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Copyright © 2004 Pearson Education, Inc. Slide 7-1
E-commerce
Kenneth C. Laudon
Carol Guercio Traver
business. technology. society.Second Edition
Copyright © 2004 Pearson Education, Inc. Slide 7-2
Chapter 7
E-commerce Marketing Concepts
Copyright © 2004 Pearson Education, Inc. Slide 7-3
Learning Objectives Identify the key features of the Internet audience辨識網路讀者群的主要特徵。
Discuss the basic concepts of consumer behavior and purchasing decisions討論顧客行為與購買決策的基本概念。
Understand how consumers behave online了解顧客在網路上的行為表現。
Describe the basic marketing concepts need to understand Internet marketing描述了解網路行銷所需的基本行銷觀念。
Copyright © 2004 Pearson Education, Inc. Slide 7-4
Learning Objectives (Cont.) Identify and describe the main technologies that
support online marketing辨識與描述支援網路行銷的主要技術。
Identify and describe basic e-commerce marketing and branding strategies辨識與描述基本的電子商務行銷與品牌策略。
Explain how online market research is conducted解釋如何建構網路市場研究。
Copyright © 2004 Pearson Education, Inc. Slide 7-5
NetFlix Develops a New Brand
Example of pure-play online business that built a nationally recognized successful brand within a relatively short time period
Marketing strategies include: Strategic alliances Personalization Data mining and collaborative filtering Customer service
Copyright © 2004 Pearson Education, Inc. Slide 7-6
NetFlix Develops a New BrandPage 355
Copyright © 2004 Pearson Education, Inc. Slide 7-7
7.1 The Internet Audience and Consumer Behavior
Around 160 million Americans (56% of total population) have Internet access mid-2003
Growth rate has slowed to less than 10% a year
Intensity and scope of use both increasing
Copyright © 2004 Pearson Education, Inc. Slide 7-8
Top 10 Most Popular Internet Activities (2002)Table 7.1, Page 359
Copyright © 2004 Pearson Education, Inc. Slide 7-9
A Growing Range of Online Activities: An Average Day in the Life on an Internet UserTable 7.2, Page 360
Copyright © 2004 Pearson Education, Inc. Slide 7-10
A Growing Range of Online Activities: An Average Day in the Life on an Internet UserTable 7.2 (cont’d),
Page 361
Copyright © 2004 Pearson Education, Inc. Slide 7-11
Internet Audience and Consumer Behavior
Demographics and access(人口統計資料與使用) : some demographic groups have much higher percentages of online usage than other groups.
Demographics to examine include: Income(收入) Age(年齡) Ethnicity(種族) Education(教育) Gender(性別)
Copyright © 2004 Pearson Education, Inc. Slide 7-12
Changing Demographic Differences in Internet AccessTable 7.3, Page 363
Copyright © 2004 Pearson Education, Inc. Slide 7-13
Type of Internet Connection: Broadband Impacts
30 million Americans will have broadband access by end of 2003
Broadband audience quite different from dial-up audience: Wealthier(豐富的 ) More educated More middle-aged Greater intensity and scope of use
Copyright © 2004 Pearson Education, Inc. Slide 7-14
The Impact of Broadband on Internet ActivitiesTable 7.4, Page 365
Copyright © 2004 Pearson Education, Inc. Slide 7-15
The Impact of Broadband on Internet Activities (cont’d)Table 7.4, Page 366
Copyright © 2004 Pearson Education, Inc. Slide 7-16
Lifestyle Impacts
Intense Internet usage may cause a decline in traditional social activities
Social development of children using Internet intensively instead of engaging in (從事於 ) face-to-face interactions or undirected play may also be negatively impacted
The more time people spend on the Internet, the less time spent using traditional media
Copyright © 2004 Pearson Education, Inc. Slide 7-17
Consumer Behavior Models
Attempt to predict/explain what consumers purchase and where, when, how much and why they buy.
