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Ecommerce business. technology. society.
seventh edition
Kenneth C.
Carol Guercio
Copyright © 2011
Copyright © 2011 Pearson Education, Inc.nc.
Chapter 6
E-commerce Marketing Concepts
Copyright © 2011
C Copyright © 2011 Pearson Education, Inc.c. Slide 62
Netflix
Strengthens and Defends Its Brand Class Discussion
What was Netflix’s first business model? Why did this model not work and what new model did it develop?
Why is Netflix attractive to customers? How does Netflix distribute its videos?
What is Netflix’s “recommender system?” How does Netflix use data mining?
CIs video on demand a threat to Netflix?
Pearson Education, Inc. Slide 63
Consumers Online: The Internet Audience and Consumer Behavior
Around 70% (82 million) U.S. households have Internet access in 2010
Growth rate has slowed
Intensity and scope of use both increasing
Some demographic groups have much higher percentages of online usage than
Copyright © 2011
Pear Gender, age, ethnicity, community type, income, educationSlide 64
The Internet Audience and Consumer Behavior (cont’d)
Broadband audience vs. dial-up audience
Purchasing behavior affected by neighborhood
Lifestyle and sociological impacts Use of Internet by children, teens
Use of Internet as substitute for other social activities
Media choices
Cop Traditional media competes with Internet for attention Pearson Education, Inc. Slide 65
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