942 ec laudon_traver_2e_ch07

E-commerce
business. technology. society.
Second Edition

Kenneth C. Laudon
Carol Guercio Traver

Copyright © 2004 Pearson Education, Inc. Slide 7-1

Chapter 7
E-commerce Marketing Concepts


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。


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。


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


NetFlix Develops a New Brand
Page 355


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


Top 10 Most Popular Internet
Activities (2002)
Table 7.1, Page 359


A Growing Range of Online Activities: An
Average Day in the Life on an Internet User
Table 7.2, Page 360


A Growing Range of Online Activities: An
Average Day in the Life on an Internet User
Table 7.2 (cont’d),
Page 361


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）


Changing Demographic
Differences in Internet Access
Table 7.3, Page 363


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


The Impact of Broadband on Internet Activities
Table 7.4, Page 365


The Impact of Broadband on
Internet Activities (cont’d)
Table 7.4, Page 366


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


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


A General Model of Consumer
Behavior 消費者行為模式企圖預測消費者在交
Figure 7.1, Page 368 易市集中的決策。

。

（中介變數—市場刺激）


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

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


Factors That Predict Online
Buying Behavior
Figure 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 ( 效益規
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）。模)

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）

The Consumer Decision Process
and Supporting Communications

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。

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


A Model of Online Consumer Behavior

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。

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


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


Online Shoppers

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。

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

What Consumers Buy on the Web –
Small Ticket Items (December 2002)
Figure 7.6,
Page 377


What Consumers Buy on the Web – Big
Ticket Items (December 2002) (cont’d)


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


Shoppers’ Intention to Purchase

大部分的線上購物者打算在一星期內完成購物。

Most Online Shoppers Are
Focused Browsers

線上購物者是有高度意圖的。

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


Factors That Would Encourage More
Online Purchasing
Table 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。


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


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


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”)


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


Feature Set

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。

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


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」。

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


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

www.nash-equilibrium.com
Page 387


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


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


Impact of Unique Features of E-
commerce Technology on Marketing
Table 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


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


Four Seconds from the Web Transaction Log of
Azimuth-Interactive.com


Marketing Uses of Data from Web
Transaction Logs
Table 7.8, Page 392


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


A Typical Netscape Cookie File
Figure 7.12,
Page 393


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


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

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


A Relational Database View of
E-commerce Customers


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

Data Mining and Personalization
Figure 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。

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


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


How an Advertising Network
such as DoubleClick Works

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。

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


A Customer Relationship
Management System


 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。


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


Generic Market Entry Strategies

搶先者快速追隨者

合作夥伴品牌延伸者

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」

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

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


The Mass Market-
Personalization Continuum

( 大眾行銷 ) ( 簡單 )

( 直接行銷 )
( 分級 )

( 個體行銷 )
( 複雜 )

( 高度複雜 )
( 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。

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


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


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


A Demand Curve

需求曲線顯示各
種售價 (P) 可售
出的產品數量
(Q)


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

The Demand for Bundles of 1-20 Goods

( 配套數量佔總人口數的百分比 )

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。


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


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


Types of Survey Questions
Table 7.9, Page 425


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


Some Popular Secondary Research Tools
Table 7.10, Page 428


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


Liquidation.com: B2B Marketing
Basics on a Budget
Page 430


942 ec laudon_traver_2e_ch07

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