Communication: user controls communication flow on the internet, users wants information to be relevant and targeted
Importance of integrated communication
-goal of marketing and communication is to convey relevant messages to the right consumers at the right time
-synergy between messages is integrated communication
-tradition and interactive marketing methods are converging
Process
1. identify target audience
2. determine the communication objective
3. develop the media plan
4. creating the message
5. executing the campaign
6. evaluating the effectiveness of the campaign
Product
-tangible good and intangible services created for purpose of transaction
-two general types of products for which the levers of product development differ-physical and service
-internet is changing some accepted limitations of service based offerings such as intangibility, simultaneity, heterogeneity, and perishability
-three components to overall value proposition: core benefit, basic product and augmented product
Augmented product development levers
-customer service programs
-loyalty programs and privileges
-availability of complementary products
-upgrades
-enabling community
-additional functionality
-fulfillment capabilities
How products enable customer relationships
1. deploying the product development levers that are appropriate for the existing relationship
2. emphasizing the elements of the value proposition that are most relevant at a given stage of the relationship