By eluna | December 21, 2008
Consumer adoption process: stages a consumer goes through when confronted with a new product or service. The consumer must first become aware of the product; then develop an interest in it; perform some repurchase evaluation; and then try the product, either as a consequence of a purchase or of a marketer-sponsored promotion or incentive. [...]
By eluna | December 21, 2008
Knowledge continuum:
Data (qualitative or quantitative; raw, unprocessed) – analyze – information (in a form useful to decision makers) – combine with expertise – knowledge (to make workers more productive and automate systems)
Knowledge management in Marketing: marketers are interested in a narrower set of activities that focus on integrating front-and-back-office services and delivering information to customer [...]
By eluna | December 21, 2008
Every mouse click Sally did is being recorded, such as clickstream, made up of mouse clicks of consumer activity online during a specified period which can be recorded on one or more server logs,; records that are kept at the server level that records each file requested from a website.
Traffic data describes activity on the [...]
By eluna | December 21, 2008
CRM: customer relationship management (seamless customer experience, 360 degree view of the customer)
Identify – Differentiate – Interact – Customize
Foundations of CRM:
- marketing
- sales force automation
- customer service
Transactional marketing: is centered around products and single economic exchages
relational marketing: focus shifts to customers and their relationships cycles with the organization.
Customer Service
Customer service evolution:
- live customer service, e.g. [...]
By eluna | December 20, 2008
As e-commerce is becoming more popular, will the internet take over retailers?
John McAteer, industry director of retail at google, says that the majority of its business will continue to involve supporting physical store sales. He states that any retailer makes 92% of their revenue from the brick-and-mortar channel. The highlight of this article is how [...]
By eluna | December 3, 2008
“Generation Xers—Americans between the ages of 32 and 43—are plugged in and glued to their PCs. They can be a dream target for digital marketers, as long as those marketers understand Gen Xers’ quirks.”
According to the article this segment goes online primarily to seek for information. Marketers can now reach more people between the ages [...]
By eluna | November 10, 2008
In 2006 Toyota began a virtual promotion through product placement for its Scion in Whyville.net; an online interactive community that targets 8-15 year olds.
According to the article, Toyota is trying to do two things: influence their parents’ car purchases and maybe grow up with some Toyota brand loyalty. According to Toyota the promotion was working:
ten days [...]
By eluna | October 14, 2008
Seven Design Elements of Customer Interface
Context
Community
Customization
Communication
Connection
Commerce
Context: the look and feel of a screen to face customer interface.
Dimensions of context: functions and aesthetics
Function: Factors critical in site layout- section breakdown, linking structure and navigational tools. Performance of site: speed, reliability , platform independence, media accessibility and usability.
Aesthetics: color scheme and visual themes
Content refers to any digital [...]
By eluna | October 14, 2008
Permission Marketing
In order not to be considered a spammer, the marketer must obtain permission from the customer or prospect before sending an email. 4 levels of permission:
Opt-out: the visitor did not refuse to receive further communications from the marketer. This is an improvement over spam, but it does not represent a high level of commitment [...]
By eluna | October 14, 2008
Stages of Internet Consumer Behavior
Awareness: content or products can be obtained via the internet.
Search Behavior: Goal oriented- user has an objective, such as task completion or pre-purchase deliberation. Experiential- not task oriented but are guided by the process itself, such as building an information bank, opinion leadership and recreation.
Task Completion: Content/Information Acquisition, Purchase, Abandonment. One [...]
By eluna | October 9, 2008
Customer Lifetime Value
The basic idea of CLV is that if the marketer understands what it costs to acquire, maintain, and service a customer, he or she can make a reasoned decison about how much to spend to market that customer. Data must be collected for as long as 3 years in order to begin developing [...]
By eluna | October 8, 2008
Functions of Business Models:
articulate the value proposition: the value created for users by the offering based on the technology
identify a market segment: the users to whom the technology is useful and for what purpose
structure of the value chain: within the firm to create and distribute the offering
cost structure and profit potential of producing the offering, [...]
By eluna | September 17, 2008
We continued into chapter 1 and discussed further into detail about the internet marketing paradigm.
The marketing inputs are environmental factors that affect how internet marketing is done. Business models, interactive channels, offline channels, and social and regulatory issues are all part of marketing inputs. Marketing actions are online advertising, e-commerce, and customer service and support.
Drivers [...]
By eluna | September 16, 2008
As we go into the 1st chapter, professor Wymbs spoke about information product and info-rich product. Information product is a commercial product that consists of data such as mailing lists, info-rich product however is how this information helps or educates you.
FedEx is an info-rich product where customers can get information whenever they want it. By [...]
By eluna | September 9, 2008
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