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Principles of Marketing
Lecture Slides
Dr. Robert Hurley
Fordham College of Business
Distribution Channel Functions
Distribution Channel Functions
ContactContact
FinancingFinancing
InformationInformationRisk TakingRisk Taking
PromotionPromotion
MatchingMatchingNegotiationNegotiation
PhysicalDistribution
PhysicalDistribution
These Functions Should be Assigned to the Channel Member Who Can Perform Them Most Efficiently and Effectively to Provide Satisfactory Assortments of Goods and Services to Target Customers.
Consumer Marketing Channels & LevelsConsumer Marketing Channels & Levels
Direct
Indirect
Direct
Indirect
MM WW JJ RR CC
MM WW RR CC
MM RR CC
MM CC
Channel 1
Channel 2
Channel 3
Channel 4
Channel Level - Each Layer of Intermediaries that Perform Some Work in Bringing the Product and its Ownership Closer to the
Final Buyer.
Channel Design DecisionsChannel Design Decisions
Analyzing Consumer Service NeedsAnalyzing Consumer Service Needs
Setting Channel Objectives & Constraints Setting Channel Objectives & Constraints
ExclusiveDistributionExclusive
DistributionSelective
DistributionSelective
DistributionIntensive
DistributionIntensive
Distribution
Identifying Major AlternativesIdentifying Major Alternatives
Evaluating the Major AlternativesEvaluating the Major Alternatives
Major Logistics Functions
Major Logistics Functions
InventoryWhen to order
How much to orderJust-in-time
InventoryWhen to order
How much to orderJust-in-time
CostsMinimize Costs ofAttaining Logistics
Objectives
CostsMinimize Costs ofAttaining Logistics
Objectives
WarehousingStorage
Distribution
WarehousingStorage
Distribution
Order ProcessingReceived
ProcessedShipped
Order ProcessingReceived
ProcessedShipped
Logistics
FunctionsTransportation Rail, Truck,
Water, Pipeline, Air
What is Retailing?What is
Retailing? All the activities involved in selling goods or services All the activities involved in selling goods or services
directly to final consumers for their personal, directly to final consumers for their personal, nonbusiness use.nonbusiness use.
Retailers - businesses whose sales come Retailers - businesses whose sales come primarily primarily from from retailing.retailing.
Retailers can be classified as:Retailers can be classified as: Store retailers Store retailers such as Home Depot, Sears, Walmart.such as Home Depot, Sears, Walmart. Nonstore retailers Nonstore retailers such as the mail, telephone, and such as the mail, telephone, and
Internet. Internet.
Retailer Marketing Decisions
Retailer Marketing Decisions
Retailer MarketingMix
Retailer MarketingMix
Retailer StrategyRetailer Strategy
Target Market
Retail Store Positioning
Product and Service
Assortment
Prices
Promotion
Place (Location)
Retailer’s Product Assortment and Services DecisionsRetailer’s Product Assortment and Services Decisions
Product Assortment• Width and Depth of Assortment• Quality of Products• Product Differentiation Strategies
Product Assortment• Width and Depth of Assortment• Quality of Products• Product Differentiation Strategies
Services MixKey Tool of Nonprice Competitionfor Setting One Store Apart From
Another.
Services MixKey Tool of Nonprice Competitionfor Setting One Store Apart From
Another.
Store’s Atmosphere• Physical Layout• “Feel” That Suits the Target Market and Moves Customers to Buy
Store’s Atmosphere• Physical Layout• “Feel” That Suits the Target Market and Moves Customers to Buy
The Nature of Personal Selling
The Nature of Personal Selling
Involves two-way, personal communication between Involves two-way, personal communication between salespeople and individual customers whether:salespeople and individual customers whether: face to face,face to face, by telephone,by telephone, through video conferencing,through video conferencing, or by other means.or by other means.
