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E-Marketing by Mind Map: E-Marketing

1. 6. Branding and public policy

1.1. conceptual model

1.1.1. brand awareness depth breadth

1.1.2. customer benefits confidence loyalty satisfaction

1.1.3. firm benefits reduce marketing cost increase profit margins chance for brand extensions

1.2. 5 levels of brand relationship intensity強度

1.2.1. 1. advaocay tell other about the brand

1.2.2. 2. community communicate with each other

1.2.3. 3. connection communicate to company

1.2.4. 4. indentity display the brand proundly

1.2.5. 5. awareness on the list of possibilities

1.3. e-marketing metrics

1.3.1. web analysis study of users behaviors on web pages where they come from

1.4. search engines marketing

1.4.1. natural search non-paid search engine optimization (SEO) content meta tags

1.4.2. paid search paid incusion buy top position on the top keyword advertising directory listings openrice

1.4.3. pay per click advertising on the right hand side

1.4.4. vertical search site-specific search youtube

1.5. Balanced scorecard

1.5.1. customer perspective loyalty and satisfaction % return site time between visits customer engagement number of comments

1.5.2. internal perspective quality of online services number of customers who use service number of compliants amount of time to answer customer e-mail number of updates

1.5.3. learning and growth perspective HR e-marketers new p&s number of customer complaints and fixes

1.5.4. financial perspective return on investment (ROI) market share individual customer profit

1.6. privacy

1.6.1. e-commerce and trust issues people do not trust credit card and online purchase

1.6.2. the role of privacy in a virtual world

1.6.3. use of data and its collection cookies shopping chart recall stored sale information user data

1.6.4. ownership of intellectual property 6X The Personal Data (Privacy) Ordinance (H.K)

1.6.5. freedom of expression

1.6.6. Permission marketing simple premise not make a sale teach/educate customers frequency

1.7. Digital property

1.7.1. Patent prevent competitors from doing the same thing in a different way

1.7.2. copyright fair use for education and news reporting first sale to obtain profit after initial time

1.7.3. trademark source identifiers internet naming system of domain names

2. 4B. Pricing strategy

2.1. payment options

2.1.1. offline payment payment by smartphone NFC+online system smart chips 八達通

2.1.2. one-time payments PayPal

2.2. The internet charging pricing strategies

2.2.1. dynamic pricing vary price for individual customers effects decrease menu cost interactivitiy

2.2.2. price transparency

2.3. Key pricing strategies

2.3.1. retail price decision cyclical promotional pricing (Hi-Lo) 酒店 機票 Everyday low pricing 100 yen店 retail/outlet pricing 免運費 discount coupon refund

2.3.2. basic pricing strategies cost plus brand pricing brand power high-> charge at any level promotions

2.3.3. dynamic pricing strategies negotiated pricing English auctions 有產品,價高者得 Reverse-Price English auctions Buyer 問人,價低者得 Dutch auctions 出個高價賣 Exchange earn commission

2.3.4. advanced pricing strategies volume discount pricing two-part pricing bundling 捆綁 price discrimination

2.4. segmented pricing

2.4.1. the market is segmentable

2.4.2. pricing reflects value perceptionss

2.5. Geographic segment pricing

2.5.1. pricing differs by geographic area

2.5.2. vary by country

2.6. buyer view

2.6.1. cost saving the internet is convenient and fast self-service saves time One-stop shopping and integration save time automation saves energy

2.6.2. power shift from seller

2.7. seller view

2.7.1. internal factors pricing objectives profit oriented market oriented competition oriented marketing mix strategies

2.7.2. external factors market structure

2.8. pressure on price

2.8.1. upward expensive customer service high shipping costs cost of site maintenance

2.8.2. downward self-service JIT inventory printing and mailing digital product distribution

2.9. inefficient market

2.9.1. use shopping agents

2.9.2. brand strength

2.9.3. differentiation

2.9.4. switching costs

3. 4A. Product strategy

3.1. product value hierarchy

3.1.1. augmented product

3.1.2. basic prodcut

3.1.3. core benefit

3.2. internet product types

3.2.1. digitized good downloadable music

3.2.2. online core service the new york times intangibility inseprarability heterogeneity perishability

3.2.3. retail or distribution service offline core+online distribution amazon.com

3.2.4. product augmentation add extra services or benefits offline core+online service FedEx online tracking system

3.3. beta testing

3.3.1. new product

3.3.2. rough product

3.4. product benefits

3.4.1. attributes quality specific features mass customization

3.4.2. branding internet domain names directing people correctly to a site promise or value proposition m記->全世界

3.4.3. support services help customer installation maintenance product guarantees 中原地產

