Companies have to ensure effectiveness and efficiency in order to achieve success of e-marketing efforts. Especially in the context of designing and operating Web sites as the most critical e-marketing tool organizational deficiencies are likely to contribute to poor e-marketing performance. Consequently, knowing Web site visitors' needs (effectiveness) and targeting the most attractive segments (efficiency) are two fundamental tasks for e-marketers. This paper offers a solution to reduce the gap between customers' requirements concerning a Web site and management's beliefs about those requirements by transferring the established concepts of market segmentation and customer valuation to the Internet. Using data from the US and Germany we conduct a benefit segmentation on the internet and combined the results with an equity segmentation of Web site visitors. As a result we develop the "user benefit-user equity-matrix", providing insight into users' requirements and implications for prioritizing conflicting needs.
Dieser Eintrag ist Teil der Universitätsbibliographie.
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