E-Marketing

1. 6. Branding and public policy

1.1. conceptual model

1.1.1. brand awareness

1.1.1.1. depth

1.1.1.2. breadth

1.1.2. customer benefits

1.1.2.1. confidence

1.1.2.2. loyalty

1.1.2.3. satisfaction

1.1.3. firm benefits

1.1.3.1. reduce marketing cost

1.1.3.2. increase profit margins

1.1.3.3. chance for brand extensions

1.2. 5 levels of brand relationship intensity強度

1.2.1. 1. advaocay

1.2.1.1. tell other about the brand

1.2.2. 2. community

1.2.2.1. communicate with each other

1.2.3. 3. connection

1.2.3.1. communicate to company

1.2.4. 4. indentity

1.2.4.1. display the brand proundly

1.2.5. 5. awareness

1.2.5.1. on the list of possibilities

1.3. e-marketing metrics

1.3.1. web analysis

1.3.1.1. study of users behaviors on web pages

1.3.1.2. where they come from

1.4. search engines marketing

1.4.1. natural search

1.4.1.1. non-paid

1.4.1.2. search engine optimization (SEO)

1.4.1.2.1. content

1.4.1.2.2. meta tags

1.4.2. paid search

1.4.2.1. paid incusion

1.4.2.1.1. buy top position on the top

1.4.2.2. keyword advertising

1.4.2.3. directory listings

1.4.2.3.1. openrice

1.4.3. pay per click advertising

1.4.3.1. on the right hand side

1.4.4. vertical search

1.4.4.1. site-specific search

1.4.4.1.1. youtube

1.5. Balanced scorecard

1.5.1. customer perspective

1.5.1.1. loyalty and satisfaction

1.5.1.1.1. % return site

1.5.1.1.2. time between visits

1.5.1.2. customer engagement

1.5.1.2.1. number of comments

1.5.2. internal perspective

1.5.2.1. quality of online services

1.5.2.1.1. number of customers who use service

1.5.2.1.2. number of compliants

1.5.2.1.3. amount of time to answer customer e-mail

1.5.2.1.4. number of updates

1.5.3. learning and growth perspective

1.5.3.1. HR

1.5.3.1.1. e-marketers

1.5.3.2. new p&s

1.5.3.3. number of customer complaints and fixes

1.5.4. financial perspective

1.5.4.1. return on investment (ROI)

1.5.4.1.1. market share

1.5.4.1.2. individual customer profit

1.6. privacy

1.6.1. e-commerce and trust issues

1.6.1.1. 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

1.6.3.1. cookies

1.6.3.1.1. shopping chart

1.6.3.1.2. recall stored sale information

1.6.3.1.3. user data

1.6.4. ownership of intellectual property

1.6.4.1. 6X The Personal Data (Privacy) Ordinance (H.K)

1.6.5. freedom of expression

1.6.6. Permission marketing

1.6.6.1. simple premise

1.6.6.1.1. not make a sale

1.6.6.1.2. teach/educate customers

1.6.6.1.3. frequency

1.7. Digital property

1.7.1. Patent

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

1.7.2. copyright

1.7.2.1. fair use

1.7.2.1.1. for education and news reporting

1.7.2.2. first sale

1.7.2.2.1. to obtain profit after initial time

1.7.3. trademark

1.7.3.1. source identifiers

1.7.3.1.1. internet naming system of domain names

2. 4B. Pricing strategy

2.1. payment options

2.1.1. offline payment

2.1.1.1. payment by smartphone

2.1.1.1.1. NFC+online system

2.1.1.2. smart chips

2.1.1.2.1. 八達通

2.1.2. one-time payments

2.1.2.1. PayPal

2.2. The internet charging pricing strategies

2.2.1. dynamic pricing

2.2.1.1. vary price for individual customers

2.2.1.2. effects

2.2.1.2.1. decrease menu cost

2.2.1.2.2. interactivitiy

2.2.2. price transparency

2.3. Key pricing strategies

2.3.1. retail price decision

2.3.1.1. cyclical promotional pricing (Hi-Lo)

