1. Chapter 4 Online Consumer Behavior, Market Research, and Advertisement

2. Learning Objectives 1. Understand the decision-making process of consumer purchasing online. 2. Describe how companies are building one-to-one relationships with customers. 3. Explain how personalization is accomplished online. 4. Discuss the issues of e-loyalty and e-trust in EC. 5. Describe consumer market research in EC. Chapter 4 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

3. Learning Objectives 6. Describe Internet marketing in B2B, including organizational buyer behavior. 7. Describe the objectives of Web advertising and its characteristics. 8. Describe the major advertising methods used on the Web. 9. Describe various online advertising strategies and types of promotions. 10. Describe permission marketing, ad management, localization, and other advertising- related issues. Chapter 4 2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

4. Learning about Consumer Behavior and Purchasing Decisions Online THE CONSUMER PURCHASE DECISION- MAKING PROCESS Roles people play in the online purchase decision-making process 1. Initiator: who first suggests or thinks of the idea of buying a specific product 2. Influencer: whose advice or view carries some weight in making a final purchasing decision 3. Decider: who makes a buying decision or any part of it 4. Buyer: who makes an actual purchase 5. User: who consumes or uses a product or service Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3

5. Learning about Consumer Behavior and Purchasing Decisions Online THE CONSUMER PURCHASE DECISION-MAKING PROCESS  A Generic Purchasing-Decision Model  Need identification: an imbalance between the actual and desired states of a need  Information search: customers search for information, catalogs, advertising, promotions, and reference groups product brokering: Deciding what product to buy merchant brokering: Deciding from whom to buy a product  Evaluation of alternatives: develop a set of criteria which will help the consumer evaluate and compare alternatives  Purchase and delivery: arrange payment and delivery, and purchase warranties  Postpurchase behavior: customer service and evaluation of the usefulness of the product Chapter 4 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

6. Learning about Consumer Behavior and Purchasing Decisions Online THE CONSUMER PURCHASE DECISION-MAKING PROCESS o A Customer Decision Model in Web Purchasing refer to Exhibit 4.1 on page 175 each of the phases of the purchasing model can be supported by: Consumer Decision Support System (CDSS) facilities: support the specific decisions in the process Generic Internet and Web facilities: provide the necessary mechanisms and enhance communication & collaboration Chapter 4 5 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

7. Learning about Consumer Behavior and Purchasing Decisions Online MASS MARKETING, MARKET SEGMENTATION, AND ONE-TO-ONE MARKETING  One benefit of EC is the ability to match products and services with individual consumers (part of one-to-one marketing)  one-to-one marketing Marketing that treats each customer in a unique way to fit marketing and advertising with the customer’s profile and needs Chapter 4 6 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

8. Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 7 Personalization, Loyalty, Satisfaction, and Trust in EC personalization  The matching of services, products, and advertising content with individual consumers and their preferences.  The matching process is based on what a company knows about the individual user  This knowledge is usually referred to as a user profile

9. Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 8 Personalization, Loyalty, Satisfaction, and Trust in EC user profile The requirements, preferences, behaviors, and demographic traits of a particular customer.

10. Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9 Personalization, Loyalty, Satisfaction, and Trust in EC Major strategies used to compile user profiles:  Solicit information directly from the user  By asking the user to fill in a questionnaire or by conducting an interview with the user  Observe what people are doing online  Cookie: A data file that is placed on a user’s hard drive by a remote Web server, frequently without disclosure or the user’s consent, that collects information about the user’s activities at a site.

11. Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10 Personalization, Loyalty, Satisfaction, and Trust in EC Major strategies used to compile user profiles:  Observe what people are doing online  Cookie: sent by a remote Web server over the Internet. The information stored will surface when the user’s browser again accesses the specific web server.

12. Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 11 Personalization, Loyalty, Satisfaction, and Trust in EC  Build from previous purchase patterns:  Amazon.com builds customer profiles to recommend books and CDs based on what customers purchased before, rather than asking customers, using cookies, or doing market research  Perform marketing research  Research the market using tools such as Web mining  Make inferences  behavioral targeting The use of information collected on an individual’s Internet- browsing behavior to select which advertisements to display to that individual.

13. Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 12 Personalization, Loyalty, Satisfaction, and Trust in EC Once a profile is constructed, a company matches the profile with a database of products, services, or contents. The actual matching process is usually done by software agents. Manual matching is too time-consuming and expensive One-to-one matching can be applied through several different methods

14. Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13 Personalization, Loyalty, Satisfaction, and Trust in EC The Internet offers online retailers different ways to tailor services to their customers, including:  Personalized services: services build on a one-to- one communication channel requiring personal data from customers  Individual services: recommendation services built on the sequence of clicks, page request, or items have been added to shopping cart. This approach improves the shopping experience while also maintaining consumer anonymity

15. Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 14 Personalization, Loyalty, Satisfaction, and Trust in EC  Universal services: consumers use the product search function or read customer reviews. This approach does not require personal context data All three types of personalization strategies will help build customer relationships, increase customer satisfaction, generate a lock-in situation, and realize greater product or service turnover

16. Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15 Personalization, Loyalty, Satisfaction, and Trust in EC CUSTOMER LOYALTY  One of the major objectives of one-to-one marketing is to increase customer loyalty  Customer loyalty refers to a deep commitment to rebuy or repatronize a preferred product/service consistently in the future, thereby causing repetitive same-brand or same brand- set purchasing

17. Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 16 Personalization, Loyalty, Satisfaction, and Trust in EC CUSTOMER LOYALTY  Increased customer loyalty can bring cost savings to a company in various ways  Lower marketing and advertising costs  Lower transaction costs  Lower customer turnover expenses  Lower failure costs, such as warranty claims  Customer loyalty also strengthens a company’s market position because loyal customers are kept away from the competition

18. Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17 Personalization, Loyalty, Satisfaction, and Trust in EC CUSTOMER LOYALTY  Can lead to enhanced resistance to competitors, a decrease in price sensitivity, and an increase in favorable word-of-mouth  The introduction of EC decreases loyalty in general because customer’s ability to shop, compare, and switch to different vendors becomes easier, faster, and less expensive given the aid of search engines and other technologies.

19. Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18 Personalization, Loyalty, Satisfaction, and Trust in EC CUSTOMER LOYALTY  e-loyalty  Customer’s loyalty to an e-tailer or a manufacturer that sells directly online or to loyalty programs delivered online or supported electronically  The expense of acquiring a new customer is greater than the cost of maintaining an existing customer

20. Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 19 Personalization, Loyalty, Satisfaction, and Trust in EC CUSTOMER LOYALTY  e-loyalty  Companies can foster e-loyalty by Learn about customers’ needs Interacting with customers Provide superb customer service  Satisfaction and trust are the two most important factors in determining customer e-loyalty

21. Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 20 Personalization, Loyalty, Satisfaction, and Trust in EC Satisfaction in EC  Is one of the most important consumer reactions in the B2C online environment  Maintaining customer satisfaction in the online shopping experience is as important as the high level of satisfaction associated with several key outcomes(e.g., repeat purchase)

22. Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 21 Personalization, Loyalty, Satisfaction, and Trust in EC Satisfaction in EC  A model explains the formation of satisfaction with online shopping is shown in Exhibit 4.2  If certain Web site features, such as reliability of content, loading speed, and usefulness, fail to perform properly, customer satisfaction will drop dramatically

23. Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 22 Personalization, Loyalty, Satisfaction, and Trust in EC

24. Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 23 Personalization, Loyalty, Satisfaction, and Trust in EC Satisfaction in EC  In contrast, if features such as those that make the usage enjoyable, entertaining, and fun perform well, this will result in a radical jump in customer satisfaction

25. Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 24 Personalization, Loyalty, Satisfaction, and Trust in EC Trust in EC  The psychological status of willingness to depend on another person or organization  In the electronic marketplace, promises of quality and delivery can be easily made, but will they be kept?

26. Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 25 Personalization, Loyalty, Satisfaction, and Trust in EC Trust in EC  EC vendors need to establish high levels of trust with current and potential customers  Particularly important in global EC transactions due to the difficulty in taking legal action in cases of dispute or fraud

27. Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 26 Personalization, Loyalty, Satisfaction, and Trust in EC Trust in EC  In addition to sellers and buyers trusting each other, both must have trust in the EC computing environment and in the EC infrastructure. If people do not trust the security of the EC infrastructure, they will not feel comfortable about using credit cards to make purchase

28. Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 27 Personalization, Loyalty, Satisfaction, and Trust in EC

29. Chapter 4 28 Market Research for EC The goal of market research is to: Find information and knowledge that describes the relationships among consumers, products, marketing methods, and marketers Discover marketing opportunities and issues Establish marketing and advertising plans Better understand the purchasing process Evaluate marketing performance On the Web, the objective is to turn browsers into buyers Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

30. Market Research for EC METHODS FOR CONDUCTING MARKET RESEARCH ONLINE Telephone or shopping mall surveys Internet market research is faster and more efficient and allows the researcher to access a more geographically diverse audience Less expensive Chapter 4 29 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

31. Market Research for EC WHAT ARE MARKETERS LOOKING FOR IN EC MARKET RESEARCH? Marketers can predict online buying behavior using factors like:  product information requested  number of related e-mails  number of orders made  products/services ordered  gender Can help a vender to advertise properly, to price items, to design the Web site, and to provide appropriate customer service Chapter 4 30 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

32. Market Research for EC MARKET RESEARCH FOR ONE-TO-ONE: major approaches  Direct Solicitation of Information  Implementing web-based surveys: passive (fill-in questionnaire) or interactive (download questionnaires, add comments, ask questions, and discuss issues); small sample size and partial responses  Online focus groups: recruits participants in advance by telephone and help them connect to the Internet; costly and slow  Hearing directly from customers: customers can be asked directly what they think about a product or service; companies can also use chat rooms, newsgroups, blogs, wikis, podcasts Chapter 4 31 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

33. Market Research for EC  Observing Customers  transaction log A record of user activities at a company’s Web site; useful if the visitors’ names are known  clickstream behavior Customer movements on the Internet.  Web bugs Tiny graphics files embedded in e-mail messages and on Web sites that transmit information about users and their movements to a Web server.  spyware Software that gathers user information over an Internet connection without the user’s knowledge; typically bundled together with freeware for download onto users’ machines Chapter 4 32 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

34. Market Research for EC o Observing Customers, CONT………..  Analysis of B2C Clickstream Data Data that occur inside the Web environment; they provide a trail of the user’s activities (the user’s clickstream behavior) in the Web site; include user’s browsing patterns like: 1. every Web site & every page the user visits 2. how long the user remains on a page or site 3. in what order the pages were visited 4. e-mail addresses of mail that the user sends and receives The firm can find out which promotions are effective and which population segments are interested in specific products Chapter 4 33 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

35. Market Research for EC o Observing Customers, CONT………..  Web mining Web mining explores both Web content data mining techniques for discovering and extracting information from Web documents and Web usage. the usage analysis is derived from clickstream dataWeb usage Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 34

36. Market Research for EC  collaborative filtering A market research and personalization method that uses customer data to predict, based on formulas derived from behavioral sciences, what other products or services a customer may enjoy; predictions can be extended to other customers with similar profiles.  Rule-based filtering the company asks consumers a series of yes/no or multiple choice questions questions range from personal information to specific information the customer is looking for on a specific Web site certain behavioral patterns are predicted using the collected information; Collaborative filtering system derives behavioral And demographic rules Chapter 4 35 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

37. Market Research for EC o Collaborative filtering  Content-based filtering a company asks users to specify certain favorite products; based on these user preferences, the vendor’s system will recommend additional products to the user  Activity-based filtering filtering rules can be built by watching the user’s activities on the Web Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 36

38. Market Research for EC LIMITATIONS OF ONLINE MARKET RESEARCH AND HOW TO OVERCOME THEM 1. Too much data may be available; it needs to be organized, edited, condensed, and summarized; this task may be expensive and time consuming; using data warehousing and data mining to automate the process may solve the problem 2. Accuracy of responses, 3. Loss of respondents because of equipment problems 4. Ethics and legality of Web tracking 5. Focus group responses can lose something in the translation from an in-person group to an online group 6. The difficulty in obtaining truly representative samples; online shoppers tend to be wealthy, employed, and well educated Web research can offer participants the anonymity necessary to elicit an unguarded response Chapter 4 37 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

