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Innovations in Behavioral Marketing and Preface1 Benefits of Electronic MarketingIII Segmenting your Internet MarketII Customer Adaptation to E-Commerce WebsitesAn online marketing channel is one that a person can reach via computer and modem A modem connects a computer to a telephone line so that the computer user can reach various online information services There are two types of online channelsVarious companies have set up online information and marketing services that can be accessed by those who have signed up for the service and pay a monthly fee The best-known online services are CompuServe America Online and Prodigy with more than 3200000 3000000 and 1600000 subscribers respectively These online channels provide subscribers with five main services information news libraries education travel sports reference entertainment fun and games shopping services dialogue opportunities bulletin boards forums chat boxes and E-mailThe Internet is a global web of some 45000-computer networks that has made instantaneous and decentralized global communication possible Originally established to facilitate research and scholarly exchanges the Internet is now available to a much broad audience some 25000000 people Users can send e-mail exchange views shop for products and access news food recipes art and business information The Internet itself is free though individual users may need to pay a commercial service to be hooked up to it II Benefits of Electronic MarketingWhy have online services become so popular First they provide three major benefits to potential buyers Convenience Customers can order products 24 hours a day wherever they are They do not have to sit in traffic find a parking space and walk through countless aisles to find and examine goods And they do not have to drive all the way to a store only to find out that the desired product is out of stock Information Customers can find reams of comparative information about companies products and competitors without leaving their office or home They can focus on objective criteria such as prices quality performance
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