The term salesperson covers a wide spectrum of positions The term salesperson covers a wide spectrum of positions from:from:Order Taking (department store salesperson)Order Taking (department store salesperson)Order Getting (someone engaged in creative selling)Order Getting (someone engaged in creative selling)Missionary Selling (building goodwill or educating Missionary Selling (building goodwill or educating
buyers)buyers)
Managing the Salesforce Managing the Salesforce
Designing SalesforceStrategy and Structure
Designing SalesforceStrategy and Structure
Recruiting and Selecting SalespeopleRecruiting and Selecting Salespeople
Training SalespeopleTraining Salespeople
Compensating SalespeopleCompensating Salespeople
Supervising SalespeopleSupervising Salespeople
Evaluating SalespeopleEvaluating Salespeople
Designing Sales Force Strategy and Structure Designing Sales Force Strategy and Structure
Types of Sales Force StructureTypes of Sales Force Structure
ComplexCombination of Above Types of Sales Force Structures
ComplexCombination of Above Types of Sales Force Structures
TerritorialExclusive Territory toSell the Company’sFull Product Line
TerritorialExclusive Territory toSell the Company’sFull Product Line Product
Sales Force Sells AlongProduct Lines
ProductSales Force Sells Along
Product Lines CustomerSales Force Sells Along
Customer/ Industry Lines
CustomerSales Force Sells Along
Customer/ Industry Lines
How Will Sales and Sales SupportPeople Work Together?
Team Selling
How Will Sales and Sales SupportPeople Work Together?
Team Selling
Designing Sales Force Strategy and StructureDesigning Sales Force Strategy and Structure
Sales Force SizeMay Use Workload Approach
Sales Force SizeMay Use Workload Approach
Who Will Be Involved in the Selling Effort?
Outside Sales ForceInside Sales Force
Who Will Be Involved in the Selling Effort?
Outside Sales ForceInside Sales Force
Other Sales Force Strategy and Structure IssuesOther Sales Force Strategy and Structure Issues
How Salespeople Spend Their Time
How Salespeople Spend Their Time
Administrative
Tasks
16%
TelephoneSelling
25.1%
Waiting/ Traveling
17.4%
Service Calls12.7%
Face-to-Face Selling
28.8%
Companies Look For Ways to Increase the Amount of Time Salespeople Spend Selling.
Step 1. Prospecting and Qualifying Step 1. Prospecting and Qualifying
Step 2. Pre-approach Step 2. Pre-approach
Step 3. Approach Step 3. Approach
Step 4. Presentation/ Demonstration Step 4. Presentation/ Demonstration
Identifying and Screening For Qualified Potential Customers.
Learning As Much As Possible About a Prospective Customer Before Making a Sales Call.
Knowing How to Meet the Buyer to Get the Relationship Off to a Good Start.
Telling the Product “Story” to the Buyer, and Presenting Customer Benefits.
Steps in the Selling ProcessSteps in the Selling Process
Step 5. Handling Objections Step 5. Handling Objections
Step 6. Closing Step 6. Closing
Step 7. Follow-Up Step 7. Follow-Up
Seeking Out, Clarifying, and Overcoming Customer Objections to Buying.
Asking the Customer for the Order.
Following Up After the Sale to Ensure Customer Satisfaction and Repeat Business.
Steps in the Selling ProcessSteps in the Selling Process
Relationship Marketing
Relationship Marketing
Emphasizes maintaining profitable Emphasizes maintaining profitable long-term relationships with long-term relationships with customers by creating superior customers by creating superior customer value and satisfaction.customer value and satisfaction.
Based on the idea that important Based on the idea that important accounts need focused and on-accounts need focused and on-going attention.going attention.
What is Sales Promotion?What is Sales Promotion?
Mass communication technique that offers short-term Mass communication technique that offers short-term incentives to encourage purchase or sales of a product or incentives to encourage purchase or sales of a product or service.service.