39. Market Research for EC BIOMETRIC MARKETING  One problem with Web analysis, Web mining, clickstream data is that we observe and follow a computer, not the user  Solution: Biometrics An individual’s unique physical or behavioral characteristics that can be used to identify an individual precisely (e.g., fingerprints).  Can improve security and learn about the user’s profile precisely  Programs by which users identify themselves to the computer are spreading rapidly Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 38

40. Internet Marketing in B2B ORGANIZATIONAL BUYER BEHAVIOR  Although the number of organizational buyers is much smaller than the number of individual consumers, their transaction volumes are far larger, and the terms of negotiations and purchasing are more complex  Decisions to purchase expensive items are usually decided by a group. Therefore, factors that effect individual consumer behavior and organizational buying behavior are quit different Chapter 4 39 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

41. Internet Marketing in B2B ORGANIZATIONAL BUYER BEHAVIOR  A Behavioral Model of Organizational Buyers The behavior of an organization buyer can be described by a model similar to that of an individual buyer. However, the following are some differences In the organization model, the family and Internet communities may have no influences Organizational influences module is added to the B2B model which includes the organization’s purchasing guidelines and constraints (contracts with certain suppliers) and the purchasing system used Interpersonal influences such as authority are added The possibility of group decision making THE MARKETING AND ADVERTISING PROCESSES IN B2B Chapter 4 40 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

42. A Behavioral Model of Organizational Buyers Chapter 4 41 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

43. Internet Marketing in B2B THE MARKETING AND ADVERTISING PROCESSES IN B2B  The marketing and advertising processes for businesses differ considerably from those used for selling to individual consumers  In the digital world, popular methods include online directory services, matching services, the marketing and advertising services of exchanges, cobranding or alliances, affiliate programs, online marketing services or e-communities Chapter 4 42 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

44. Internet Marketing in B2B METHODS FOR B2B ONLINE MARKETING  Targeting Customers A B2B company can contact all of its targeted customers individually when they are part of a well-defined group. (for example, one might use information from industry trade association records or industry magazines to identify potential customers) Another method of bringing new customers to a B2B site is through an affiliation service  Electronic Wholesalers: intermediary sells directly to businesses, but does so exclusively  Other B2B Marketing Services Chapter 4 43 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

45. Web Advertising OVERVIEW OF WEB ADVERTISING  interactive marketing Online marketing, facilitated by the Internet, by which marketers and advertisers can interact directly with customers and consumers can interact with advertisers/vendors. Chapter 4 44 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

46. Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 45 Web Advertising

47. SOME INTERNET ADVERTISING TERMINOLOGY  ad views The number of times users call up a page that has a banner on it during a specific period; known as impressions or page views.  button A button is a small banner that is linked to a Web site. It can contain downloadable software.  page A page is an HTML (Hypertext Markup Language) document that may contain text, images, and other online elements, such as Java applets and multimedia files. It can be generated statically or dynamically. Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 46

48. Web Advertising  click (click-through or ad click) A count made each time a visitor clicks on an advertising banner to access the advertiser’s Web site.  CPM (cost per thousand impressions) The fee an advertiser pays for each 1,000 times a page with a banner ad is shown.  conversion rate The percentage of clickers who actually make a purchase. Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 47

49. Web Advertising  click-through rate The percentage of visitors who are exposed to a banner ad and click on it.  click-through ratio The ratio between the number of clicks on a banner ad and the number of times it is seen by viewers; measures the success of a banner in attracting visitors to click on the ad.  hit A request for data from a Web page or file. Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 48

50. Web Advertising  visit A series of requests during one navigation of a Web site; a pause of a certain length of time ends a visit.  unique visits A count of the number of visitors entering a site, regardless of how many pages are viewed per visit.  stickiness Characteristic that influences the average length of time a visitor stays in a site. Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 49

51. Web Advertising advertising networks Specialized firms that offer customized Web advertising, such as brokering ads and targeting ads to select groups of consumers. Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 50

