RFID chips in Credit Cards, TSK TSK
nbsp;http://tv.boingboing.net/2008/03/19/how-…
Although wireless technology seems great, do people really want their information to be fully vulnerable by having it in one chip? read this article for more, and what people are attempting to do with these chips that are hidden in credit cards,
Click here to learn how to dissable the chips!
http://www.youtube.com/watch?v=cufZ9l7ci…
Lie Detector technology? Internalization?
nbsp;http://cache.gawker.com/assets/images/gi…
http://gizmodo.com/5114117/agile-lie-det…
lie detector, does it work? is it safe in the workplace? can we trust it?
recyclebank!
win points, be green, Win Win situation!
RFID chips in plastic cans can tell you about how much you have recycled by logging online!
http://earth2tech.com/2008/03/17/recycle…
2008_12_08 ‘ EM&EWMP’
Chapter 11 – Roberts
· Describe the similarities and differences between server log, coded page and panel data. Which do you think is most useful?
Servel Log Files : are created by the server that houses the web site. Each time a browser requests a file in order to build a web[age, it generates an entry. A hit is counted for each file on the page, no matter how many or how few (each graphic on a page is a separate file) Server registers the IP address.
IP addresses can be Permanent, or Dynamic.
IP address of the requesting computer.
Date & time
Code indicating whether success or no
# of bytes transferred
Referring site
Type & version of web browser making request.
OS of PC making request.
Coded Web Page : a technique in which a small image, usually a 1 pixel GIF is placed on a webpage. Used in conjunction with a cookie. The image return data about user activity on the webpage.
Data may be more accurate,
Data collected by web bugs has smaller storage requirements, only stores relevant data.
Real time processing i s permited when data is collected this way, but server log data must be transferred to a separate anayltics system for batch processing. Cant be in reallity. To collect detailed info about visitor activity tags must be used in conjunction with cookies.
PANEL DATA:
Recruit a statistically representative panel of internet users.
SIce is determined by traditional criteria.
Specialized software is downloaded onto participants computer to record clickstream data.
Software polls at regular intervals to upload data.
Benefites: source of data is unambiguous (which is often not with server logs)
A person who uses the internet from home and work are two separate people according to the server logs, carefully maintained data can overcome this issues.
The measuerment form can collect demographic and behavbioral data from panel househilds that can be very useful in reporting and analytics.
Primary job is to select metrics that can accurately evaluate the effectiveness of the web site.
I believe coded web pages are more useful, they require less data, and are of course much easier to use.
- What are some of the specific metrics that measure Internet traffic, audiences and campaigns. Which ones do you think are most important?
Traffic measuer simply document site activity:
Hits = # of files requested
Impressions= # of X an ad banner is requested by a browser
Page views/deliveries: # of X a Wpage is Requested.
Sessions = Ammount of activity on a site during a specified period.
Click throughs: # of times visitors visit the site by clicking on an ad.
AUDIENCE: Measuere provide data about the people who visite the site
Visitors: # of people who visit a site
total includes multiple visits, unique is different people during a specified time.
Unindentified (anonymous) Identified: registered.
behaviour on the site: # of page views, sessions time, path through the site, shopping cart abandonment. entry page (many dont enter through the home page)
Campaign measueres provide data about the effectiveness of marketing efforts, by communications channel: email, mail , online, banners, and so forth
BY OFFER free shipping versus 25& off, search effectiveness by keyword.
COMMON METRICS FOLLOW: To be meaningful, all these measures must be taken during a specified period. That leads to an almost endless set of metrics that can be produced, depending on the needs of the marketer.
avareage # of visits per day. # of page views per month. Average visitor session length last month. Number of hits for each hour of the day. Paid search results for the most recent 7 day period.
- What kinds of variables are needed to measure the effectiveness of branding efforts on the Internet? Where are these measures obtained?
Marketers focus on traffic, audience, and campaign metrics in order to provide information about the site visitors and to measure marketing campaign effectiveness. These metrics are obtained from server reqest logs, coded pages, or from internet consumer panels.
When there are branding objectives, marketing research is required to measure the attutudinal variables that are used to assess the effectiveness of branding efforts. both offline and online.
2008_11_26 ‘We are coexisting with DoCoMo’
Explain the nature of the consumer adoption process. How is it different from the concept of diffusion of innovations?
