Author Archives: ccastillo

Chapter 11 – Roberts

By ccastillo | December 21, 2008

·         Describe the similarities and differences between server log, coded page and panel data.  Which do you think is most useful?
o   Server log: record kept at the server level that records each file requested from a website; server log files are created by the server that houses the web site. Each time a browser requests [...]

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Chapter 14 – Roberts

By ccastillo | December 21, 2008

·         Explain the nature of the consumer adoption process.  How is it different from the concept of diffusion of innovations?   
o   The consumer adoption process is a generally accepted conceptualization of the stages a consumer does through when confronted with a new product of service. The consumer must first become aware of the product, then [...]

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Chapter 13 – Roberts

By ccastillo | December 21, 2008

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 activates 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.
         They are connected about customer [...]

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class notes

By ccastillo | December 21, 2008

What are the four categories of principles for level selection?
-which levers are customers most responsive to?
-which levers are least likely to generate a competitive response?
-which levers work best together?
-which levers are consistent with strategy?
              
What are the key principles for level selection with the Marketspace Matrix?
Principle 1: Base the levers on consumer behavior
2. [...]

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Chapter 9 – Roberts

By ccastillo | December 21, 2008

The Internet has the capacity to increase customer expectations about service levels and also to be the vehicle that delivers service that meets or exceeds those expectations.  Take a position on this statement and be prepared to discuss it.

The internet does have the capacity to increase customer expectations about service levels and also to be [...]

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The New Examined Life

By ccastillo | December 11, 2008

This article talks about the online community and how many sites are offering life trackers. these sites offer agendas where people can write down everything they do and keep a record of it some of these sites are: Dopplr, which allows people to post their iteneraries and cshare them with others., Mon.thly.Info, tracks down menstrual cycles.  and [...]

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Poorer Nations Go Online on Cellphones

By ccastillo | December 11, 2008

Alot of people in emerging markets are accesing the internet through their cell phones because many of these poor areasa dont have phone lines for dial up or even cable for broadband. It is also cheaper to use their cellphones becuase if they already have a phone then they dont need to spend extra money [...]

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YouTube Videos Pull In Real Money

By ccastillo | December 11, 2008

Sucessful users of you tube who would just post videos on youtube for fun   “partnered” with them and are now making six figures incomes becuase of the advertisemnets.  millions of people post videos on you tube and alot of them get viewed alot of time, someone said they have already gotten 100 million view, this is crazy. [...]

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What the Search Engines Have Found Out About All of Us

By ccastillo | December 11, 2008

This Article talks about the how google gathers information on what people searched for in NYC for 2008 and then creates  a list of search queries from it. also it mentions how this information that is gathered by google is then used by other businesses along with the cookies that are captured and IP adresses.
http://www.nytimes.com/2008/12/10/nyregion/10about.html?ref=technology

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Class 8- 9/24

By ccastillo | October 13, 2008

Today in class we discused the seven c’s which include, context(sites layout and design) content(text pictures, sounds, videos that the web page contains) community(the way the site enables user to user communication),customization(ability to self taylor to different users to personalize the site) communication(site to user communication or tow way communication)  connection(degree site is linked to other sites) and commerce(sites [...]

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Class 7- 9/22

By ccastillo | October 13, 2008

Today we discussed the testing process 1.  Reasons for conducting a test  2.  design a test  3.  establish test metrics  4.  execute and monitor results  5.  analyze and report test results  6.  make marketing decision

   we discused that reasons for conducting a test are(1. standard practice:test all mkt programs)(2.strategic question:realtime lapsed customers)(3.tactical questions:which incentive to use)
companie [...]

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Class 6- 9/17

By ccastillo | October 13, 2008

Today  we discussed the differences between the business model and the revenue model.  For example  amazon and The Wall Street Journal  The methods used to attract people to their product/services are: amazon- aggregation; WSJ- Content provider.  This however, this is not their source of revenue, which is why both models differ.  Amazon’s source of revenue [...]

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Class 5- 9/15

By ccastillo | October 13, 2008

 

today we  discussed the Business Model and its functions which are:

 

 

 
 
Functions of Business model:
Articulates Value proposition: the value created for users by the offering based on technology
Identify target market segments: the users to whom the technology is usefull and for what purpose
Define Structure of value chain within the firm required to create and distribute the offering
Define [...]

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