Internet Marketing
Content
ELC 200 Day 13
ELECTRONIC COMMERCE
From Vision to Fulfillment
Third Edition
Elias M. Awad
© 2007 Prentice-Hall, Inc
6-1
Agenda
• Questions from last class?
• Class will now use sign up sheets, students must sign
in PRIOR to 3:30 to be considered present
• Assignment 4 Due
• Assignment 5 posted
– Due March 20 @ 3:35 PM
• Finish Discussion on Web Site Evaluation
and Usability Testing
• Begin Discussion On Internet Marketing
© 2007 Prentice-Hall, Inc
6-2
Web Site Usability
• Usability refers to a set of independent quality
attributes
–
–
–
–
Performance
Satisfaction
Ease of navigation
Learnability
• It means an application that allows the user to
perform the expected tasks more efficiently
– The integral attributes of a system that affect user
performance and productivity
• http://www.useit.com/
© 2007 Prentice-Hall, Inc
6-3
Components of Personalization
© 2007 Prentice-Hall, Inc
6-4
Components of Personalization –(Cont’d)
© 2007 Prentice-Hall, Inc
6-5
Reliability
• The core of reliability is availability
– System availability
– Network availability
– Application availability
• Ensure Web site reliability and usability
–
–
–
–
–
–
Provide system backup
Install a disk-mirroring feature
Ensure that the system hardware is fault-tolerant
Be sure applications are self-contained
Be sure there is adequate hard disk space
Buy everything from a single vendor
© 2007 Prentice-Hall, Inc
6-6
User Testing
• Determine testing sample
• Decide what to look for during the test
• Look for trends in the way the site is succeeding
or failing to reach others
• Any bugs should be relayed and assigned to
developer who can fix them
• Use Web testing tools
– Load and performance test tools
– Java test tools
– Web site management tools and log analysis tools
© 2007 Prentice-Hall, Inc
6-7
Site Performance Issues
• Images and color
– Readability testing
– Images: GIFs versus JPEGs
• Caches
• How many links?
• The role of the Web server
© 2007 Prentice-Hall, Inc
6-8
Managing Content and Site
Traffic
• Content management
• Web traffic management
• The Web site administrator
–
–
–
–
Database server
Application server(s)
Web server(s)
Special-purpose servers for encryption and security
checks
– Internet bandwidth
– Internet performance status
© 2007 Prentice-Hall, Inc
6-9
Chapter Summary
•
•
•
•
•
•
•
•
•
•
Web site evaluation
Appropriate site design
Criteria for evaluating Web sites
Approaches to Web personalization
Cookies
A Web site should be as inviting and easy to
navigate as possible
User testing
Web content management
Traffic management
Web site management
© 2007 Prentice-Hall, Inc
6-10
Internet Marketing
ELECTRONIC COMMERCE
From Vision to Fulfillment
Third Edition
Elias M. Awad
© 2007 Prentice-Hall, Inc
6-11
The focus of this chapter is on
several learning objectives
• The many offerings of online shopping
• Various ways to do Internet marketing
• The steps to take in launching a marketing
campaign
• How to attract and track customers on the Internet
• The importance of customer service
• The basics of CRM and how it contributes to
adding value to e-commerce
© 2007 Prentice-Hall, Inc
6-12
The Pros of Online Shopping
• Choice
• Vast selection
• Quick comparison
© 2007 Prentice-Hall, Inc
6-13
The Cons of Online Shopping
• Certain buying decisions require information that
can best be found in traditional brick-and-mortar
stores.
– Buying personal items like perfume, footwear
– Products that require in-store help
• How does this thing work??
