Marketing Ch. 18 - Interactive And Multichannel Marketing

Front 1

Interactive Marketing

Back 1

Two-way buyer-seller electronic communications in a computer-mediated environment in which the buyer controls the kind and amount of information received from the seller.

Front 2

Choiceboards

Back 2

Interactive, internet-enabled system that allows individual customers to design their own products and services.

Hint 2

Niketown.com

Front 3

Collaborative filtering

Back 3

Process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases.

Front 4

Personalization

Back 4

Consumer-initiated practice of generating content on a marketer's website that is tailored to an individual's specific needs and preferences.

Front 5

Permission marketing

Back 5

Asking for a consumer's consent (called opt-in) to receive e-mail and advertising based on personal data supplied by the consumer.

Front 6

Customer experience

Back 6

The sum total of interactions that a customer has with a company's website.

Front 7

Design Elements that Produce Customer Experience

Back 7

1. Context - Layout and visual design.
2. Content - Text, pictures, sound, and video.
3. Commerce - Capabilities to enable commercial transactions.
4. Community - User-to-user communication.
5. Connection - Linked to other sites.
6. Communication - Site-to-user, user-to-site, or two-way communication.
7. Customization - Ability to tailor itself to different users or to allow users to personalize site.

Hint 7

7

Front 8

Bots

Back 8

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

Hint 8

Bizrate.com
Mysimon.com

Front 9

Customerization

Back 9

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

Front 10

Forms of Communication

Back 10

1. Marketer-to-consumer email notification.
2. Consumer-to-marketer buying and service requests.
3. Consumer-to-consumer chat rooms and instant messaging.

Hint 10

3

Front 11

Web Communities

Back 11

Websites that allow people to meet online and exchange views on topics of common interest.

Hint 11

iVillage, About.com

Front 12

Spam & Prevention

Back 12

Electronic junk mail or unsolicited e-mail.

CAN-SPAM (Controlling the Assault of Non-Solicited Pornography and Marketing) Act - inacted in 2004 to retrict spam.

Front 13

Viral Marketing

Back 13

Internet-enabled promotional strategy that encourages users to forward market-initiated messages to other via e-mail.

Front 14

Approaches to Viral Marketing

Back 14

1. Embedding messages in product or service so customers don't realize they are passing it along (Hotmail).
2. Make website content so compelling that viewers want to share it (DeBeer's rings).
3. Offer incentives for referrals.

Hint 14

3

Front 15

Dynamic Pricing

Back 15

Practice of changing prices for products and services in real time in response to supply and demand conditions.

Front 16

Why Do Consumers Shop and Buy Online?

Back 16

1. Convenience
2. Choice
3. Customization
4. Communication
5. Cost
6. Control

Hint 16

6 Reasons

Front 17

Portals

Back 17

Electronic gateways to the internet that supply a broad array of news and enterainment, information resources, and shopping services.

Hint 17

Yahoo!, America Online, MSN.com, Google

Front 18

Cookies

Back 18

Computer files that a marketer can download onto the computer of an online shopper who vistis the marketer's website. These files can record a user's visit to the website, track visits to other websites, and store and receive this information in the future.

Front 19

Multichannel Marketing

Back 19

The blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building rlationships with consumers.

Front 20

Applications of Websites

Back 20

1. Transactional
2. Promotional

Hint 20

2 Types

Front 21

Transactional websites

Back 21

Essentially electronic storefronts. They focus principally on converting an online browser into an online catalog, or in-store buyer using the website design elements described earlier.
Problem of chennel conflict.

Hint 21

Most retailers (Abercromibe, Bestbuy, etc.)

Front 22

Promotional websites

Back 22

Advertise and promote a company's products and services and provide information on how items can be used and where they can be purchased. Can be effective in generating interest in and trial of a company's products and services.

Hint 22

Foods (pringles.com), cars (saturn.com), personal products (vidalsasson.com or scope-mouthwash.com).

Front 23

-Online Consumer Marketing-
Advantages/Benefits

Back 23

Lower prices
Convenience
Personalization (Mass Customization)
Relationship building
Increased Efficiency
Cost Reduction
Level Playing field (little barriers to entry)
Global - International

Front 24

-Online Consumer Marketing-
Disadvantages

Back 24

Privacy and security issues
Poor navigation
Cannot see/touch products
Lacks immediacy (Not right time, want instantly)

Front 25

Who are buying online?

Back 25

Online consumers are split evenly between men and women.
They differ from general US population b/c:
- ALL online consumers own or have access to a computer or an internet-enabled device.
-Tend to be better educated, younger, and more affluent.

Hint 25

Generation

Front 26

What are they buying?
Items that...

Back 26

1) Require product info important, not trial.
(Electronics, books)

2)Require audio or video demonstration.
(CDs DVDs)

3) Are digitally delivered
(Software, travel reservations)

4) Unique
(collectible/specialty goods)

5) Are regularly purchased with convenience important
(Grocery products)

6) Are highly standardized with price importance.
(insurance, home improvement products, toys)

Hint 26

6 categories

Front 27

Online Business Models

Back 27

Brokerage - site brings buyers and sellers together
Advertising - provides services mixed with advertising
Infomediary - provides info to consumers about products.
Merchant - sites of wholesalers & retailers of goods
Manufacturer (Direct) - sells manuf. to customer.
Affiliate - gives incentives to affiliates to bring people to site.
Subscription - users charged periodically for services
Utility - pay-as-you-go

Hint 27

Brokerage
Advertising
Infomediary
Merchant
Manufacturer
Affiliate
Subscription
Utility

Front 28

Measures of Effectiveness

Back 28

quantitative measures (obtained through tools such as cookies) such as number of visits to website, user visits to other sites, and expressed product interest.