market segmentation (市场细分).ppt

* Web Site Naming Issues Domain names Companies often buy more than one Reason for additional domain names To ensure that potential site visitors who misspell the URL will still be redirected to intended site Example: Yahoo! owns the name Y * * URL Brokers and Registrars (注册机构) URL brokers (经纪公司) Sell, lease, or auction domain names that they believe others will find valuable ICANN (互联网域名与地址分配中心) Maintains a list of accredited registrars Domain name parking (挂靠) Permits purchaser of a domain name to maintain a simple Web site so that domain name remains in use * Summary Four Ps of marketing Product, price, promotion, and place Market segmentation Using geographic, demographic, and psychographic information can work well on the Web Types of online ads Banner ads, pop-ups, pop-behinds, interstitials, and rich media ads * Summary Technology-enabled customer relationship management Can provide better returns for businesses on the Web Firms on the Web Can use rational branding instead of emotional branding techniques Critical for many businesses Successful search engine positioning and domain name selection * * * * * * * * * * * * * Customer Relationship Intensity and Life-Cycle Segmentation One goal of marketing To create strong relationships between a company and its customers Good customer experiences Can help create intense feeling of loyalty Touchpoints (接触点) Online and offline customer contact points Touchpoint consistency (接触点一致性) Goal of providing similar levels and quality of service at all touchpoints * Five Stages of Customer Loyalty * Five Stages of Customer Loyalty Awareness (知晓) Customers recognized the name of the company or one of its products Advertising a brand or a company name is a common way to achieve this level of relationship Exploration (了解) Potential customers learn more about the company or its products A large amount of information interchange can occur between a company and its potential customers * Five Stages of Customer Loyal