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12 Cards in this Set
- Front
- Back
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What are SImplifiers
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Customers who represent 50% of all online purchasers. They have specific objects and want to exert minimal effort
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Who are surfers?
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They look for informaiton on entertainment and shopping
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Who are Bargainers?
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look for best deals but are online less than the average
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Who are Connectors?
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New to the internet and use it to communicate,
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Who are routiners?
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Use the internet for more information than shopping
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Who are sportsers?
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Similar to routiners but spend less time online
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What are diffirent ways organizations use the internet?
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Coporate brochure/brand building site
Mail order style direct distribution Full database marketing drive site Services oriented relatinoship building websites Dedicated e-commerce business models |
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What are the three diffirent types of e-commerce models?
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Seller controlled sites
Neutral sites not controlled by either buy or seller (ebay) Buyer Controlled sites - reverse auction houses |
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WWhat are some features of the internet?
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Equality and open access
Customer control when and if they are exposed to advertising Information flowos upwards and sideways (talking to each other) from customers as well as downwards to customers Disintermediation and re-intermediaiton Freedom from economies of scale for smaller firms -One site can't drown out another -Unique positioning Ubiquity and omnipresenence Transparent Convenient Interactive capability Spreed and Quality of Information Improved service for repeat customers linked to a marketing database |
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What is the impact of the internet on DM?
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There is a power shifting to consumers to assist with the purchase decision through information gathering, alternatives, purchases and post purchase. there are also infomediaries who act on behalf of buyers
There is a reduced role of loyalty programs and a new role of customer informaiton There is a value chain DM is better for inbound. Testing |
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What sorts of things are necessary to creating internet customer relationships?
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Keep Customers informed
Establish Interactivity Offer exceptional value Offer a positive experience Make contact Personal Create an online community |
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What sorts of things will help with integrating offline and online stragies?
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Develop the right brand or set of brands?
Leverage the assets of existing business Managing offline/online channel conflict Use partnerhsips and alliances Create integrated information systems Create integrated supply chain and logistics |
