CHAPTER 4: MARKETING AND ADVERTISING

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CHAPTER 4: MARKETING AND ADVERTISING by Mind Map: CHAPTER 4: MARKETING AND ADVERTISING

1. Mass Marketing, Marketing Segmentation and Relationship Marketing

1.1. Figure 1

1.1.1. Market segmentation: the process of dividing a consumer market into logical groups for conducting marketing research and analyzing personal information

1.1.2. Relationship marketing: marketing method that focuses on building a long-term relationship with customers

1.1.3. One-to-One marketing: marketing that treats each customer in a unique way

2. Personalization and Behavioral Marketing

2.1. Personalization: the matching of services, products, and advertising content with individual consumers and their preferences

2.2. User profile: the requirements, preferences, behaviors, and demographic traits of a particular customer

2.3. Cookie: it collects user's data file (like site visited) and place into user's hard drive

3. Web Advertising

3.1. Interactive marketing: online marketing by which facilitated by the internet. Means the marketers or advertisers can directly communicate to buyers

3.2. Basic advertising method

3.2.1. ad view: how many times a user is call up to see the ads

3.2.2. button: a small banner that is linked to a website

3.2.3. click: how many clicks user performed. it would redirect the user to an ads

3.2.4. visit: users visit the ads page

3.3. Why online advertising: - cost reduced - easy to access - not wasting your time

4. Decision-Making Process

4.1. Players in the decision process: - initiator - influencer - decider - buyer - user

5. Loyalty, Satisfaction and Trust

5.1. Customer loyalty

5.1.1. E-loyalty: a commitment by customer to repurchase the goods or services provided

5.2. Trust: psychological status of willingness to depend on another person to do something

5.2.1. Online trust: the belief that an online store or webstore can deliver (goods or services) as what they promised

5.2.2. How to increase trust: - affiliate marketing - word-to-mouth - ads review - collaboration with others