Innovations In Behavioral Marketing And
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Innovations In Behavioral Marketing And
MARKETING MANAGEMENT
TERM PROJECT
Innovations in Behavioral Marketing and
Electronic Commerce
Date: June 15, 2000
Table of Contents
Preface
1
Γ . Introduction
Θ . Benefits of Electronic Marketing
Κ . Effectiveness of E-Commerce
I. Ways for Promoting your Website
II. Learning about your Visitors
III. Segmenting your Internet Market
Λ . E-Commerce in Lebanon
I. Lebanese Companies on the Net
II. Customer Adaptation to E-Commerce Websites
Μ . Conclusion
I. Introduction
An online marketing channel is one that a person can reach via computer and modem. A modem connects a computer to a telephone line so that the computer user can reach various online information services. There are two types of online channels:
Commercial Online Channels:
Various companies have set up online information and marketing services that can be accessed by those who have signed up for the service and pay a monthly fee. The best-known online services are: CompuServe, America Online, and Prodigy, with more than 3,200,000, 3,000,000, and 1,600,000 subscribers respectively. These online channels provide subscribers with five main services: information (news, libraries, education, travel, sports, reference), entertainment (fun and games), shopping services, dialogue opportunities (bulletin boards, forums, chat boxes), and E-mail.
The Internet:
The Internet is a global web of some 45,000-computer networks that has made instantaneous and decentralized global communication possible. Originally established to facilitate research and scholarly exchanges, the Internet is now available to a much broad audience, some 25,000,000 people. Users can send e-mail, exchange views, shop for products, and access news, food recipes, art and business information. The Internet itself is free, though individual users may need to pay a commercial service to be hooked up to it.
II. Benefits of Electronic Marketing
Why have online services become so popular? First, they provide three major benefits to potential buyers:
· Convenience: Customers can order products 24 hours a day wherever they are. They do not have to sit in traffic, find a parking space, and walk through countless aisles to find and examine goods. And they do not have to drive all the way to a store, only to find out that the desired product is out of stock.
· Information: Customers can find reams of comparative information about companies products, and competitors without lea...
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