消費(fèi)者行為市場(chǎng)調(diào)研和廣告(參考版)
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【正文】 2023年 2月 10日星期五 6時(shí) 2分 8秒 18:02:0810 February 2023 ? 1一個(gè)人即使已登上頂峰，也仍要自強(qiáng)不息。 2023年 2月 10日星期五 下午 6時(shí) 2分 8秒 18:02: ? 1最具挑戰(zhàn)性的挑戰(zhàn)莫過(guò)于提升自我。勝人者有力，自勝者強(qiáng)。 :02:0818:02Feb2310Feb23 ? 1越是無(wú)能的人，越喜歡挑剔別人的錯(cuò)兒。 , February 10, 2023 ? 閱讀一切好書(shū)如同和過(guò)去最杰出的人談話(huà)。 2023年 2月 10日星期五 6時(shí) 2分 8秒 18:02:0810 February 2023 ? 1空山新雨后，天氣晚來(lái)秋。 。 :02:0818:02:08February 10, 2023 ? 1意志堅(jiān)強(qiáng)的人能把世界放在手中像泥塊一樣任意揉捏。 :02:0818:02Feb2310Feb23 ? 1世間成事，不求其絕對(duì)圓滿(mǎn)，留一份不足，可得無(wú)限完美。 , February 10, 2023 ? 很多事情努力了未必有結(jié)果，但是不努力卻什么改變也沒(méi)有。 2023年 2月 10日星期五 6時(shí) 2分 8秒 18:02:0810 February 2023 ? 1做前，能夠環(huán)視四周；做時(shí)，你只能或者最好沿著以腳為起點(diǎn)的射線(xiàn)向前。 。 :02:0818:02:08February 10, 2023 ? 1他鄉(xiāng)生白發(fā)，舊國(guó)見(jiàn)青山。 :02:0818:02Feb2310Feb23 ? 1故人江海別，幾度隔山川。 , February 10, 2023 ? 雨中黃葉樹(shù)，燈下白頭人。 measures the success of a banner in attracting visitors to click on the ad 36 7 Web Advertising ? hit A request for data from a Web page or file ? visit A series of requests during one navigation of a Web site。 predictions can be extended to other customers with similar profiles 27 5 Market Research for EC ?Variations of collaborative filtering include: ? Rulebased filtering ? Contentbased filter ? Contentbased filter ?Legal and ethical issues in collaborative filtering 28 5 Market Research for EC ? 2 Limitations of Online Market Research and How to Overe Them ?To use data properly, one needs to anize, edit, condense, and summarize it, which is expensive and time consuming ?The solution to this problem is to automate the process by using data warehousing and data mining known as business intelligence 29 5 Market Research for EC ? 3 Biometric Marketing ?biometrics An individual’s unique physical or behavioral characteristics that can be used to identify an individual precisely (., fingerprints) ? Organizational Buyer Behavior ?A Behavioral Model of Organizational Buyers ? An anizational influences module is added to the B2B model 30 6 Inter Marketing in B2B 31 6 Inter Marketing in B2B ? Methods for B2B Online Marketing ?Targeting customers ?Electronic wholesalers ?Other B2B marketing services ? Digital cement ? National systems ? Business town ? Affiliate Programs， Infomediaries, and Online Data Mining Services 32 7 Web Advertising ? 1 interactive marketing Online marketing, facilitated by the Inter, by which marketers and advertisers can interact directly with customers and consumers can interact with advertisers/vendors 33 ? 34 7 Web Advertising ? 2 Some Inter Advertising Terminology ? ad views The number of times users call up a page that has a banner on it during a specific period。Chapter 4 Consumer Behavior, Market Research, and Advertisement 消費(fèi)者行為、市場(chǎng)調(diào)研和廣告 1 Learning Objectives 1. Describe the factors that influence consumer behavior online. 2. Understand the decisionmaking process of consumer purchasing online. 3. Describe how panies are building onetoone relationships with customers. 4. Explain how personalization is acplished online. 5. Discuss the issues of eloyalty and etrust in EC. 6. Describe consumer market research in EC. 2 Learning Objectives 7. Describe Inter marketing in B2B, including anizational buyer behavior. 8. Describe the objectives of Web advertising and its characteristics. 9. Describe the major advertising methods used on the Web. various online advertising strategies and types of promotions. permission marketing, ad management, localization, and other advertisi
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