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.
What is the concept of anticipatory customer service? What role can it play in successful customer service [...]
Describe the similarities and differences between server log, coded page and panel data. Which do you think is most useful?
Server log- records each files requests from websites, it is created by the owner of the website. Code page- (new way of data collection) its on the user side of transaction. Data collected by tags has [...]
Visit one B2C and one B2B Web site. Examine each carefully, identifying as many relationship building techniques as possible. Do you find extensive differences between the B2C and B2B sites? Be prepared to discuss your findings, and similarities and differences between programs on the two sites, in class.
Both sites the B2B and B2C gave [...]
Explain the nature of the consumer adoption process. How is it different from the concept of diffusion of innovations?
Consumer adoption process - it is when the customer comes in contact with a new product, making them aware of the product then they develop interest (customer may even evaluate it with other products). When the customer [...]
What do you think the future holds in terms of knowledge management and use in marketing applications?
Knowledge management: the systematic process of identifying, capturing, and transferring information and knowledge people can use to create, compete, and improve
As it stands currently, companies have the ability to partially implement knowledge management solutions with the goal of providing [...]
What is a buyer-seller relationship? How can it vary?
Buyer-seller relationship - the bond between the seller (brand/firm) and it customers, this bond between them may be strong, weak, or it may not even exist at one point. The relationships can be base on emotions (brand makes them feel happy, feel better due to purchase) or [...]
Is the Internet a distribution channel?
The internet is a distribution channel since it is able to facilitate the exchange of goods and services between the buyer and seller. The internet also makes products available for consumption, which is important in a distribution channel .
What are the functions of channel intermediaries?
The functions are: Effectiveness - [...]
What is the definition of community?
It’s a relationship that has been build on share interests and needs that get satisfied.
What are the criteria that define successful community?
The membership is the choice of the individual. Members feel trust – safety is felt among members and their transactions, that their information will be safe. Members [...]
How is product defined?
A product can be tangible or intangible (services), purpose is for transaction. There are two types of products physical and services.
How do interactivity and individualization affect product?
They affect product development, it also allows the firm to learn about their consumers. It also allows the personalization of the product for the preference [...]
Why are marketing communication important?
It is important because it’s the traditional & interactive marketing methods, it also sends the right (relevant ) message to the right customer at the right time
What is the role of the Internet in a marketing communication campaign?
What are the main categories of communication types, and within each category, what [...]
What is the relationship between price and demand? Why is it important for a firm to price at the point at which marginal revenue is equal to marginal cost?
Relationship between price and demand is that price affects demand — expensive less demand.
What should a firm consider fairness when pricing its goods?
Fairness is important [...]
Customer Relationship
Relationships between customers and a firm (brand/product) is a very important one, since a weak
relationship will make it easier for customers to purchase from a different brand because there is no strong link – no loyalty with the brand. A strong relationship will drive customers to keep purchasing from the same brand since they [...]
Yahoo stated that it will shorten the time they will keep users activities from 13 months to 3 months. Records include users’ online behavior such as search results. Lawmakers have concerns about how much data and what kind internet companies really have on their users and how is that data being use. Yahoo also wants [...]
Why is it that many young users trust unknown peers more than recognized experts?
The reason why young users trust unknown peers more than recognized experts are that must experts are considered to be biased. Young users believe that peers offer them first hand knowledge and experience without being biased about the brand/product, they don’t get [...]
What are the special techniques that enterprises can use in their brand-building process on the Web?
Some of the techniques that enterprises can use email promotions, search engine marketing, events & public relations, viral marketing, online advertising.
A businessperson who is not an Internet expert asks you whether the Internet is useful for branding? What answer [...]