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 situations, and provide service that exceeds customer expectations.
Three things in order to implement anticipatory customer service:
1. build customer scenarios, using data including [...]
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 [...]
Server log: record kept at the server level that records each file requested from a website
Coded pages: the use of coded pages is a new method of collecting data, on the “browser (user’s) side” of the information transaction instead of on the “server side” The tag part of the page that is requested by the [...]
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 times and [...]
What is a buyer-seller relationship? How can it vary?
A relationship is defined as a bond or connection between the firm and its customers. This bond may be strong, weak, or nonexistent, and it can be based on either logic or emotion. An example of logical bond is a realization that the customer simply cannot [...]
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
What are the functions of channel intermediaries?
Objectives of Channel Intermediaries
Efficiency: Distribution costs [...]
What is the definition of community?
It’s a relationship that has been build on share interests and needs that get satisfied.
What are the criteria that define successful community?
The membership is the choice of the individual. Members feel trust – safety is felt among members and their transactions, that their information will be safe. Members [...]
How is product defined?
A product can be tangible or intangible (services), purpose is for transaction. There are two types of products physical and services.
How do interactivity and individualization affect product?
They affect product development, it also allows the firm to learn about their consumers. It also allows the personalization of the product for the [...]
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?
Inverse relationship.
What should a firm consider fairness when pricing its goods?
Fairness is important because price determines at point if the product will be purchase, price is [...]
Why is it that many young users trust unknown peers more than recognized experts?
The reason why young users trust unknown peers more than recognized experts are that must experts are considered to be biased. Young users believe that peers offer them first hand knowledge and experience without being biased about the brand/product, they don’t [...]
Chapter 6 – Roberts
What are the special techniques that enterprises can use in their brand-building process on the Web?
Some of the techniques that enterprises can use email promotions, search engine marketing, events & public relations, viral marketing, online advertising.
A businessperson who is not an Internet expert asks you whether the Internet is useful [...]
nbsp;ESPN.com is in the process of unveiling it’s new redesigned website, which will officially launch on Jan 5th, 2009. The site is reducing the amount of clutter, to make it more pleasing for sports fans. Currently the user is bombarded with news and links from every sport, and the new design will limit that. This [...]
Two companies based in California, Adisn and Tumri, are experimenting with new strategies for online ads. They are creating “hundreds of versions” of online ads with different fonts, images, colors, etc., in an attempt to see what visuals work best. After studying the online behavior of users, they will attempt to tailor the ad to [...]
Zappos is known to have one of the strongest company cultures. With increased interest from other companies as to just how Zappos creates such a great culture while still having solid business principles, they have started a video service called “Zappos Insights.” The subscribers will be able to ask questions and learn from actual Zappos [...]