3.4.4. labeling product usage and features extensive legal information

4. 4C. Distribution

4.1. channel power

4.1.1. reward benefit for complying with a request 俾多D commission

4.1.2. expert special expertise or skills

4.1.3. coercive withhold resources 可樂759

4.1.4. legitimate contractual agreements

4.1.5. referent reputation

4.2. E-business models

4.2.1. content sponsorship firm create websites/sell advertising google yahoo

4.2.2. infomediary aggregates and distribute information market research firm mobile app provide free-of-charge service receive data from users

4.2.3. intermediaries broker online exchange online auction agent represent sellers represent buyers online retailer increase revenue by selling small quantities digital goods add customer value market information promotional effort transactional activities storage and transpotation facilitation activities installation and service increase channel efficiency

5. 1. Introduction to E-Marketing

5.1. E models

5.1.1. E-Business optimization of a firm's business activities through digital technology

5.1.2. E-Commerce subset of e-business focus on transactions

5.1.3. E-Marketing result of information technology applied to traditional marketing

5.2. E-marketing bigger than technoloy

5.2.1. website

5.2.2. community youtube facebook

5.2.3. societies efficient markets more jobs globalization

5.3. Web

5.3.1. 1.0 academic military

5.3.2. 2.0 social media power shift from seller to buyer consumers trust each other

5.3.3. 3.0 high brandwidth seamless social networking semantic web

5.4. success factors for internet marketing excutives

5.4.1. customer advocacy and insight

5.4.2. intergration holistic view

5.4.3. balanced thinking one-to-one marketing mass marketing

5.4.4. passion and entrepreneurial spirit

5.4.5. willingness to accept risk and ambiguity

5.5. level of commitment to e-business

5.5.1. pure play amazon

5.5.2. enterprise dell online and offline

5.5.3. business process CRM

5.5.4. activity email

5.6. segmentation

5.6.1. demographic millennials kids

5.6.2. psychographic personality values lifestyle social media creaters conversationalists critics collectors joiners spectators

5.6.3. Benefit connect create learn enjoy trade

6. 3. Internet user characteristics, CB online and e-marketing research

6.1. 7 key elements of customer experience

6.1.1. objective be functional

6.1.2. perception

6.1.3. encounter

6.1.4. reactions-to-stimuli

6.1.5. sensory

6.1.6. cognitive and emotional

6.1.7. relative

6.2. stages of customer experience

6.2.1. functional

6.2.2. imtimate

6.2.3. evangelist

6.3. online research

6.3.1. methods primary questionnaires discussion group click data secondary search engine newsgroup directors

6.3.2. technology cookies PC meter clickstream site log real-time profiling track movement

7. 5A. Interactive communcation

7.1. advertising

7.1.1. owned media

7.1.2. paid media contextual 根據web pages 入面既內容,賣相關既廣告 behavioral follow email 輸入過既資料 睇過既網 GOOGLE remarketing 你睇過既ITEMS,推薦關相ITEMS sponsorships 鱔犒 facebook narrow targeting mobile advertising location-based ads

7.1.3. earned media PR Word-of-mouth

8. 5B. community marketing

8.1. communities function

8.1.1. real-time immediate communication web-based chat

8.1.2. asynchronous systems delayed communication mailing forum

8.2. types of community

8.2.1. open no specific requirements to be a member openrice taobao

8.2.2. close special qualifications expert doctor

8.3. social

8.3.1. tagging

8.3.2. wikis

8.3.3. social bookmarking share web resources

8.3.4. social news

9. 2. Customer interface and relationship

9.1. 7Cs of customer interface

9.1.1. context website layout and design

9.1.2. content multimedia: photo/video/sound

9.1.3. community user-to-user communication 社區 吸人內容 討論區

9.1.4. customization self-tailor to different users personalization login registration personalized email

9.1.5. communication site-to-user/two-way communication broadcast mass mailing FAQs interactive customer service

9.1.6. connection link to other sites

9.1.7. commerce transaction

9.2. relationship type

9.2.1. strong communal 共有的/集體的 parent-child

9.2.2. weak exchange relationship give and take

9.2.3. long enduring involvement

9.2.4. short situational involvement

9.3. interactivity and individualization

9.3.1. H-H e-banking

9.3.2. H-L library

9.3.3. L-H bank statement

9.3.4. L-L news service

9.4. 9 building blocks of CRM

9.4.1. CRM vision

9.4.2. CRM strategy financial social structural

9.4.3. Customer experience management choice reduction

9.4.4. customer collaboration marketing creating and monitoring online content

9.4.5. organizational collaboration

9.4.6. CRM processes

9.4.7. CRM information tracking behavior electronically

9.4.8. CRM technology

9.4.9. CRM metrics