1. 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.
2. What is the concept of anticipatory customer service? What role can it play in successful customer service delivery?

Being proactive, they should not just wait until there is a problem with the customer, they should act before there is anything wrong. The firm should always anticipate potential problems with their customers in problem areas (they should know which these are)they should do this before those problems become really big problems for their customers. So they should provide solutions and services that will exceed their customers expectations.

3. Can you identify any ethical issues that are inherent in sophisticated customer service programs?

Anticipatory customer service builds customer scenarios by using data including call center reports, e-mai logs, chat transcripts, and Website software.  These scenarios allows companies to intervene and prevent problems.  - It also makes customer service pervasive by fulfilling common requests before the customer even asks and ensuring that service is readily available throughout the value chain.  - A.C.S. also guides customers to the service they need without having to move through frustrating layers of information that does not fit the needs of customers.

 

 

 

 

1. 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 several advantages over server log data: the data may be more accurate, data collected by web bugs has smaller storage requirements because it stores only relevant data, and when data are collected in this manner, it permits real-time processing and viewing of site metrics. Panel data – the process for using panel data to generate site effectiveness data is the same as using panels in the general marketing research process. Specialized software is downloaded onto the participant’s computer to record the click stream data. Differences – server logs record information on the server side while Coded Data collects information from the browser side Coded Pages are more useful than server logs because the user’s IP address may change during the session, causing the server log to, in effect, record different visitors. Coded pages has real time viewing and server logs does not because it has to be transferred. The main similarity between them is that they all are use for recording peoples activities on websites.  

2. What are some of the specific metrics that measure Internet traffic, audiences and campaigns. Which ones do you think are most important?

Measuring metrics for the Internet:  sessions-  amount of activity on a site during a specified period. Impressions-  number of times and ad banner is requested by a browser. Page views – times a web page is requested. Hits- numbers of files requested. Click-through- numbers of times visitors come to the site by clicking on an ad. Measuring metrics for Audiences:  Unduplicated audience: the visitors that are unique to a website. Visitors- number of people who visit the site. Behavior on the site -how many pages were viewed, time on the pages.  Measuring metrics for Campaigns: Offer – promotion (testing shipping cost from free to discount offer). The communication channels can be use as will (mail/email, online banners).

3. What kinds of variables are needed to measure the effectiveness of branding efforts on the Internet? Where are these measures obtained?

 

• 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 me the chance to register. However, the B2B gave me the option of referring customers with the incentive of commissions. So both were similar in terms of getting my information but different in terms of rewards. On the contact section the sites, they both offered it but on the B2B they were more specific and requested my personal information in more details than the B2C site. It seems that the B2B site is more interested in getting as much information so they can better “qualify” as a potential customer. I felt that the B2C site was more oriented in customer service rather than transaction oriented as of the B2B site. I found the B2B site to be more service oriented and I found more information on how to use their products. Also, there was a lot of service promoted on how to operate and install their products (water coolers). The B2C site was more product detailed oriented.

• Keep a long of the contacts from a particular site for a week. In general, what are they learning about you from these interactions? Specifically, what data might they have added to your record in their database.

Most likely they might have my past orders and transactions which lets them learn about what kind of products I like and prefer, so they can target me with similar products.

1. 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 buys that product most likely they will buy that product again or products from that same firm again making them part of the customers life. -  Consumer adoption process explains the customer’s behavior n how customers will adapt to the product n the diffusion of innovations explains the life of a product over time.  Diffusion of innovations – its a communications model that  consists of four elements: the innovation, communication channels, time, and social system within which the innovation is spreading.

2. Define “pervasive computing” in your own words. What changes is it likely to bring about in the way marketers approach the Internet?

Pervasive computing -  the concept implies that a single person has access to myriad computing devices to assist in performing all sorts of daily tasks. (Pervasive computing – technology is becoming part of our daily life, allows individuals to do personal or professional tasks anywhere they want. There are smart phones that connect people with any one n their tasks online or offline. Changes - marketers have to seize the opportunities being given to them as technology evolves and new products and services come out such as RFID.

