INMA_A01.QXD
Usage location. In most countries, many users access either from home or from work, with home being the more common location. W ...
the organisational buying unit amongst their customers is also important for marketers. Although the Internet seems to be used b ...
As part of situation analysis either for a campaign or a longer-term plan it is important that marketers and agencies gain an ap ...
Customer persona and scenario analysis Creating personasfor typical site visitors is a powerful technique for influencing the pl ...
Online banking persona 1 – Switcher Chris Barber owns a top-quality restaurant, and in the long term would like to build up a sm ...
Once different personas have been developed that are representative of key site-visitor types or customer types, a primary perso ...
Models of online buyer behaviour Standard models of consumer buyer behaviour have been developed by Bettman (1979) and Booms and ...
1 Tracker Knows exactly which product they wish to buy and uses an online shopping site to track it down and check its price, av ...
Hierarchy of response models An alternative view of consumer behaviour in using the Internet during the buying process relates t ...
It is worthwhile reviewing each of the stages in the buying process referred to in Figure 2.23 in order to highlight how effecti ...
customer will choose for searching and then ensure that the company or its product is featured prominently. 4 Consumer: evaluate ...
6 Consumer: post-purchase service, evaluation and feedback. Company: support product use and retain business The Internet also p ...
CHAPTER 2· THE INTERNET MICRO-ENVIRONMENT Forrester (2002) has analysed online buyer behaviour in the car industry in detail. Th ...
Competitor analysis or the monitoring of competitor use of Internet marketing for acqui- sition and retention of customers is es ...
‘Agility’ refers to the speed at which a company is able to change strategic direction and respond to new customer demands. ‘Rea ...
for products, as described earlier in this chapter. Most newspaper and magazine publish- ers such as VNU (www.vnu.com) and Emap ...
Hagel and Rayport (1997) use ‘infomediary’ specifically to refer to sale of customer information, although it is sometimes used ...
Portals An Internet portalis a web site that acts as a gateway to information and services avail- able on the Internet. Essentia ...
The following case study is an example of a new business model and gives you an opportunity to review the marketplace for this p ...
that the borrower selects. At the time of writing, Zopa esti- mates it needs to gain just a 0.2 per cent share of the UK loan ma ...
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