Check

we talked about the same he seven C’s |context, content, community, customization, communication, connection, and commerce. all of which are critical to a websites effectiveness.

we talked about server log, coded page, and panel date.

server log: record kept at the server level that records each file requested from a website.

panel data: the process for using panel data to generate site effectiveness data is the same as using panel in the general marketing research process.

coded pages: the use of coded pages is a new method of collecting data.

we talked about anticipatory customer service. they need to be proactive and not wait until customer requires something.

and then we talked about their role in successful customer service delivery.

We finished Customer service and began Marketing Automation.

Companies wants to provide the best possible customer service but as cheaply as possible.

Customer Service Themes

1. Customer service orientation must provide all departments of an enterprise.
2. Technology can help improve customer service
3. Customer want multiple service channels
4. Customer want the option of human contact
5. Improve the overall customer experience

• Customer care is a key marketing discipline. Customer satisfaction/loyalty, and enterprise profit.
• Develop service strategies based on CLV.
• Customer want choice in how to access service.

Chapter 13: Marketing Automation

“the future belongs to markets who best” 1) capture 2) analyze and mine 3) USE

Role of Knowledge In Marketing

• To enable human agents to work: Better, Faster, and With more customer satisfying results.
• To create automated system, as good as the best human agent.

Questions:

1. What do you think the future holds in terms of knowledge management and use in marketing applications?
2. 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.

Distribution and Branding

Nike can distribute directly to the consumer through the internet.

1. Is the Internet a distribution channel?

Internet is a distribution channel. It’s a substitute for the other forms of communication, has changed buyer-seller relationships, changed the shopping experience, and increased the power of consumers.

2. What are the functions of channel intermediaries?

The functions of the channel intermediaries are to be have Efficiency and Effectiveness.

• Efficiency: distribution costs are reduced only if if the retailers can perform the required functions more efficiently than the manufacturer could in the direct channel
• Effectiveness: the ability of the channel to perform functions that create value for the customers.

3. What is disintermediation and what are its implications for channel intermediaries and customers?

• A strategy that involves the elimination of the channel intermediary.
• The internet creates disintermediation, but the results of this is positive since it creates value for customers.

4. What are the distribution levers and how do they affect relationships between intermediaries and buyers and sellers?

Intermediary Type:

• Direct, Traditional Retailers, Virtual Shopping Malls, and Internet Exchange

Number of Intermediaries:

• Exclusive Distribution, Intensive Distribution, and Selective Distribution

Number of Channels:

• Single mode vs Mixed-Mode

Degree of Channel Integration

Intermediary functions and responsibilities

Branding:

• Brand is a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competition.
• Brand is an outcome of the levers… pricing, product, distribution, community, communication, etc…
• Branding is fundamentally different from marketing activities.