【文章內(nèi)容簡介】 ntent related to the product or service offered 27 Behaviour of a Buyer (采購者 ) ? Buyers arrive at your Web site ready to make a purchase ? A good Web site design would prevent anything from getting in the way of the purchase ? As a result a Web catalog might provide a box on the home page to enter the catalog number and then allow the user to add the product to a shopping cart 28 Behaviour of a Buyer Cont’d ? The primary goal is to get the buyer to the shopping cart as quickly as possible ? The shopping cart ? Allows the buyer to create an account ? Allows the user to log in after placing items into the cart ? Logging in should be left to the end so that barriers are not placed in the shopping process 29 Behaviour of a Shopper (購物者 ) ? Shoppers arrive at a Web site wanting to buy a product or service, but require more information before purchasing, so they will get the best deal and the bestsuited product 30 Behaviour of a Shopper Cont’d ? What is important to shoppers are: ? Comparison tools ? Product reviews ? A list of features ? Users control level of detail for product/service ? One day a user might be a browser, the next a shopper 31 Customer Relationship Intensity and LifeCycle Segmentation ? One goal of marketing ? To create strong relationships between a pany and its customers ? Good customer experiences ? Can help create intense feeling of loyalty ? Touchpoints (接觸點 ) ? Online and offline customer contact points ? Touchpoint consistency (接觸點一致性 ) ? Goal of providing similar levels and quality of service at all touchpoints 32 Five Stages of Customer Loyalty 33 Five Stages of Customer Loyalty ? Awareness (知曉 ) ? Customers recognized the name of the pany or one of its products ? Advertising a brand or a pany name is a mon way to achieve this level of relationship ? Exploration (了解 ) ? Potential customers learn more about the pany or its products ? A large amount of information interchange can occur between a pany and its potential customers 34 Five Stages of Customer Loyalty Cont39。d ? Familiarity (熟悉 ) ? Customers having pleted several transactions are aware of the pany’s policies ? They are also likely to shop and buy from petitors of the pany ? Commitment (承諾 ) ? Customers develop a fierce loyalty or strong preference for the products or brands ? And are often willing to tell others about how happy they are with their interactions 35 Five Stages of Customer Loyalty Cont39。d ? Separation (分離 ) ? Customers might be severely disappointed by changes in the level of service or product quality ? Company can evaluate the relationship and conclude that customers are costing too much to maintain ? An important goal of any marketing strategy should be to move customers into the mitment stage as rapidly as possible and keep them there as long as possible. 36 Acquisition, Conversion, and Retention of Customers ? Acquisition cost (爭取成本 ) ? Money a site spends to draw one visitor to site ? Conversion ? Converting firsttime visitor into a customer ? Conversion cost (轉(zhuǎn)變成本 ) ? Cost of inducing one visitor to make a purchase, sign up for a subscription, or register 37 Acquisition, Conversion, and Retention of Customers ? Retained customers (保留住的客戶 ) ? Customers who return to the site one or more times after making their first purchases ? Retention cost (維系成本 ) ? The costs of inducing customers to return to a Web site and buy again 38 Customer Acquisition, Conversion, and Retention: The Funnel Model ? Marketing managers ? Need to have a good sense of how their panies acquire and retain customers ? Funnel model (漏斗模型 ) ? Used as a conceptual tool to understand the overall nature of a marketing strategy ? Very similar to the customer lifecycle model 39 40 Advertising on the Web ? Banner ad (橫幅廣告 ) ? Small rectangular object on a Web page t