2.3.1.1.1. 酒店

2.3.1.1.2. 機票

2.3.1.2. Everyday low pricing

2.3.1.2.1. 100 yen店

2.3.1.3. retail/outlet pricing

2.3.1.3.1. 免運費

2.3.1.3.2. discount

2.3.1.3.3. coupon

2.3.1.3.4. refund

2.3.2. basic pricing strategies

2.3.2.1. cost plus

2.3.2.2. brand pricing

2.3.2.2.1. brand power high-> charge at any level

2.3.2.3. promotions

2.3.3. dynamic pricing strategies

2.3.3.1. negotiated pricing

2.3.3.2. English auctions

2.3.3.2.1. 有產品，價高者得

2.3.3.3. Reverse-Price English auctions

2.3.3.3.1. Buyer 問人，價低者得

2.3.3.4. Dutch auctions

2.3.3.4.1. 出個高價賣

2.3.3.5. Exchange

2.3.3.5.1. earn commission

2.3.4. advanced pricing strategies

2.3.4.1. volume discount pricing

2.3.4.2. two-part pricing

2.3.4.3. bundling

2.3.4.3.1. 捆綁

2.3.4.4. 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

2.6.1.1. the internet is convenient and fast

2.6.1.2. self-service saves time

2.6.1.3. One-stop shopping and integration save time

2.6.1.4. automation saves energy

2.6.2. power shift

2.6.2.1. from seller

2.7. seller view

2.7.1. internal factors

2.7.1.1. pricing objectives

2.7.1.1.1. profit oriented

2.7.1.1.2. market oriented

2.7.1.1.3. competition oriented

2.7.1.2. marketing mix strategies

2.7.2. external factors

2.7.2.1. market structure

2.8. pressure on price

2.8.1. upward

2.8.1.1. expensive customer service

2.8.1.2. high shipping costs

2.8.1.3. cost of site maintenance

2.8.2. downward

2.8.2.1. self-service

2.8.2.2. JIT inventory

2.8.2.3. printing and mailing

2.8.2.4. 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

3.2.1.1. downloadable music

3.2.2. online core service

3.2.2.1. the new york times

3.2.2.2. intangibility

3.2.2.3. inseprarability

3.2.2.4. heterogeneity

3.2.2.5. perishability

3.2.3. retail or distribution service

3.2.3.1. offline core+online distribution

3.2.3.2. amazon.com

3.2.4. product augmentation

3.2.4.1. add extra services or benefits

3.2.4.2. offline core+online service

3.2.4.3. FedEx

3.2.4.3.1. 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

3.4.1.1. quality

3.4.1.2. specific features

3.4.1.3. mass customization

3.4.2. branding

3.4.2.1. internet domain names

3.4.2.1.1. directing people correctly to a site

3.4.2.2. promise or value proposition

3.4.2.2.1. m記->全世界

3.4.3. support services

3.4.3.1. help customer

3.4.3.1.1. installation

3.4.3.1.2. maintenance

3.4.3.1.3. product guarantees

3.4.3.2. 中原地產

3.4.4. labeling

3.4.4.1. product usage and features

3.4.4.2. extensive legal information

4. 4C. Distribution

4.1. channel power

4.1.1. reward

4.1.1.1. benefit for complying with a request

4.1.1.1.1. 俾多D commission

4.1.2. expert

4.1.2.1. special expertise or skills

4.1.3. coercive

4.1.3.1. withhold resources

4.1.3.1.1. 可樂759

4.1.4. legitimate

4.1.4.1. contractual agreements

4.1.5. referent

4.1.5.1. reputation

4.2. E-business models

4.2.1. content sponsorship

4.2.1.1. firm create websites/sell advertising

4.2.1.2. google

4.2.1.3. yahoo

4.2.2. infomediary

4.2.2.1. aggregates and distribute information

4.2.2.2. market research firm

4.2.2.3. mobile app

4.2.2.3.1. provide free-of-charge service

4.2.2.3.2. receive data from users

4.2.3. intermediaries

4.2.3.1. broker

4.2.3.1.1. online exchange

4.2.3.1.2. online auction

4.2.3.2. agent

4.2.3.2.1. represent sellers

4.2.3.2.2. represent buyers

4.2.3.3. online retailer

4.2.3.3.1. increase revenue by selling small quantities

4.2.3.3.2. digital goods

4.2.3.4. add customer value

4.2.3.4.1. market information

4.2.3.4.2. promotional effort

4.2.3.4.3. transactional activities

4.2.3.4.4. storage and transpotation

4.2.3.4.5. facilitation activities

4.2.3.4.6. installation and service

4.2.3.5. increase channel efficiency

5. 1. Introduction to E-Marketing

5.1. E models

5.1.1. E-Business

5.1.1.1. optimization of a firm's business activities through digital technology

5.1.2. E-Commerce

5.1.2.1. subset of e-business

5.1.2.1.1. focus on transactions

5.1.3. E-Marketing

5.1.3.1. result of information technology

5.1.3.1.1. applied to traditional marketing

