Online Marketplace Analysis: Micro-Environment
Online Marketplace Analysis: Micro-Environment
Online Marketplace Analysis: Micro-Environment
Chapter 2
Online marketplace analysis:
micro-environment
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Learning objectives
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Table 2.1 Top 10 search terms for all retailing and for apparel
Source: Chamberlin (2010)
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Figure 2.7A model of the Internet marketing conversion process. It shows key
traffic or audience measures (Q0 to Q4), first-time visitors (Q2) and repeat
visitors (Q2R) and key conversion efficiency ratios
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Consumer characteristics
• Demographics:
– Age, gender, social group
• Webographics
– Access methods and times
• Personas:
– See Personas with wings mini case study 2.1.
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• Aims:
– The aim was to position Dulux.co.uk (Figure 2.13) as ‘the
online destination for colour scheming and visualisation to help
you achieve your individual style from the comfort of your
home’. Specific outcomes on the site are to browse colours,
add colours to a personal scrapbook, use the paint calculator
and find a stockist. Further aims were to ‘win the war before the
store’, i.e. to provide colour help tools that can help develop a
preference for Dulux before consumers are in-store and to
prompt other ideas to sell more than one colour at a time.
– Specific SMART objectives were to increase the number of
Unique Visitors from 1M p.a. in 2003 to 3.5M p.a. in 2006 and
To drive 12% of visitors to a desired outcome (e.g. ordering
swatches).
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• Entertainment seekers: These are users looking to interact with the Web for
enjoyment through entering contests such as quizzes, puzzles or interactive
multi-player games.
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3. The impact of channel experience on
customer relationship
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4. Trust-based models
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Competitor benchmarking
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Power of Threat of
The business
suppliers subsitutes
Extent of rivalry
Threat of new
between
entrants
competitors
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