Marketing On The Internet

Contents

• Preface
• Introduction to the Internet
• The Yahoo! Story
• A Variety of Perspectives
• What Is the Internet?
• The Internet as Technology
• The Internet as Social Space
• The Internet as Marketing Tool
• What Is the Web? (A Business Perspective)
• Information Publishing
• Transaction-Based Systems
• Mass Customization (Personalization)
• Hierarchy of Effects Explanation
• Internet Business Models
• The Web as an Important Part of the Economy
• Internet Stocks Are Up
• New Media Revenues
• Reduced Inflation
• Efficiency and Effectiveness
• Jobs
• Organization of This Book
• Marketing Plan Tasks
• Marketing Process Applied to This Book
• Summary
• Key Concepts and Terms
• Exercises
• Practitoner Perspective
• Convergence: What It Is and What It Means
• Manish Bhatia
• Nielsen Media Research
• Leveraging Technology
• Bandwidth and Market Opportunities
• Ethics and Law: Codes of Conduct
• Savvy Sites
• Internet User Characteristics and Behavior
• The GVU Story
• Internet Growth Rate
• Diffusion of Innovation and Adopter
• Categories
• Product Adoption and the Product Life
• Cycle
• Size of the Internet
• Defining ``User'
• Measuring the Internet's Size
• Market Segmentation
• Market Segmentation Bases and Variables
• Segmentation Coverage Strategies
• Internet User Characteristics and Behavior
• Consumer Navigation Behavior
• Attention
• Privacy
• User Controlof Message
• Summary
• Key Concepts and Terms
• Exercises
• Leveraging Technology: Content Filtering
• Ethics and Law: Copyright,Patent, and
• Trademark Law
• Savvy Sites Online Research
• The RelevantKnowledge Story
• Marketing Information via the Internet
• Secondary Data via the Internet
• Scanning the Macroenvironment
• Scanning the Microenvironment
• Primary Data through Online Research
• Primary Research Steps
• Online Experiments
• Online Focus Groups
• Online Observations
• Online Survey Research
• Summary
• Key Concepts and Terms
• Exercises Practitioner Perspective
• Building a Panel to Project the Behavior of the Web-Using Universe: The ``Magic of
• Random Probability Sampling'
• Ted Hawthorne
• Leveraging Technology: Site Rating Services
• Ethics and Law: Jurisdiction
• Savvy Sites
• The Datek Story
• Product
• New-Product Opportunities
• New Technologies Spawn New Products
• New-Product Opportunities on the Internet
• New-Product Strategies for Internet
• Marketing
• Product Mix Strategies
• Branding Strategies
• Online Positioning Strategies
• Products That Use the Internet as a
• Distribution Channel
• Pricing
• Factors Putting Downward Pressure on
• Internet Prices
• Costs Putting Upward Pressure on Internet Prices
• Online Pricing Strategies
• Penetration Pricing
• Price Leadership
• Promotional Pricing
• Summary
• Key Concepts and Terms
• Exercises Practitioner Perspective
• Why Don't These Numbers Match?
• Bob Ivins
• Leveraging Technology: Shopping Agents
• Ethics and Law: Hyperlinks, Meta-Tags, and Framing
• Savvy Sites
• The Net as Distribution Channel
• The RealNetworks Story
• Introduction
• Distribution Channel Functions Online
• Market Research
• Marketing Communications
• Contact with Buyers
• Matching Product to Buyer's Needs
• Physical Distribution
• Financing
• Negotiating Price
• Aggregating Product
• Length of Distribution Channels
• Power Relationships among Channel Players
• Online Retailing: ``Click Till You Drop'
• Online Benefits
• Online Obstacles
• Summary
• Key Concepts and Terms
• Exerises Practitioner Perspective
• Eletronic Commerce
• Peter Clemente
• Leveraging Technology: Transaction Security
• Ethics and Law: Expression on the Internet
• Savy Sites
• Marketing Communications on the Net
• The PrivNet Story
• Introduction
• Integrated Marketing Communication (IMC)
• Internet Advertising
• Public Relations Activities on the Net
• Sales Promotions onthe Internet
• Personal Selling on an Impersonal Medium
• The Net as a Medium
• Electronic Media
• Print Media
• Diret Mail
• Audience Measurement
• Which Media to Buy?
• Summary
• Key Concepts and Terms
• Exercises
• Practitioner Perspective
• Exploding the Web CPM Myth Rick Boyce
• Leveraging Technology: Proxy Servers and
• Cache
• Ethics and Law: Spam
• Savvy Sites
• Relationship Marketing Through Online Strategies
• The Amazon Story
• Building Customer Relationships, 1:1
• Relationship Marketing Defined
• Stakeholders
• Relationship Levels
• Brand Loyalty Decline
• Too Many Products
• Too Many Sales Promotions
• Market Environment Changes
• Relationship Marketing Benefits
• Increased Profits
• Benefits to the Customer
• Internet Strategies Facilitating
• Relationship Marketing
• Intranet
• Extranet
• Web Site Strategies
• Outgoing E-mail
• Guarding Consumer Privacy
• Summary
• Key Concepts and Terms
• Exercises
• Practitioner Perspective
• The Dual-Value Proposition
• Kathryn Creech
• Leveraging Technology
• Cookies and Collaborative Filtering
• Ethics and Law: Privacy
• Savvy Sites
• The Internet Marketing Plan
• The Adjacency Story
• Introduction
• Creating an Internet Marketing Plan
• Situation Analysis
• Review the Existing Marketing Plan
• Conduct an Environmental Scan
• Develop a Market Opportunity Analysis
• Identify Target Stakeholders
• Set Objectives
• Design Marketing-Mix Strategies toMeet the Objectives
• Stakeholder Communication
• Selling Products and Services over the
• Internet
• Gaining Internal Efficiencies
• Action Plan
• Project Scope
• Site Development
• Site Maintenance
• Budgeting
• Revenue Streams
• Product and Service Sales
• Advertising Space Sales
• Agent Fees
• Cost Savings
• Intangible Benefits
• Cost/Benefit Analysis
• Evaluation Plan
• Summary
• Key Concepts and Terms
• Exercises
• Practitioner Perspective
• The Web Development Process
• Matt Straznitskas
• Leveraging Technology: Building a Web Site
• Ethics and Law: Privacy in Digital Contexts
• Savvy Sites