5.2. E-marketing bigger than technoloy

5.2.1. website

5.2.2. community

5.2.2.1. youtube

5.2.2.2. facebook

5.2.3. societies

5.2.3.1. efficient markets

5.2.3.2. more jobs

5.2.3.3. globalization

5.3. Web

5.3.1. 1.0

5.3.1.1. academic

5.3.1.2. military

5.3.2. 2.0

5.3.2.1. social media

5.3.2.2. power shift from seller to buyer

5.3.2.3. consumers trust each other

5.3.3. 3.0

5.3.3.1. high brandwidth

5.3.3.2. seamless social networking

5.3.3.3. semantic web

5.4. success factors for internet marketing excutives

5.4.1. customer advocacy and insight

5.4.2. intergration

5.4.2.1. holistic view

5.4.3. balanced thinking

5.4.3.1. one-to-one marketing

5.4.3.2. 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

5.5.1.1. amazon

5.5.2. enterprise

5.5.2.1. dell

5.5.2.1.1. online and offline

5.5.3. business process

5.5.3.1. CRM

5.5.4. activity

5.5.4.1. email

5.6. segmentation

5.6.1. demographic

5.6.1.1. millennials

5.6.1.2. kids

5.6.2. psychographic

5.6.2.1. personality

5.6.2.2. values

5.6.2.3. lifestyle

5.6.2.4. social media

5.6.2.4.1. creaters

5.6.2.4.2. conversationalists

5.6.2.4.3. critics

5.6.2.4.4. collectors

5.6.2.4.5. joiners

5.6.2.4.6. spectators

5.6.3. Benefit

5.6.3.1. connect

5.6.3.2. create

5.6.3.3. learn

5.6.3.4. enjoy

5.6.3.5. trade

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

6.1. 7 key elements of customer experience

6.1.1. objective

6.1.1.1. 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

6.3.1.1. primary

6.3.1.1.1. questionnaires

6.3.1.1.2. discussion group

6.3.1.1.3. click data

6.3.1.2. secondary

6.3.1.2.1. search engine

6.3.1.2.2. newsgroup

6.3.1.2.3. directors

6.3.2. technology

6.3.2.1. cookies

6.3.2.2. PC meter

6.3.2.2.1. clickstream

6.3.2.3. site log

6.3.2.4. real-time profiling

6.3.2.4.1. track movement

7. 5A. 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. 5B. community marketing

8.1. communities function

8.1.1. real-time

8.1.1.1. immediate communication

8.1.1.1.1. web-based chat

8.1.2. asynchronous systems

8.1.2.1. delayed communication

8.1.2.1.1. mailing

8.1.2.1.2. forum

8.2. types of community

8.2.1. open

8.2.1.1. no specific requirements to be a member

8.2.1.2. openrice

8.2.1.3. taobao

8.2.2. close

8.2.2.1. special qualifications

8.2.2.1.1. expert

8.2.2.1.2. doctor

8.3. social

8.3.1. tagging

8.3.2. wikis

8.3.3. social bookmarking

8.3.3.1. share web resources

8.3.4. social news

9. 2. Customer interface and relationship

9.1. 7Cs of customer interface

9.1.1. context

9.1.1.1. website layout and design

9.1.2. content

9.1.2.1. multimedia: photo/video/sound

9.1.3. community

9.1.3.1. user-to-user communication

9.1.3.2. 社區

9.1.3.2.1. 吸人內容

9.1.3.3. 討論區

9.1.4. customization

9.1.4.1. self-tailor to different users

9.1.4.2. personalization

9.1.4.2.1. login registration

9.1.4.2.2. personalized email

9.1.5. communication

9.1.5.1. site-to-user/two-way communication

9.1.5.2. broadcast

9.1.5.2.1. mass mailing

9.1.5.2.2. FAQs

9.1.5.3. interactive

9.1.5.3.1. customer service

9.1.6. connection

9.1.6.1. link to other sites

9.1.7. commerce

9.1.7.1. transaction

9.2. relationship type

9.2.1. strong

9.2.1.1. communal 共有的/集體的

9.2.1.1.1. parent-child

9.2.2. weak

9.2.2.1. exchange relationship

9.2.2.1.1. give and take

9.2.3. long

9.2.3.1. enduring involvement

9.2.4. short

9.2.4.1. situational involvement

9.3. interactivity and individualization

9.3.1. H-H

9.3.1.1. e-banking

9.3.2. H-L

9.3.2.1. library

9.3.3. L-H

9.3.3.1. bank statement

9.3.4. L-L

9.3.4.1. news service

9.4. 9 building blocks of CRM

9.4.1. CRM vision

9.4.2. CRM strategy

9.4.2.1. financial

9.4.2.2. social

9.4.2.3. structural

9.4.3. Customer experience management

9.4.3.1. choice reduction

9.4.4. customer collaboration marketing

9.4.4.1. creating and monitoring online content

9.4.5. organizational collaboration

9.4.6. CRM processes

9.4.7. CRM information

9.4.7.1. tracking behavior electronically

9.4.8. CRM technology

9.4.9. CRM metrics