– Product delivery problems
• Lumber, masonry, large furniture
© 2007 Prentice-Hall, Inc
6-14
Justifying an Internet Business
1. Establish presence
2. Serve customers
3. Heighten public awareness
4. Share time-sensitive information
5. Sell goods
6. Answer important questions
© 2007 Prentice-Hall, Inc
6-15
Justifying an Internet Business (Cont’d)
7. Market at the international level
8. Serve the local market
9. Market specialized products
10.Reach the youth market
© 2007 Prentice-Hall, Inc
6-16
Internet Marketing Techniques
• Banner ads is advertising with links to a
merchant’s Web site
• Pull marketing is passive Internet marketing,
where the user takes the initiative requesting
specific information from the Web site
• In Push technology the Web site “pushes” the
information at the customer, irrespective of his or
her interest
• Registering with search engines and directories
– SEO
© 2007 Prentice-Hall, Inc
6-17
Range of Internet Marketing
Techniques and Applications
© 2007 Prentice-Hall, Inc
6-18
Aggressive Internet Marketing
• Aggressive marketing is a marketing technique
where the Web site seeks out potential
customers; push technology
• Spamming is sending out millions of e-mails to
recipients who never asked for them
– Invasion of privacy
– Costing corporations millions each year to fight
unwanted messages
© 2007 Prentice-Hall, Inc
6-19
Pop-up Advertising
• An advertisement that “pops up” in a new browser window
regardless of the user’s wish to open such a new window
– Among the most common forms of online marketing
– Push marketing
– “Kick-through” advertising
• Don’t even have to click
– “Mouse trapping”
• Getting “stuck” in a web page or series of web pages
• Among the most controversial forms of online marketing
• A major source of revenue for ISP
• Ethical implications to pop-up ads?
• Pop under
– http://www.travelocity.com/
© 2007 Prentice-Hall, Inc
6-20
Permission Marketing
• Marketers ask permission before they send
advertisements to prospective customers,
requiring that people first “opt in” rather than
“opt out” after the ads have been sent
© 2007 Prentice-Hall, Inc
6-21
The E-cycle of Internet
Marketing
•
The Business Plan is a written document that identifies a
merchant’s business goals and how to achieve them. The
content of a business plan includes:
1.
2.
3.
4.
5.
6.
7.
8.
Mission
Product
Competition
Target audience
Marketing
Sales plan
Operation
Technology
© 2007 Prentice-Hall, Inc
6-22
The E-cycle of Internet Marketing
(Cont’d)
© 2007 Prentice-Hall, Inc
6-23
The E-cycle of Internet Marketing
(Cont’d)
• The Product
– Viability
– Quality
– Reliability
– Dependability
– Integrity
• Pricing
• Place
© 2007 Prentice-Hall, Inc
6-24
The E-cycle of Internet Marketing
(Cont’d)
• Promotion of a product gets the attention of
prospective customers
– Banners are the most popular type of
Internet ads
– Create interest in the product(s) displayed
• AIDA
– Build a desire for action
© 2007 Prentice-Hall, Inc
6-25
New Format Brand Ads
• Skyscrapers
• Bulky boxes
• Buttons and “Big Impressions”
• Pop-up Ads
• E-mail
• http://www.iab.net/standards/adunits.asp
© 2007 Prentice-Hall, Inc
6-26
Personalization - the fifth “P”
– A technique that combines product and
promotion for customers to receive information
customized to their needs
• Technically detailed descriptions are
presented to the level of the user’s
knowledge
• Product presentations are customized to
suit the user’s interests
• The user’s expectations are met regarding
the amount of relevant information
© 2007 Prentice-Hall, Inc
6-27
Important Personalization Rules
• Prevent resistance to personalization
– Users don’t like Forms
– Take your time
• Consider any source of information
• State preferences of users through forms or
similar procedures
• Focus on privacy in every way possible
• Make an effort to learn from every move
© 2007 Prentice-Hall, Inc
6-28
Important Personalization Rules (Cont’d)
• Jump-start a personalization relationship by
posing the user a set of questions.
– Answers to question benefit user
• Sell the goodness of personalization.
• Make life easier for users to tell you what they
want and what they hate.
• Make sure there is no delay in a personalization
environment.
© 2007 Prentice-Hall, Inc
6-29
Marketing Implications
• Power shift has occurred from the merchant to the
consumer
• Consumer can access any information on virtually
any topic
• Common-sense rules:
– Content: Don’t bore your customers with unnecessary
content.
