PPT 254 E-COMMERCE CONCEPT

Chapter 4

Consumer Behavior, 

Customer Service, and 

Advertising

 Ritchey Design Learns About Customers

¢  The Problem

—Small business designing and manufacturing mountain bike components

—1995 Web site was a status symbol rather than a business tool

—The site did not:

¢  Offer enough customer information

¢  Enable the company to gain insight into their customers’ needs and wants

Exhibit 4.1 EC Consumer Behavior Model

Consumer Behavior Online (cont.)

¢  Consumer types—individual consumers who commands most of the media’s attention

¢  Organizational buyers

—Governments and public organizations

—Private corporations

—Resellers

¢  Consumer behavior viewed in terms of:

—Why is the consumer shopping?

—How does the consumer benefit from shopping online?

Variables in the Purchasing Environment

¢  Social variables—people are influenced by:

  Family members, friends, co-workers, “what’s in fashion this year”

¢  Cultural/community variables—where the consumer lives

¢  Other environmental variables:

  Available  information, government regulations, legal constraints, situational factors

Personal Characteristics Personal Differences

¢  Age and gender

¢  Marital status

¢  Educational level

¢  Ethnicity

¢  Occupation

¢  Household income

¢  Personality

¢  Lifestyle characteristics

Consumer Purchasing Decision Making

¢  Roles people play in decision-making

—Initiator—suggests/thinks of buying a particular product or service

—Influencer—advice/views carry weight in making a final buying decision

—Decider—makes a buying decision or any part of it

—Buyer—makes the actual purchase

—User—consumes or uses a product or service

General Purchasing Decision-Making Model 

¢  5 major phases of a general model

1.Need identification

2.Information search

3.Evaluation of alternatives

4.Purchase and deliver

5.After-purchase evaluation

Web Advertising

¢  Advertising is an attempt to disseminate information in order to affect a buyer-seller transaction

¢  Interactive marketing—marketing that allows a consumer to interact with an online seller

—Two-way communication and e-mail capabilities

—Vendors also can target specific groups and individuals

—Enables truly one-to-one advertising

Internet Advertising Terminology

¢  Ad views—number of times users call up a page that has a banner on it during a specific time period; known as impressions or page views.

¢  Button—a small banner that is linked to a Web site

¢  Page—HTML document

¢  Click—a count made each time a visitor clicks on an advertising banner to access the advertiser ‘s Web site (ad clicks and click throughs)   

¢  CPM (cost per thousand impressions)—fee an advertiser pays for each 1,000 times a page with a banner ad is viewed

¢  Hit—request for data from a Web page or file

¢  Visit—a series of requests during one navigation of a Web a site; a pause of request for a certain length of time ends a visit

Why Internet Advertisement?

¢  3/4 of PC users gave up some television time

¢  Well educated, high-income Internet users are  a desired target for advertisers

¢  Internet is by far the fastest growing communication medium

¢  Advertisers are interested in a medium with such potential reach, both locally and globally

¢  Cost

—Online ads are cheaper than those in other media

—Ads can be updated at any time with minimal cost

¢  Richness of format

—Use of text, audio, graphics, and animation

—Games, entertainment, and promotions are easily combined in online ads

¢  Personalization

—Can be interactive

—Can target specific interest groups and/or individuals

Exhibit 4.11 Adoption Curves for Various Media

Advertising Networks

¢  Advertising networks (ad server networks)—specialized firms that offer customized Web advertising, such as brokering ads and helping target ads to selected groups of consumers

¢  One-to-one targeted ads and marketing can be:

—Expensive

—Very rewarding

—Very effective

Advertisement Methods

¢  Banner--on a Web page, a graphic advertising display linked to the  advertiser’s Web page

—Keyword banners

—Random banners

¢  Benefits of banner ads

—Customized to the target audience or one-to-one ads

—Utilize “force advertising” marketing strategy

—Direct link to advertiser

—Multi media capabilities

¢  Limitations of banner ads

—High cost

—Click ratio—the ratio between the number of clicks on a banner ad and the number of times it is seen by viewers; measures the success of a banner in attracting visitors to click on the ad

—Declining click ratio—viewers have become immune to banners

¢  Banner swapping—an agreement between two companies to each display the other’s banner ad on its Web site

—Direct link between one site to the other site

—Ad space bartering

¢  Banner exchanges—markets in which companies can trade or exchange placement of banner ads on each other’s Web sites (bcentral.com)

