網絡營銷培訓課件(ppt 43頁)

主要內容
E-business and E-commerce
E-Marketing 理解網絡營銷的內涵
Strategic Planning-戰略規劃
ESP: Environment, Strategy, and Performance
SWOT
Business Models
Activity-Level Models 作業層麵
Performance Metrics
The Balanced Scorecard
Step 2: E-Marketing Strategic Planning
Differentiation
Differentiation Dimensions
Positioning
Developed Economies 發達經濟體
Emerging Economies
Country and market opportunity analysis
Market Approaches Ex 4.4
The Digital Divide
Marketing Knowledge Management
The Marketing Information System
Source 3: Primary Data
Source 2: Secondary Data
Marketing Databases & Data Warehouses
Targeting Online Customers
Influentials
Differentiation
Attitudes and Behaviors
Many Products Capitalize on Internet Properties
Product Benefits: Attributes
Brand Equity
The Internet Changes Pricing Strategies
Fixed Pricing
Dynamic Pricing
Distribution Channel Overview
Distribution Channel Length and Functions
Channel Length
Supply Chain Management
Integrated Marketing Communication (IMC)
Marketing Public Relations (MPR)
Direct Marketing
Permission Marketing: Opt-in, Opt-out
Viral Marketing

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