Last Minute Guides to E-Marketing

Class 12/8

ad058420 — Sun, 21 Dec 2008 18:32:32 +0000

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.

Class 12/3

ad058420 — Sun, 21 Dec 2008 18:30:09 +0000

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.

Class 12/1

ad058420 — Sun, 21 Dec 2008 18:28:13 +0000

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.

Class 11/26

ad058420 — Sun, 21 Dec 2008 18:26:44 +0000

Two important issues for appropriate online marketing campaign:

Fit with Internet
Target Audience

Anthony D.

Class 11/24

ad058420 — Sun, 21 Dec 2008 18:25:43 +0000

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

Anthony D.

Class 11/19

ad058420 — Sun, 21 Dec 2008 18:22:24 +0000

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.

DISTRIBUTION: Will Microsoft Online Store Affect Distributors?

ad058420 — Mon, 24 Nov 2008 00:50:17 +0000

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

Anthony D.

DISTRIBUTION: BLACK FRIDAY GUIDE: ONLINE

ad058420 — Mon, 24 Nov 2008 00:33:21 +0000

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

Anthony D.

DISTRIBUTION: PC Magazine to discontinue print version

ad058420 — Sun, 23 Nov 2008 23:47:35 +0000

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.

11/19 Marketspace Lecture 5

ad058420 — Sun, 23 Nov 2008 22:40:45 +0000

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.