Chapter 14
micropayments: payments for electronic purchases of low-ticket products or services that are uneconomical under traditional payment mechanisms like credit cards
SMS: short messaging services; text messaging services for cell phones
MMS: multimedia messaging services; rich media messaging services for cell phones
cross marketing: partnerhships or divisions of a corporation that market and promote the products of one [...]
Chapter 13
explicit knowledge: knowledge that has been or can be articulated in a relatively straightforward manner.
tacit knowledge: knowledge that has not been articulated; often subconscious and relatively difficult to communicate to other people
template: a document structure into which content can be dropped
work flow: an automated system that electronically routes documents to the next person in [...]
Chapter 11
clickstream: 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 reqested from a web site
pretesting: as used in advertising, to conduct research on [...]
Chapter 9
DSL: digital subscriber line, technology that greatly increases the transmission capacity of ordinary telephone lines; one type of broadband transmisssion.
modem: device that allows a computer to tranmit data over a standard telephone line.
push: technology that allows preselected data to be distributed to the user’s computer at preselected time intervals.
call center: department within an organization [...]
Chapter 8: Customer Relationship Development and Management
CRM: customer relationship management
sales force automation: processes, and the software that supports them, that permit salespeople to work more efficiently both in and out of thier offices by providing electronic access to imortant documents and customer data.
sales lead generation: the process of identifying prospective purchases
qualify: to determine whether a [...]
This article from the new york daily news, discusses the ways that today’s communication can help to solve crimes. Many police departments across the country are urging people to text in crime if they happen to see one committed. They feel that this would be useful especially in crimes committed by teenagers. Such as if [...]
In this article from the New York Times, Logitech a provider of webcams is merging with another communications company in order to provide better internet video communication. they want to reach an untapped market of consumers who want to communicate in a more personal way over the internet.
http://markets.on.nytimes.com/research/stocks/news/press_release.asp?docKey=600-200810282200BIZWIRE_USPR_____BW6861-45L5AATK343S2B85TTQPBQR01S&provider=Businesswire&docDate=October%2029%2C%202008&press_symbol=US%3BLOGI&scp=2&sq=internet%20communication&st=cse
This article is about the new way to talk over the internet all thanks to a new service called sykpe. It allows users to talk to anyone anywhere in the world for free! All you need is a webcam and internet access. the article describes how skype is able to make a revenue off its [...]
Which lever should be used?
- choose levers to effect a change
- determine which levers have the most leverage
- consider barriers to advancement
- consider the medium’s effect on desired behavior
- level of involvement matters
- understand consumer learning trends
- credibility of the channel matters
- the choice of levers must be consisted with positioning choice
- the medium can [...]
What is a brand?
A brand is a “name, term, sign, symbol, 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 is the outcome of distribution, price, product, community, communication
-Brand are reflections or outcomes of the [...]
EX: ebay
Basic service: the website permits basic commerce: registration of buyer or seller of physical goods, choose among assortment of auction formats
augmented products: required to make the leap from “basice commerce to largest marketplace”
Additional Features
-buy it now
-safe harbor -fraud protection, authentication, dispute resolution
-escrow-money to trusted third parties
-ebay direct- pay without leaving the site
Additional Platforms
-ebay motors
-ebay [...]
-Relationships : between firm and custom
-Pricing
-Communication
Intellectual relationship: sale based on product attributes
Emotional relationship: based on how the product makes you feel
The long standing buyer-seller relationship might lead the customer to:
-anticipate the positive feelings from remaining loyal to the seller
-trust that the seller will provide good value
- feel that the brand represents who they are
-promote the [...]
Big Box companies: Bestbuy
Best buy thinks that eBay is a way for people to sell stolen goods
Step by step organic search
Organic search ex: google can choose you as the best site for a particular keyword
Paid search ex: advertisements; distractions to searchers
How does organic search work?
matching the query
analyzed the query
search index
matching urls
rank the matches
titles and snippets
display [...]
7 C’s
fit: how each C fits into the overall value proposition
reinforcement: how each C works together
7 Cs
context- site’s layout and design
content- text, pictures, sound and video that web pages contain
community- the ways sites enable user to user communication
customization- site’s ability to self-tailor to different users or to allow users to personalize the site
communication- the ways [...]
Reasons for conducting a test
standard practice (test all marketing programs)
strategic question (reactivate lapsed customers)
tactical questions (which incentive to use)
Design a test
what marketing variables (prices, etc.)
type of test (a/b, control/A)
sample (population size)
Establish test metrices
significance
cut off data
Execute and Monitor results
Analyze and report test results
Make marketing decision
How do companies gather data?
purchase
census
associations
research firms
previous purchase data
survey/ questionnaire
focus group
interview
click throughs (web [...]