Rapid growth in the industry has been achieved because:Rapid growth in the industry has been achieved because:Product managers are facing more pressure to Product managers are facing more pressure to
increase their current sales,increase their current sales,Companies face more competition,Companies face more competition,Advertising efficiency has declined,Advertising efficiency has declined,
Consumers have becomeConsumers have become more deal oriented. more deal oriented.
Point-of-PurchaseDisplays
Point-of-PurchaseDisplays
Consumer - Promotion Tools
Consumer - Promotion Tools
PremiumsPremiums
Price PacksPrice Packs
Cash RefundsCash Refunds
CouponsCoupons
SamplesSamples
Short-Term Incentives to Encourage Purchase or Sales of a Product or Service.
Consumer-Promotion Objectives
Consumer-Promotion Tools
GamesGames
SweepstakesSweepstakes
ContestsContests
AdvertisingSpecialties
AdvertisingSpecialties
Patronage Rewards
Increase Short-Term SalesIncrease Short-Term Sales
Build Long-Term MarketShare
Build Long-Term MarketShare
Retailers to Carry New Items Retailers to Carry New Items
Sales Force Support forCurrent or New Products
Sales Force Support forCurrent or New Products
Consumer Relationship Building
Consumer Relationship Building
Specialty Advertising
Items
Specialty Advertising
Items
Trade - Promotion ToolsTrade - Promotion Tools
ContestsContests
Free GoodsFree Goods
Buy-BackGuarantees
Buy-BackGuarantees
AllowancesAllowances
Price-OffsPrice-Offs
Short-Term Incentives That are Directed to Retailers and Wholesalers.
Trade-Promotion Objectives
Trade-Promotion Tools
Push MoneyPush Money
DiscountsDiscounts
PremiumsPremiums
Displays
Persuade Retailers or Wholesalers to Carry a Brand
Persuade Retailers or Wholesalers to Carry a Brand
Give a Brand Shelf SpaceGive a Brand Shelf Space
Promote a Brand in Advertising
Promote a Brand in Advertising
“Push” a Brand to Consumers“Push” a Brand to Consumers
Business - Promotion ToolsBusiness - Promotion Tools
Short-Term Incentives That are Directed to Industrial Customers.
Business-Promotion Objectives
Business-Promotion Tools
Generate Business LeadsGenerate Business Leads
Stimulate PurchasesStimulate Purchases
Reward CustomersReward Customers
Motivate SalespeopleMotivate Salespeople
ConventionsConventions
Trade ShowsTrade Shows
Sales ContestsSales Contests
Decide on the Size of the IncentiveDecide on the Size of the Incentive
Set Conditions for ParticipationSet Conditions for Participation
Evaluate the ProgramEvaluate the Program
Determine How to Promote andDistribute the Promotion Program Determine How to Promote and
Distribute the Promotion Program
Determine the Length of the ProgramDetermine the Length of the Program
Developing the Sales Promotion Program Developing the Sales Promotion Program
Global Marketing Into the Twenty-
First Century
Global Marketing Into the Twenty-
First Century A A Global Firm Global Firm is one that, by operating in more than is one that, by operating in more than one country, gains marketing, production, R&D, and one country, gains marketing, production, R&D, and financial advantages that are not available to purely financial advantages that are not available to purely domestic competitors.domestic competitors.
Global firms face several major problems:Global firms face several major problems: Variable exchange rates, Variable exchange rates, Unstable governments,Unstable governments, Protectionist tariffs and trade barriers,Protectionist tariffs and trade barriers, Corruption.Corruption.
Global Marketing Moving from single country to dual country to regional to global Moving from single country to dual country to regional to global
increases complexityincreases complexity Lots of opportunites to do dumb things:Lots of opportunites to do dumb things:
Clairol “mMist Stick” meant “Manure Stick” in GermanyClairol “mMist Stick” meant “Manure Stick” in Germany Pepsi’s “Come alive with the Pepsi generation’ was Pepsi’s “Come alive with the Pepsi generation’ was
translatd into “Pepsi brings your ancestor’s back from the translatd into “Pepsi brings your ancestor’s back from the grave” in Chinagrave” in China
The Coca-Cola name in China was read as “Ke-kou-ke-la” The Coca-Cola name in China was read as “Ke-kou-ke-la” meaning “Bite the was tadpole” later changed to “Ko-kou-meaning “Bite the was tadpole” later changed to “Ko-kou-ko-le” meaning happiness in the mouth.ko-le” meaning happiness in the mouth.