– Dynamic and attractive sites
– Brands: Web site should be most important brand
– Get to the point: Conciseness, clarity, and ease of
navigation
– Promotion
– Online events
– Free giveaways
6-30
– Consistency © 2007 Prentice-Hall, Inc
How to Market Presence
• Promoting your site on your site
• Promoting your site on the web
– Search engine is a program that uses a logic search to
find sites based on a combination of keywords
– Directory is an organized listing with specific categories
such as yellow and white pages in a telephone directory
• http://www.dmoz.org/
– Spider is a program that explores the Web, collects
keyword information, and stores it on a huge database
• Promoting your site on the Internet
– Use email to contact registered customers
– Advertise through news groups and mailing lists
– Use mobile marketing and wireless “yellow” pages
© 2007 Prentice-Hall, Inc
6-31
Guidelines for Attracting
Customers to your Site
• Keep the site content current so visitors continue
to return for news
• Offer free information or products
• Implement a cross-selling strategy
• Ensure easy and quick navigation
• Introduce event marketing
• Enlist affiliates
• Try out viral marketing as a tool for getting
noticed
© 2007 Prentice-Hall, Inc
6-32
Trends in Internet Use
• Useful to help predict buying behavior
• The online population is younger, more educated, and
wealthier than the overall U.S. population.
• Most online consumers are white.
• More than 40 percent reported spending more than 20 hours
per week browsing on the Web from home.
• Most regular use for the Internet is for work and at work.
• The Internet is used regularly at home to read news and for
entertainment.
© 2007 Prentice-Hall, Inc
6-33
Personalization
• First step in personalization is identification
• Ways to add personalization to a Web site
– keywords
– collaborative filtering
– rule-based personalization
© 2007 Prentice-Hall, Inc
6-34
Tracking Customers
• Gathering Web Data to Track Customers
• Log files are files on the Web server that keep track of
domain types, time of access, keywords used, and search
engines used
– ex080306.log
• Forms
• Cookies
• Clickstream data analysis of Web site visitors’ clicks, which
leave footprints representing their behavior
– Pinpoint a host of customer behaviors
– http://perleybrook.umfk.maine.edu/SourceCode/w4code6
/where.html
© 2007 Prentice-Hall, Inc
6-35
Common Clickstream Data
• Where a visitor first landed on the site
• How a visitor got to the site
• Number and sequence of pages viewed
• Number and cost of each product purchased
• Length of time the visitor stayed on each page and on the
entire site
• Total cost of each visit
• Point on the site where the visitor clicked away
© 2007 Prentice-Hall, Inc
6-36
The Business Case for E-Intelligence
• Integrates e-business operations into the traditional
business environment
• Helps business users make informed decisions based
on accurate and consistent e-business information
• Assists e-business applications in profiling and
segmenting e-business customers to personalize the
actual Web pages displayed
• Extends the business intelligence environment outside
of the corporate firewall to trading partners
• Extends the business intelligence environment outside
of the corporate firewall to key corporate clients
• Links together e-business applications with business
intelligence and collaborate processing applications
© 2007 Prentice-Hall, Inc
6-37
Customer Service
• Automation removes the human contact between
buyer and merchant
• “Don’t annoy the customer”
• Botched logistics can spell disaster
– Order taking is the easy part
– Fulfillment is where the merchant promotes or
destroys customer satisfaction
© 2007 Prentice-Hall, Inc
6-38
Main Goals of CRM
• Better customer service and customer revenues
• More efficient call center
• Faster closing of deals by sales staff
• More effective cross selling of products
• Simplified market and sales processes
• Discovering new customers and personalizing
relationships to improve profitability and
customer satisfaction
© 2007 Prentice-Hall, Inc
6-39
Overall Goal of CRM
• Identify what truly matters for the customer
– First, notice what customers are doing
– Second, remember what customers have done
