Marketing Mix and E-Commerce
September 16th, 2011
More than 50,000 companies open virtual store using the World Wide Web (WWW). As a result of limited resources such as wide bandwidth that limits the access speed and capacity of servers that restrict the content and appearance of the website, it is necessary to the efficient use of these resources. The uniqueness or specificity of a site would provide better access and this means the market focus to a particular segment.
Designing web sites that fit the needs and characteristics of the segments that we are headed is one of support for an efficient marketing strategies and effective on the E-Commerce. There has been much research on the demographics of Internet users such as those conducted by GVU, but demographics are not the best criterion. Lifestyle characteristics such as attitudes, behaviors and interests is the best predictor of buying behavior.
The purpose of this study are as follows:
1. The division of the sample of Internet users into segments based on preferences, lifestyles and behavior that affect marketing mix elements of E-commerce.
2. Define and interpret each segment is formed.
3. Characterize segments based on characteristics such as demographic factors, technical and experience in the surf.
4. Determine the position of technology adoption life cycle of E-Commerce.
5. Determining the E-Commerce marketing strategies are both based on the segmentation that has been formed.
This research will be determining the segmentation of Internet users based on personal preferences, lifestyles and behavior that affect marketing mix E-Commerce. Personal Internet users consists of individual Internet users and the public at the Bandung area that allows the consumer to business activities (CTB).
In this study, Electronic Commerce can be defined as the buying and selling information, products and services via computer networks that support business transactions in the digital infrastructure. Research coverage of E-commerce on this thesis is limited only to transactions on the Internet or also called Internet Commerce.
Theory foundation
Models of media marketing for E-Commerce is shaped Hypermedia Computer Mediated Environment (CME). The definition of hypermedia CME according to Hoffman and Novak (1995) is such a dynamic distributed network, has a global coverage, along with hardware and related software to access the network, where SAMPLES and the company may: (1) provide and interactively access hypermedia content (machine interaction), and (2) communicate through the medium (human interaction).
Geoffrey A. Moore, in his book “Inside The Tornado” describes talc (Technology Adoption Life Cycle) which is applied to discontinuous innovations such as electronic commerce on the Internet. Talc represented graphically six segments on a bell curve. These segments consist of innovators, adopters are fast (early adopter), the majority of the fast (early majority), the majority of late (late majority), and were left out (Laggards). E-Commerce marketing strategies developed by seeing it as a business where there are two important things: (1) select a market share which the company will operate, and (2) develop a marketing mix for each selected market share