Consumer behavior models based on background demographic factors and other intervening(介於中間的 ), more immediate(立即的 ) variables
Copyright © 2004 Pearson Education, Inc. Slide 7-18
A General Model of Consumer BehaviorFigure 7.1, Page 368
(中介變數—市場刺激)
。
消費者行為模式企圖預測消費者在交易市集中的決策。
Copyright © 2004 Pearson Education, Inc. Slide 7-19
Background Demographic Factors Culture(文化) : Shapes basic human values, wants,
perceptions(感知 ) and behaviors Subculture(子文化) : Subset of culture; forms around
major social differences such as ethnicity(種族地位 ), age, lifestyle, geography(地理分佈 )
Direct reference group(直接參考族群) : Include one’s family, profession/occupation(職業 ), religion(宗教 ), neighborhood, schools
Indirect reference group(間接參考族群) : Includes one’s life-cycle state, social class and lifestyle group
Opinion leaders(意見領袖 ) or viral influencers(病毒影響者) : Influence the behavior of others through their personality, skills or other factors
Copyright © 2004 Pearson Education, Inc. Slide 7-20
Background Demographic Factors (cont’d)
Psychological profile(心理側寫資料) : set of needs, drives, motivations, perceptions and learned behaviors
Psychographic profiles(性格分析資料) : divides market into different groups based on demographic and psychological data
Copyright © 2004 Pearson Education, Inc. Slide 7-21
Factors That Predict Online Buying BehaviorFigure 7.2, Page 370
主動尋找產品資訊每天傳送的電子郵件數和最近是否從型錄訂購產品,是預測某人是否將會在線上訂購東西的重要變數 ( 變數從效果最低列到最高)。
( 效益規模 )
Copyright © 2004 Pearson Education, Inc. Slide 7-22
The Purchasing Decision
Five stages in the consumer decision process: Awareness of need(察覺需求) Search for more information(搜尋) Evaluation of alternatives(評估各種選擇) Actual purchase decision(購買) Post-purchase contact with firm(售後服務)
Copyright © 2004 Pearson Education, Inc. Slide 7-23
The Consumer Decision Process and Supporting CommunicationsFigure 7.3, Page 371
不管非線上或線上傳達工具,都可以用來支援網路消費者的決策過程五個階段。
Copyright © 2004 Pearson Education, Inc. Slide 7-24
A Model of Online Consumer Behavior
Adds two new factors: Web site capabilities(網站效能) – the
content, design and functionality of a site Consumer clickstream behavior(點選流向行為) – the transaction log that consumers establish as they move about the Web
Copyright © 2004 Pearson Education, Inc. Slide 7-25
A Model of Online Consumer BehaviorFigure 7.4, Page 372
網站的設計與功能性,和消費者點選流向行為,也都影響網路消費者行為。
Copyright © 2004 Pearson Education, Inc. Slide 7-26
Seven Types of Online Sessions(程序)Table 7.5, Page 374
快手
只要事實
單一任務
又一次
閒逛
請給我資訊
持續瀏覽
Copyright © 2004 Pearson Education, Inc. Slide 7-27
Shoppers: Browsers and Buyers 2003 UCLA Internet Report:
About 40% of online users are “buyers” who actually purchase online
About 40% of online users research on the Web (“browsers”) and purchase them online.
Significance of online browsing for offline purchasing and vice versa (反之亦然 ) should not be underestimated
E-commerce and traditional commerce are coupled and should be viewed by merchants and researchers as part of a continuum of consuming behavior
Copyright © 2004 Pearson Education, Inc. Slide 7-28
Online ShoppersFigure 7.5, Page 375
有 80%的網路使用者在線上購物,不管是研究產品或在網路上購買產品。網路使用者實際上在線上購物的比例自 2001年後開始減少,但他們購物的交易量卻增加了。
Copyright © 2004 Pearson Education, Inc. Slide 7-29
What Consumers Shop for and Buy Online
Online sales divided roughly into small ticket and big ticket items
Small ticket items – traditional leaders include apparel(衣服 ), books, health and beauty aids, office supplies, music, software, videos, toys etc.
