Download - MFC Transcript Modified (3)
)(Marketing for eCommerce 59922_Bader_alden :1 ..................................................................................................................... 1 ................................................................................................................................... : 2....................................................................................... - Marketing Concept : 2................................................................................ - Marketing Concept : 3............................................................. - Lifetime Relationships : 4.......................................................... - Market Concept Online : 5.............................................................................. - The Marketing Mix : 8................................................................................... - Beyond the Mix : 01.............................................. - eCustomers Introduction : 11..................................... - Information Needs and Decision Making : 21................................................. - Marketing Information System : 31................................................................................ - Segmentation Criteria : 31........................................................................................ - How to Segment : 41........................................................................................ - How to Target : 51.............. - Introduction to Consumer Buyer Behaviour : - Introduction to Organisational Buying : 61 ...........................................................................................................................Behaviour - Major Factors of Influence in Consumer Buying : 61........................................................................................................................................... 71.................................................................. - International Markets : 81........................................ - Sales Techniques and Practices : 81................................................................................... - Exchange : 91.................................................................................. - Sales Force : 91............................................................. - Importance of Distribution : 02.............................................. - Social and Cultural Factors : 12................................................................... - Psychological Factors : 22........................................................................... - Personal Factors : 22.............................................................. - Types of Distribution : 32........................................................ - Distribution Strategies : 32............................................................................ - Benefit - Sell : 52.............................................................................. - Selling Practice : 62.......................................................................... - Promotion Methods :
62................................................................. - Product Lifecycle : 72...................................................... - Diffusion of Innovations : 82............................................................... - Traffic Generation : 03....................................................................... - Search Engines : 33........................................................... - Banner Ads : 63................................................................................ - Viral Marketing : 93......................................................... - Offline Applications : 04................................................................... - Traffic Plans :
: - Marketing Concept : - Marketing Concept . . . "". . "" . . . . . . . . . . . : " " " ... .P P : . " ". . . . :
. . . . . " " ) (
: - Lifetime Relationships ! . . . : . . " " " ". . 000.07$ . 000.05$ / . . " " . . . . . David Packard " :Hewlett-Packard ". . . = = . : !
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: - Market Concept Online "" " " . . " " . . : . . : : . : . : . : . : "" . . " " : : . : . : . : . . . : : . .
: . . . . "" : . . : . : !
: - The Marketing Mix . . 9491. Bartels 3691 : " ." 3691( (Bartels, Robert . : ... .... . . : ": " . .
Jerome McCarthy :P . . P . Booms Bitner P " ". P . " : " E. Jerome McCarthy 8691 .Richard D. Irwin, Inc. Illinois " " MJ (1981) Booms BH " Bitner " Ed J. Donnelly W. George 74-15 . . ) ( . . i P : : : i : : : " ". i P . i P . : " : -" : Peppers, D., Rogers, M & Dirf, B Bantam Books 9991. . Albert Frey : : : . : . : " - " : Albert W. Frey Jean C. Halterman Ronald Press 0791. . . . www.bizrate.com : " ". Compaq ) HP( 000.2 000.01 . 3% 01% )53( . www.bizrate.com .
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4 5 . : " : ". . . "" "-" . . "-" : "" : " ". . . : . . P P . P : " " .
: - Beyond the Mix : " " P C i P . 8691 -McCarthy . C " " C P : = . = . = . = . : " : -" : Peppers, D., Rogers, M & Dirf, B Bantam Books 9991. . " " Albert Frey : 1( : 2( : . : " - " : Albert W. Frey Ronald Press 1691 . .
. . ... ... ... ... . . . . "" " " . . . . . 7/42 B2C .B2B 42 . . . . " ". . " " . . . . . . . ! 04 000.501$ . ! : . Albert Hall "" ! : Ivan Pollard .BMP DDB Needham : ": " . . . . ... . . . Virgin AOL Visa "". . . Amazon 05$ .
$051 American Express . AOL 003$ . Virgin 004$ . Safeway Supermarket . FedEX . Streamline . /81/ . . : .Mind Spring & Bain and Company . : . : " ". " ". . P P .P
: - eCustomers Introduction . . . . . . : . . . . . . " "Pareto "08:02" 08% 02% . 041% 02% . . . KPMG .Pareto 02% 08% . 02% 041% !
Seth Godin " 07% ". . : ! Seth Godin: Permission Marketing 9991 .Simon & Schuster ! : " ". . . . . . . . . . . . "". . . . . : " ".
: - Information Needs and Decision Making "". . "" "" . . ! . : . . . .
. : . . . ! . " " " ".