In Italy Schweppes Tonic water was translated into In Italy Schweppes Tonic water was translated into Schweppes Toilet water”Schweppes Toilet water”
Decisions in International Marketing
Decisions in International MarketingLooking at the GlobalMarketing Environment
Looking at the GlobalMarketing Environment
Deciding Whether toGo International
Deciding Whether toGo International
Deciding Which Marketsto Enter
Deciding Which Marketsto Enter
Deciding How to Enterthe Market
Deciding How to Enterthe Market
Deciding on the GlobalMarketing Program
Deciding on the GlobalMarketing Program
Deciding on the GlobalMarketing Organization
Deciding on the GlobalMarketing Organization
Looking at the Global Marketing
Environment
Looking at the Global Marketing
EnvironmentThe International Trade SystemThe International Trade System
The World Trade Organization and GATTThe World Trade Organization and GATT
Regional Free Trade ZonesRegional Free Trade Zones
Global SegmentationSES FORMATION
(CLUSTERING OF FACTOR SCORES)
High Sweetness
Low Sweetness
LowInformationSearch
HighInformationSearch
C1
3
E2
H3
A3
C1Segment 5
C2
C3
7
9
5
2
4
8
F1A3
A3
A3A3
F2
6
1B3
D1
H1
D2
D3
B1
A2
E1Segment 2
Segment 4
F2
G2G1
Segment 1
A1
Clustering Step (step of clustering routine where the cluster is formed)
Segment 3
Economic Environmental Factors
Economic Environmental Factors
Country’sIndustrial Structure
Country’sIndustrial Structure
Subsistence Economies
Subsistence Economies
Raw MaterialExporting
Economies
Raw MaterialExporting
Economies
IndustrializingEconomies
IndustrializingEconomies
IndustrialEconomiesIndustrial
Economies
Income Distribution
Political-Legal Environmental FactorsPolitical-Legal Environmental Factors
GovernmentBureaucracyGovernmentBureaucracy
Attitudes TowardInternational BuyingAttitudes Toward
International Buying
Monetary RegulationsMonetary
RegulationsPoliticalStabilityPoliticalStability
Cultural Environmental FactorsCultural Environmental Factors
How CustomersThink About and
Use Products
How CustomersThink About and
Use Products
BusinessNorms andBehavior
BusinessNorms andBehavior
Cultural Traditions,Preferences, and
Behaviors
Cultural Traditions,Preferences, and
Behaviors
Deciding Whether to Go
International
Deciding Whether to Go
International Reasons companies might consider International Reasons companies might consider International expansion:expansion: Global competitors attacking the domestic market,Global competitors attacking the domestic market, Foreign markets might offer higher profit opportunities,Foreign markets might offer higher profit opportunities, Domestic markets might be shrinking,Domestic markets might be shrinking, Need an enlarged customer base to achieve Need an enlarged customer base to achieve
economies of scale,economies of scale, Reduce dependency on any one market,Reduce dependency on any one market, Customers might be expanding abroad. Customers might be expanding abroad.
Most companies do not act until some situation or event Most companies do not act until some situation or event thrusts them into the international market.thrusts them into the international market.
