e-Business and the Consumer

Learning Outcomes

  • describe typical e-business B2C models;
  • define the profile of a typical Internet customer based on market data;
  • evaluate sources of demographic data of Internet users and explain the implications for typical e-business models;
  • identify potential future markets for e-businesses based upon demographic profiles of potential users;
  • assess the relative merits of on-line market research sources for e-business market data;
  • appraise the application of data mining to aid the marketing process;
  • describe and evaluate the appropriateness of a number of Internet promotional strategies;
  • illustrate good and bad practice in on-line promotional strategies;
  • describe the importance of integrating on-line and off-line marketing strategies;