Singh_Econ139A_S2011_Lec10

Singh_Econ139A_S2011_Lec10 - business. technology. society....

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1 business. technology. society. Marketing and Selling The Economics of Electronic Commerce (Economics 139A) UCSC Spring 2011 Professor Nirvikar Singh April 18, 2011
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What is Marketing? Identifying needs and filling them (at a price attractive for the seller) Includes advertising Online marketing Interactive Rapid, customized product development Real-time marketing One-to-one marketing (extreme market segmentation)
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Consumers Online: The Internet Audience and Consumer Behavior Around 70% (82 million) U.S. households have Internet access in 2010 Growth rate has slowed Intensity and scope of use both increasing Some demographic groups have much higher percentages of online usage than others Gender, age, ethnicity, community type, income, education Slide 6-3
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The Internet Audience and Consumer Behavior (cont’d) Broadband audience vs. dial-up audience Purchasing behavior affected by neighborhood Lifestyle and sociological impacts Use of Internet by children, teens Use of Internet as substitute for other social activities Media choices Traditional media competes with Internet for attention Slide 6-4
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Consumer Behavior Models Study of consumer behavior Social science Attempts to explain what consumers purchase and where, when, how much and why they buy Consumer behavior models Predict wide range of consumer decisions Based on background demographic factors and other intervening, more immediate variables Slide 6-5
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The Attention Economy Push vs. pull Interaction with consumers People’s time (attention) is the ultimate scarce resource Have to compete for attention, while not seeming intrusive
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Types of Goods and Advertising Types of goods Search Experience Credence Types of advertising Informative Existence, availability, characteristics, price Persuasive
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A General Model of Consumer Behavior Figure 6.1, Page 352 Slide 6-8 SOURCE: Adapted from Kotler and Armstrong, 2009.
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Background Demographic Factors Culture: Broadest impact Subculture (ethnicity, age, lifestyle,
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This note was uploaded on 09/09/2011 for the course ECON 139a taught by Professor Turnbull,s during the Spring '08 term at UCSC.

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Singh_Econ139A_S2011_Lec10 - business. technology. society....

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