over time
– Third, learn from what is remembered
– Fourth, act on what has been learned
© 2007 Prentice-Hall, Inc
6-40
Interrelated Elements of
Customer Satisfaction
© 2007 Prentice-Hall, Inc
6-41
Developing and Understanding
Relationship with Customers
© 2007 Prentice-Hall, Inc
6-42
CRM-integrating Critical
Processing
© 2007 Prentice-Hall, Inc
6-43
Managing Implications
• An important implication for management is return on
investment
• The future of the Internet and e-commerce lies in customer
tracking and personalization
• Internet marketing allows firms to communicate with
customers around the clock
• Companies should reconsider their approach to customer
support
• E-commerce without e-service can be suicidal for a
business
• Successful Internet marketing means high-level executive
involvement
© 2007 Prentice-Hall, Inc
6-44
Chapter Summary
• Marketing is the process of planning and
implementing the conception, pricing, advertising,
and distribution of goods and services to meet the
demands of the market
• Three factors make online shopping attractive:
– quick sorting through choices
– vast selection of products
– quick comparison of products
• Online shopping has some drawbacks
© 2007 Prentice-Hall, Inc
6-45
Chapter Summary (Cont’d)
• Internet provides a continuum of marketing
techniques
• Internet marketing is made up of an e-cycle that
begins with planning followed by the four P’s
• One marketing implication behind the power shift
from merchant to consumer is a unique marketing
strategy that follows rules that make sense
• To promote a site on the Web, it must be available
to search engines and directories
© 2007 Prentice-Hall, Inc
6-46
Chapter Summary (Cont’d)
• Attracting customers to a site involves:
– keeping site content current
– offering free information or products
– implementing cross-selling strategies to assist
visitors in making a final decision
– quick and easy navigation
– Introducing event marketing
– Enlisting affiliates
© 2007 Prentice-Hall, Inc
6-47
Chapter Summary (Cont’d)
• The first step in personalization is customer
identification
• Successful Internet marketing means:
– High-level executive involvement
– Thinking about a new way of selling and
delivering merchandise
– Finding what it takes to implement the
company’s e-business vision
© 2007 Prentice-Hall, Inc
6-48
ELECTRONIC COMMERCE
From Vision to Fulfillment
Third Edition
Elias M. Awad
© 2007 Prentice-Hall, Inc
6-1
Agenda
• Questions from last class?
• Class will now use sign up sheets, students must sign
in PRIOR to 3:30 to be considered present
• Assignment 4 Due
• Assignment 5 posted
– Due March 20 @ 3:35 PM
• Finish Discussion on Web Site Evaluation
and Usability Testing
• Begin Discussion On Internet Marketing
© 2007 Prentice-Hall, Inc
6-2
Web Site Usability
• Usability refers to a set of independent quality
attributes
–
–
–
–
Performance
Satisfaction
Ease of navigation
Learnability
• It means an application that allows the user to
perform the expected tasks more efficiently
– The integral attributes of a system that affect user
performance and productivity
• http://www.useit.com/
© 2007 Prentice-Hall, Inc
6-3
Components of Personalization
© 2007 Prentice-Hall, Inc
6-4
Components of Personalization –(Cont’d)
© 2007 Prentice-Hall, Inc
6-5
Reliability
• The core of reliability is availability
– System availability
– Network availability
– Application availability
• Ensure Web site reliability and usability
–
–
–
–
–
–
Provide system backup
Install a disk-mirroring feature
Ensure that the system hardware is fault-tolerant
Be sure applications are self-contained
Be sure there is adequate hard disk space
Buy everything from a single vendor
© 2007 Prentice-Hall, Inc
6-6
User Testing
• Determine testing sample
• Decide what to look for during the test
• Look for trends in the way the site is succeeding
or failing to reach others
• Any bugs should be relayed and assigned to
developer who can fix them
• Use Web testing tools
– Load and performance test tools
– Java test tools
– Web site management tools and log analysis tools
© 2007 Prentice-Hall, Inc
6-7
Site Performance Issues
• Images and color
– Readability testing
– Images: GIFs versus JPEGs
• Caches
• How many links?
