Last Minute Guides to E-Marketing

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:

• Relative advantage
• Compatibility
• complexity
• divisibility
• communicability

Anthony D.

The concept of capture, analyze, and use.

Data, Information, vs. Knowledge (explicit and implicit)

Role of knowledge in Marketing

• To enable human agents to work better, faster, and more customer satisfaction
• to create automated system

Anthony D.

Final EXam MOn Dec 22 12:30-1:30 pm

Chp 9, 13, 14, 11, 8 and Matrix

Customer Service:

• live chat
• pod#
• frequently asked questions

Improving customer service: quality and experience

Anthony D.

Two important issues for appropriate online marketing campaign:

• Fit with Internet
• Target Audience

Anthony D.

Today’s class discussed about the Marketspace Matrix and EBay as an example.

Anthony D.

Online media vs. Offline:

• Interactivity
• Individualism
• Community and Relationships

STP

Principles for Marketspace Matrix Design

Which lever should be used?

• Choose levers to effect a change
• determine which levers have the most leverage
• consider barriers to advancement
• consider the medium’s effect on desired behavior
• level of involvement matters
• understand consumer learning trends
• credibility of the channel matters
• the choice of levers must be consistent with positioning choice
• the medium can be the message – or the product
• matrix design must be adaptive

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:

• interactivity
• individualism
• community and relationships

STP (segmentation, targeting, and positioning)

Principles for marketspace matrix design:

Which lever should be used?

• choose levers to effect a change
• determine which levers have the most leverage
• consider barriers to advancement
• consider the medium’s effect on desired behavior
• level of involvement matters
• understand consumer learning trends
• credibility of the channel matters
• the choice of levers must be consistent with positioning choice
• the medium can be the message – or the product
• matrix design must be adaptive

Anthony D.

Today’s discussion was about Branding. We also did a group exercise:

Armani Exchange:

Fashion forward with disposable income

Sexy cop and 300 Soldiers costumes

Cool, sexy, sophisticated, trendy, hot

Anthony D.

Distribution: of

• information
• funds
• materials

Decreases coordination cost

Potential channel conflict

Anthony D.

Today’s discussion continues from the last class about product and new topic about community aspect of the marketspace matrix. The term community was also defined.

Int Product levers:

• presales support to customers
• flexible fulfillment options
• post sales service
• customer care
• product bundle
• complementary product
• increased product availability

Community: a set of interwoven relationships built upon shared interests, which satisfies members’ needs otherwise unattainable individually

Exhibit 10.1 Community Criteria

Transfer of values incommunities triangle

Anthony D.