Today’s lecture was about cellphone. We were shown the Docomo’s video, which was very cool because it shows the future of the use of cellphone will be used for almost anything, as identification, credit card, room key, etc.
Product factors that affect diffusion of innovation:
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The concept of capture, analyze, and use.
Data, Information, vs. Knowledge (explicit and implicit)
Role of knowledge in Marketing
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Final EXam MOn Dec 22 12:30-1:30 pm
Chp 9, 13, 14, 11, 8 and Matrix
Customer Service:
Improving customer service: quality and experience
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Two important issues for appropriate online marketing campaign:
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Today’s class discussed about the Marketspace Matrix and EBay as an example.
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Online media vs. Offline:
STP
Principles for Marketspace Matrix Design
Which lever should be used?
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This article from Channel Web suggests that Microsoft opening an online store and selling products directly to customers can cause conflict of channels of distribution. The argument (pro Microsoft) is that Microsoft is taking advantage of increasing its sales without affecting its distributors, since there are so many product choices for consumers that they will still need distributors to help them choose the right solutions for them. Afterall, as the article states, “Do you think that bankruptcy of Circuit City and CompUSA had anything to do with the idea that Microsoft needs to go at it alone to reach the end customer?”
A lesson to learn: The idea of using multiple channels is to increase sales and effectiveness of distributing our product offerings, not causing a conflict of channels. As for Microsoft case, we will just have to see if this becomes a problem, now don’t we? What do you think?
For more details, please visit: http://www.crn.com/software/212101096
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According to Newsday’s article, “Merchants were saying Thanksgiving Day has become a huge online shopping day for them,” said Amanda Pires, PayPal marketing director. Consumers are using the internet to research and do comparison shopping in preparation for Black Friday shopping. On the other hand, retailers take these as opportunities to make a sale. For example, retailers are not only offering huge discounts, but free shipping is crucial in making the sale.
This illustrates the internet as a distribution channel that facilitates the exchange of goods and services between buyers and sellers. Customers are not only staying up late in the morning for Black Friday shopping, but also online shopping is becoming more mainstream. Will online shopping replaces the tradition of staying up late for Black Friday shopping?
For more details, please visit: http://www.newsday.com/services/newspaper/printedition/sunday/lilife/ny-a5935509nov23,0,4689938.story
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As the headline states, according to today’s article in Business 24/7, PC Magazine is going to discontinue its print version and will be available online only. The Chief forecasted that the print version in 2009 will not be profitable due to the decrease in advertising all over the world and rising costs. He also said that most of the profits and revenues comes from the digital format. This magazine is not the only one that is going digital; other magazines such as Bulletin of the Atomic Scientists, Christian Science Monitor, and CosmoGirl are closing their print version.
That’s right! This means customers will not be able to buy anymore PC Magazine at Walgreens and other stores. Customers will have to start getting used to reading them online. In academic term, this means some magazines are going through the dissolution stage, when firms are eliminating some of the channel types. In PC Magazine case, going digital only is most likely to maximize efficiency as distribution costs are reduced without affecting their profits and revenues so much. How effective this will be, however, is another issue as we will have to find out what the customers will say. What do you think?
For more details, please visit: http://www.business24-7.ae/articles/2008/11/pages/11232008_6b09666fd2c846e4b20b50b3280baed3.aspx
Anthony D.
Today’s discussion was about the differences, advantages and disadvantages of online media versus offline media. We also talked about some key marketing concepts, which I thought it was interesting and I can basically summarize them as STP. The lecture ended with principles for designing marketspace matrix.
Online media vs. offline:
STP (segmentation, targeting, and positioning)
Principles for marketspace matrix design:
Which lever should be used?
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