网络营销(第五版)朱迪_斯特劳斯英文课件11.ppt

?2009 Pearson Education, Inc. Publishing as Prentice Hall Customer Value Segments 11-* ?2009 Pearson Education, Inc. Publishing as Prentice Hall Negotiated Pricing and Auctions Through negotiation, the price is set more than once in a back-and-forth discussion. Online auctions such as eBay utilize negotiated pricing. In the C2C market, consumers enjoy the sport and community while others are just looking for a good deal. B2B auctions are an effective way to unload surplus inventory. 11-* Renting Software Software companies sometimes decide to rent rather than sell software to customers. Renting software is analogous to leasing cars. S rents a leading CRM software system. ?2009 Pearson Education, Inc. Publishing as Prentice Hall 11-* ?2009 Pearson Education, Inc. Publishing as Prentice Hall * * * 2-1 2-1 2-1 2-1 2-1 2-1 2-1 2-1 E-MARKETING 5/EJUDY STRAUSS AND RAYMOND FROST Chapter 11: Price: The Online Value ?2009 Pearson Education, Inc. Publishing as Prentice Hall 11-* Chapter 11 Objectives After reading Chapter 11, you will be able to: Identify the main fixed and dynamic pricing strategies used for selling online. Discuss the buyer’s view of pricing online in relation to real costs and buyer control. Highlight the seller’s view of pricing online in relation to internal and external factors. Outline the arguments for and against the Net as an efficient market. Describe several types of online payment systems and their benefits. 11-2 ?2009 Pearson Education, Inc. Publishing as Prentice Hall The VideoEgg Story The video and rich media advertising company was founded in 2004 by 3 Yale graduate students. VideoEgg delivers ads to social networking sites, video sites, and gaming applications. VideoEgg created AdFrames(广告专区), which allow video viewers to roll over and watch ad-sponsored content. ?2009 Pearson Education, Inc. Publishing as Prentice Hall 11-* The VideoEgg Story, cont. Online advertising is bought and sold on a CPM (cost per 1,000 impressions) or pay-per-