The Marketing Book 5th Edition

642 The Marketing Book customer wanting to buy a computer may see a TV ad for a certain brand which raises awareness of the bran ...

80 70 60 50 40 30 20 10 0 Jan ’97Jul 97 ’ Jan 98 ’ Jul 98 ’ Jan 99 ’ Jul 99 ’ Jan 00 ’ Jul 00 ’ Jan 01 ’ Jul 01 ’ Dec 01 ’ 75% 4 ...

35 13 27 51 63 49 24 44 57 73 62 34 65 36 68 75 78 90 80 87 74 91 93 93 85 UK France Germany Italy Sweden US Canada Japan 1997 1 ...

E-marketing 645 It is also important to understand the barriers and motivations that affect the use of digital media by consumer ...

646 The Marketing Book Chaffey et al. (2003) suggest there are six choices for a company deciding on which marketing servicesto ...

E-marketing 647  Total numbers of sessionsorvisitsto a website. (Note that ‘hits’are a spurious measure, since when a web page ...

Repeat visitors Q2R Unique visitors Q 2 Target audience Q 1 Internet universe Q 0 Q 2 /Q2R Active visitors Q3R Key outcomes Q4R ...

100 75 50 25 0 Proportion of customers (%) Current +2 +5 +10 Years On-line revenue contribution (%) Buy – on-line e-commerce sal ...

650 The Marketing Book on-line sales achieved at the expense of tradi- tional channels? Another major on-line objec- tive might ...

E-marketing 651 that the commitment should mirror the readi- ness of consumers to use the new medium. If the objective is to ach ...

Manufacturer or primary service provider B Direct product sales of product or service B 1 Marketplace position 2 Revenue model F ...

E-marketing 653 3 Commercial arrangement perspective. Yahoo! is involved in all three types of commercial arrangement shown. Mic ...

654 The Marketing Book conservative use of the Internet, but is a great opportunity for SMEs to increase exports at a low cost, ...

E-marketing 655 as technology leadership, service leadership, market leadership and brand leadership. The author acknowledges th ...

656 The Marketing Book  Interaction– dialogue to learn about customers’ needs.  Integration– of knowledge of customers into al ...

E-marketing 657 Extended product also includes incorporating tools to help users during their use of the product. For example, e ...

Choose Off-line Choose On-line Buy Buy Fulfil Fulfilment (digital) 658 The Marketing Book Dyson has drawn this analogy with the ...

Supplier Intermediary Customer Transactions at intermediary site: e.g. RFPs, bids and auctions through neutral intermediary Tran ...

660 The Marketing Book Table 25.3 On-line executions of different communications tools Communications tool On-line executions 1 ...

Maintenance % Site creation % Promotion % Site creation % Maintenance % Promotion % E-marketing 661 1 Mix. E-marketers need to m ...