The Internet and Its Relationship to Buyer Behavior Theory

摘要: ABSTRACT The Internet is the newest, most-rapidly changing and fastest-growing buying medium existing today. Its markets are increasing in number complexity, more nearly reflecting population general. A valuable academic model for marketers to consider when developing a business plan an early buyer behavior developed by Phillip Kotler, his Input-Output Model. should investigate outside influences on potential (Kotler's Inputs), means of reaching prospect effectively (channels), buyer's frame mind (processor), choices available (outputs). Current “e-tail” examples given each four components Kotler's model. Consulting companies that can assist attracting buyers have found following techniques helpful: or fine tuning sites, site-partnering strategies online focus groups, as well providing programs watch prospects they peruse site.