Top small ticket categories have similar characteristics – sold by first movers, small purchase price, physically small, high margin items, broad selection of products available
Purchases of big ticket items (airline tickets, hotel rooms, computer hardware, consumer electronics) expanding
Copyright © 2004 Pearson Education, Inc. Slide 7-30
What Consumers Buy on the Web – Small Ticket Items (December 2002)Figure 7.6,
Page 377
Copyright © 2004 Pearson Education, Inc. Slide 7-31
What Consumers Buy on the Web – Big Ticket Items (December 2002) (cont’d)Figure 7.6, Page 377
Copyright © 2004 Pearson Education, Inc. Slide 7-32
Intentional Acts: How Shoppers Find Vendors Online
Over 85% of shoppers find vendor sites by typing product or store/brand name into search engine or going directly to the site
Most (55%) online shoppers plan to purchase product within a week, either online or at a store
Most online shoppers (83%) have a specific item in mind
Copyright © 2004 Pearson Education, Inc. Slide 7-33
Shoppers’ Intention to PurchaseFigure 7.7, Page 378
大部分的線上購物者打算在一星期內完成購物。
Copyright © 2004 Pearson Education, Inc. Slide 7-34
Most Online Shoppers Are Focused BrowsersFigure 7.8, Page 378
線上購物者是有高度意圖的。
Copyright © 2004 Pearson Education, Inc. Slide 7-35
Why More People Don’t Shop Online
There are a number of actions e-commerce vendors could take to increase the likelihood that shoppers and non-shoppers would purchase online more frequently, including: Better prices Making comparison shopping easier Making it easier to return merchandise Providing better security for credit card
and/or personal information
Copyright © 2004 Pearson Education, Inc. Slide 7-36
Factors That Would Encourage More Online PurchasingTable 7.6, Page 380
更好的售價、容易比價、容易退貨和更加的安全性,是促成更多線上購買的前幾個因素。
Copyright © 2004 Pearson Education, Inc. Slide 7-37
Trust, Utility, and Opportunism in Online Markets
Trust and utility among the most important factors shaping decision to purchase online
Consumers are looking for utility (better prices, convenience)
Asymmetry of information can lead to opportunistic behavior by sellers
Consumers also need to trust merchants before willing to purchase
Sellers can develop trust by building strong reputations for honesty, fairness, delivery
Copyright © 2004 Pearson Education, Inc. Slide 7-38
7.2 Basic Marketing Concepts
Marketing(行銷) : The strategies and actions firms take to establish a relationship with a consumer and encourage purchases of products and services
Internet marketing(網路行銷) : Using the Web, as well as traditional channels, to develop a positive, long-term relationship with customers, thereby creating competitive advantage for the firm by allowing it to charge a higher price for products or services than its competitors can charge
Copyright © 2004 Pearson Education, Inc. Slide 7-39
Basic Marketing Concepts (cont’d)
Firms within an industry compete with one another on four dimensions: Differentiation Cost Focus Scope
Marketing seeks to create unique, highly differentiated products or services that are produced or supplied by one trusted firm (“little monopolies”)
Copyright © 2004 Pearson Education, Inc. Slide 7-40
Feature Sets(特性集合) Defines as the bundle of capabilities and services
offered by the product or service Includes:
Core product(核心產品) – the core benefit the customer receives from the product
Actual product(實際產品) – the set of characteristics designed to deliver the product’s core benefits
Augmented product(附加產品) – a product with additional benefits to customers beyond the core benefits embodied in the actual product
Copyright © 2004 Pearson Education, Inc. Slide 7-41
Feature SetFigure 7.9, Page 382
特性集合中每個元素都可突顯某產品在市場中和其它產品的區別。
Copyright © 2004 Pearson Education, Inc. Slide 7-42
Products, Brands and the Branding Process
Brand(品牌) : A set of expectations that consumers have when consuming, or thinking about consuming, a product or service from a specific company
Branding(品牌化) : The process of brand creation Closed loop marketing(封閉循環行銷) : When
marketers are able to directly influence the design of the core product based on market research and feedback. E-commerce enhances the ability to achieve
Brand strategy(品牌策略) : Set of plans for differentiating a product from its competitor, and communicating these differences to the marketplace
Brand equity(品牌效益) : estimated value of the premium customers are willing to pay for a branded product versus unbranded competitor
Copyright © 2004 Pearson Education, Inc. Slide 7-43
Marketing Activities: From Products to Brands Figure 7.10, Page 383
