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Kunnskapskilden – Internet Marketing Intelligence
Internet Marketing Intelligence
Kunnskapskilden – Internet Marketing Intelligence
Internet Situational Analysis of 1to1 Marketing/CRM
Research Project: Internet Situational Analysis of 1to1 Marketing/CRM from Jan Vig at Griffith University , Australia 1999/2000
Content
Chapter 9 |
Segmentation, Customer analysis and target markets |
Chapter 9 Segmentation, Customer analysis and target markets9. 1 Segmentation9.1.1 Bases for segmenting consumer market 9.1.2 Segmentation Internet users 9.1.3 Bases for segmenting business market 9.1.4 E-Business Market Segmentation 9.2 The Internet Consumer9.2.1 Shift of power to customer 9.2.2 Main motivations to Surf the Net 9.2.3 Facilitator: 9.2.4 Simplifier: 9.2.5 Accelerator: 9.2.6 It is 5 general categories of adopters of products 9.2.7 Strategies 9.2.8 Demographics-Age 9.2.9 Demographics- Gender 9.2.10 Female Users 9.2.11 Things that attract/repel females 9.2.12 Education attainment 9.3 The Internet Consumer and shopping9.3.1 Shopping on the Web (Interactive Home Shopping=IHS) 9.3.2 Reasons for using the Web to shop 9.3.3 Placing orders 9.3.4 Dissatisfying experiences with IHS 9.3.5 Perceived risk with IHS 9.3.6 Overcoming perception of risks 9.3.7 Trust in Action 9.3.8 Some supporting facts 9.3.9 Types of goods and decision-making 9.3.10 The IHS difference 9.3.11 Some ways of developing a IHS competitive advantage 9.3.12 24% of retail sales may be consumer direct by 2010 9.3.12 How Do You Fare With Accessory Buyers? 9.4 One to One’s target markets9.4.1 Target areas 9.4.2 Online targeting |
9.1 |
Segmentation |
Research Project: Internet Situational Analysis of 1to1 Marketing/CRM from Jan Vig at Griffith University , Australia 1999/2000
Segmentation is the breaking down of supposedly uniform markets into sub-groupings by reference to the different needs and characteristic of the customers.
9.1.1 Bases for segmenting consumer market
Technographics – new market segmentation
iVALS http://future.sri.com/VALS/ Reach the Consumers Who Drive Your Business
VALStm (Values and Lifestyles) categorizes U.S. adult consumers into mutually exclusive groups based on their psychology and several key demographics.
VALS is unique because it highlights factors that motivate consumer buying behavior. Other segmentation systems, based solely on demographics or geographics, cannot do this because they do not look at the underlying psychological make-up of people.
Companies that know why their customers act the way they do have a competitive edge.
Psychographic survey developed specifically for Internet users http://future.sri.com/vals/ivals.segs.html
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Technographics (MKT 7008 and MKT 7002)
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Technographic example
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9.1.2 Segmentation Internet users
Internet users can be segmented in the following categories
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9.1.3 Bases for segmenting business market
9.1.4 E-Business Market Segmentation
Metagroup.com Strategies and Tactics for Electronic Commerce From:JeffreyMann
http://www.metagroup.com
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