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Analyzing Consumer Markets and Buyer Behavior Individuals Online
Topics ,[object Object],[object Object],[object Object],[object Object]
The Dell Triangle: Figure 4.1
Online Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],Figure 4.2 Customers use sites more as companies add more interactive content
Interactivity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Interactivity (Cont.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Online Behavior & Interactivity ,[object Object],[object Object],[object Object],[object Object],[object Object],Next
Direct Communication From Broadcast to Dialogue ,[object Object],[object Object],Figure 4.3 One-to-Many Broadcast (same message to all) Direct Targeting (one direction, different messages) One-to-One Interactive (unique messages to individuals)
Comparing Communication Methods ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Comparing Communication Methods Figure 4.4 ,[object Object],[object Object],Back
Individual Choice Selection + Suggestion = Value ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Impact on Consumer Choice Back
Friendly Technology ,[object Object],[object Object],[object Object],[object Object],Technology is technology only if it was invented after you were born
Web Stage and User Challenges ,[object Object],[object Object],[object Object],Back Figure 4.6
Online Consumer Behavior ,[object Object],[object Object],Byron Reeves & Cliff Nass The Media Equation Media = Real Life
Online Consumer Behavior ,[object Object],[object Object],Why Are There Social Responses to Information Technology?
Online Consumer Behavior ,[object Object],[object Object],[object Object],Simple Technological Features Can Elicit Strong Social Responses
Online Consumer Behavior Social Cues ,[object Object],[object Object],[object Object],[object Object],[object Object]
Online Consumer Behavior Social Cues ,[object Object],[object Object],[object Object],[object Object],[object Object]
Online Consumer Behavior Cognitive Difficulty ,[object Object],[object Object],[object Object]
Who’s Online? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Internet Users by Cities Internet is an upper class domain Sumber : AC Nielsen, dikutip dari Marketing, Agustus 2005
E-mail is the most common feature used Sumber : AC Nielsen, dikutip dari Marketing, Agustus 2005
GENDER AGE EDUCATION 6,5 16,2 16,3 27,7 23,3 10 40 + yr 30-39 yr 25-29 yr 20-24 yr 15-19 yr 10-14 yr Sumber : AC Nielsen, dikutip dari Marketing, Agustus 2005 Back
As Time Passes ,[object Object],[object Object],[object Object],[object Object],[object Object]

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Individual Onlines 5

  • 1. Analyzing Consumer Markets and Buyer Behavior Individuals Online
  • 2.
  • 3. The Dell Triangle: Figure 4.1
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12. Impact on Consumer Choice Back
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22. Internet Users by Cities Internet is an upper class domain Sumber : AC Nielsen, dikutip dari Marketing, Agustus 2005
  • 23. E-mail is the most common feature used Sumber : AC Nielsen, dikutip dari Marketing, Agustus 2005
  • 24. GENDER AGE EDUCATION 6,5 16,2 16,3 27,7 23,3 10 40 + yr 30-39 yr 25-29 yr 20-24 yr 15-19 yr 10-14 yr Sumber : AC Nielsen, dikutip dari Marketing, Agustus 2005 Back
  • 25.