- Explain the nature of the consumer adoption process. How is it different from the concept of difussion of innovations?
The consumer adoption process is when a customer comes in contact with a new product, then when they are aware of the product they develop an interest. The customer can sometimes contrast the product with another product. As the customer begins to buy their product, they will begin to purchase other products from the same firm; thus making them(company) a part of the customers life. The consumer adoption process will explain the customer’s behavior. This will also tells us how the customers adapt to the product and the diffusion of innovations. in which it will explain the life of a product over a period of time. The diffusion of innovations is the communication models that consists of four parts: the time, communication channels, innovation, and social system in which the innovation is spreading.
- Define “pervasive computing” in your own words. What changes is it likely to bring about in the way marketers approach the internet?
Pervasive computing - is the concept that indicate that a single person has connections to many computing devices that assist them in performing tasks in an everyday manner. (ex. Blackberry, laptops, cellphone, etc which can be on/off-line). The changes that can occur due to this is that marketers will have to keep up with the changes. Although this can be also viewed as something positive, in which they will use the technology as it evolves and new products and services come out. (ex. RFID)
- Strategic drivers of wireless adoption and explanation for each.
High value- the coupon will have to have a reasonable value in order to be submitted in the wireless context. Voice activation- there are many situations in which it is not safe to use the keyboard. Personalization- the customer can select not only the type of information desired but also the frequency of information provision (consumer may select specific stocks and specific price levels at which he or she wishes to be notified.) Time sensitive- because the computer screens are small and storage in limited, information should be send at an appropriate time. (ex. not sent too early) Localization- location of the user can be identified and information specific to that location can be provided (with the use of GPS, Tracking Devices). 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 such as smart cards that can be inserted or taken out. Privacy- providers of content and services in which it will be time sensitive to download, a lack of storage, and/or the fact that users may be paying for airtime. Context- providing necessary information when and where the customer needs or wants it (consumer has the power of the content trigger). Expanded permission marketing- marketers will have to find a new way to get permission marketing, that are besides the opt-in scenarios. They must find out what kind of information they are willing to receive, how often they want to receive transmissions, and where they want the information to get to. One-click payment mechanisms – a system in which payment is done. The payment is considered to be easily secure and authorized. It can also be billed to a single account since there are many customers that don’t want to enter their credit card information. (ex paypal)