E-Marketing Strauss

Chapter w Internet User Characteristics and Behavior

The GVU Story 34

Customers in the 21st Century 35 It’s About Customers 36 Markets 37 B2B Markets 38 It’s Bigger Than the Web 39 The Big Picture 40 Defining User 41

Diffusion of Innovation and Adopter Categories 42 Product Adoption and the Product Life Cycle 44 Size of the Internet 45 Market Segmentation 48 Market Segmentation Bases and Variables 48 Segmentation Coverage Strategies 49 E-Marketing Segments 49 Geographic Segments 50 Adoption Barriers 52 Demographic Segments 55 Psychographic Segments 57 Behavior Segments 60 Consumer Navigation Behavior 66 Attention 67 Privacy 67

User Control of Message 67 Country Profiles 68 Summary 77 Key Terms 79 Exercises 79

Practitioner Perspective 82

Banner Ad Targeting Increases Hotel Room Sale

Attributes 133 Branding 133 Support Services 137 Labeling 138 Online Costs 138

Additional Nuances of Product Development 140 New-Product Strategies for E-Marketing 141 Product Mix Strategies 142 A Taxonomy for Internet Products 143 New-Product Trends 144 Value Chain Automation 145 Outsourcing 149 Information Sharing 151 Centralizing Information Access 152 Multimedia 152 Assistive Technologies 155 Three Types of Convergence 155 Pricing 157 Efficient Markets 157 The Net Is an Efficient Market 158 The Net Is Not an Efficient Market 161 Factors Putting Upward Pressure on Internet Pricing 163 Pricing Strategies 165 Summary 167 Key Terms 169 Exercises 169

Practitioner Perspective 173

PAST, PRESENT, AND ...
Product and Pricing
The RealNetworks Story 178

Introduction 180 Three Perspectives 180 Types of Intermediaries 181 Functions of a Distribution Channel 181 Systems Perspective 189 Length of Distribution Channels 191 Power Relationships Among Channel Players 192 E-Business Models 194 Content Sponsorship 194

Direct Selling 195 Infomediary 196 Intermediary Models 197 Summary 207 Key Terms 208 Exercises 209

Practitioner Perspective 211

E-Business Development at iGo
E-Marketing Communication
The PrivNet Story 216

Introduction 217

Integrated Marketing Communication (IMC) 218 Hierarchy of Effects Model 219 Marketing Communication Strategies 220 Internet Advertising 221 Public Relations Activities on the Net 232 Sales Promotions on the Internet 237 Personal Selling on an Impersonal Medium 239 Direct Marketing 240 Important Trends 247 The Net as a Medium 248 The Medium Is Not the Appliance 248 Electronic Media 249 Print Media 251 Direct Mail 252 Media Consumption 252 Audience Measurement 253 Which Media to Buy? 258 Which Vehicle to Buy? 259 Summary 262 Key Terms 265 Exercises 265

Practitioner Perspective 269