• The role of the Web server
© 2007 Prentice-Hall, Inc
6-8
Managing Content and Site
Traffic
• Content management
• Web traffic management
• The Web site administrator
–
–
–
–
Database server
Application server(s)
Web server(s)
Special-purpose servers for encryption and security
checks
– Internet bandwidth
– Internet performance status
© 2007 Prentice-Hall, Inc
6-9
Chapter Summary
•
•
•
•
•
•
•
•
•
•
Web site evaluation
Appropriate site design
Criteria for evaluating Web sites
Approaches to Web personalization
Cookies
A Web site should be as inviting and easy to
navigate as possible
User testing
Web content management
Traffic management
Web site management
© 2007 Prentice-Hall, Inc
6-10
Internet Marketing
ELECTRONIC COMMERCE
From Vision to Fulfillment
Third Edition
Elias M. Awad
© 2007 Prentice-Hall, Inc
6-11
The focus of this chapter is on
several learning objectives
• The many offerings of online shopping
• Various ways to do Internet marketing
• The steps to take in launching a marketing
campaign
• How to attract and track customers on the Internet
• The importance of customer service
• The basics of CRM and how it contributes to
adding value to e-commerce
© 2007 Prentice-Hall, Inc
6-12
The Pros of Online Shopping
• Choice
• Vast selection
• Quick comparison
© 2007 Prentice-Hall, Inc
6-13
The Cons of Online Shopping
• Certain buying decisions require information that
can best be found in traditional brick-and-mortar
stores.
– Buying personal items like perfume, footwear
– Products that require in-store help
• How does this thing work??
– Product delivery problems
• Lumber, masonry, large furniture
© 2007 Prentice-Hall, Inc
6-14
Justifying an Internet Business
1. Establish presence
2. Serve customers
3. Heighten public awareness
4. Share time-sensitive information
5. Sell goods
6. Answer important questions
© 2007 Prentice-Hall, Inc
6-15
Justifying an Internet Business (Cont’d)
7. Market at the international level
8. Serve the local market
9. Market specialized products
10.Reach the youth market
© 2007 Prentice-Hall, Inc
6-16
Internet Marketing Techniques
• Banner ads is advertising with links to a
merchant’s Web site
• Pull marketing is passive Internet marketing,
where the user takes the initiative requesting
specific information from the Web site
• In Push technology the Web site “pushes” the
information at the customer, irrespective of his or
her interest
• Registering with search engines and directories
– SEO
© 2007 Prentice-Hall, Inc
6-17
Range of Internet Marketing
Techniques and Applications
© 2007 Prentice-Hall, Inc
6-18
Aggressive Internet Marketing
• Aggressive marketing is a marketing technique
where the Web site seeks out potential
customers; push technology
• Spamming is sending out millions of e-mails to
recipients who never asked for them
– Invasion of privacy
– Costing corporations millions each year to fight
unwanted messages
© 2007 Prentice-Hall, Inc
6-19
Pop-up Advertising
• An advertisement that “pops up” in a new browser window
regardless of the user’s wish to open such a new window
– Among the most common forms of online marketing
– Push marketing
– “Kick-through” advertising
• Don’t even have to click
– “Mouse trapping”
• Getting “stuck” in a web page or series of web pages
• Among the most controversial forms of online marketing
• A major source of revenue for ISP
• Ethical implications to pop-up ads?
• Pop under
– http://www.travelocity.com/
© 2007 Prentice-Hall, Inc
6-20
Permission Marketing
• Marketers ask permission before they send
advertisements to prospective customers,
requiring that people first “opt in” rather than
“opt out” after the ads have been sent
© 2007 Prentice-Hall, Inc
6-21
The E-cycle of Internet
Marketing
•
The Business Plan is a written document that identifies a
merchant’s business goals and how to achieve them. The
content of a business plan includes:
1.
2.
3.
4.
5.
6.
7.
8.
