By cnuez | December 10, 2008
Server Log, Coded Page, and Panel Date
· 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 a file in order to build a web page, it generates an entry in [...]
By cnuez | December 10, 2008
The Nature of Consumer Adoption Process
· The customer adoption process is generally accepted conceptualization of the stages a consumer goes through when confronted with a new product or service.
· According to the adoption process, the consumer must first become aware of the product, then develop an interest in it, perform some pre-purchase evaluation, and [...]
By cnuez | December 10, 2008
Knowledge Management and 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 experience and realize they must deliver it seamlessly through multiple channels at [...]
By cnuez | December 7, 2008
Anticipatory Customer Service
Being proactive, not simply waiting passively until customers request service
Companies must anticipate potential problem areas before they become troublesome, develop solutions, and provide service that exceeds customer expectations.
Role in Successful Customer Service Delivery
Anticipatory customer service builds customer scenarios by using data including call center reports, e-mai logs, chat transcripts, and Website software. These scenarios allows [...]
By cnuez | December 6, 2008
The article below discusses the way Tiffany and Co.’s Brand began to lose its luxurious image when they came out with charm bracelets in 1997 priced fairly low ($100) that attracted teenage consumers. The company did not want its low prices to attract young consumers because they were afraid the value would depreciate. In addition, [...]
Posted in Brands, Price |
By cnuez | November 25, 2008
Ebay’s application of the Marketspace Matrix Change Over time
• Ebay began to utilize more levers, and the additions were focused in two places: the commitment column in the matrix became heavily utilized, as did the community row.
• Ebay did also seek to drive awareness and exploration among new users, but the firm designed the bulk [...]
By cnuez | November 23, 2008
Brand
• A name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competition
Brand Equity
• A set of assets (and liabilities) linked to a brand’s names and symbol that add to (or subtract [...]
By cnuez | November 23, 2008
Seller Relationship and why it varies
• A relationship is a bond or connection between the firm and its customers.
• This may be strong, weak or nonexistent.
• It can be based on logic or emotion
• Logical bond – realization that a customer simply cannot get a better product elsewhere.
• Greatest potential for strong buyer-seller relationships exists [...]
By cnuez | November 16, 2008
Community
A set of interwoven relationships built upon shared interests, which satisfies members’ needs otherwise unattainable individually
Criteria that Define Successful Community
Membership is a conscious choice
Member base has achieved critical mass and sustainability: sufficiently large membership base that consistently gathers, participates, and adds value in community meeting areas
Members feel a great sense of trust: feeling safety when [...]
By cnuez | November 16, 2008
Distribution Channels
the system of organizations involved in the process of making a product or service available for consumption or use
facilitate the exchange of goods and services between buyers and sellers
the Internet is a distribution channel
Functions of Channel Intermediaries
Efficiency: distribution costs are reduced only id the retailers can perform the required functions more efficiently than the manufacturers [...]
By cnuez | November 10, 2008
nbsp;Zappos.com is known for selling name brand shoes and bags for a slightly lower price and free delivery. However, they want to change their image and be known for their good customer service, and as a result will be eliminating free shipping, which is what separates their price from other stores. They have admitted that [...]
By cnuez | November 8, 2008
Importance of Marketing Communication
Conveys Relevant messages to the right consumers at the right time
Traditional and interactive marketing method are converging
Categories of Communication Types (tools/marketing levers used to communicate with customers)
Mass Offline: (1) broadcast media:television, radio, outdoor and public relations) (2) Print Media (newspapers, magazines, yellow pages, brochures, newsletters) (3) point-of-purchase displays
Personal Offline: (1)telemarketing (2) direct [...]
By cnuez | November 8, 2008
Customer Relationship:
Commitment/ bond or connection between a firm and customers
Weak relationships=open market; customer is easily persuaded to purchase from other firms because no loyalty exists
Strong relationship= like family (high customr loyalty)
Types of Customer Relationships:
intellectual: customer evaluates pros and cons and decides between A and B
emotional: makes the customer feel good/ high loyalty/ repeated purchases/ used for [...]
By cnuez | November 8, 2008
Brand Building
Techniques and Enterprises for Brand-Building on Web:
E-mail Promotions
Online Advertising: allows business to generate purchase interest among target market and be creative with their advertising because it becomes interactive, and animated
Search Engine Marketing
Affiliate Programs
Portal Deals
Viral Marketing
Offline Advertising and Promotion
Events and Public Relations
Why the Internet is Useful for Branding
Creates awareness: introduces the brand and aims for [...]