Relationship stages ( awareness, exploration , commitment, dissolution)
Categories of levers
Product
• Can be defined as both tangible goods and intangible services generally created for the purpose of transaction.
• Two general types of products for which the levers of product development differ – physical and services.
• The Internet is changing some accepted limitations of service-based offerings [...]
Wireless and Converged Devices
Are Undergoing the Process
Of Adoption and Diffusion.
Adoption process
AwarenessàInterestàEvaluationàTrialàAdoptionàInternalization
• Relative Advantage
• Compatibility
• Complexity
• Divisibility
• Communicability
Pervasive Computing
• Ubiquitous Computing
• The consumer adoption process is a generally accepted conceptualization of the stages a consumer goes through when confronted with a new product or service.
• The consumer must become aware of the product, develop interest, [...]
Difference Between DATA and KNOWLEDGE?
Data( raw, unprocessed, qualitative, quantitative) à Analyze
àinfo ( in use for decision making) à combined with expertise
àKnowledge ( to make worker more productive and automated system)
• Explicit Knowledge
§ Formally Stated
§ Potentially Available In Published Form
• Tacit Knowledge
§ Subconscious/Difficult To Articulate
§ Shared Through Personal Communication
• To Enable Human Agents to Work
§ Better
§ [...]
• A relationship is a bond or connection between a firm and its customers.
• It may be strong, weak or nonexistent.
• It can be intellectual, emotional or both.
Two categories of relationships:
1. Type
2. Involvement
• Continuum ranging from communal to exchange based.
• Can online firms build emotional, social or psychological benefits into the exchange process?
• Lack of [...]
Usability – can the vistor successfully perform desired tasks
ENTERPRISE METRICS
• Site Administered
§ Hit Counters
• Purchased Services
§ Server Request Log Data
§ Coded Web Pages
§ Customer Panel Data
l Clickstream-
the complete data record, made up of mouse-clicks, of consumer activity on the Internet during a specified period, usually the dureation of a visit to a single Website.
l [...]
Customer Complain
less complain , less repurchase
Complaint—-> problem get solved–> repurchase
Channels
Telephone
Web-Based
Live Person
Email, Instant Messaging, Live Chat
Automated
FAQs, Knowledge Bases, Video
Stratgic customer care
Profile customer àSegmentation customer àUnderstanding their needsàInvesting technology and seeks solutionàManaging in consistent manner
Customer service scheme
Customer Service Orientation Must Pervade All Departments Of An Enterprise
Superior Customer Service Requires Long-Term Commitment (Management, Resources)
Build Culture of Customer [...]
In an economic downturn, with online retail sales falling this month for the first time, Internet merchants are offering steep discounts to anyone willing to punch in a secret coupon code or visit a rebate site for a ”referral” before loading up their virtual cart
http://www.lexisnexis.com.remote.baruch.cuny.edu/us/lnacademic/results/docview/docview.do?docLinkInd=true&risb=21_T5360669917&format=GNBFI&sort=BOOLEAN&startDocNo=1&resultsUrlKey=29_T5360669921&cisb=22_T5360669920&treeMax=true&treeWidth=0&csi=6742&docNo=1
http://www.nytimes.com
Complaints, feeback
Outsourcing?
quality vs cost
“What get neasured gets managed
customers went multiple channels
human contact
Technology – Long term commitment, increase quality, royalty, satisfaction
The future belongs to marketers who best capture , analyze and use information and knowledge
Lever selection process
Objective , positioning, current relationship, segment and targeting
Principles for marketspace matrix design
-Effect to change
Most leverage
Barriers to advancement
medium’s effect on desire behavior
Level of involvement
Learning Trend
Credibility of channel Matter
Consistent with positioning
Medium can be the message or product
Must be adaptive
In today weak econmony, less and less people are willing to buy a new car. Now, many automakers and car dealers are offering big discount and rebates to attract the consumers.
http://www.nytimes.com/2008/11/15/business/15auto.html?_r=1&sq=automobile%20price&st=nyt&adxnnl=1&scp=9&adxnnlx=1227070371-WBYvS41aF+4CmIoHT5hl6w
In today weak and slow automobile market, dont u imagine you can get a car for $1!!!?
not a ride? is a real car !!
In chicago, one car dealer offer a buy-one-get-one-for-$1 car promotion of Mancari’s Chrysler-Jeep
Car buyers who purchase a 2008 Pacifica will be able to purchase a 2008 PT Cruiser program vehicle for $1.
http://www.southtownstar.com/news/1286508,111908mancari.article
Will other car [...]
Brand
an identification of the goods and service of one seller or group of sellers and to differentiate them for those of the competition
Brand can divide in 5 attributes– distribution, Price, Product, Community and Communication
Consumer Attribute and Product Attribute
Is it more distribution channels better?
Awareness -> Exploration -> Commitment -> Dissolution
In each stage , company would apply different pricing strategy
awareness — promotion, frenzy pricing, prestige pricing , dynamic pricing , hi- low , everyday low price
Exploration— promotion, justify prices, loyalty program
Committment – affiliates , wide variety of pricing program
Dissolution– Discontinous
Dynamic strategy,
decrease menu cost and interactivity
Auction- English auction, first price [...]
Relevance, Respect and Recipient control
Advs.
email marketing can be developed quickly
content is flexible
Distribution is controllable
can be tested and revised for effectiveness
measurable
cheap
Opt- out /opt-in
permission before they send advertisements to prospective customers.
used by some internet marketers, email marketers, and telephone marketers.
people first “opt-in”, rather than allowing people to “opt-out” only after the advertisements have been sent.
Opt in e-mail -the [...]