Index

Access providers, 179–85, 189

Advertising, 40–1, 140, 166–75, 285

objectives, 169–70

results of, 173–5

AIDA model, 167

Arpanet, 269–70

Audit, 49–50

Automatic responders, 210

Backbone, 187

Behaviour segmentation, 92–101

buying habits, 95–6

motivation factors, 96–101

usage rate, 94–5

user status, 92–4

Bits versus atoms, 133–4

Bookmarks, 282

Branding, 119–21

Breakeven analysis, 142

Browsers, 34

Budget, 178–93, 225–6

Business models, 139–41

Business-to-business marketing, 103–4

Buying habits, 95–6

Catalogues, 251–3

CDNOW, 196

Channel conflict, 83–4, 136, 145–6

Commerce Service Providers (CSPs), 248

Communication, 68–70

Competition, 11–12, 29–30, 133

Competitive audit, 29–30

Competitors, 142

Concept testing, 129–30

Consumer marketing, 102–3

Content, 197–202, 227–37

Copy, 228–30

Corporate identity, 199–200

Credit cards, 254

CTR (click through rates), 173–4

Customer service, 260–1

Customers, needs and characteristics, 6–8, 82, 232

DAGMAR model, 167–8

Decision trees, 196–7

Demand analysis, 25–6

Demographics segmentation, 87–90

age and family life-cycle stage, 88–9

education, 90

income, 87–8

sex, 89

Direct marketing, 151, 209–17

Directory entry, 178–9, 206

Distribution channels, 149, 153–9

Distributors, 153–8

Domain name, 193–5

E-business, 241–62

E-commerce, 241–62

Electronic cheques, 255–6

Electronic Corporate Identity, 200

E-mail, 274–8

direct marketing, 209–17

questionnaires, 60

Environmental analysis, 13–15

physical environment, 33–4

Ethical issues, 28

Experimentation, 61–2

Extranet, 290

FAQ, 236

Feasibility analysis, 130

Filters, 191

Firewalls, 192, see also Security

Gap analysis, 104

Geographic segmentation, 86–7

Global beachcombers, 93–4

Global villagers, 93

Global workers, 94

Government Statistical Service, 51–2

Group discussions, 58

Guarantees and warranties, 123–4

Hit rate, 238

HTML, 233

Hyperlinks, 235–6

Internal buy-in, 226

Internet currency, 254–5

Intranet, 65–70, 171–3

ISDN link, 189

IT, 69, 188

Legal factors, 27–8, 259

Lifestyle, 26–7, 90–1

Mailing list, 210

Management information system see MIS

Market demand, 8, 24–8

analysis of, 25–6

effect of ‘lifestyle’ on, 26–7

Marketing, 2–3

database, 43–4

definition, 4–5

information system, 52–4, 73–8

intelligence, 75, 216

niche, 104

organization, 16

orientation, 5

policy, 40

process, 10, 12–16

research, 39

role of, 11

segmentation, 80–107

strategy, 15–16, 40

MarketingNet website, 34

Market research, 37–64

definition, 38–41

importance of, 38

Media decisions, 170–1

Merchandising see Marketing

MIS (management information system), 23

inputs and outputs, 72

structure, 70–8

Monitoring, 45–8

Motivation habits, 96–101

Needs, 6–7, 82

Networking, 53

Newsgroups, 93, 206, 211, 284, 304–15

Niche marketing, 104

Nielsen Index, 49–50

Observation, 58

Online information, 45–8

Order fulfilment, 238–9, 260–1

Overseas sales, 256–7

Packaging, 121–2, 200–2

Panels, 50–1

Payment processing systems, 253–8

Personal interviews, 60–1

Personality segmentation, 91–2

Personal selling, 214–16

Physical environment, 33–4

Place, 108, 148–60

Political factors, 27–8

POS (point of sale), 202

Postal surveys, 59

Pricing, 132–47

auction, 145

competition-based, 142

contract, 144–5

cost-plus, 141–2

going rate, 145

market, 142–3

new products, 146

objectives, 139

penetration, 143–4

planning, 141–5

premium, 143

target, 142

tender, 144–5

Primary research, 54–5

Product, 108, 109–32

development, 127, 128–31

display, 200–2

features and options, 115–18

new, 126–7, 146

planning, 112–32

quality, 112–15

replanning, 112–27

research, 40, 110–12

testing, 129, 130, 131

Production orientation, 5

Product line, 122–3

Profitability, 3, 8–11, 130–1

Promotion, 109, 161–221, 222–40

definition, 162–4

materials, 221–40

sales, 243–6

strategy, 217–19, 244

tactical, 244–6

Provider, 189

third-party, 179–85

Psychographic segmentation, 90–2

lifestyle, 90–1

personality, 91–2

social class, 90

Publicity see Advertising; Promotion

Qualitative research, 55–8

Quality, 112–15, 232–3

Quantitative research, 58–62

Research, 39, 40, 41–62, 110–12

Router, 190

Sales channels, 148–9

Search engines, 195–6, 204–6

Secondary research, 41–54

Security, 190–2, 249–51

SET, 250–1

SSL protocol, 249–50

Segmentation, 80–107

definition of, 80–1

Selling orientation, 5

Server, 248–9

dedicated, 186–7

in-house, 187–93

shared, 186

software, 192–3

Service:

after sales, 216–17

level, 124–6

research, 40

Shopping cart, 251–3

Site, 175–209

content, 197–202, 227–37

design, 195–7, 227

launch, 237

location, 177–8

maintenance, 198

setting up, 176–7

visibility, 202–9

Situation analysis (SWOT), 15, 67

Skimming, 143

Social influences, 28, 90–1

Spamming, 103, 307–8

Stock control, 154

Style, 118–19

Surveys, 59–61

Target audience, 104–6

Target markets, 6–8, 82–3

Target segment, 83–4, 104–6

Technical support, 154, 201

Technology, impact of, 30–3

Telephone interviews, 59

Third party providers, 179–85

Trade associations, 48–9

Trade directories, 48–9

Trade journals, 54

Traffic, 207–9

Uninterruptible power supply, 193

UNIX servers, 188–9

Usage of Internet, 84–101

Values, 7–8

Wants, 7

Website see Site

Windows NT servers, 189

Yahoo!, 58, 206–7, 284