—Credit ratio of approximately 2:1

—Still the largest Internet advertising medium 

¢  Pop-under ad—an ad that appears underneath the current browser window, so when the user closes the active window, they see the ad

¢  Interstitials– an initial Web page or a portion of it that is used to capture the user’s attention for a short time while other content is loading

¢  E-mail

—Several million users may be reached directly

—Problems: junk mail, spamming

¢  Standardized ads—on February 26, 2001, the Internet Advertising Bureau, an industry trade group, adopted five standard ad sizes for the Internet:

—Larger and more noticeable than banner ads

—Look like the ads in a newspaper or magazine

—Users read these ads four times more frequently than banners

—Appear on Web sites in columns or boxes

¢  Skyscraper ad—full column-deep

—Sometimes as many as four on one Web page

—Interactive—click on a link inside the ad for more information about a product or service

¢  Classified ad—a newspaper-like ad

—Special sites like classifieds2000.com

—Online newspapers, exchanges, portals ,

—Regular-size classified ads is free

—Larger  size or with some noticeable features is done for a fee

¢  URL (Universal Resource Locators)

—Advantages:

¢  Minimal cost is associated with it

¢  Submit your URL to a search engine and be listed

¢  Keyword search is used

—Disadvantages:

¢  Search engines index their listings differently

¢  Meta tags can be complicated

—Optimizing Web content improves discovery by a search engine

¢  Keywordcount.com

¢  Searchenginewatch.com

—Paid search-engine inclusion

¢  Several search engines charge fees for including URLs near the top of the search results

¢  A debatable issue is the ethics of this strategy

¢  Advertising in chat rooms

—Virtual meeting ground

—Free addition to a business site

—Allows advertisers to cycle through messages and target the chatter again and again

—Advertising can become more thematic

—More effective than banners

—Used for one-to-one connections

¢  Advertorial—an advertisement “disguised” to look like an editorial or general information

Special Advertising Topics

¢  Pricing of advertising

—Justifying the cost of Internet advertisement is difficult for two reasons:

1.The difficulty in measuring the effectiveness of online advertising and

2.Disagreements on pricing methods

¢  Pricing based on ad views

¢  Pricing based on click-through

¢  Payment based on interactivity

  The interactivity model bases ad pricing on how the visitor interacts with the target ad

¢  Payment based on actual purchase

  Pay for ads only if an actual purchase has been made (affiliate programs)

¢  Permission advertising (permission marketing)—advertising (marketing) strategy in which customers agree to accept advertising and marketing materials

¢  Measuring, auditing, and analyzing web traffic

—Site audit validates the number of ad views and hits claimed by the site

—Rating—looks at multiple criteria including content, attractiveness, ease of navigation, and privacy  protection

—Sites with higher ratings command higher prices for advertising placed on their sites

—Companies use software to assess if placing ads really increases traffic to their sites

¢  Localization—the process of converting media products developed in one country to a form culturally and linguistically acceptable in countries outside the original target market

¢  Using internet radio for localization

  Internet radio—a Web site that provides music, talk, and other entertainment, both live and stored, from a variety of radio stations

19 Keistimewaan Wanita Menurut Hadis

1.     Doa  wanita itu lebih makbul daripada lelaki kerana sifat penyayang yang lebih kuat  daripada lelaki. Ketika ditanya kepada Rasulullah SAW akan hal tersebut, jawab baginda , " Ibu lebih penyayang daripada bapa dan doa orang yang penyayang tidak akan sia-sia."

2.     Wanita yang solehah (baik) itu lebih baik daripada 1000 lelaki yang soleh.

3.     Barangsiapa yang menggembirakan anak perempuannya, darjatnya seumpama orang yang sentiasa menangis kerana takutkan Allah .Dan orang yang takutkan Allah SWT akan diharamkan api neraka ke atas tubuhnya.

4.     Wanita  yang tinggal bersama anak-anaknya akan tinggal bersama aku (Rasulullah SAW) di dalam syurga.

5.     Barangsiapa membawa hadiah (barang makanan dari pasar ke rumah lalu diberikan kepada keluarganya) maka pahalanya seperti melakukan amalan bersedekah.Hendaklah mendahulukan anak perempuan daripada anak lelaki. Maka barangsiapa yang menyukakan anak perempuan seolah-olah dia memerdekakan anak Nabi Ismail.