3. Be prepared to describe the strategic drivers of wireless adoption and to give an example of each.

Context -  providing necessary information when and where the customer needs or wants it (consumer has the power of the content trigger). Localization-location of the user can be identified and information specific to that location can be provided (with the use of GPS, Tracking Devices).  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 screens are small and storage in limited, information must be provided at the time appropriate to the customer, not convenient for the marketer (As a customer passes a store in a shopping mall, they  may be willing to receive a coupon for a purchase in that store, which can be saved or retained on the screen until the customer shows it when checking out the purchase).  High value- The coupon will have to have a reasonable value in order to make it welcome in the wireless context. Voice activation-there are many situations in which it is not safe to use the keyboard (voice activation).  One-click payment mechanisms – a system in which payment is easily n securely authorized n billed to a single account since consumers do not want to  enter their credit card information on mobile keyboards and may be uncomfortable with the idea.  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 will have to be sensitive to download times, lack of storage, and the fact that users are paying for airtime. Expanded permission marketing- marketers will have to extend the concept of permission marketing beyond simple opt-in scenarios. They must find out what kind of information consumers are willing to receive, how often they are willing to receive transmissions, and where they are willing to receive it.

 

 

 

 

1. 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 a seamless customer experience. In terms of future applications, fully integrated solutions should be the way to go to so that human agents can do their work better, faster, and in a way that provides maximum customer satisfaction, and create automated systems that perform at least as well as the most skilled human agent.

2. Think about your own Internet experience, can you think of a specific encounter in which information or knowledge clearly improved your interaction with a human agent? Can you think of an encounter in which the human agent lacked the information or knowledge to make your experience satisfactory? Be prepared to discuss both positive and negative experiences and what could have transformed a negative encounter into a positive one.

Knowledge management in marketing enable human agents to do their work better, faster, and in a way that provided maximum customer satisfaction, al creates automated systems that perform at least as well as the most skilled human agent

 

 

 

• 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 even logic (is when a customer recognizes  that they can not get a better product with an other brand/firm. Customers who believe that the product is an important part of their lives will develop a strong relationship with the product/brand; so as a result the customer feels goods about remaining loyal to the brand . The brand/firm provides a product for a price which the customer is willing to pay for exchange for that product that they like/love or makes their life easier as they see it.

• Why is integrated  lever selection important in a marketing plan?

The levers allows customers to move from phases. Product – price – communication – community – distribution. Product – individualization of customers’ pages, maintains commitment which increases switching costs to the customer. It also helps them to move from the awareness stage to exploration stage.  Pricing – can move customers from exploration/expansion to commitment

• 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 -  it’s the ability of a channel to perform its functions which creates value for the customer. Efficiency – the cost of distribution can be reduce if retailers can perform its require functions more efficiently than other manufactures can that would be in the direct channel.

• What is disintermediation and what are its implications for channel intermediaries and customers?

Disintermediation – a strategy that eliminates channel intermediary -  Internet-driving force for disintermediation: the Internet enables firms to interact at a much lower cost and higher speed.

• What are the distribution levers and how do they affect relationships between intermediaries and buyers and sellers?

Some of the levers: Virtual shopping malls –  it has some small sense of the regular shopping malls of the physical world, it has become vary important for those unknown brands which can make customers aware of it easier online, it is also easier for customers to comparison shop. Direct – firms are able to do directly into the customer with the internet or by direct mail. Internet exchange – this element is like the virtual shopping malls.  Traditional retailer -  business whose revenue comes from their sales.  

• 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 gets benefits from the community. The roles among members are not imposed and they are not hierarchical. Efficiency in interaction is maximized  this is done through mailing lists, live chat rooms, and bulletin boards. It is easy to navigate through the community, so visitors can explore without trouble.

• What are the different types of internet that form the foundations of community?

Activity-driven- individuals share their interests. Information-driven- this is when individuals share their interests in information and they seek to exchange this information. Commonality-driven-  these individuals share their interest through their professions, lifestyle  stages, and ethnicity.

• What are the different ways in which communities function?

