电子商务：管理视角chap03.ppt

1 Prentice Hall,2000Chapter 3Internet Consumers and Market Research2 Prentice Hall,2000Learning ObjectiveszDescribe the essentials of consumer behaviorzDescribe the characteristics of Internet surfers and EC purchaserszUnderstand the process of consumer purchasing decision makingzDescribe the way companies are building relationships with customerszExplain the implementation of customer servicezDescribe the consumer market research in ECzExperience the role of intelligent agents in consumer applicationszDescribe the organizational buyer behavior model3 Prentice Hall,2000The Importance of CustomersyCompetitionx“fighting”on customersxto succeed:control the 3Cs yCustomersxcustomers becomes a King/Queenxto succeed:finding and retaining customers yChangexEC is a new distribution channelxto succeed:convince customers to go online and then to choose your company over the online competitorszThe major pressures are labeled the 3Cs4 Prentice Hall,2000A Model of EC Consumer BehaviorzPurchasing decision begins with customers reaction to stimuliVendors controlled SystemLogisticSupportPayments,DeliveryTechnicalSupportWeb design,Intelligent-agentsCustomerserviceFAQ,e-mail,Call centers,One-to-oneDecisionMakingProcessStimuliMarketingPricePromotionProductQualityOthersEconomicalTechnologyPoliticalCulturalBuyers DecisionsBuy or notWhat to buyWhere(vendor)WhenHow much to spendRepeat purchasesIndividualCharacteristicsAge,gender,ethnicity,education,lift style,psychological,knowledge,values,personalityEnvironmentCharacteristicsSocial,family,communities5 Prentice Hall,2000zConsumer TypesyIndividual consumers:get much of the media attentionyOrganizational buyers:do most of the shopping in cyberspacezPurchasing TypesyImpulsive buyers:purchase products quicklyyPatient buyers:purchase products after making some comparisonsyAnalytical buyers:do substantial research before making the decision to purchase products or servicesz Purchasing ExperiencesyUtilitarian:shopping“to achieve a goal”or“complete a task”yHedonic:shopping because“it is fun and I love it”A Model of EC Consumer Behavior(cont.)Variables InfluencingDecision Making ProcesszEnvironmental VariablesySocial variablesxpeople influenced by family members,friends,co-workers,“whats in fashion this year”,Internet communities and discussion groupsyCultural variablesyPsychology variablesyOther environmental variablesxavailable information,government regulations,legal constraints,and situational factors67 Prentice Hall,2000Consumer DemographicsyGender(61%male user&39%female user)WOMENS PURCHASES BY CATEGORY(1998)Purchases Category%of Total CategoryPurchases(299)%of Total RespondentsBuying(166)Computer Software15%39%Books14%35%Music11%28%Magazines11%28%Flowers11%28%Womens Clothing 7%19%Computer Hardware 5%12%Games 5%11%Videos 4%10%Crafts&Craft Supplier 4%10%Toys 3%9%Home Furnishings 2%6%Childrens Clothing 2%4%Mens Clothing 2%4%Art 2%4%Jewelry 1%3%Furniture 1%2%TOTAL 100%zConsumer Demographics(1998)Variables Influencing Decision Making Process(cont.)yAge(mostly 21-30 year-old)yMarital status(41%married&39%single)yEducational level(81%with at least some college education&50%obtained at least baccalaureate degree)yEthnicity(87%white in America)yOccupation(26%educational-related field,22%computers&22%other professionals)Prentice Hall,20008Variables Influencing Decision Making Process(cont.)zConsumer DemographicsyHousehold income(46%at least$50,000/year)yInternet usage profile(Internet access option,length and frequency of web use&access cost)yInternet access option(63%primarily form home&58%primarily from work or school)yLength and frequency of use(88%access daily&33%access 10-20 hours a week)yAccess cost(67%pay for their own Internet access&31%paid for by their employers)Prentice Hall,2000910 Prentice Hall,2000Consumer Buying PatternsIn last six months of 1998:y76%filling out a form on the WebyOnline purchases are more than paper catalog purchases for Net buyersy32%spent between$100.00-$500.00ySpending of less than$50.00 decreases steadily as shoppers gain experienceyWomen are more likely to purchase more in the under$50.00 level,and less likely to purchase at the above$500.00 levelExperience:11 Prentice Hall,2000Consumer Purchasing Decision-MakingzRoles that people play in the decision making processyInitiator:the person who first suggests or thinks of the idea of buying a particular product or serviceyInfluencer:a person whose advice or views carry some weight in making a final buying decisionyDecider:the person who ultimately makes a buying decision or any part of it-whether to buy,what to buy,how to buy,or where to buyyBuyer:the person who makes an actual purchaseyUser:the person who consumes or uses a product or service12 Prentice Hall,2000After purchase serviceand evaluationPurchase and deliveryAlternative evaluation,negotiation and selectionInformation search(What?From whom?)zThe Purchasing Decision-Making ModelConsumer Purchasing Decision-Making(cont.)Need identification(Recognition)13 Prentice Hall,2000Model of Internet Consumer SatisfactionCustomer SatisfactionLogistics SupportCustomer ServicePricing AttractivenessWeb-site Store Front3rd PartySeal of ApprovalTrust inWeb-shoppingVendorReputationRepeat Web Purchase(Brand Loyalty)SecurityAuthenticationPrivacyTransaction SafetyNon-repudiationIntegritySystemReliabilitySpeed of OperationEase of UseContent,QualityFormatReliabilityCompletenessTimeliness14 Prentice Hall,2000One-to-One MarketingzRelationship marketing y“Overt attempt of exchange partners to build a long term association,characterized by purposeful cooperation and mutual dependence on the development of social,as well as structural,bonds”z“Treat different customers differently”yAble to change the manner its products are configured or its service is delivered,based on the individual needs of individual customers15 Prentice Hall,2000One-to-One Marketing(cont.)zCustomer loyaltyyPurchase behavioryOne of the most significant contributors to profitabilityyIncrease profits;strengthen market position;become less sensitive to price competition;increase cross-selling success;save cost,etc.yReal world examplesx1-800-FLOWERS xAxFederal Express(FedEx)16 Prentice Hall,2000zBuilding and maintaining customer loyaltyOne-to-One Marketing(cont.)yMaintain continuous interactions between consumers and businessyMake a commitment to provide all aspects of the business onlineyBuild different sites for different levels of customersyWilling to invest capital,both human and financial,in the information systems,to insure continuous improvement in the supporting technology as it becomes available 17 Prentice Hall,2000zBuilding and maintaining customer loyaltyOne-to-One Marketing(cont.)yMake a commitment to use the information collected about customers in an ethical manneryRealistic managerial expectations in the payback period and cost recoveryySet acceptable standards for response time in customer service(24-48 hours);Use intelligent agents to expedite and standardize responses whenever possibleyAbility to change and customize information and services quickly and inexpensively is a must18 Prentice Hall,2000zCustomer ServiceyA new look and feelInstall Web serverswhich allow eachcustomer to createindividual web pagesthat can be customizedto record purchasesand preferencesPut the burden on thecustomer to treat aproblem or inquiry andreceive informationbit by bitOne-to-One Marketing(cont.)19 Prentice Hall,2000zCustomer ServiceISFLAVIA:One-to-One Marketing(cont.)yInformation can be directed to the customer efficientlyyCreation of a database which records purchases,problems and requests is facilitatedyInformation can now be traced and analyzed for immediate responseyIf customer service options and solutions do not maintain the same level of excitement and interaction as the advertising and sales presentations,the level of intensity declines and the vendor runs the risk of losing customersImplementing Customer Service in CyberspacezProduct Life CycleyPhase 1.Requirements:assisting the customer to determine needsyPhase 2.Acquisition:helping the customer to acquire a product or serviceyPhase 3.Ownership:supporting the customer on an ongoing basisyPhase 4.Retirement:helping the client to dispose of a service or product Prentice Hall,200020zTypes of Customer Service FunctionsImplementing Customer Service in Cyberspace(cont.)yAnswering customer inquiresyProviding technical and other informationyLetting customers track accounts or order statusyAllowing customers to customize and order online Prentice Hall,200021zAddressing Individual Customer NeedsDoingbusinessvia WebCompaniesunderstand theircustomers needsand buying habitsbetterCompaniescustomize theirfuture marketingeffortsImplementing Customer Service in Cyberspace(cont.)Prentice Hall,20002223 Prentice Hall,2000Tools of Customer ServicezPersonalized Web Pagesyused to record purchases and preferenceydirect customized information to customers efficientlyzChat Roomydiscuss issues with company experts;with other customers zE-mailyused to disseminate information,send product information and conduct correspondence regarding any topic,but mostly inquiries from customerszFAQsynot customized,no personalized feeling and contribution to relationship marketing24 Prentice Hall,2000zHelp Desks and Call CentersTools of Customer Service(cont.)yA comprehensive customer service entityyEC vendors take care of customer service issues communicated through various contact channelsyTelewebsxcombines Web channels,such as automated e-mail reply,Web knowledge bases and portal-like self service with call center agents or field service personnelyInternetxa medium of instant gratificationxdemand for both prompt replies and proactive alerts25 Prentice Hall,2000Market Research for ECzAimsProblem definition andResearch objectivesResearch methodology,Data collection planData collection,Data analysisResults,Recommendations,ImplementationyFinding relationship between consumers,products,marketing methods,and marketers through information in order to discover marketing opportunities and issues,to establish marketing plans,to better understand the purchasing process,and to evaluate marketing performance26 Prentice Hall,2000Market Research for EC(cont.)zMarket SegmentationyMarket segmentation is the process of dividing a consumer market into meaningful groups for decision-making.yIn the past,most marketing approaches have focused on group-based targeted markets,not on a personal way to identify individual consumers who actually purchased and used the products.27 Prentice Hall,2000zMarket SegmentationMarket Research for EC(cont.)yImproved methods of marketing research based on information technologies allow marketers to collect,store,and analyze detailed and personal information in a cost-efficient way.yExample:Wal-MartyConsumer life styles shape psychographic segmentation of the market.yLifestyles are typically established by consumers filling out questionnaires about their activities such as work and family,interests and opinions,etc.28 Prentice Hall,2000yConsumer Market Segmentation Tasks in the USGeographicRegionPacific;Mountains;West North Central;West South Central;East North Central;East south Central;South Atlantic;Middle Atlantic;New EnglandSize of city,county,or standardmetropolitan statistical area(SMSA)Under 5,000;5,000 19,999;20,000 49,999;50,000 99,999;100,000 249,999;250,000 499,999;500,000 999,999;1,000,000 3,999,999;4,000,000or overPopulation densityClimateUrban;suburban;ruralWarm;coldMarket Research for EC(cont.)Segmentation Bases/DescriptorsPossible Categories29 Prentice Hall,2000zOnline Market ResearchMarket Research for EC(cont.)yUsing online technology to conduct surveysyMore efficient,faster,and cheaper data collection,and a more geographically diverse audience than those found in off-line surveysyAbility to incorporate radio buttons,data-entry fields and check boxes in the surveysyEliminating the data reentry errors(from questionnaires to the computer,for analysis)yNot suitable for every customer or product it is skewed toward highly educated males with high disposal income30 Prentice Hall,2000zOnline Market ResearchMarket Research for EC(cont.)yRisk of losing people who sign off if they had difficulty in logging on or communicating with researchersyCompanies such as E-valuations or Northstar can conduct the research for your companyyVALS 2(values and lifestyles)is a well-known segmentation dividing consumers in the U.S.(developed at SRI International in California)31 Prentice Hall,2000zOnline Market Research MethodsMarket Research for EC(cont.)yProcess of conducting the researchxDefine the research issue and the target marketxIdentify newsgroups and Internet communities to studyxIdentify specific topics for discussionxSubscribe to pertinent groups,register in communitiesxSearch discussion group topics and content lists to find the target marketxSearch e-mail discussion groups listsxSubscribe to filtering services that monitor groupsxRead FAQs and instructions of your competitorxEnter chat rooms,whenever possible32 Prentice Hall,2000zOnline Market Research MethodMarket Research for EC(cont.)yContent of the research instrumentxPost strategic queries to news groupsxPost surveys on your Web sitexOffer rewards for participationxPost strategic queries on your Web sitexPost relevant content to groups with a pointer to your Web site surveyxPost a detailed survey in special e-mail questionnairesxCreate a chat room and try to build a community of consumers33 Prentice Hall,2000zOnline Market Research MethodsMarket Research for EC(cont.)yTarget Audience of the StudyxCompare your audience to the target populationxDetermine your editorial focusxDetermine your contentxDetermine what Web services to create for each type of audience34 Prentice Hall,2000zConsumer Market ResearchMarket Research for EC(cont.)yMethods of conducting a survey:personal interviews;telephone survey and mail surveyyOnline market research done on the Net,ranges from client-specific moderated focus groups conducted via chat rooms;to interactive surveys placed on Web sites yThe Internet is providing an efficient channel for faster,cheaper and more reliable collection and transmission of marketing information even in multimedia form35 Prentice Hall,2000zConsumer Market ResearchyMass marketing research Process orientationxTwo perspectives Content orientationxConcept testingyTrackingxKeep track of consumers Web movements using cookiesfiles attached to a users browserMarket Research for EC(cont.)36 Prentice Hall,2000Intelligent Agents for ConsumerszSearch EnginesyComputer programs that can automatically contact other network resources on the Internet,searching for specific information or key words,and reporting the resultszIntelligent AgentsyComputer programs that help the users to conduct routine tasks,to search and retrieve information,to support decision making and to act as domain expertsyDo more than just“search and match”37 P