Chapter 21: Implementing Interactive And Multichannel Marketing

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here buyeres and sellers engage in face-to-face exchange relationships in material environment characterized by physical facilities and mostly tangible objects

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traditional marketplace

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an Internet-enabled digital environment chraracterized by face-to-screen exchange relationships and electronic images and offerings

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marketspace

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involves two-way buyer-seller electronic communication in a computer-mediated environment in which the buyer controls the kind and amount of information received from the seller

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interactive marketing

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an interactive, Internet-enabled system that allows individual customers to design their own products and servcies by answering a frew questions and choosing from a menu of product or service attributes, price, and delivery options

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choiceboard

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a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases

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collaborative filtering

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the consumer-intitiated practice of generating content on a marketer's website that is custom tailore to an individual's specific needs and preferences

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personalization

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solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer

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permission marketing

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defined as the sum total of the interactions a customer as with a company's website, from the initial look at a homepage through the entire purchase decision process

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customer experience

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refers to a website's aesthetic appeal and functional look and feel reflected in site layout and visual design

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context

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applies to all digital information on a website, including the presentation form- text, video, audio and graphics;

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content

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the ability of a site to modify itself to, or to be modified by, each individual user

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customization

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element in web design is the network of formal linkages between a company's site and other sites

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connection

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refers to the dialogue that unfolds between the website and its users

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communication

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the website's ability to conduct sales transactions for product and services

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commerce

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the subsegments of all Internet Users who employ this technology to research products and services and make purchases

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online consumers

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largest online consumer lifestyle segment, consists of women who tend to browse retailer websites but actually buy products in traditional retail outlets

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click-and-mortar

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married couples with children at home who use the Internet like a consumer magazine to gather information and compare products and prices

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hunter-gatherers

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regularly visit their favorite bookmarked websites and spend the most money online. they are better-educated and more affluent Internet users who effortlessly navigate familiar and trusted websites and enjoy the online browsing and buying experience

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brand loyalists

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regard the Internet as a convenience tool for buying music, books, and computer software electronics

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time-sensitive materialists

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consists of young, affluent, and single online consumers who bank, play games, and spend more time online than any other segment

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hookers, online, and single

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relative newcomers to the Internet who rarely spend money online but seek product information

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ebivalent newbies

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electronic shopping agents or robots that comb websites to compare prices and product or service features

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bots

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customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds

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eight-second rule

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the growing practice of not only customizing a product or service but also personalizing the marketing and overall shopping and buying interaction for each customer

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customerization

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websites that allow people to congregate online and exchange views on topics of common interest

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web communities

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a webpage that serves as a publicly accessible personal journal for an individual.

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blogs

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communciations can take the form of electronic junk mail or unsolicited email

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spam

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a popular term for word-of-mouth behavior in marketspace

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buzz

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an Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail

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viral marketing

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consists of young, affluent, and single online consumers who bank, play games, and spend more time online than any other segment

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hookers, online, and single

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relative newcomers to the Internet who rarely spend money online but seek product information

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ebivalent newbies

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electronic shopping agents or robots that comb websites to compare prices and product or service features

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bots

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customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds

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eight-second rule

Front 34

the growing practice of not only customizing a product or service but also personalizing the marketing and overall shopping and buying interaction for each customer

Back 34

customerization

Front 35

websites that allow people to congregate online and exchange views on topics of common interest

Back 35

web communities

Front 36

a webpage that serves as a publicly accessible personal journal for an individual.

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blogs

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communciations can take the form of electronic junk mail or unsolicited email

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spam

Front 38

a popular term for word-of-mouth behavior in marketspace

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buzz

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an Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail

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viral marketing

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the practice of changing prices for products and services in real time in response to supply and demand conditions

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dynamic pricing

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eletronic gateways to the Internet that supply a broad array of news and entertainment information resources and shopping service

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portals

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computer files that a marketer can download onto the computer of an online shopper who visits the marketer's website; allow the marketer's website to record a user's visit, track visits to other websites, and store and retrieve this info for the future

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cookies

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the term used to describe this practice which focuses on reaching different consumers through different marketing channels

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dual distribution

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is the blending of the different communication and delivery channels that are mutually reinforcing in attracting, retaining and building relationships with consumers who shop and buy in traditional marketplace and marketspace

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multichannel marketing

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are essentailly electronic storefronts. they focus principally on convertin an online browser into an online, catalog, or in-store buyer using the website design elements described earlier

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transactional websites

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advertise and promote a company's products and services and provide information on how items can be used and where they can be purchased

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promotional websites

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occurs when an unscrupulous firm clicks on an advertisement in order to drive tis competitor's advertising costs up

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click fraud