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168406470_422373808620676_769880588684361728_n.jpg Use the Online

Consumer Purchasing Model (Figure 6.10) to assess the effectiveness of an e-mail campaignat a small website devoted to the sales of apparel to the ages 18-26 young adult market in Bangladesh.Assume a marketing campaign of 100,000 e-mails (at 25 cents per e-mail address). The expected clickthroughrate is 5%, the customer conversion rate is 10%, and the loyal customer retention rate is 25%. Theaverage sale is $60, and the profit margin is 50% (the cost of the goods is $30). Does the campaign producea profit? What would you advise doing to increase the number of purchases and loyal customers? What webdesign factors? What communications messages?

68406470_422373808620676_769880588684361728_n.jpg

Figure 6.10 An Online Consumer Purchasing
Model
Awareness-
Evaluation of
Post-purchase
Need
Search
Alternatives
Purchase
Behavior-
Recognition
Loyalty
Market
Communications
Search engine
Display ads
Page views
E-mail
Website hits
Stickiness
Acquisition;
Affiliates
Site design
Conversion
Social networks
Blogs
Mobile ads
Apps
1,000
50 purchases
12 loyal
100,000 Impressions
Unique visitors
(5% rate)
customers
10,000 Search clicks
(1% of impressions)
(25% retention)
1,500 Likes

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