Marketspace Matrix
Relationship is a bond or connection b/w firm and its customers, it may be strong, weak or non-existent, based on logic or emotion. Buyer-seller relationships are based on exchange, where each party expects, or perhaps even demands value for what is given (money for products). 1) Customers have have a relationship w/ the firm [...]
Distribution
Internet is a distribution channel. A distribution channel is the system of organizations involved in the process of making a product or service available for consumption or use. Marketing channels therefore allow buyers and sellers to exchange goods and services. Internet- substitute for other forms of communication, changed buyer-seller relationships, changed customer shopping experience, [...]
community
Community definition- a set of interwoven relationships built upon shared interests, which satisfies members’ needs otherwise unattainable individually.
Successful community- 1) membership is a conscious choice 2) member base has achieved critical mass and sustainability 3) members feel a great sense of trust 4) members achieve benefits in scale 5) roles are not heirarchical or imposed [...]
Product
Defined as tangible goods and intangible services created for the purpose of transaction. Levers-physical and services.. The internet is changing some accepted limitations of service-based offerings such as intangibility, simultaneity, heterogeniety, and perishability. 2 components of value proposition: core benefit, basic product and augmented product.
Interactivity and Individualization affect product because of the 21s bc a company [...]
Communication
Marketing communications are important because it conveys relevant messages to the right consumer and the right time. Due to rising competition firms need to get creative and find new ways of getting their information out. Synergy between messages, and traditional and interactive marketing methods are coming together. People need to be communicated to multichannel.
The role of internet in a [...]
Chapter 14
Wireless future
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 stages are as follows: Awareness->interest->evaluation->trial->adoption->internalization (harder to do). The diffusion process is a communiation model and as such it consists fo four elements: the innovation, communication channels, time, and [...]
Chapter 13
Marketing Automation
The future of of knowledge management and use of marketing applications is growing. Knowledge management is defined as “the systematic process of identifying capturing, and transferring information and knowledge people can use to create, compete and improve.” This is defined by American Productivity & Quality center. This future belongs to marketers who capture, [...]
Chapter 11
Web Metrics
Server log- record kept at the server that records each file requested from a Web site. They are created by the server that houses the web site. Everytime a browser wants a file in order to buld a web page, it generates an entry in the server request log. a hit is counted [...]
Chapter 9-
Customer service-
The internet has the capacity to increase customer expectations about service levels as well as vehicle capabilities to deliver the service that meets or exceeds those expectations. The internet is a rapidly growing place. It has much room for improvement and moving up is always necessary. The internet created new ways of [...]
Chapter 8-
Customer Relationship is a bond or connection between a two firms B2B or a firm and its customers B2C. The bond can be weak, strong, or none existent, it can be intellectual, emotional or both. Lack of personal interaction makes it harder to form and keep a relationship. Relationship involvement is a funciton of product characteristics and [...]
http://edition.cnn.com/2008/TECH/12/08/polaroid.farewell/index.html
The nostalgic Polaroid film is never to be seen again. The millenial babies will never know what it felt like to take a picture and having develop in their hands. For the most part, people have forgot all about it and will not miss it. Still, some morn over the loss of a once popular [...]
http://bits.blogs.nytimes.com/2008/11/20/stressed-sony-says-high-prices-will-help-you-relax/#more-1929
Sony wants to price their TVs and Cameras the same price in every retail store. No one store should price the goods more or less depending on how it feels. This will benefit all customers who wish to purchase electronic Sony products and don’t have to choose the right store because all will have the [...]
http://bits.blogs.nytimes.com/category/consumer-electronics/
Hewlett Packard and the Arizona State University came up with a new technology that would allow newspapers to be printed on a plastic, yet “paper-like” material. The electronic display of the newspaper would still be flexible, portable and energy efficient.
The stages of Internet consumer behavior are (1) Awareness (2) Search behavior a. goal-oriented(task completion/prepurchase info search) b. entertainment/experience-oriented (accumulates info/bank, opinion leadership, recreation) (3) Task completion-Content/info acquisition (primary activities-including communication), purchase, abandonment (4) Repeat Visit- occasional/frequent (5) Use/consumption behavior (6) Loyalty. If a person is about to purchase and abandons the cart because of [...]
Chapter 7- In class we watched a video about search. There is organice and paid search. Organic uses keywords to get ranked. The keywords are from the title and on the page context and attracting links. Organic search is PR/ask a question. Paid search is advertising that you can pop-up differently to different people according [...]