StraightExtension
CommunicationAdaptation
ProductAdaptation
DualAdaptation
Product InventionDevelop New Product
Five International Product and Promotion Strategies
Product
No changes Changes
Pro
m
o
t
I
o
n
No changes
Changes
Deciding Which Markets to EnterDeciding Which Markets to Enter
Marketer’s Checklist for Identifying
2. Volume of Foreign Sales Desired?
3. How Many Countries to Enter?
4. Types of Countries to Enter?
5. Evaluate Each Country Based On:
a. Market Sizeb. Market Growthc. Cost of Doing Businessd. Competitive Advantagee. Risk Level
1. Marketing Objectives and Policies?
Market Potential
Deciding How to Enter the Market
Deciding How to Enter the Market
Direct InvestmentDirect Investment
Joint VenturingJoint Venturing
ExportingExportingAm
ou
nt
of
Co
mm
itm
ent,
Ris
k, C
on
tro
l, an
d P
rofi
t P
ote
nti
al
GreaterGreater
LesserLesser
Deciding on the Global Marketing
Organization
Deciding on the Global Marketing
Organization
Export DepartmentExport Department
International DivisionInternational Division
Global OrganizationGlobal Organization
Deg
ree
of
Invo
lvem
ent
in I
nte
rnat
ion
al
Mar
keti
ng
Act
ivit
ies
Marketing Objectives that Affect
Pricing Decisions
Marketing Objectives that Affect
Pricing Decisions
Marketing
Objectives
Marketing
Objectives
Survival
Low Prices to Cover Variable Costs andSome Fixed Costs to Stay in Business.
Survival
Low Prices to Cover Variable Costs andSome Fixed Costs to Stay in Business.
Current Profit Maximization
Choose the Price that Produces the Maximum Current Profit, Cash Flow or ROI.
Current Profit Maximization
Choose the Price that Produces the Maximum Current Profit, Cash Flow or ROI.
Market Share Leadership
Low as Possible Prices to Becomethe Market Share Leader.
Market Share Leadership
Low as Possible Prices to Becomethe Market Share Leader.
Product Quality Leadership
High Prices to Cover Higher Performance Quality and R & D.
Product Quality Leadership
High Prices to Cover Higher Performance Quality and R & D.
Price Elasticity of Demand
Price Elasticity of Demand
Pri
ce
Quantity Demanded per Period
A. Inelastic Demand - Demand Hardly Changes Witha Small Change in Price.
P2
P1
Q1Q2
Pri
ce
Quantity Demanded per Period
P’2
P’1
Q1Q2
B. Elastic Demand -Demand Changes Greatly Witha Small Change in Price.
Major Considerations in SettingPricesMajor Considerations in SettingPrices
No PossibleProfit at
This PriceProduct
Costs
ConsumerPerceptions
of Value
No Possible
Demand atThis Price
Competitors’ Price and Other External &
Internal Factors
FactoryExistingProducts
Sellingand
Promoting
ProfitsthroughVolume
High Price
Low Price
Breakeven Analysis or Target Profit Pricing
Breakeven Analysis or Target Profit Pricing
2
4
6
8
10
12
200 400 600 800 1,000
Total Revenue
Total Cost
Fixed Cost
Target Profit($2 million)
Sales Volume in Units (thousands)
Co
st i
n
Do
llar
s (m
illi
on
s)
Tries to Determine the Price at Which a Firm Will Break Even or Make a Target Profit
0
Pricing MethodsPricing Methods
Markup PricingMarkup Pricing Target Return PricingTarget Return Pricing Perceived Value PricingPerceived Value Pricing Value PricingValue Pricing Going-Rate PricingGoing-Rate Pricing Sealed-Bid PricingSealed-Bid Pricing
Characteristics of ServiceCharacteristics of Service
1. Intangibility
2. Inseparability
3. Variability
4. Perishability
Characteristics of Services andTheir Marketing Implications
Characteristics of Services andTheir Marketing Implications
Service Situation
Service Provider Profile
Selection and Training
Role Performance
Customer Satisfaction and Market Share
Strategy andRole Definition
Service Strategy and Role Definition
Strategies for Service FirmsStrategies for Service Firms
InteractiveMarketing
InteractiveMarketing
InternalMarketing
InternalMarketing
ExternalMarketing
ExternalMarketing
EmployeesEmployees
CompanyCompany
CustomersCustomers
Benefits of Direct Marketing
Benefits of Direct Marketing
Benefits of Direct Marketing to Customers
Benefits of Direct Marketing to Companies
Direct Marketing Consists of Direct Communications with Carefully Targeted Individual Consumers to
Obtain an Immediate Response.
