Chapter 4 Marketing and Advertising in E-Commerce
by Nwh Ng
1. Influential Factors
1.1. Personal Characteristics
1.2. Product/Service Factors
1.3. Merchant and Intermediary Factors
1.4. EC Systems
1.4.1. Motivational Factors
1.4.2. Hygiene Factors
1.5. Environmental Factors
2. Players In The Consumer Decision Process
2.1. Initiator
2.2. Influencer
2.3. Decider
2.4. Buyer
2.5. User
3. How to Increase Trust in EC
3.1. Improve your website
3.2. Affilate with an Objective Third Party
3.3. Establish Trustworthiness
4. Market Segmentation
4.1. Process of dividing a consumer market into logical groups or conducting marketing research and analysing personal information
5. One-to-one marketing
5.1. Marketing that treats each customer in a unique way
6. Major Categories of Ads
6.1. Classified Ads
6.2. Display Ads
6.3. Interactive Ads
7. Mobile Marketing
7.1. Conducting marketing on or with a mobile device
8. Purchasing-Decision Model
8.1. Need indentification
8.2. Information search
8.2.1. Product brokering
8.2.2. Merchant brokering
8.3. Evaluation of alternatives
8.4. Purchase and delivery
8.5. Postpurchase activities
9. Personalization and Behavioral Marketing
9.1. Personalization
9.1.1. Matching if services, products, and advertising content with individual consumers and their preferences
9.2. User profile
9.2.1. Requirement, preference, behaviors, and demographic traits of a particular customer