Customer adoption process – contant with a new product is
Awareness (interest is developed & evaluation with other products occurs)-interest-evaluation-trial-adoption-internalization.
The consumer primarily must become aware of the product then become interested.
Then perform some prepurchase evaluation, then try the product, either a s a consequence of a porchase or of a marketer sponsored promotion or incentive.
Two stages follow Trial, 1st consumer must decide to purchase/continue purchasing the product(identified as adoption. internalization is a hard2 discern stage, in which the product has become part of the user’s life style.
-Product with a techonoly component often require a substantial learning process. if it occurs then it can be internalized. It explains the customer’s behavior & how they will adapt to the product.
Diffusion Process: consisted of innovation, comm channels, time, social system within which the innovation is spreading.
the life of a product over time.
Innovators, early adaptors, early majority, late majority, laggards.
Relative advantage: product benefits perceived as superior than existing products
Compatibility: consistency between new product & consumer’s perception.
Complexity: difficult to learn/use. TRiability: new prod can be tried.
Observability/communicability: new product’s benefits are evident.
the degree to which an innovative product or service possesses these characteristics determines the ease with which is adopted and diffused throughout the population. COMPLEXITY CAN RETARD THE DIFFUSION OF AN INNOVATION!!!!!
automobile & phone were slower to diffuse through the pop, unlike newer ones like Interweb & cells, or as the brits call ‘em Mobiles/
· Define “pervasive computing” in your own words. What changes is it likely to bring about in the way marketers approach the Internet?
Pervasive computing to me is when I can use devices in order to facilitate some task in order for me to function in a more faster and proper way. according to the text it is the result of computing embedded in a variety of devices.
Ive been practicing pervasive computing since I first got my Handspring Prism that a friend gave to me in my teens, I would use it to store data like notes & contact information, as well as maps that i could retrieve when i mostly needed it, today my iphone is the central station and my connection to the world, it has completely internalized itself into my life, & i couldn’t survive without it.
implies that a single person has access to myriad computing devices to assist in performing all sorts of daily tasks. Pervasive computing aims to enable people to increase personal and professional transactions with new intelligent and portable devices. It gives people convenient access to relevant information stored on powerful networks anywhere, anytime. “Smart devices” are embedded with micro-processors that allow users to plug into intelligent networks and gain direct, simple and secure access to both relevant information and services.
Speedpass(rfid based payment system) British airways – mobile services such as flight schedules. Vegas – cell phone payment at parking meter.
·
· Be prepared to describe the strategic drivers of wireless adoption and to give an example of each.
context: providing necessary information when and where the customer needs or wants it. (dimensions= localization & Personalization)
localization: the location of the user can be identified and information specific to that location can be provided (beaming of info about atrractions in an area)
personalization: the customer can select not only the type of information desired but also the frequency of information provision. (consumer may want to be notified when certain stocks hit a specific price level)
Time sensitive: information must be provided at the time appropriate to the customer.
When the customer is about to pay they can be contacted at time& place of purchase. coupon)
high value: coupon will have to have reasonable value in order to make it welcome in the wireless context.
voice activation: good for driving, no use of hands.
one-click payment mechanisms: a system is which payment is easily and securely authorized and billed to a single account will be necessary to enable frequent use of m-commerce services (cons will not want to enter data on mobile keyboards, specially for micropaymentss)
security: users must be assured that data transmissions are secure, and authentication services must be provided in a way that is suitable for the devices
privacy: protect personal data( like smart cards)
expanded permission marketing: what kind of information is consumers willing to receive, how often they are willing to receive transmissions, and where they are willing to receive it. Accurate customer database required that is updated in real time.
Remember wireless advertising may be more intrusive, marketers must be vigilant in trying to stop mobile spam!
2008_11_24
What do you think the future holds in terms of knowledge management and use in marketing applications
Marketers are interested in a narrower set of activities that focus on integrating front-and back-office services and delivering information to customer service personnel and decision makers when and where they need it.
How do we take the ever-growing streams of customer data from all sources and fashion them into knowledge that is usable in two key ways?
To enable human agents to do their work better, faster, and in a way that provides maximum customer satisfaction.
To create automated system that perform at least as well as the most skilled human agent. Companies today can partially do this.