Asynchronous formats- this is when there is a delayed in communications from the time the message is sent to when its being answer, through mail. Real-time system – this is when there is no delay when the message is sent – read – and answered to, such as through texting, aiming.

• What are the three primary ways in which value is created within a community?

User to Administrator-  the user (customer) makes money for the firm through the purchase of products, usage fees, content fees, advertising sales and also through commissions. Administrator to user - the firm creates the content like reports, exclusive research, events. User to user – the user makes content like articles written by them, and opinions.

• What are the benefits that community can generate for a parent firm?

Benefits are: Revenue- deepen customers relationships, increase customer segmentation, and an increase in branding.  Cost – reduces cost from a decrease of product flaws and marketing mistakes, reduces customer service.

• 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 of consumers. It also will decrease costs for sellers. 

• What are the key marketing levers for product?

Key marketing levers are: loyalty programs and privileges – rewarding  customers increasing relationships . Packaging –  this makes the product stand out from the rest of the products that surrounds it (subconsciously and consciously too). Availability of complementary products- it improves the value or potential value of the basic product. Upgrades – this offers a greater potential value for the customer, it also helps in their long term relationship. Attributes and Features- this is use to differentiate companies from each other, by customizing specific things for the customer (taste or preferences). Customer Service programs – support for customers before/after sales, customer care and it also helps relationship management.

• What does the overall product development process look like?

It starts with brainstorming Idea Generation. Having a clear set of objectives for new products with connections with the development process Screening Ideas.  Product Design. Prototype development  this helps the companies determine wheatear something really works and if its safe to use for customers, its an outline of the product, this also helps them save time and money since it is not fully functional.   Looks at the equity of the company/brand- the image of the brand Business Analysis. Tests where new products should be open and looks if it is supported by the target Testing Marketing .  Requires an implementation plan, resources – supplies – marketing – distribution have to been done in the right way in order for the process to work Commercialization.      

• How can companies mange their product portfolio?

They can support their current products/services, with their existing products, and can develop new products all together.

• How can products help enable a customer relationship?

Can enhance value at relevant stages in the relationship.

• How can a customer-centric approach to product development create strategic advantages?

It is able to gain insight into customer’s needs that can start at the registration stage when it’s a online product. Increase success base on customers’ acceptance.

• 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 are the tools, or marketing levers, that marketers use to communicate with consumer?

The categories are: Mass offline –  broadcast media, print media, and point of purchase displays.

Personal offline – telemarketing, direct mail, statement stuffers, and customer service.

Mass online – the basic online tools such as: banners, search engines, point of purchase displays; applications of basic tools: affiliate programs, partnerships, sponsorships, and chat rooms.

Personal online –  personalized commercial websites, loyalty programs, viral marketing, email, and customer service.

• What are the six steps in the communication process?

The six steps are:  1- you need to Identify Target Audience (experience, behavior, and demographic). 2-Determing communication objectives (aimed for one of customer relationship stages.  3- Developing Media Plan communication objectives need to go with the target audience. 4- Creating  the Message make sure that the  right message is gotten to the right target audience. 5- Executing Campaign  this is buying the space for message. 6- Evaluation Effectiveness of Campaign see if customers behavior change due to the campaign and determine if any changes need to be change.

• How do the 2is of the Internet affect marketing communication?

Some of the ways in which it affects marketing communication: Interactive  - helps customers from exploration to  commitment (where customer relationship is establish).  Individual – it gives customers more control over the messages they are expose to online and offline.

• What levers are used for the different customers stages?

Stages are: Awareness – Exploration/Expansion – Commitment – Dissolution

Levers use for Awareness – online levers : search engines, viral marketing, emails, banner ads – Offline  levers: broadcast media, print, outdoors.

Exploration/Expansion - online levers: banners, and  emails. Offline levers -  print, and broadcast media.

 Commitment - online levers: permission base marketing, emails, and also personalized web page. Offline levers: direct marketing – mail, telemarketing (most individuals don’t like this).

 Dissolution -  online levers:  personalization of websites. Offline levers: deletion