Fun, Convenient & Hassle-Free
Fun, Convenient & Hassle-Free
Saves TimeSaves Time
Larger Merchandise Selection
Larger Merchandise Selection
Comparison ShoppingComparison Shopping
Mailing Lists for Almost Any Market
Mailing Lists for Almost Any Market
Customized OffersCustomized Offers
Ongoing Relationships with Customers
Ongoing Relationships with Customers
Timed to Achieve Higher Readership & Response
Timed to Achieve Higher Readership & Response
Order Products for Themselves or Others
Order Products for Themselves or Others PrivacyPrivacy
Trends Leading to the Growth of Direct MarketingTrends Leading to the Growth of Direct Marketing
Increasing Number of MarketNiches with Distinct Preferences
Increasing Number of MarketNiches with Distinct Preferences
Higher Costs of Driving, Traffic and Parking Congestion
Higher Costs of Driving, Traffic and Parking Congestion
Consumers Lack of TimeConsumers Lack of Time
Convenience of Ordering From Direct Marketers
Convenience of Ordering From Direct Marketers
Growth of Customer DatabasesGrowth of Customer Databases
Average ConsumerAverage Consumer
Customer AnonymityCustomer Anonymity
Standard ProductStandard Product
Mass ProductionMass Production
Mass DistributionMass Distribution
Mass AdvertisingMass Advertising
Individual CustomerIndividual Customer
Customer ProfileCustomer Profile
Customized Market OfferingCustomized Market Offering
Customized ProductionCustomized Production
Individualized DistributionIndividualized Distribution
Individualized MessageIndividualized Message
Mass PromotionMass Promotion Individualized IncentivesIndividualized Incentives
Two-Way MessagesTwo-Way Messages
Economies of ScopeEconomies of Scope
Share of CustomerShare of Customer
Profitable CustomersProfitable Customers
Customer RetentionCustomer Retention
One-Way MessageOne-Way Message
Economies of ScaleEconomies of Scale
Share of MindShare of Mind
All CustomersAll Customers
Customer AttractionCustomer Attraction
Mass Marketing Vs. One-to-One MarketingMass Marketing Vs. One-to-One Marketing
Mass Marketing One-to-One Marketing
Forms of Direct Marketing
Communication
Forms of Direct Marketing
Communication
CatalogMarketing
CatalogMarketing
KioskMarketing
KioskMarketing
OnlineMarketing
OnlineMarketing
Direct-MailMarketing
Direct-MailMarketing
Direct-ResponseTV Marketing
Direct-ResponseTV Marketing TelemarketingTelemarketing
Face-to-Face Selling
Face-to-Face Selling
Direct-Mail MarketingDirect-Mail Marketing
Catalog MarketingCatalog Marketing
TelemarketingTelemarketing
•High target-market selectivity•Personalized•Flexible•Mail, Fax mail, E-mail, Voice Mail
•High target-market selectivity•Personalized•Flexible•Mail, Fax mail, E-mail, Voice Mail
Forms of Direct Marketing CommunicationForms of Direct Marketing Communication
•May sell full line of merchandise•Over 14 million copies of 8,500 different catalogs mailed annually•Most direct retailers also have catalogs on the Web
•May sell full line of merchandise•Over 14 million copies of 8,500 different catalogs mailed annually•Most direct retailers also have catalogs on the Web
•Outbound telemarketing to sell•Inbound telemarketing to receive orders•900 #’s to sell information, etc.
•Outbound telemarketing to sell•Inbound telemarketing to receive orders•900 #’s to sell information, etc.