Frank and Sally mortgage example:
Two actions are taken place immediately, A personalized sitelet is constructed with information such as account balance, contact info, if they qualify for a lower interest rate.. It goes a step further, because it is a web page that contains their name in the URL & has links to all basic information, such as FAQ’s about mortgage applications.
Transforming data collected to useful information for decision making.
Knowledge continuum: Data (raw, unprocessed)à analyzeà information (for decision makers)à add expertiseà knowledge (make workers more productive and automate systems
Explicit knowledge: readily available, knowledge of skilled workers can be articulated, communicated to others, incorporate into decision support or automated marketing systems (ex good counselor)
Tactic knowledge: knowledge not articulated, subconscious and difficult to communicate Integrating front-and back-office (internal, non customer facing systems) services and delivering information to customer service personnel and decision makers when and where they need it is crucial to marketers. Marketers must deliver products and services seamlessly through multiple channels at times and places demanded by the customer to create great customer experience. Enterprises need to create usable knowledge from the resources they have (customer data and the expertise of best workers).
-to enable human agents to do their work better, faster, and in a way that provided maximum customer satisfaction
to create automated systems that perform at least as well as the most skilled human agent
Knowledge based policies can be used to support customer interaction through automated systems and human agents.
It is easier to incorporate explicit knowledge than tactic knowledge into knowledge based policies.
Think about your own Internet experience, can you think of a specific encounter in which information or knowledge clearly improved your interaction with a human agent? Can you think of an encounter in which the human agent lacked the information or knowledge to make your experience satisfactory? Be prepared to discuss both positive and negative experiences and what could have transformed a negative encounter into a positive one.
Merrick Bank – I had a problem with one of my cards! I called the bank from my home and they immediately knew who I was and why I was calling because they were able to identify me through my home number. They just asked for my password, and they immediately solved my problem, the RFID chip in my card had been crushed, so they had one ready for me near my home!
T-mobile USA – I had a network data connection error between the recognition of my SIM card and the networks data-registration. I called up T-mobile customer service, and I had to explain to the person on the other line who they had to transfer me to, and why, they couldnt pull up my information right away since i was a new customer and they person tried to solve my problem but I knew that he couldnt. Finally after 2 hours of explaining and verification I got the help i needed!
2008_11_19 ‘I can Haz service’
This statement is precise and I agree with it. Since the internet began to take over households, and is becoming the new standard in communication, it truly is a vehicle that meets and exceeds expectations. For example you can order something today online, know where it’s located, it’s estimated arrival time, basically track it, and you want it done immediately. It has become second nature, to what a decade ago would be a guessing game.
B. Brand immersion, anticipatory service is positive customer service, unlike REACTIVE customer service, its PROACTIVE.
Providing service that exceeds customer expectations.
1. build customer scenarios(data from call center reports, e-mail logs, chat transcripts, and Web site software that can report unusual volumes of activity) and uncover patterns in a day-to day service queries. Determine where intervention can prevent problems, such as common customer mistakes in placing orders.
2. fulfilling common requests before the customer asks for and enduring that service is readily available throughout value chain
3. design the service process for “seamless escalation”. Firms must guide customers to the service they need without having to move through frustrating layers of information that does not fit needs of the customer.
2008_11_12 ‘Battle Royale’
1. What is a buyer-seller relationship? How can it vary?
2. Why is integrated lever selection important in a marketing plan?
3. How did eBay’s application of the Marketspace Matrix change over time?
4. What are the four categories of principles for lever selection?
What the key principles for lever selection within the Marketspace Matrix?
A. One example that comes to mind is SONY vs COBY.
A strong relationship will keep a consumer loyal to a brand, despite cost differences in similar items such as “DVD” or Blu-ray disc player. If people believe sony is a Quality brand, they will have an emotional attachment to the brand.
A relationship is defined as a bond or connection between the firm and its customers. This bond may be strong, weak, or nonexistent, and it can be based on either logic or emotion. An example of logical bond is a realization that the customer simply cannot get a better product elsewhere. However, strong relationships typically have an emotional dimension as well- think of your relationships with family and friends. Buyer-seller relationships can be strong, but generally they are not as powerful as the connection we have with people who are close to us. Buyer-seller relationships are based on exchange, where each party expects, or perhaps even demands, value for what is given.