Mission
Product
Competition
Target audience
Marketing
Sales plan
Operation
Technology
© 2007 Prentice-Hall, Inc
6-22
The E-cycle of Internet Marketing
(Cont’d)
© 2007 Prentice-Hall, Inc
6-23
The E-cycle of Internet Marketing
(Cont’d)
• The Product
– Viability
– Quality
– Reliability
– Dependability
– Integrity
• Pricing
• Place
© 2007 Prentice-Hall, Inc
6-24
The E-cycle of Internet Marketing
(Cont’d)
• Promotion of a product gets the attention of
prospective customers
– Banners are the most popular type of
Internet ads
– Create interest in the product(s) displayed
• AIDA
– Build a desire for action
© 2007 Prentice-Hall, Inc
6-25
New Format Brand Ads
• Skyscrapers
• Bulky boxes
• Buttons and “Big Impressions”
• Pop-up Ads
• http://www.iab.net/standards/adunits.asp
© 2007 Prentice-Hall, Inc
6-26
Personalization - the fifth “P”
– A technique that combines product and
promotion for customers to receive information
customized to their needs
• Technically detailed descriptions are
presented to the level of the user’s
knowledge
• Product presentations are customized to
suit the user’s interests
• The user’s expectations are met regarding
the amount of relevant information
© 2007 Prentice-Hall, Inc
6-27
Important Personalization Rules
• Prevent resistance to personalization
– Users don’t like Forms
– Take your time
• Consider any source of information
• State preferences of users through forms or
similar procedures
• Focus on privacy in every way possible
• Make an effort to learn from every move
© 2007 Prentice-Hall, Inc
6-28
Important Personalization Rules (Cont’d)
• Jump-start a personalization relationship by
posing the user a set of questions.
– Answers to question benefit user
• Sell the goodness of personalization.
• Make life easier for users to tell you what they
want and what they hate.
• Make sure there is no delay in a personalization
environment.
© 2007 Prentice-Hall, Inc
6-29
Marketing Implications
• Power shift has occurred from the merchant to the
consumer
• Consumer can access any information on virtually
any topic
• Common-sense rules:
– Content: Don’t bore your customers with unnecessary
content.
– Dynamic and attractive sites
– Brands: Web site should be most important brand
– Get to the point: Conciseness, clarity, and ease of
navigation
– Promotion
– Online events
– Free giveaways
6-30
– Consistency © 2007 Prentice-Hall, Inc
How to Market Presence
• Promoting your site on your site
• Promoting your site on the web
– Search engine is a program that uses a logic search to
find sites based on a combination of keywords
– Directory is an organized listing with specific categories
such as yellow and white pages in a telephone directory
• http://www.dmoz.org/
– Spider is a program that explores the Web, collects
keyword information, and stores it on a huge database
• Promoting your site on the Internet
– Use email to contact registered customers
– Advertise through news groups and mailing lists
– Use mobile marketing and wireless “yellow” pages
© 2007 Prentice-Hall, Inc
6-31
Guidelines for Attracting
Customers to your Site
• Keep the site content current so visitors continue
to return for news
• Offer free information or products
• Implement a cross-selling strategy
• Ensure easy and quick navigation
• Introduce event marketing
• Enlist affiliates
• Try out viral marketing as a tool for getting
noticed
© 2007 Prentice-Hall, Inc
6-32
Trends in Internet Use
• Useful to help predict buying behavior
• The online population is younger, more educated, and
wealthier than the overall U.S. population.
• Most online consumers are white.
• More than 40 percent reported spending more than 20 hours
per week browsing on the Web from home.
• Most regular use for the Internet is for work and at work.
• The Internet is used regularly at home to read news and for
entertainment.
