Awareness
· Product
o Packaging
· Price
o Click-through promotions
o Web referral promotions
o Bricks-and-clicks promotion
o Web price discounts
o Bundle
o Frenzy pricing
o Prestige
o Price as a sign of quality
o Hi-lo
o Dynamic pricing (as a novel approach — group buying, C2C)
o EDLP
· Communication
o Television
o Magazines
o Radio
o Yellow pages
o Telemarketing
o Billboards / outdoor advertising
o Online billboards (banners / buttons)
o Search engines
o E-mail
o Viral marketing
· Community
o Outline community benefits clearly and early on in the process
o Anticipate and readily answer questions and concerns, quickly establishing a sense of trust
o Establish a call for action and further exploration
· Distribution
o Number of intermediaries
o Number of channels
Exploration / Expansion
· Product
o Attributes and features
o Fulfillment
o Individualization
o Breadth of inventory
o Upgrades
o Functionality
o Availability of complements
· Price
o Targeted promotions
o Future price promotions
o Justify prices
o Loyalty programs
· Communication
o Television
o Radio
o Newspapers
o Packaging
o Loyalty programs
o Customer service
o Loyalty programs
o Customer service
o Interactive online billboards leading to website
o Links from search lead to website
o E-mail with information and link to website
o Viral marketing leading to website and / or download
o Website
o Serial Marketing
· Community
o Makes community exploration easy through efficient site structure
o Show everyone individual attention (e.g., welcoming e-mails, guides for Novices, chat conversations for new members, use of CRM marketing to tailor site functionality)
o Begin the process of equity creation (e.g., member points and loyalty programs)
· Distribution
o Degree of integration
o Number of channels
Commitment
· Product
o Customer-specific attributes and features
o Post-sales support
o Incremental allocated benefits
o Experience
o Customer enabling community
o Customer relationship management
o Customer care
· Price
o Tiered loyalty programs
o Wide variety of pricing plans
o Become evangelists (affiliate)
o Profit-enhancing programs
o Volume discount promotions
o Targeted promotions
o Future price promotions
o Fairness
o Subscription
o EDLP
o Dynamic pricing (group buying, C2C)
· Communication
o Permission marketing with targeted offers
o Loyalty programs
o Customer service
o Loyalty programs
o Customer service
o Permission e-mail
o Personalized pages
· Community
o Increase equity building (e.g., through tiered loyalty programs, increased rewards)
o Recognize individuals’ contribution and participation
o Develop members (e.g., through leadership opportunities, community roles — guides or watch-persons)
· Distribution
o Degree of interest
o Intermediary type
o Number of channels
o Internal function
Dissolution
· Product
o Customer care
· Price
o Discontinue pricing promotions
o Reconfigure loyalty programs
o Decrease profit programs
· Communication
o Terminate direct marketing
· Community
o Spot Departing Friends early and find solutions to prevent dissolution
o Make the “leaving process” fair and efficient
o Seeks and listen closely to feedback
o Allow the option of returning
· Distribution
o Elimination of types
o Reduction of intermediaries
o Reduce integration