2008_11_10 ‘Alice Glass: Community’
1. What is the definition of community?
2. What are the criteria that define successful community?
3. What are the different types of interests that form the foundations of community?
4. What are the different ways in which communities function?
5. What are the three primary ways in which value is created within a community?
6. What are the benefits that community can generate for a parent firm?
7. What are the different levels of community?
A.It’s a relationship that has been built on shared interests and needs that get satisfied.
B.membership is the choice of the individual. Members feel trust – safety is felt among members and their transactions, that their information will be safe. Members gets benefits from the community. The roles among members are not imposed and they are not hierarchical. Efficiency in interaction is maximized this is done through mailing lists, live chat rooms, and bulletin boards. It is easy to navigate through the community, so visitors can explore without trouble.
C.Activity-driven- individuals share their interests. Information-driven- this is when individuals share their interests in information and they seek to exchange this information. Commonality-driven- these individuals share their interest through their professions, lifestyle stages, and ethnicity.
D.Asynchronous formats- this is when there is a delayed in communications from the time the message is sent to when its being answer, through mail. Real-time system – this is when there is no delay when the message is sent – read – and answered to, such as through texting, aiming.
E.User to Administrator- the user (customer) makes money for the firm through the purchase of products, usage fees, content fees, advertising sales and also through commissions. Administrator to user – the firm creates the content like reports, exclusive research, events. User to user – the user makes content like articles written by them, and opinions.
F.Benefits are: Revenue- deepen customers relationships, increase customer segmentation, and an increase in branding. Cost – reduces cost from a decrease of product flaws and marketing mistakes, reduces customer service.
G. nascent level (inception; driven by community founders and a small number of core participants), formative level (growing and developing; marked by growing membership and evolving goals), and the mature level (critical mass and sustainability; structure exists to ensure feedback, maintenance, and change). There are also four other levels: awareness, exploration/ expansion, commitment, and dissolution. At the awareness stage, an individual first becomes aware of a community. If an individual commits to exploring the community, they progress to the Novice stage of exploration/ expansion. The most dynamic and interesting stage is commitment and this is where individuals create the most value. By treating the leaving or dissolution stage with the same care as the joining process, firms leave the door open for the possibility of satisfying the disgruntled member’s needs.
2008_10_22 ‘were going to jackson’
ce nes’t pas chapitre neuf!
What is the relationship between price and demand?
Why is it important for a firm to price at the point at which marginal revenue is equal to marginal cost?
Price affects demand.
Expensive lessens demand
It’s an inverse relationship between price and quantity.
Price /\ demand \/
Marginal Revenue is the Additional (negative) revenue reaped from lowering or increasing the product price by increments.
Marginal Cost – is the cost associated with producing an additional good, the marginal curve is U shaped, as more goods are being produced, many firms often come in contact with increasing returns to scale.
It is of most importance for a firm to price at the point at which marginal revenues equal marginal costs to break-even. After everything is covered by revenues, then we can take in profit.
Why should a firm consider fairness when pricing its goods?
Fairness comes into play once a firm wants to sell a product, it will determine at what point the product will be purchased. (is often looked as an important attribute to the offering) Price can also reflect the quality of our product, if its low price, it is perceived as ‘cheap’
Considerations that should be taken when it comes to pricing, The close substitute price, the past price, and the environment in which the purchase is being made.
How has the Internet enhanced opportunities for dynamic pricing strategies?
cost is associated with the changing price of a product. The internet incurs less of a cost, due to its ease, unlike in print.
2 ways that the internet has enhanced dynamic pricing. One being the decrease of menu costs, and interactivity buyers and sellers globally can interact in the negotiation of prices.
Why would a firm want to implement a price-discrimination strategy?
Where the company sells goods or services at two or more prices based on segment differentiation, internet allows to customize prices for certain customers. (by 3 get a discount)
What is the difference between static and dynamic markets?
Static – sellers se the price, and buyers must take it, everyone pays the same, usually used in retail, It can either be Price leader, Comparative pricing.
Dynamic aka fluid pricing, a huge contributor (the interent) made to price-strategy.
English Auction – ebay, price is low the goes up.
Dutch auction – Price is set high, then lowered.
First price sealed bid auction – amount of other bids are not known.
Reasons for Price discrimination -
This is the most type, it groups individuals into categories according to what they are willing to pay. Firms are able to increase demand for their products due to price being determined by the customer’s willingness.