© 2007 Prentice-Hall, Inc
6-33
Personalization
• First step in personalization is identification
• Ways to add personalization to a Web site
– keywords
– collaborative filtering
– rule-based personalization
© 2007 Prentice-Hall, Inc
6-34
Tracking Customers
• Gathering Web Data to Track Customers
• Log files are files on the Web server that keep track of
domain types, time of access, keywords used, and search
engines used
– ex080306.log
• Forms
• Cookies
• Clickstream data analysis of Web site visitors’ clicks, which
leave footprints representing their behavior
– Pinpoint a host of customer behaviors
– http://perleybrook.umfk.maine.edu/SourceCode/w4code6
/where.html
© 2007 Prentice-Hall, Inc
6-35
Common Clickstream Data
• Where a visitor first landed on the site
• How a visitor got to the site
• Number and sequence of pages viewed
• Number and cost of each product purchased
• Length of time the visitor stayed on each page and on the
entire site
• Total cost of each visit
• Point on the site where the visitor clicked away
© 2007 Prentice-Hall, Inc
6-36
The Business Case for E-Intelligence
• Integrates e-business operations into the traditional
business environment
• Helps business users make informed decisions based
on accurate and consistent e-business information
• Assists e-business applications in profiling and
segmenting e-business customers to personalize the
actual Web pages displayed
• Extends the business intelligence environment outside
of the corporate firewall to trading partners
• Extends the business intelligence environment outside
of the corporate firewall to key corporate clients
• Links together e-business applications with business
intelligence and collaborate processing applications
© 2007 Prentice-Hall, Inc
6-37
Customer Service
• Automation removes the human contact between
buyer and merchant
• “Don’t annoy the customer”
• Botched logistics can spell disaster
– Order taking is the easy part
– Fulfillment is where the merchant promotes or
destroys customer satisfaction
© 2007 Prentice-Hall, Inc
6-38
Main Goals of CRM
• Better customer service and customer revenues
• More efficient call center
• Faster closing of deals by sales staff
• More effective cross selling of products
• Simplified market and sales processes
• Discovering new customers and personalizing
relationships to improve profitability and
customer satisfaction
© 2007 Prentice-Hall, Inc
6-39
Overall Goal of CRM
• Identify what truly matters for the customer
– First, notice what customers are doing
– Second, remember what customers have done
over time
– Third, learn from what is remembered
– Fourth, act on what has been learned
© 2007 Prentice-Hall, Inc
6-40
Interrelated Elements of
Customer Satisfaction
© 2007 Prentice-Hall, Inc
6-41
Developing and Understanding
Relationship with Customers
© 2007 Prentice-Hall, Inc
6-42
CRM-integrating Critical
Processing
© 2007 Prentice-Hall, Inc
6-43
Managing Implications
• An important implication for management is return on
investment
• The future of the Internet and e-commerce lies in customer
tracking and personalization
• Internet marketing allows firms to communicate with
customers around the clock
• Companies should reconsider their approach to customer
support
• E-commerce without e-service can be suicidal for a
business
• Successful Internet marketing means high-level executive
involvement
© 2007 Prentice-Hall, Inc
6-44
Chapter Summary
• Marketing is the process of planning and
implementing the conception, pricing, advertising,
and distribution of goods and services to meet the
demands of the market
• Three factors make online shopping attractive:
– quick sorting through choices
– vast selection of products
– quick comparison of products
• Online shopping has some drawbacks
© 2007 Prentice-Hall, Inc
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Chapter Summary (Cont’d)
• Internet provides a continuum of marketing
techniques
• Internet marketing is made up of an e-cycle that
begins with planning followed by the four P’s
• One marketing implication behind the power shift
from merchant to consumer is a unique marketing
strategy that follows rules that make sense
• To promote a site on the Web, it must be available
to search engines and directories
© 2007 Prentice-Hall, Inc
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Chapter Summary (Cont’d)
• Attracting customers to a site involves:
– keeping site content current
– offering free information or products
– implementing cross-selling strategies to assist
visitors in making a final decision
– quick and easy navigation
– Introducing event marketing
– Enlisting affiliates
© 2007 Prentice-Hall, Inc
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Chapter Summary (Cont’d)
• The first step in personalization is customer
identification
• Successful Internet marketing means:
– High-level executive involvement
– Thinking about a new way of selling and
delivering merchandise
– Finding what it takes to implement the
company’s e-business vision
© 2007 Prentice-Hall, Inc
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