Marketing on the web
Marketing on the Web
References
1. E-Business:
Gary Schneider, 10th Edition
Chapter 5
UOL CO 3323 L4 - Marketing on the Web
1
Learning Objectives
In this chapter, you will learn:
• How firms use product-based and customer-based marketing strategies
• About communicating with different market segments • To identify customer relationship characteristics
• About the customer relationship life cycle
• How companies advertise on the Web
UOL CO 3323 L4 - Marketing on the Web
2
1
Learning Objectives (cont’d.)
• About e-mail marketing strategies
• About technology-enabled customer relationship management • How to create and maintain brands on the Web
• How businesses use social media in viral marketing campaigns • About search engine positioning tactics and domain name selection strategies
UOL CO 3323 L4 - Marketing on the Web
3
What is Marketing?
• This is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to satisfy customers
UOL CO 3323 L4 - Marketing on the Web
4
2
What is Marketing (continued)?
• Marketing is more than sales; it is those set of activities that
– Grabs a potential customer
– Encourages them to buy your product
– Actually gets them to purchase your product
– Makes them a repeat customer
UOL CO 3323 L4 - Marketing on the Web
5
Web Marketing Strategies
• Marketing mix
– Element combination to achieve goals
• Selling and promoting products and services
• Marketing strategy
– Marketing mix with elements defined
UOL CO 3323 L4 - Marketing on the Web
6
3
The Four Ps of Marketing
• Product
– Physical item or service sold
– Brand: customers’ product perception
• Price
– Amount customer pays for product
– Customer value: customer benefits minus total cost
• Promotion
– Any means to spread word about product
UOL CO 3323 L4 - Marketing on the Web
References
1. E-Business:
Gary Schneider, 10th Edition
Chapter 5
UOL CO 3323 L4 - Marketing on the Web
1
Learning Objectives
In this chapter, you will learn:
• How firms use product-based and customer-based marketing strategies
• About communicating with different market segments • To identify customer relationship characteristics
• About the customer relationship life cycle
• How companies advertise on the Web
UOL CO 3323 L4 - Marketing on the Web
2
1
Learning Objectives (cont’d.)
• About e-mail marketing strategies
• About technology-enabled customer relationship management • How to create and maintain brands on the Web
• How businesses use social media in viral marketing campaigns • About search engine positioning tactics and domain name selection strategies
UOL CO 3323 L4 - Marketing on the Web
3
What is Marketing?
• This is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to satisfy customers
UOL CO 3323 L4 - Marketing on the Web
4
2
What is Marketing (continued)?
• Marketing is more than sales; it is those set of activities that
– Grabs a potential customer
– Encourages them to buy your product
– Actually gets them to purchase your product
– Makes them a repeat customer
UOL CO 3323 L4 - Marketing on the Web
5
Web Marketing Strategies
• Marketing mix
– Element combination to achieve goals
• Selling and promoting products and services
• Marketing strategy
– Marketing mix with elements defined
UOL CO 3323 L4 - Marketing on the Web
6
3
The Four Ps of Marketing
• Product
– Physical item or service sold
– Brand: customers’ product perception
• Price
– Amount customer pays for product
– Customer value: customer benefits minus total cost
• Promotion
– Any means to spread word about product
UOL CO 3323 L4 - Marketing on the Web