Chapter 9
Why is it that many young users trust unknown peers more than recognized experts?
Discuss the Internet concept of engaging the right people with the right message rather than attempting to get in front of the most people with the [...]
advertising playbok, customer relationship, marketspace matrix
Ads= permission based, customer empowerment.
they should be appropiate, at the right time. If done this way, it minimizes cost, gives customers what they want
-is very hard to stay current but it is a must for success in the industry
ads and the web
- They should be interactive
-the goal is to make [...]
Chapter 1: Internet marketing enters the mainstream
1. The terms “information rich product” and “information product” are used frequently in this chapter. Explain the meaning of each concept and give an example or two each.
Information products are a commercial product that consists solely of data. Selling information, physically buying and selling information. Examples: newspaper, information list. [...]
Email Marketing
Relevance- to customers, have a dialogue, interactivity to find out what the customer wants.
Respect- when they want it and how the want it
Recipient control- If customer is in control, he or she is more likely to respond positevely to email marketing and keep themselves in the list
Advantages
Can be quickly developed ( cheaper)
Content is flexible, [...]
Organic search-
- public relation
- is like asking a question to a librarian
- You can pay google so you can be found by a word
Paid search-
- advertisement
- interrupting people from what they are doing online
Steps of an organic search
1. Matching the query
2. analysis (search, what language, misspelling)
3. search index- super spread sheet, alphabetical order, list [...]
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- Business models
- Reference models
- M2M
- Direct response
Value positioning
Target customers—Value Position—Capabilities
1. Value positionin
2. Target market segment
3. Structure of the value chain
4. Define cost structure and profit potential
5. Explain position in the value network
6. Set forth competitive advantage
Zara
- Massive productin
- Made in Europe
- Value positioning = up to date fashion, when customers wants it
- Fast in meeting in customers’ demands and standards
- They interested in customers’ feedback
- Sales people are like Zara’s marketing researchers
- Supply and information chain are the key to Zara’s success
- Customer relation is value/ they are the fashion [...]
Blogs
- Who’s creating blogs like facebook/myspace?
- Ace pace = spy communication among spies
- Major with the group information
- Aquisition, retaintion, land inputs
- Distance no longer matters; do you care from where your orders come from?
- Speed= the faster, the better
- Network- the more people within a network, the more effient it is
- Marketers 1-1 to [...]
News
- Google launching a new browser
- Browsers are used to save pages
- Google sales information to other companies
- Premises
- Accumulate information
- Work processing online
- Technology = package base
- Diverse routing= routers around the world. Puts connection back together.
- Defense department
- Newer applications that can be used by consumers
- pewinternent.org
P&G
- Tide- website analysis
- user friendly
- coupons
- [...]
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