信賴喜愛忠誠度名聲
行銷者企圖以消費者認知到的信賴、喜愛、忠誠度和名聲,創造產品的「品牌識別」。
Copyright © 2004 Pearson Education, Inc. Slide 7-44
Are Brands Rational? For consumers, a qualified yes:
Brands introduce market efficiency by reducing search and decision-making costs
For business firms, a definite yes: Brands lower customer acquisition costs – the
overall costs of converting a prospect into a consumer
Brands increase customer retention – Successful brand constitutes a long-lasting
(although not necessarily permanent) unfair competitive advantage
Copyright © 2004 Pearson Education, Inc. Slide 7-45
Can Brands Survive the Internet? Brands and Price Dispersion
Researchers initially postulated that Web would result in “Law of One Price” – with complete transparency in a perfect marketplace, there would be one world price for every product
Did not occur, and e-commerce firms continue to rely heavily on brands to attract customers and charge premium prices
Price dispersion(價格分散度) – the difference between the highest and lowest prices in a market
Research evidence indicates that brands are alive and well on the Internet, and that consumers are willing to pay premium prices for products and services they view as differentiated
Copyright © 2004 Pearson Education, Inc. Slide 7-46
www.nash-equilibrium.comPage 387
Copyright © 2004 Pearson Education, Inc. Slide 7-47
7.3 Internet Marketing Technologies
Web transaction logs(網站交易記錄) Cookies and Web bugs Databases, data warehouses, and data
mining Advertising networks(廣告聯播網路) Customer relationship management (CRM)
systems
Copyright © 2004 Pearson Education, Inc. Slide 7-48
Revolution(革命) in Internet Marketing Technologies
Three broad impacts: Internet has broadened the scope of
marketing communications Internet has increased the richness of
marketing communications Internet has greatly expanded the
information intensity of the marketplace
Copyright © 2004 Pearson Education, Inc. Slide 7-49
Impact of Unique Features of E-commerce Technology on MarketingTable 7.7, Page 389
普及性
全球可及
全球標準化
豐富性
互動性
資訊密集
個人化 /客製化
Copyright © 2004 Pearson Education, Inc. Slide 7-50
Web Transaction Logs (網站交易記錄) Built into Web server software Records user activity at a Web site WebTrends a leading log analysis tool Can provide treasure trove of marketing information,
particularly when combined with: Registration forms(註冊表單) – used to gather
personal data Shopping cart database(購物車資料庫) –
captures all item selection, purchase and payment data
Copyright © 2004 Pearson Education, Inc. Slide 7-51
Four Seconds from the Web Transaction Log of Azimuth-Interactive.comFigure 7.11, Page 391
Copyright © 2004 Pearson Education, Inc. Slide 7-52
Marketing Uses of Data from Web Transaction LogsTable 7.8, Page 392
Copyright © 2004 Pearson Education, Inc. Slide 7-53
Cookies Cookies: small text file that Web sites place
on a visitor’s client computer every time they visit, and during the visit as specific pages are accessed.
Cookies provide Web marketers with a very quick means of identifying the customer and understanding his or her prior behavior
Location of cookie files on computer depends on browser version
Copyright © 2004 Pearson Education, Inc. Slide 7-54
A Typical Netscape Cookie FileFigure 7.12,
Page 393
Copyright © 2004 Pearson Education, Inc. Slide 7-55
Web Bugs
Tiny (1 pixel) graphic files embedded in e-mail messages and on Web sites
Used to automatically transmit information about the user and the page being viewed to a monitoring server
Copyright © 2004 Pearson Education, Inc. Slide 7-56
Insight on Society: Should Web Bugs Be Regulated?
Marketers claim Web bugs are innocuous; privacy advocates say, if so, why are they hidden
Different types include clear GIF, executable bugs and script-based executable bugs
Privacy Foundation guidelines for Web bug usage: Should be visible and labeled to indicate function Should identify name of company that placed it Should display disclosure statement if clicked Should be able to opt-out
Network Advertising Initiative (NAI) calls them Web beacons, and have issued their own guidelines
Currently, no government regulation
Copyright © 2004 Pearson Education, Inc. Slide 7-57
Databases and Data Warehouses Database: Software that stores records and attributes Database management system (DBMS): Software used to
create, maintain and access databases SQL (Structured Query Language): Industry-standard database
query and manipulation language used in a relational databases Relational database: Represents data as two-dimensional
