MKTG Chapter 17 Implementing Interactive and Multichannel Marketing (copy)

Traditional marketplace

buyers and sellers engage in face-to-face exchange relationships in a material environment characterized by physical facilities (stores and offices) and most likely tangible objects

Digital marketspace

a digitally enabled environment characterized by face-to-screen exchange relationships and electronic images and offerings

Choiceboard

allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes.

M&M’s

What is an example of choiceboard?

Choiceboard : how you make it

Personalization: what comes out of how you make it

what is the difference between choiceboard and personalization?

Collaborative filtering

A process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases.

Personalization

 is the consumer-initiated practice of generating content on a marketer’s website that is custom tailored to an individual’s specific needs and preferences.

Permission marketing

The solicitation of a consumer’s consent (called “opt-in”) to receive e-mail and advertising based on personal data supplied by the consumer.

convenience, choice, customization, communication, cost, and control

What are the 6 reasons why consumers buy online?

shopping in any time of day pj’s

What would be an example of customers shopping online for convenience?

being able to chose from 10,000 items online

What would be an example of customers shopping online for choice?

being able to find the most effective cost

What would be an example of customers shopping online for cost?

Duolingo

Which company humanized their brand by regularly posting on tiktok?

1. Context

2. Content

3. Customization

4. Connection

5. Communication

6. Community

7. Commerce

What are the 7 C’s of website design?

Context

refers to a websites aesthetic appeal and the functional look and feel of the layout and visual design

Content

the reason why people visit a website

Customization

is the ability of a site to modify itself to, or be modified by and for, each individual user

Connection

is the network of linkages between a company’s website and other sites

the knot.com for wedding planning

What is an example of the Connection C of website design

Communication

Refers to the dialogue that unfolds between the website and its users

Community

the ways that the site enables user-to-user communication

Commerce

the websites ability to conduct sales transactions for products and services

Bots

 are electronics shopping agents or robots that comb websites to compare

Eight-second rule

A view that customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds.

Customerization

The growing practice of not only customizing a product or service but also personalizing the marketing and overall shopping and buying interaction for each customer.

Dynamic Pricing

The practice of changing prices for products and services in real time in response to supply and demand conditions.

Cookies

 Computer files that a marketer can download onto the computer and mobile phone of an online shopper who visits the marketer’s website.

Behaviroal targeting

Uses information provided by cookies to direct online advertising from marketers to those online shoppers whose behavioral profiles suggest they would be interested in such advertising.

Social commmerce

The use of social networks for browsing and buying.

Cross-Channel Consumer

 An online consumer who shops online but buys offline, or shops offline but buys online.

showrooming & webrooming

What are examples of cross channel consumers?

Showrooming

The practice of examining products in a store and then buying them online for a cheaper price

Webrooming

The practice of examining products online and then buying them in a store.

1. items for which product information is an important part of the purchase decision but pre purchase trial is not necessarily critical

2. items that can be delivered digitally

3. items that are regularly purchased where convivence is important

3 Categories of things people buy online