooms, Blogs, and Social Networks448 Online Advertising Methods8 Other Forms of AdvertisingadvertorialAn advertisement “disguised” to look like editorial content or general informationAdvertising in newslettersPosting press releases onlin

38、eadvergamingThe practice of using computer games to advertise a product, an organization, or a viewpoint459 Advertising Strategiesand Promotions Online1 affiliate marketingA marketing arrangement by which an organization refers consumers to the selling companys Web site2 With the ads-as-a-commodity

39、approach, people are paid for time spent viewing an ad3 viral marketingWord-of-mouth marketing by which customers promote a product or service by telling others about it469 Advertising Strategiesand Promotions Online4 WebcastingA free Internet news service that broadcasts personalized news and infor

40、mation, including seminars, in categories selected by the user5 Online Events, Promotions, and AttractionsLive Web EventsAdmediationadmediariesThird-party vendors that conduct promotions, especially large-scale onesSelling space by pixels479 Advertising Strategiesand Promotions Online4810 Special Ad

41、vertising Topics1 PERMISSION ADVERTISINGspammingUsing e-mail to send unwanted ads (sometimes floods of ads)permission advertising (permission marketing)Advertising (marketing) strategy in which customers agree to accept advertising and marketing materials (known as “opt-in”)4910 Special Advertising

42、Topics2 Advertisement as a Revenue Model3 Measuring Online Advertisings Effectiveness4 ad managementMethodology and software that enable organizations to perform a variety of activities involved in Web advertising (e.g., tracking viewers, rotating ads)5010 Special Advertising Topics5 localizationThe process of converting media products developed in one environment (e.g., country) to a form culturally and linguistically acceptable in countries outside the original target marketInternet radioA Web site that provides music, talk, and other entertainmen