tables with records organized in rows and attributes in columns; data within different tables can be flexibly related as long as the tables share a common data element
Data warehouse: Database that collects a firm’s transactional and customer data in a single location for offline analysis by marketers and site managers
Copyright © 2004 Pearson Education, Inc. Slide 7-58
A Relational Database View of E-commerce CustomersFigure 7.13, Page 398
Copyright © 2004 Pearson Education, Inc. Slide 7-59
Data Mining Set of analytical techniques that look for patterns in data of a database
or data warehouse, or seek to model the behavior of customers Types include:
Query-driven – based on specific queries Model-driven – involves use of a model that analyzes key variables
of interest to decision makers Rule-based – examines demographic and transactional data of
groups and individuals at a Web site and attempts to derive general rules of behavior for visitors
Collaborative filtering(合作式過濾)– behavioral approach; site visitors classify themselves into affinity groups(關聯群體) based on common interests; products are then recommended based on what other people in the group have recently purchased
Copyright © 2004 Pearson Education, Inc. Slide 7-60
Data Mining and PersonalizationFigure 7.14,
Page 399評估客戶的回應
個人化資訊的傳送及呈現
比對
建立客戶側寫資料
收集客戶資料
個人化內容及行銷是根據資料探勘的方式而來,可以產生出可信賴的個人消費者行為之規則。
Copyright © 2004 Pearson Education, Inc. Slide 7-61
Insight on Technology: Enhancing the Intelligence of Collaborative Filtering Systems
Collaborative filtering automates the process of collecting and distributing recommendations from other users
Early efforts suffered from defects (start-up effect, popularity effect, misplaced-consumer effect)
Solutions include adding human editors, asking consumers to establish own profiles
Copyright © 2004 Pearson Education, Inc. Slide 7-62
Advertising Networks
Best known for ability to present users with banner advertisements based on a database of user behavioral data
DoubleClick best-known example Ad server selects appropriate banner ad
based on cookies, Web bugs, backend user profile databases
Copyright © 2004 Pearson Education, Inc. Slide 7-63
How an Advertising Network such as DoubleClick WorksFigure 7.15, Page 404
廣告聯播網路因為可以透過網路追蹤個人消費者的能力而在隱私權保護者中引起了爭議。
Copyright © 2004 Pearson Education, Inc. Slide 7-64
Customer Relationship Management (CRM) Systems
Repository of customer 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 an need to “know the customer”
Customer profiles can contain: Map of the customer’s relationship with the firm Product and usage summary data Demographic and psychographic data Profitability measures Contact history Marketing and sales information
Copyright © 2004 Pearson Education, Inc. Slide 7-65
A Customer Relationship Management SystemFigure 7.16, Page 406
Copyright © 2004 Pearson Education, Inc. Slide 7-66
圖 7.16是金融機構的 CRM系統。 這個系統從所有的客戶「接觸」點和其它資料來源收集客戶資料,把資料組合,並整合進單一的客戶資料儲存庫或資料倉儲中,如此可用來提供更好的服務,或依行銷用途建立客戶側寫資料。
線上分析處理 (OLAP)讓主管可動態分析客戶活動,以找出客戶的趨向或議題。
其它分析軟體程式分析總合客戶行為,以辨別可獲利和無法獲利的客戶與客戶活動。
Copyright © 2004 Pearson Education, Inc. Slide 7-67
7.4 Market Entry Strategies For new firms:
Pure clicks/first mover Mixed “clicks and bricks”/alliances
For existing firms: Pure clicks/fast follower Mixed “clicks and bricks”/brand extensions
Copyright © 2004 Pearson Education, Inc. Slide 7-68
Generic Market Entry StrategiesFigure 7.17, Page 408
搶先者
合作夥伴
快速追隨者
品牌延伸者
新公司與傳統公司在進入電子商務交易市集時,都面臨一項基本選擇 -- 「虛擬」或「虛擬實體合一」
Copyright © 2004 Pearson Education, Inc. Slide 7-69
Establishing the Customer Relationship Permission marketing(許可行銷) : Marketing strategy in
which companies obtain permission from consumers before sending them information or promotional messages (example: opt-in(加入 ) e-mail)
Affiliate marketing(合作行銷) : Marketing strategy that relies on referrals; Web site agrees to pay another Web site a commission for new business opportunities it refers to the site
Viral marketing(病毒行銷) : Process of getting customers to pass along a company’s marketing message to friends, family, and colleagues
Brand leveraging(品牌運用) : Process of using power of an existing brand to acquire new customers for a new product or service
Copyright © 2004 Pearson Education, Inc. Slide 7-70
Customer Retention(顧客維持) Mass market-personalization continuum ranges from
mass marketing to direct marketing to micromarketing(個體行銷) to personalized, one-to-one marketing
One-to-one marketing(一對一行銷) : Involves segmenting the market on a precise and timely understanding of an individual’s needs, targeting specific marketing messages to these individuals and then positioning the product vis-à-vis competitors to be truly unique