6.     Syurga  itu di bawah telapak kaki ibu.

7.     Barangsiapa mempunyai tiga anak perempuan atau tiga saudara perempuan atau dua anak perempuan atau dua saudara perempuan lalu dia bersikap ihsan dalam pergaulan dengan mereka dan mendidik mereka dengan penuh rasa takwa serta sikap bertanggungjawab, maka baginya adalah  syurga.

8.     Apabila memanggil akan dirimu dua orang ibu bapamu, maka jawablah panggilan ibumu terlebih dahulu.

9.     Daripada Aisyah r.a." Barangsiapa yang diuji dengan sesuatu daripada anak-anak perempuannya  lalu dia berbuat baik kepada mereka, maka mereka akan menjadi penghalang baginya daripada api neraka.

10.     Wanita yang taat berkhidmat kepada suaminya akan tertutuplah  pintu-pintu neraka dan terbuka pintu-pintu syurga. Masuklah dari mana-mana pun  pintu yang dia kehendaki dengan tidak dihisab.

11.     Wanita yang taat pada suaminya, maka semua ikan-ikan di laut, burung di udara, malaikat di langit, matahari dan bulan semua beristighfar baginya selama mana dia taat kepada suaminya serta menjaga solat dan puasanya.

12.     Aisyah r.a berkata, "Aku bertanya kepada Rasulullah, siapakah yang lebih besar haknya terhadap wanita?" Jawab Rasulullah SAW  "Suaminya." " Siapa pula berhak terhadap lelaki?" Jawab Rasulullah SAW, "Ibunya."

13.     Perempuan apabila sembahyang lima waktu, puasa di bulan Ramadhan, memelihara kehormatannya serta kepada suaminya, masuklah dia dari pintu syurga mana sahaja yang dikehendaki.

14.     Tiap perempuan yang menolong suaminya dalam urusan agama, maka Allah SWT memasukkan dia ke dalam syurga terlebih dahulu daripada suaminya (10,000 tahun).

15.     Apabila seseorang perempuan mengandung janin dalam rahimnya,maka beristighfarlah para malaikat untuknya. Allah SWT mencatatkan baginya setiap hari dengan 1,000 kebajikan dan menghapuskan darinya 1,000 kejahatan.

16.     Apabila seseorang perempuan mulai sakit hendak bersalin, maka Allah SWT mencatatkan baginya pahala orang yang berjihad pada jalan Allah.

17.     Apabila seseorang perempuan melahirkan anak, keluarlah dia dari dosa-dosa seperti keadaan ibunya melahirkannya.

18.     Apabila telah lahir anak lalu disusui, maka bagi ibu itu setiap satu tegukan daripada susunya diberi satu kebajikan.

19. Apabila semalaman seorang ibu tidak tidur dan memelihara anaknya yang sakit, maka Allah SWT memberinya pahala seperti memerdekakan 70 orang hamba dengan ikhlas untuk membela agama Allah SWT.

BENARKAN CINTA ITU MENYAKITKAN. .???

Setiap orang mempunyai makna cinta yang tersendiri. Ada yang kata, cinta itu menyakitkan dan jangan kau hampirinya. Tetapi, ada juga yang kata, cinta itu mengasyikkan sehingga kau akan terbawa-bawa dengan ombak asmaranya. Dan ada juga yang kata, cinta itu indah dan tiada ungkapan yang dapat menyatakan maksud cinta yang sebenar.

Bagi yang mengatakan bahawa cinta itu menyakitkan, ianya memang benar. Walau sepadan mana pun sepasang kekasih itu, akan ada juga masalah yang timbul. Ianya boleh diibaratkan, langit tak semestinya sentiasa cerah. Dalam berkapel ini, kita memang tidak boleh lari dari masalah. Bahkan, kita sendiri yang perlu menghadapinya dan juga menyelesaikan masalah tersebut.

Kesakitan cinta ini makin terasa ngilunya apabila sebuah pasangan itu hancur musnah. Apa yang dijanjikan selama ini, menjadi dusta belaka. Ketika baru sahaja clash, semuanya menjadi tak kena. Semuanya dipersalahkan. Itu tak betul, ini tak betul. Terasa diri ini dihimpit oleh sebuah keretapi dan tiada siapa yang ingin menolong.

Jadi, sekiranya anda ingin bercinta dengan seseorang, ingatlah. Cinta ini tak semuanya indah. Dan anda perlu bersedia untuk menghadapi sebarang kemungkinan yang berlaku. Yang pasti, dalam percintaan akan ada pasang surutnya perhubungan. Cuma kita tidak tahu, bila ia akan berlaku. Mungkin hari ini, esok, lusa dan bila-bila masa.