Chapter 14 Review:
The consumer adoption process is:
Awareness → Interest → Evaluation → Trial → Adoption → Internalization
Diffusion of Innovation:
Innovators (2.5%), Early Adopters (13.5%), Early Majority (34%), Late Majority (34%), Laggards (16%).
The innovators buy new products as soon as they are released. They stand in waiting lines to purchase the products the day they are released. [...]
Designing a Marketspace Matrix
1. What is a buyer-seller relationship? How can it vary?
• 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
• Buyer-seller relationships are based on exchange, where each party expects, or perhaps even demands [...]
Distribution:
1. Is the Internet 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 facilitate the exchange of goods and services between buyers and sellers.
• The Internet, as any other marketing channel, has emerged as a way to [...]
Community
1. What is the definition of community?
A set of interwoven relationships built upon shared interests, which satisfies members’ needs otherwise unattainable individually.
2. What are the criteria that define 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. [...]
Product
1. How is product defined?
a. Can be defined as both tangible goods and intangible services generally created for the purpose of transaction.
b. Two general types of products for which the levers of product development differ – physical and services.
c. The Internet is changing some accepted limitations of service-based offerings such as intangibility, simultaneity, heterogeneity, and [...]
Communication:
1. Why are marketing communications important?
Marketing communications is important, especially in the introductory stage of a product life cycle, in order to generate awareness. You want to let your target audience know that you there to provide an offering that will solve a current “problem” that the customer is facing, and that you can solve [...]
Pricing:
1. What is the relationship between price and demand? Why is it important for a firm to price at the point at which marginal revenue is equal to marginal cost?
a. As the price of a given product or service offering goes UP, the quantity demanded for that offering will decrease, according to the rules of [...]
Chapter 13 Review:
The Knowledge Management Continuum:
Information: Data that have been processed into more useful forms using techniques that ranfe from simple summary formats to complex statistical routines.
Knowledge: Information to which human experise has been added.
Data: Raw, unprocessed facts and numbers.
Expertise: Skill or Knowledge in a particular area.
Explicit Knowledge: Knowledge that has been or can be [...]
Chapter 11 Review: Measuring and Evaluating Web Marketing Programs
Click Stream Data. Click Stream: The complete data record, made up of mouse-clicks, of consumer activity on the Internet during a specified period, usually the duration of a visit to a single Web site.
Server log: record kept at the server level that records each file requested from [...]
Chapter 9 Review:
A study in the UK discovered that almost 2/3 of the respondents did not believe that customer service had improved much in the last 5 years.
• Top two reasons are to switch: poor service or product quality (61%) and lower prices (46%)
Customers Experiencing Problems (40%)
• Customers who do not complain (20%)
o 10% will [...]
Chapter 8 Review:
The customer relationship relies on the concept of customer lifetime value (CLV) to demonstrate the profit impact of relationship strategies.
• It emphasizes the importance of caring for customers in a way that causes them to return and to concentrate more of their purchases with the marketer.
• Loyal Web customer also expressed willingness to [...]
Google, that now owns YouTube, is trying to strengthen their brand against competitors (such as Hulu) through differentiation. It has recently adopted High Definition for a selection of their videos. Now, videos can be viewed at a much clearer quality. The tradeoff, however, is that the HD videos require stronger brandwith. Only the connections with [...]
Posted in Brands | Tagged Google, HD, YouTube |
This is really cool, especially for those who enjoy playing the Sims games. Sims is going even more wireless than it already is. The Sims virtual games has created a product line that is compatible with the iPhone, it is called SimCity. In SimCity, players can customize their own version of their Sim community, the [...]
Recently, there was a bug found in the latest version of Microsoft’s Internet Explorer, which accounts for 70% of the web browser industry. On Wednesday, December 17th, Microsoft made a repair software, that can be accessed via the standard Windows Update systems that will help protect your Internet Explorer from dangerous infections. Users of Internet [...]
So, during this class we learned the basics of the 7 C’s, which are:
Context: site’s layout & design.
Colors/first impressions
What’s physically there
Community: the way sits enable user-to-user communication
Content: Text, pictures, sound and video that webpages contain.
Customization: Sites ability to self-tailor to different users or to allow users to personalize the site
Communication: the ways sites enable site-to-user [...]