Copyright © 2004 Pearson Education, Inc. Slide 7-71
The Mass Market-Personalization ContinuumFigure 7.18, Page 414
( 簡單 )
( 分級 )
( 複雜 )
( 高度複雜 )
( 大眾行銷 )
( 直接行銷 )
( 個體行銷 )
( 個人化一對一行銷 )
個人化一對一行銷屬於行銷策略發展的一部分。選擇何種策略要看產品的性質以及促成各種策略的技術。
Copyright © 2004 Pearson Education, Inc. Slide 7-72
Other Customer Retention Marketing Techniques
Customization(客製化) : Changing the product (not just the marketing message) according to user preferences
Customer co-production(客戶共同生產) : Allows the customer to interactively create the product
Transactive content: Results from the combination of traditional content with dynamic information tailored to each user’s profile
Copyright © 2004 Pearson Education, Inc. Slide 7-73
Other Customer Retention Marketing Techniques (cont’d)
Customer service tools include: Frequently asked questions (FAQs) – text-based
listing of common questions and answers Real-time customer service chat systems –
company’s service representatives interactively exchange text messages with one or more customers on a real-time basis
Intelligent agent technology – bots Automated response systems – send e-mail
confirmations and acknowledgments
Copyright © 2004 Pearson Education, Inc. Slide 7-74
Net Pricing Strategies Pricing (putting a value on goods and services) an
integral part of marketing strategy Traditionally, prices based on:
Fixed cost (costs of building production facility) Variable costs (costs involved in running
production facility) Market’s demand curve (quantity of goods that
can be sold at various prices) Price discrimination(價格區別) : Selling products
to different people and groups based on their willingness to pay
Copyright © 2004 Pearson Education, Inc. Slide 7-75
A Demand CurveFigure 7.19, Page 419
需求曲線顯示各種售價 (P)可售出的產品數量(Q)
Copyright © 2004 Pearson Education, Inc. Slide 7-76
Net Pricing Strategies (cont’d) Free products/services: Can be used to build market
awareness(知名度) Versioning(提供版本) : Creating multiple versions of a
good and selling essentially the same product to different market segments at different prices
Bundling(配套) : Offers consumers two or more goods for one price
Dynamic pricing: Auctions(拍賣) – establish an instant market price for
goods Yield management(收益控制) – Managers set prices
in different markets, appealing to different segments in order to sell excess capacity
Copyright © 2004 Pearson Education, Inc. Slide 7-77
The Demand for Bundles of 1-20 GoodsFigure 7.20, Page 422
套裝產品中組合的商品數量愈多,消費者就願意付愈多的每產品價格。
( 配套數量佔總人口數的百分比 )
Copyright © 2004 Pearson Education, Inc. Slide 7-78
Channel Management Strategies
Channel(管道) : Refers to different methods by which goods can be distributed and sold
Channel conflict(管道衝突) : Occurs when a new venue for selling products or services threatens or destroys existing venues for selling goods
Examples: online airline/travel services and traditional offline travel agencies
Some manufacturers are using partnership model to avoid channel conflict
Copyright © 2004 Pearson Education, Inc. Slide 7-79
7.5 Online Market Research Market research(市場研究) : Involves gathering
information that will help a firm identify potential products and customers
Two general types: Primary research(主要研究) – involves
gathering first-hand information using techniques such as surveys, personal interviews and focus groups(焦點小組)
Secondary research(間接研究) – relies on existing, published information as basis for analyzing market
Copyright © 2004 Pearson Education, Inc. Slide 7-80
Types of Survey QuestionsTable 7.9, Page 425
Copyright © 2004 Pearson Education, Inc. Slide 7-81
Insight on Business: Zoomerang
Zoomerang.com: One of the first online survey tools launched
Enables users to choose from pre-built survey templates, create and distribute online surveys, and collect and analyze survey responses
Competitors include SurveyMonkey and others
Copyright © 2004 Pearson Education, Inc. Slide 7-82
Some Popular Secondary Research ToolsTable 7.10, Page 428
Copyright © 2004 Pearson Education, Inc. Slide 7-83
7.6 Case Study: Liquidation.com: B2B Marketing Basics on a Budget
Liquidation.com: B2B auction business model, focusing on liquidated goods
Marketing and branding tactics include: Trust building through alliances Web transaction log analysis, customer
registration forms Search engine marketing Guerilla marketing public relations campaign and
limited advertising E-mail marketing
Copyright © 2004 Pearson Education, Inc. Slide 7-84
Liquidation.com: B2B Marketing Basics on a BudgetPage 430