网络营销培训课件(ppt).ppt

Micromarketing 微型市场营销-个性化定制 Individualized targeting occurs when a firm tailors all or part of the marketing mix to a small number of people. The internet’s big promise is individualized targeting. This approach is the marketing concept at its finest:giving individual consumers exactly what they want at the right time and right place.  The internet technology makes this mass customization possible. ?2009 Pearson Education, Inc. Publishing as Prentice Hall * ?2009 Pearson Education, Inc. Publishing as Prentice Hall Influentials Influentials are individuals who influence others, driving change in America. Represent 10% of the population and 15% of internet users. 82% of influentials have internet access, compared with 64% of the general U.S. population. They serve as opinion leaders for the rest of the population. 8-* ?2009 Pearson Education, Inc. Publishing as Prentice Hall Kotler defines differentiation as the process of adding meaningful and valued differences to distinguish the company’s offering from the competition. There are a number of differentiation dimensions and strategies for their accomplishment. Differentiation 9-* ?2009 Pearson Education, Inc. Publishing as Prentice Hall Most marketers believe that demographics cannot predict who will purchase online or offline. Some marketers believe that a segment’s attitudes toward technology can help determine buying behavior. Forrester Research measures attitudes toward technology with a system called Technographics?.科技消费学 Forrester identified 10 consumer Technographics segments in the U.S. (Exhibit 8.10). Attitudes and Behaviors 8-* ?2009 Pearson Education, Inc. Publishing as Prentice Hall Many Products Capitalize on Internet Properties A product is a bundle of benefits that satisfies needs of organizations or consumers. Includes tangible goods, services, ideas, people, and places. Products such as search engines are unique to the internet while others simply use the internet as a new distribution channel. O