52. Online Advertising Methods banner On a Web page, a graphic advertising display linked to the advertiser’s Web page. keyword banners Banner ads that appear when a predetermined word is queried from a search engine. random banners Banner ads that appear at random, not as the result of the user’s action. Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 51

53. Online Advertising Methods  banner swapping An agreement between two companies to each display the other’s banner ad on its Web site.  banner exchanges Markets in which companies can trade or exchange placement of banner ads on each other’s Web sites. Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 52

54. Online Advertising Methods POP-UP AND SIMILAR ADS  pop-up ad An ad that appears in a separate window before, after, or during Internet surfing or when reading e-mail.  pop-under ad An ad that appears underneath the current browser window, so when the user closes the active window the ad is still on the screen.  interstitial An initial Web page or a portion of it that is used to capture the user’s attention for a short time while other content is loading. Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 53

55. Online Advertising Methods E-MAIL ADVERTISING  E-Mail Advertising Management  E-mail hoaxes  Fraud  E-Mail Advertising Methods and Successes NEWSPAPER-LIKE AND CLASSIFIED ADS  Classified Ads Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 54

56. Online Advertising Methods SEARCH ENGINE ADVERTISEMENT  Improving a Company’s Search-Engine Ranking (Optimization)  Paid Search-Engine Inclusion  Advertising in social networks  Google—The Online Advertising King Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 55

57. Online Advertising Methods ADVERTISING IN CHAT ROOMS, BLOGS, AND SOCIAL NETWORKS  Advertise in Videos OTHER FORMS OF ADVERTISING  advertorial An advertisement “disguised” to look like editorial content or general information. Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 56

58. Online Advertising Methods  Web 2.0 and Advertising  Advertising in Newsletters  Posting Press Releases Online  advergaming The practice of using computer games to advertise a product, an organization, or a viewpoint. Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 57

59. Advertising Strategies and Promotions Online affiliate marketing A marketing arrangement by which an organization refers consumers to the selling company’s Web site. ADS AS A COMMODITY viral marketing Word-of-mouth marketing by which customers promote a product or service by telling others about it.  Viral Marketing in Social Networks Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 58

60. Advertising Strategies and Promotions Online CUSTOMIZING ADS  Webcasting A free Internet news service that broadcasts personalized news and information, including seminars, in categories selected by the user. ONLINE EVENTS, PROMOTIONS, AND ATTRACTIONS  Live Web Events  admediaries Third-party vendors that conduct promotions, especially large-scale ones.  Selling Space by Pixels: The Case of Million Dollar Homepage  Advertising in Second Life and Other Virtual Worlds Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 59

61. Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 60 Advertising Strategies and Promotions Online

62. Special Advertising Topics PERMISSION ADVERTISING  spamming Using e-mail to send unwanted ads (sometimes floods of ads).  permission advertising (permission marketing) Advertising (marketing) strategy in which customers agree to accept advertising and marketing materials (known as “opt- in”). Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 61

63. Special Advertising Topics ADVERTISEMENT AS A REVENUE MODEL MEASURING ONLINE ADVERTISING’S EFFECTIVENESS WIRELESS ADVERTISING AD CONTENT SOFTWARE AGENTS IN MARKETING AND ADVERTISING APPLICATIONS Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 62

64. Managerial Issues 1. Do we understand our customers? 2. Who will conduct the market research? 3. Are customers satisfied with our Web site? 4. How can we use social networks for advertising? 5. How do we decide where to advertise? 6. What is our commitment to Web advertising, and how will we coordinate Web and traditional advertising? 7. Should we integrate our Internet and non-Internet marketing campaigns? 8. What ethical issues should we consider? 9. Are any metrics available to guide advertisers? 10. Which Internet marketing/advertising channel to use? Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 63

65. Summary 1. The online consumer decision-making process. 2. Building one-to-one relationships with customers. 3. Online personalization. 4. Increasing loyalty and trust. 5. EC customer market research. 6. B2B Internet marketing methods and organizational buyers. 7. Objectives and characteristics of Web advertising. 8. Major online advertising methods. 9. Various advertising strategies and types of promotions. 10. Permission marketing, ad management, and localization. Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 64

66. Chapter 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 65 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2009 Pearson Education, Inc. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall