Online Advertising auction for publisher
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1. product value hierarchy
1.1. augmented product
1.2. basic prodcut
1.3. core benefit
2. Understanding of reverse pricing
2.1. E models
2.1.1. E-Business
2.1.1.1. optimization of a firm's business activities through digital technology
2.1.2. E-Commerce
2.1.2.1. subset of e-business
2.1.2.1.1. focus on transactions
2.1.3. E-Marketing
2.1.3.1. result of information technology
2.1.3.1.1. applied to traditional marketing
2.2. E-marketing bigger than technoloy
2.2.1. website
2.2.2. community
2.2.2.1. youtube
2.2.2.2. facebook
2.2.3. societies
2.2.3.1. efficient markets
2.2.3.2. more jobs
2.2.3.3. globalization
2.3. Web
2.3.1. 1.0
2.3.1.1. academic
2.3.1.2. military
2.3.2. 2.0
2.3.2.1. social media
2.3.2.2. power shift from seller to buyer
2.3.2.3. consumers trust each other
2.3.3. 3.0
2.3.3.1. high brandwidth
2.3.3.2. seamless social networking
2.3.3.3. semantic web
2.4. success factors for internet marketing excutives
2.4.1. customer advocacy and insight
2.4.2. intergration
2.4.2.1. holistic view
2.4.3. balanced thinking
2.4.3.1. one-to-one marketing
2.4.3.2. mass marketing
2.4.4. passion and entrepreneurial spirit
2.4.5. willingness to accept risk and ambiguity
2.5. level of commitment to e-business
2.5.1. pure play
2.5.1.1. amazon
2.5.2. enterprise
2.5.2.1. dell
2.5.2.1.1. online and offline
2.5.3. business process
2.5.3.1. CRM
2.5.4. activity
2.5.4.1. email
2.6. segmentation
2.6.1. demographic
2.6.1.1. millennials
2.6.1.2. kids
2.6.2. psychographic
2.6.2.1. personality
2.6.2.2. values
2.6.2.3. lifestyle
2.6.2.4. social media
2.6.2.4.1. creaters
2.6.2.4.2. conversationalists
2.6.2.4.3. critics
2.6.2.4.4. collectors
2.6.2.4.5. joiners
2.6.2.4.6. spectators
2.6.3. Benefit
2.6.3.1. connect
2.6.3.2. create
2.6.3.3. learn
2.6.3.4. enjoy
2.6.3.5. trade
3. Customer interface and relationship
3.1. 7Cs of customer interface
3.1.1. context
3.1.1.1. website layout and design
3.1.2. content
3.1.2.1. multimedia: photo/video/sound
3.1.3. community
3.1.3.1. user-to-user communication
3.1.3.2. 社區
3.1.3.2.1. 吸人內容
3.1.3.3. 討論區
3.1.4. customization
3.1.4.1. self-tailor to different users
3.1.4.2. personalization
3.1.4.2.1. login registration
3.1.4.2.2. personalized email
3.1.5. communication
3.1.5.1. site-to-user/two-way communication
3.1.5.2. broadcast
3.1.5.2.1. mass mailing
3.1.5.2.2. FAQs
3.1.5.3. interactive
3.1.5.3.1. customer service
3.1.6. connection
3.1.6.1. link to other sites
3.1.7. commerce
3.1.7.1. transaction
3.2. relationship type
3.2.1. strong
3.2.1.1. communal 共有的/集體的
3.2.1.1.1. parent-child
3.2.2. weak
3.2.2.1. exchange relationship
3.2.2.1.1. give and take
3.2.3. long
3.2.3.1. enduring involvement
3.2.4. short
3.2.4.1. situational involvement
3.3. interactivity and individualization
3.3.1. H-H
3.3.1.1. e-banking
3.3.2. H-L
3.3.2.1. library
3.3.3. L-H
3.3.3.1. bank statement
3.3.4. L-L
3.3.4.1. news service
3.4. 9 building blocks of CRM
3.4.1. CRM vision
3.4.2. CRM strategy
3.4.2.1. financial
3.4.2.2. social
3.4.2.3. structural
3.4.3. Customer experience management
3.4.3.1. choice reduction
3.4.4. customer collaboration marketing
3.4.4.1. creating and monitoring online content
3.4.5. organizational collaboration
3.4.6. CRM processes
3.4.7. CRM information
3.4.7.1. tracking behavior electronically
3.4.8. CRM technology
3.4.9. CRM metrics
4. Internet user characteristics, CB online and e-marketing research
4.1. 7 key elements of customer experience
4.1.1. objective
4.1.1.1. be functional
4.1.2. perception
4.1.3. encounter
4.1.4. reactions-to-stimuli
4.1.5. sensory
4.1.6. cognitive and emotional
4.1.7. relative
4.2. stages of customer experience
4.2.1. functional
4.2.2. imtimate
4.2.3. evangelist
4.3. online research
4.3.1. methods
4.3.1.1. primary
4.3.1.1.1. questionnaires
4.3.1.1.2. discussion group
4.3.1.1.3. click data
4.3.1.2. secondary
4.3.1.2.1. search engine
4.3.1.2.2. newsgroup
4.3.1.2.3. directors
4.3.2. technology
4.3.2.1. cookies
4.3.2.2. PC meter
4.3.2.2.1. clickstream
4.3.2.3. site log
4.3.2.4. real-time profiling
4.3.2.4.1. track movement
5. Reverse pricing
5.1. internet product types
5.1.1. digitized good
5.1.1.1. downloadable music
5.1.2. online core service
5.1.2.1. the new york times
5.1.2.2. intangibility
5.1.2.3. inseprarability
5.1.2.4. heterogeneity
5.1.2.5. perishability
5.1.3. retail or distribution service
5.1.3.1. offline core+online distribution
5.1.3.2. amazon.com
5.1.4. product augmentation
5.1.4.1. add extra services or benefits
5.1.4.2. offline core+online service
5.1.4.3. FedEx
5.1.4.3.1. online tracking system
5.2. beta testing
5.2.1. new product
5.2.2. rough product
5.3. product benefits
5.3.1. branding
5.3.1.1. internet domain names
5.3.1.1.1. directing people correctly to a site
5.3.1.2. promise or value proposition
5.3.1.2.1. Enhanced services
5.3.2. attributes
5.3.2.1. quality
5.3.2.2. specific features
5.3.2.3. mass customization
5.3.3. support services
5.3.3.1. help customer
5.3.3.1.1. installation
5.3.3.1.2. maintenance
5.3.3.1.3. product guarantees
5.3.3.2. Providing right solution to customers
5.3.4. labeling
5.3.4.1. product usage and features
6. Distribution
6.1. channel power
6.1.1. reward
6.1.1.1. benefit for complying with a request
6.1.1.1.1. 俾多D commission
6.1.2. expert
6.1.2.1. special expertise or skills
6.1.3. coercive
6.1.3.1. withhold resources
6.1.3.1.1. 可樂759
6.1.4. legitimate
6.1.4.1. contractual agreements
6.1.5. referent
6.1.5.1. reputation
6.2. E-business models
6.2.1. content sponsorship
6.2.1.1. firm create websites/sell advertising
6.2.1.2. google
6.2.1.3. yahoo
6.2.2. infomediary
6.2.2.1. aggregates and distribute information
6.2.2.2. market research firm
6.2.2.3. mobile app
6.2.2.3.1. provide free-of-charge service
6.2.2.3.2. receive data from users
6.2.3. intermediaries
6.2.3.1. broker
6.2.3.1.1. online exchange
6.2.3.1.2. online auction
6.2.3.2. agent
6.2.3.2.1. represent sellers
6.2.3.2.2. represent buyers
6.2.3.3. online retailer
6.2.3.3.1. increase revenue by selling small quantities
6.2.3.3.2. digital goods
6.2.3.4. add customer value
6.2.3.4.1. market information
6.2.3.4.2. promotional effort
6.2.3.4.3. transactional activities
6.2.3.4.4. storage and transpotation
6.2.3.4.5. facilitation activities
6.2.3.4.6. installation and service
6.2.3.5. increase channel efficiency
7. Interactive communcation
7.1. advertising
7.1.1. owned media
7.1.2. paid media
7.1.2.1. contextual
7.1.2.1.1. 根據web pages 入面既內容，賣相關既廣告
7.1.2.2. behavioral
7.1.2.2.1. follow email
7.1.2.2.2. 輸入過既資料
7.1.2.2.3. 睇過既網
7.1.2.2.4. GOOGLE
7.1.2.3. remarketing
7.1.2.3.1. 你睇過既ITEMS，推薦關相ITEMS
7.1.2.4. sponsorships
7.1.2.4.1. 鱔犒
7.1.2.5. facebook
7.1.2.5.1. narrow targeting
7.1.2.6. mobile advertising
7.1.2.6.1. location-based ads
7.1.3. earned media
7.1.3.1. PR
7.1.3.2. Word-of-mouth
8. 4B. Pricing strategy
8.1. payment options
8.1.1. offline payment
8.1.1.1. payment by smartphone
8.1.1.1.1. NFC+online system
8.1.1.2. smart chips
8.1.1.2.1. 八達通
8.1.2. one-time payments
8.1.2.1. PayPal
8.2. The internet charging pricing strategies
8.2.1. dynamic pricing
8.2.1.1. vary price for individual customers
8.2.1.2. effects
8.2.1.2.1. decrease menu cost
8.2.1.2.2. interactivitiy
8.2.2. price transparency
8.3. Key pricing strategies
8.3.1. retail price decision
8.3.1.1. cyclical promotional pricing (Hi-Lo)
8.3.1.1.1. 酒店
8.3.1.1.2. 機票
8.3.1.2. Everyday low pricing
8.3.1.2.1. 100 yen店
8.3.1.3. retail/outlet pricing
8.3.1.3.1. 免運費
8.3.1.3.2. discount
8.3.1.3.3. coupon
8.3.1.3.4. refund
8.3.2. basic pricing strategies
8.3.2.1. cost plus
8.3.2.2. brand pricing
8.3.2.2.1. brand power high-> charge at any level
8.3.2.3. promotions
8.3.3. dynamic pricing strategies
8.3.3.1. negotiated pricing
8.3.3.2. English auctions
8.3.3.2.1. 有產品，價高者得
8.3.3.3. Reverse-Price English auctions
8.3.3.3.1. Buyer 問人，價低者得
8.3.3.4. Dutch auctions
8.3.3.4.1. 出個高價賣
8.3.3.5. Exchange
8.3.3.5.1. earn commission
8.3.4. advanced pricing strategies
8.3.4.1. volume discount pricing
8.3.4.2. two-part pricing
8.3.4.3. bundling
8.3.4.3.1. 捆綁
8.3.4.4. price discrimination
8.4. segmented pricing
8.4.1. the market is segmentable
8.4.2. pricing reflects value perceptionss
8.5. Geographic segment pricing
8.5.1. pricing differs by geographic area
8.5.2. vary by country
8.6. buyer view
8.6.1. cost saving
8.6.1.1. the internet is convenient and fast
8.6.1.2. self-service saves time
8.6.1.3. One-stop shopping and integration save time
8.6.1.4. automation saves energy
8.6.2. power shift
8.6.2.1. from seller
8.7. seller view
8.7.1. internal factors
8.7.1.1. pricing objectives
8.7.1.1.1. profit oriented
8.7.1.1.2. market oriented
8.7.1.1.3. competition oriented
8.7.1.2. marketing mix strategies
8.7.2. external factors
8.7.2.1. market structure
8.8. pressure on price
8.8.1. upward
8.8.1.1. expensive customer service
8.8.1.2. high shipping costs
8.8.1.3. cost of site maintenance
8.8.2. downward
8.8.2.1. self-service
8.8.2.2. JIT inventory
8.8.2.3. printing and mailing
8.8.2.4. digital product distribution
8.9. inefficient market
8.9.1. use shopping agents
8.9.2. brand strength
8.9.3. differentiation
8.9.4. switching costs
9. community marketing
9.1. communities function
9.1.1. real-time
9.1.1.1. immediate communication
9.1.1.1.1. web-based chat
9.1.2. asynchronous systems
9.1.2.1. delayed communication
9.1.2.1.1. mailing
9.1.2.1.2. forum
9.2. types of community
9.2.1. open
9.2.1.1. no specific requirements to be a member
9.2.1.2. openrice
9.2.1.3. taobao
9.2.2. close
9.2.2.1. special qualifications
9.2.2.1.1. expert
9.2.2.1.2. doctor
9.3. social
9.3.1. tagging
9.3.2. wikis
9.3.3. social bookmarking
9.3.3.1. share web resources
9.3.4. social news
10. Branding and public policy
10.1. conceptual model
10.1.1. brand awareness
10.1.1.1. depth
10.1.1.2. breadth
10.1.2. customer benefits
10.1.2.1. confidence
10.1.2.2. loyalty
10.1.2.3. satisfaction
10.1.3. firm benefits
10.1.3.1. reduce marketing cost
10.1.3.2. increase profit margins
10.1.3.3. chance for brand extensions
10.2. 5 levels of brand relationship intensity強度
10.2.1. 1. advaocay
10.2.1.1. tell other about the brand
10.2.2. 2. community
10.2.2.1. communicate with each other
10.2.3. 3. connection
10.2.3.1. communicate to company
10.2.4. 4. indentity
10.2.4.1. display the brand proundly
10.2.5. 5. awareness
10.2.5.1. on the list of possibilities
10.3. e-marketing metrics
10.3.1. web analysis
10.3.1.1. study of users behaviors on web pages
10.3.1.2. where they come from
10.4. search engines marketing
10.4.1. natural search
10.4.1.1. non-paid
10.4.1.2. search engine optimization (SEO)
10.4.1.2.1. content
10.4.1.2.2. meta tags
10.4.2. paid search
10.4.2.1. paid incusion
10.4.2.1.1. buy top position on the top
10.4.2.2. keyword advertising
10.4.2.3. directory listings
10.4.2.3.1. openrice
10.4.3. pay per click advertising
10.4.3.1. on the right hand side
10.4.4. vertical search
10.4.4.1. site-specific search
10.4.4.1.1. youtube
10.5. Balanced scorecard
10.5.1. customer perspective
10.5.1.1. loyalty and satisfaction
10.5.1.1.1. % return site
10.5.1.1.2. time between visits
10.5.1.2. customer engagement
10.5.1.2.1. number of comments
10.5.2. internal perspective
10.5.2.1. quality of online services
10.5.2.1.1. number of customers who use service
10.5.2.1.2. number of compliants
10.5.2.1.3. amount of time to answer customer e-mail
10.5.2.1.4. number of updates
10.5.3. learning and growth perspective
10.5.3.1. HR
10.5.3.1.1. e-marketers
10.5.3.2. new p&s
10.5.3.3. number of customer complaints and fixes
10.5.4. financial perspective
10.5.4.1. return on investment (ROI)
10.5.4.1.1. market share
10.5.4.1.2. individual customer profit
10.6. privacy
10.6.1. e-commerce and trust issues
10.6.1.1. people do not trust credit card and online purchase
10.6.2. the role of privacy in a virtual world
10.6.3. use of data and its collection
10.6.3.1. cookies
10.6.3.1.1. shopping chart
10.6.3.1.2. recall stored sale information
10.6.3.1.3. user data
10.6.4. ownership of intellectual property
10.6.4.1. 6X The Personal Data (Privacy) Ordinance (H.K)
10.6.5. freedom of expression
10.6.6. Permission marketing
10.6.6.1. simple premise
10.6.6.1.1. not make a sale
10.6.6.1.2. teach/educate customers
10.6.6.1.3. frequency
10.7. Digital property
10.7.1. Patent
10.7.1.1. prevent competitors from doing the same thing in a different way
10.7.2. copyright
10.7.2.1. fair use
10.7.2.1.1. for education and news reporting
10.7.2.2. first sale
10.7.2.2.1. to obtain profit after initial time
10.7.3. trademark
10.7.3.1. source identifiers
10.7.3.1.1. internet naming system of domain names