Google has added some major distribution partners for its search and contextual ads, which is good for press; however these deals do not really impact marketers. Distribution is important for marketers, but it isn’t enough… inventory is important.
Server Log, Coded Page, and Panel Date
· Server log: record kept at the server level that records each file requested from a website; server log files are created by the server that houses the web site. Each time a browser requests a file in order to build a web page, it generates an entry in [...]
The Nature of Consumer Adoption Process
· The customer adoption process is generally accepted conceptualization of the stages a consumer goes through when confronted with a new product or service.
· According to the adoption process, the consumer must first become aware of the product, then develop an interest in it, perform some pre-purchase evaluation, and [...]
Knowledge Management and Marketing Applications
· Marketers are interested in a narrower set of activates that focus on integrating front-and back-office services and delivering information to customer service personnel and decision makers when and where they need it.
· They are connected about customer experience and realize they must deliver it seamlessly through multiple channels at [...]
Customer Service:
-complaints/feedback
-what do you do after you get feedback?
-call 1-800 numbers
-free for customers
-expensive for company
-outsource to India
-live chat
-FAQ’s
-time, improve quality of experience
Chapter 9
Anticipatory customer service: anticipatory service concept of being proactive, not simply waiting passively until customers request service. To do this, companies must anticipate potential problem areas before they become troublesome, develop [...]
Ebay’s application of the Marketspace Matrix Change Over time
• Ebay began to utilize more levers, and the additions were focused in two places: the commitment column in the matrix became heavily utilized, as did the community row.
• Ebay did also seek to drive awareness and exploration among new users, but the firm designed the bulk [...]
Brand
• A name, term, sign, symbol, or 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 Equity
• A set of assets (and liabilities) linked to a brand’s names and symbol that add to (or subtract [...]
Seller Relationship and why it varies
• 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
• Logical bond – realization that a customer simply cannot get a better product elsewhere.
• Greatest potential for strong buyer-seller relationships exists [...]
Community
A set of interwoven relationships built upon shared interests, which satisfies members’ needs otherwise unattainable individually
Criteria that Define Successful Community
Membership is a conscious choice
Member base has achieved critical mass and sustainability: sufficiently large membership base that consistently gathers, participates, and adds value in community meeting areas
Members feel a great sense of trust: feeling safety when [...]
Distribution Channels
the system of organizations involved in the process of making a product or service available for consumption or use
facilitate the exchange of goods and services between buyers and sellers
the Internet is a distribution channel
Functions of Channel Intermediaries
Efficiency: distribution costs are reduced only id the retailers can perform the required functions more efficiently than the manufacturers [...]
Today we discussed the consumer interface of a website. This was very helpful for our 7 C’s group project. Prof. Wymbs went to the iVillage website and asked us what we remembered the most about it. In doing this, we were able to tell what the website’s strengths and weaknesses were.
The 7 [...]
Today’s main topics were: Testing, Databases/Data Mining, Internet Customers, and Customer Behavior on the Net.
The testing process requires us to think about our reason for conducting a test, and then we must design the test to make sure it gives us the information we want. The following steps are executing and monitoring results, analyzing and [...]