Presentation on theme: "Internet Marketing. What is Marketing? n The strategies and actions firms take to establish a relationship with a consumer and encourage purchases of."— Presentation transcript:
What is Marketing? n The strategies and actions firms take to establish a relationship with a consumer and encourage purchases of its products or services –Brand –Branding –Brand Strategy –Brand Equity
The Online Consumer Profile n 2001: 60% of the US online n 2005: 75% of US predicted to be online n Intensity: Although internet population is growing rather slowly, existing users are spending more time online. n Scope: 7.2
Demographics n Ethnicity n Education n Gender n Income n Age n See Table 7.3
Market Research n How can you predict consumer behavior? –Demographics –Psychographics –Culture –Reference Groups –Opinion Leaders
Psychology of Purchasing n 1. Awareness of need n 2. Search for more information n 3. Evaluation of alternatives n 4. Purchase Decision n 5. Post Purchase Contact
Online vs. Offline Consumer Behavior? n Decision making behavior close to the same n However, there are two variables added to a traditional marketing model. –Web site capabilities –Consumer Clickstream Behavior (7.4)
Online Shopping Implications n 80% of Internet Users Shop Online –40% Browsers –40% Buyers –Significance? –What do consumers buy on the Web? 7.7 –How do shoppers find vendors online? 7.8 –Why don’t people shop online?