电子商务英文.ppt

Chapter 4Consumer Behavior, Customer Service, and Advertising,Learning Objectives,After finish this chapter, you should be able to,Discuss the issues of e-loyalty and e-trust in EC,Learning Objectives,After finish this chapter, you should be able to,Describe the issues involved in measuring the success of Web advertisements as it relates to different pricing methods.,Understand the role of intelligent agents in consumer issues and advertising applications,After finish this chapter, you should be able to,Learning Objectives (cont.),Outline,Consumer Behavior Online Customer Service One-to-One Relationships Personalization Customer Loyalty automates the process of finding predictive information,III. Customer Relationship Management (CRM),Data mining Data mining tools and techniques: Neural computing Intelligent agents Association analysis Sample data mining applications Retailing and sales distribution BankingBroadcasting Airlines Marketing,IV. Online Advertising,Advertising is an attempt to disseminate information in order to affect a buyer-seller transaction Interactive marketingmarketing that allows a consumer to interact with an online seller Two-way communication and e-mail capabilities Vendors also can target specific groups and individuals Enables truly one-to-one advertising,IV. Online Advertising,Why Internet Advertisement? 3/4 of PC users gave up some television time Well educated, high-income Internet users are a desired target for advertisers Internet is by far the fastest growing communication medium Advertisers are interested in a medium with such potential reach, both locally and globally,Why Internet Advertisement? Cost Online ads are cheaper than those in other media Ads can be updated at any time with minimal cost Richness of format Use of text, audio, graphics, and animation Games, entertainment, and promotions are easily combined in online ads Personalization Can be interactive Can target specific interest groups and/or individuals,IV. Online Advertising,Adoption Curves for Various Media,Source: INTRODUCTION TO E-COMMERCE, By Efraim Turban,IV. Online Advertising,Advertisement Methods Banner-on a Web page, a graphic advertising display linked to the advertisers Web page Keyword banners Random banners,IV. Online Advertising,Advertisement Methods (cont.) Banner swapping: an agreement between two companies to each display the others banner ad on its Web site Banner exchanges: markets in which companies can trade or exchange placement of banner ads on each others Web sites. Usually for muticompan. Pop-under ad: an ad that appears underneath the current browser window, so when the user closes the active window, they see the ad,IV. Online Advertising,Advertisement Methods (cont.) Interstitials: an initial Web page or a portion of it that is used to capture the users attention for a short time while other content is loading E-mail Several million users may be reached directly Problems: junk mail, spamming,IV. Online Advertising,Advertisement Methods (cont.) Paid search-engine inclusion Several search engines charge fees for including URLs near the top of the search results A debatable issue is the ethics of this strategy. For example, G Advertising in chat rooms. For instance, ,Summary,Essentials of consumer behavior,The online consumer decision-making process,Building one-to-one relationships with customers,Establish customer loyalty and e-loyalty,Summary,Objectives and characteristics of Web advertising,Major online advertising methods,Customer Profile,Customers relp with institution,Product and usage Summary data,Demographic and Psychographic data,Profitability measures,Contact history,Marketing and sales information,Back,Amount of Money Spent on the Web,Source: INTRODUCTION TO E-COMMERCE, By Efraim Turban,Back,A CRM System,Source: E-commerce:business, technology, society , By Kenneth C. Laudon,Back,Interstitials Advertising,Back,Google An example of Search Engine Adv,Back,Adv in Chat Room ,Back,