Direct-ResponseTelevision Marketing
Direct-ResponseTelevision Marketing
Kiosk MarketingKiosk Marketing
•Direct-Response Advertising such as Infomercials•Home Shopping Channels dedicated to selling goods and services (QVC & HSN)
•Direct-Response Advertising such as Infomercials•Home Shopping Channels dedicated to selling goods and services (QVC & HSN)
Forms of Direct Marketing CommunicationForms of Direct Marketing Communication
•Information and ordering machines (kiosks) in stores, airports, and other locations.•Hallmark, Lee Jeans and Tower Records
•Information and ordering machines (kiosks) in stores, airports, and other locations.•Hallmark, Lee Jeans and Tower Records
Online Marketing and ElectronicCommerce
Online Marketing and ElectronicCommerce
Online Marketing is conducted through interactive online Online Marketing is conducted through interactive online computer systems, which link consumers with sellers computer systems, which link consumers with sellers electronically.electronically.
Two types of Online Marketing Channels:Two types of Online Marketing Channels:Commercial Online Services Commercial Online Services offer online information offer online information
and marketing services to subscribers who pay a and marketing services to subscribers who pay a monthly fee. (i.e. AOL, CompuServe & Prodigy)monthly fee. (i.e. AOL, CompuServe & Prodigy)
The The InternetInternet (the Net) is the vast global and public web (the Net) is the vast global and public web of computer networks.of computer networks.
The explosion of Internet usage has created a new world The explosion of Internet usage has created a new world of of electronic commerceelectronic commerce, a term that refers to the buying , a term that refers to the buying and selling process supported by electronic means.and selling process supported by electronic means.
The Benefits of Online Marketing
The Benefits of Online Marketing
ConvenientConvenient
PrivatePrivate
Abundance of Information
Abundance of Information
InteractiveInteractive
ImmediateImmediate
For ConsumersFor Consumers For CompaniesFor Companies
Reduces CostsReduces Costs
Increases EfficiencyIncreases Efficiency
Provides FlexibilityProvides Flexibility
Global MediumGlobal Medium
Consumer Relationship Building
Creating an Electronic StorefrontBuy Space on a Commercial Online Service
Company Can Open It’s Own Corporate or Marketing Web Page
Creating an Electronic StorefrontBuy Space on a Commercial Online Service
Company Can Open It’s Own Corporate or Marketing Web Page
Placing Advertisements OnlinePlace Ads in Special Sections of Online Services
Place Ads in Certain Internet NewsgroupsBuy Online Ads That Pop Up While Consumers are Surfing, “Banners”
Content Sponsorships
Placing Advertisements OnlinePlace Ads in Special Sections of Online Services
Place Ads in Certain Internet NewsgroupsBuy Online Ads That Pop Up While Consumers are Surfing, “Banners”
Content Sponsorships
Participating in Forums, Newsgroups & Web CommunitiesForums: Discussion Groups on Commercial Online Services, “Chat Rooms”
Newsgroups: Internet Version of ForumsWeb Communities: Sites Where Members Exchange Views Online
Participating in Forums, Newsgroups & Web CommunitiesForums: Discussion Groups on Commercial Online Services, “Chat Rooms”
Newsgroups: Internet Version of ForumsWeb Communities: Sites Where Members Exchange Views Online
Using E-Mail and WebcastingCustomers Send Questions, Suggestions & Complaints Via E-Mail
Webcasting: Automatic Downloading of Information to PC’s
Using E-Mail and WebcastingCustomers Send Questions, Suggestions & Complaints Via E-Mail
Webcasting: Automatic Downloading of Information to PC’s
Online Marketing ChannelsOnline Marketing Channels
Promise and Challenge
of Online Marketing
Promise and Challenge
of Online MarketingLimited Consumer Exposure and BuyingLimited Consumer Exposure and Buying
Skewed User Demographics and PsychographicsSkewed User Demographics and Psychographics
Chaos and ClutterChaos and Clutter
Ethical ConcernsEthical Concerns
SecuritySecurity