: - Marketing Information System . . . . . . . . . : . . . . . . . . . . . Coca Cola . . . . . .
: - Segmentation Criteria : - How to Segment : - : "" . : - . - . " ". " " Peter Doyle . " " . : ) ( . . . . " " Philip Kotler . . " ". . B2B . " " " " " " " " " ".
. " ". . . . . . : " " " " . . . . . . 07% "" . 03% . . 50% . . . . .
: - How to Target : . . . : : "" : . : : : . : : : . : .
: . . : . "". . . . . . " " " ". . "" " " .
: - Introduction to Consumer Buyer Behaviour . "" "" " " " "" . "" "" . . . . . . "" SouthWestern Bell " " . . Ernest Dichter 4691 ! . . Kenichi Ohmae . . . . " ". . : . . :Theodore Levitt ]" [Theodore Levitt . ..." .
: - Introduction to Organisational Buying Behaviour "-" B2B . . . . . . . . . Kenichi Ohmae : ] :[Kenichi Ohmae . . Nike Adidas . " ". . . Peter Doyle . . . . . " " " ". "". . . . .
: - Major Factors of Influence in Consumer Buying : . .
. . "" "" . . . . . . . : . .
: - International Markets . : . -
. : " " " " B2C: : ... : GDP : : : " " : -
: 1. : 2. : 3. : 4. . . . : 1. : 2. :
3. : 4. : 5. : 6. : . . : : : : . : : : : : . : : 42 .
: - Sales Techniques and Practices : - Exchange . . . .
. . . . . . : )( )( )( . . .
: - Sales Force . . . . /0002/ /02/ /0001/ . . /42/ . . " " . " " . . Avon . . . . . . . .
: - Importance of Distribution
. : . . Jean-Jacques Lambin : 1. 2. . P . . "" . " " " " " ". : - : ! - - . . . South-Western Bell " " . . . . : . . . . Lambin " ".
: - Social and Cultural Factors : .
] [Ken Merrett: " . . " " . ]:[ . . . . . . . . . . . . . . .
: - Psychological Factors . . " ". . . . . . . . ! . . . . Maslow . Sigmund Freud . .
. .
: - Personal Factors . -: . . . . . . - . . - . . .
: - Types of Distribution . . . " " : ]: [Ken Merret . . . " ". . . . ]:[ . . . ) ( . .
" ". . . South-Western Bell Granada TV Shops " ". . . . . .
: - Distribution Strategies . " ". : ) ( ) ( ) "" (. . . : . " " . . . . . . " ". . Dr. Martens . ) : ( . . SouthWestern Bell Granada TV " ". . : "" . " ".
: - Benefit - Sell !
. . . . . . Dell IBM . . Kosmo.com Steamline.com . . B2B . ! Cisco General Electric . Ford GM . . . . ! : . . BMW . . . . . Londons Millennium Wheel . . "" . "". . . . "" : ) ( ) (. . . . Boston Consulting Group 0002. .
. . . ! .
: - Selling Practice P : : : : : : : : . . : . . . " ". . . . : : ... . : . : . : . . . :
. ! . : . : " !" . . . . : . .B2B . : .
: - Promotion Methods : - Product Lifecycle . . . . . . : . : .
. . . . . . . . . . Peter Doyle . . . .
: - Diffusion of Innovations . . 5.2%. "" "". "" . " ". 5.31% . . : " " "" .... ... " " 86% . . "" 61%. . . . . - "" "" . "" "
" "" ! "" "" . . . . . "" " " .
: - Traffic Generation . . : . . . . : . . . : : : . . " ". "". . B2B . . . .
"" . "" . . "" Cookie . . ) ( )( . . . . . . . " ". 002 03 . ) Financial Times 99/11/01 : (. 06% 51 51% 03 7% 06 0001 33 . ) Mike Lunch Autonomy plc 99/11/01 .(Financial Times . : . . : . . . "" . "" . "" . . . . . . . . . . . . . T . . . " ". 002 03 . ) Financial Times 99/11/01 : (.
06% 51 51% 03 7% 06 0001 33 . ) Mike Lunch Autonomy plc 99/11/01 .(Financial Times "". . : . . : . : . . .
: - Search Engines . . . . . " " . . : ! . . ! . . .
: "" "" . .!Yahoo !Yahoo ! "" "" . "" . : . . . : http://www.howstuffworks.com : http://www.searchenginewatch.com . HTML > / . ,meta name=keyword content=book, books, shop, store, book shop, bookstore, publisher, bookshop ,meta name=keyword content=book, books, shop, store, book shop, bookstore, publisher, bookshop .