Today we talked about server log, coded page, and panel date.
server log: record kept at the server level that records each file requested from a website.
panel data: the process for using panel data to generate site effectiveness data is the same as using panel in the general marketing research process.
coded pages: the use of coded [...]
we talked about adoption process. how customers adopt to a product. the strategic drivers of wireless adoption are: context, time sensitivity, high value, voice activation, one-click payment mechanisms, security, privacy, expanded permission marketing.
todays class discussion was about knowledge management and marketing applications.
marketers are interested in a narrower set of activities that focus on integrating front-and-back office services. they are connected about customer experience and realize they must deliver it seamlessly through multiple channels at times and places. Knowledge management in marketing enable human agents to do their [...]
today we talked about anticipatory customer service. they need to be proactive and not wait until customer requires something.
and then we talked about their role in successful customer service delivery.
Today we spoke about Ebay’s application of the marketspace matrix change over time.
there are some key principles for lever selection within the marketspace matrix:
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, [...]
you have to create a relationship with the customer as a seller.
integrated lever selection: product, pricing, communication, community, distribution.
it was brand and brand equity. strength of association, valence, and uniqueness makes up the brand equity. how do you measure brand equity?? –> depth interviews, portfolio of techniques, validate research findings. they also use marketing programs to create brand equity.
there are seven dimensions of quality to apply to a variety of products: performance, features, [...]
distribution channels were todays discussion. functions of intermediaries which are efficiency and effectiveness and disintermediation and distribution levers which are direct, traditional retailers, virtual shopping malls, and internet exchange.
Today’s discussion was about community. how to create a successful community and how they function.
there are two different levels of community. one of them is Amy Ji Kim Levels and the other is Randall Farmer Levels. Under first one we have visitors, novices, regulators, leaders, and elders. the second one has passives, avtives, motivators, and [...]
we started the conversation in importance of marketing communication. Talked about communication types which are mass offline, personal offline, mass online, personal online. then we talked about the 6 steps in communication process which starts with identifying the target audience and ends with evaluating the effectiveness.
then we talked about customer stages and lever used in [...]
Today we discussed these topics and underneath them there are explanations of what they are shortly.
Brand Building and its techniques. Discussed on why the internet is useful for branding. cause it creates awareness, familiarity and positive brand image.
Media Use Attitudes and Patterns + engaging the right message with right people.
Flat is the hottest thing in electronics for the coming holiday season. Not flat screens for TVs and computers, but rather flat — or potentially declining — sales growth.
Best Buy, recently reported a 7.8% drop in U.S. sales for October, following a 2.4% decline in September.
“Dollar volume is going to be low, discounts are going [...]
Online advertising is not stopping but only slowing down in growth. third quarter online ad revenues reached $5.926 billion, which is only a %2 increase from the prior quarter.
“The growth of interactive advertising that we’ve been experiencing over the past few years has stabilized due in large part to the difficult current economic climate,” said [...]
Fast-food chain Pizza Hut is launching a new program on facebook. The fast growing social network site is having an application on its site where users can order pizza from Pizza Hut. Ordering online is not new for Pizza Hut but according to their data they had over $1 billion in online sales and the [...]
Posted in Brands | Tagged facebook, food, pizza |
todays discussion was movie promotions online. why they are good. we said that we get easy access to their trailer.
we talked about business model and revenue model amazon’s and word street journals business models are amazon is aggregator and WSJ is content provider. amazon;s revenue model is advertising and e-commerce and WSJ’s is subscription. they [...]