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07 LT7 Chapter 6 - E-commerce marketing concepts Chapter 6...

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Click to edit Master subtitle style 7/7/11 E-commerce marketing concepts Chapter 6
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7/7/11 Learning Objectives Identify the key features of the Internet audience Discuss the basic concepts of consumer behavior and purchasing decisions Understand how consumers behave online Describe the goal and components for a customer relationship management (CRM) system
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7/7/11 The Internet Audience Before firms can sell their products online, they first must understand what kinds of people they will find online and how those people behave in the online marketplace Questions: l Who has access to the Internet? l What do people do online? l Why do people buy online?
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7/7/11 The Internet Audience In 2010, around 221 million people of all ages and over 82 million U.S. households (about 70%) had access to the Internet By comparison, 98% of all U.S. households currently have televisions and 94% have telephones Overall growth has stagnated; the penetration rate has hovered in the 65- 70% range for the past few years Why may these numbers never reach the
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7/7/11 Intensity and Scope of Usage The slowing growth rate in the US Internet population is compensated for in part by an increasing intensity and scope of use Overall, users are going online more frequently, with 78% of adult users in the US (128 million people) logging on in a typical day People are also going online to engage in a wider range of activities than in the
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7/7/11 Internet User Demographics (Table 6.2) All groups had increased levels of access to the Internet during the period 2002- 2010 Gender l Fairly equal percentage of men and women users (79%) Age The number of very young children and teens going online is growing dramatically l The 18-29 year old age group is at 95%
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7/7/11
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