CHAPTER 4 : MARKETING AND ADVERTISING

1. Personalization and Behavioral Marketing

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

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

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

2. Web Advertising

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

2.2. Basic advertising method

2.2.1. Ad view : how many times a user is call up to see the ads

2.2.2. Button : a small banner that is linked to a website

2.2.3. Click ; how many clicks user performed it would redirect the user to an ads

2.2.4. Visit : users visit the ads page

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

3. Decision-Making Process

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

3.1.1. E-loyality : a commitment by customer to repurchase the goods or services provided

4. Loyality, Satisfaction and Trust

4.1. Customer loyalty

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

4.2. Trust : phychological status of willingness to depend on another person to do somethimg

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

5. Mass Marketing, Marketing Segmentation and Relationship Marketing

5.1. Marketing segmetation : the process of dividing a consumer market into logical groupsfor conducting marketing research and analyzing personal information

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

5.3. One-to-One marketing : marketing that threats each customer in a unique way