Chapter 18: Implementing interactive and multichannel marketing

Card Set Information

Chapter 18: Implementing interactive and multichannel marketing
2014-12-04 17:53:52
This card set contains important terms and other relevant information from the 18th chapter of Marketing the core 5th edition.
Show Answers:

  1. What is the environment of the traditional marketplace?
    Here buyers and sellers engage in face-to-face exchange relationships in a material environment characterized by physical facilities and mostly tangible objects (p. 410).
  2. What is the environment of the marketspace?
    The marketspace is an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings (p. 410).
  3. Creating customer value in marketspace
    Marketers believe that the possibilities for customer value creation are greater in the digital marketspace than in the physical marketspace.  Consider place and time utility. In marketspace, the provision of direct, on-demand information is possible from marketers anywhere to customers anywhere to customers anywhere, at any time (p. 410).
  4. What do marketers try to empower customers to do?
    They try to empower them to (1) influence the timing and extent of the buyer-seller interaction and (2) have a say in the kind of products and services they buy, the information they receive, and in some cases, the prices they pay (p. 412).
  5. What is interactive marketing?
    Interactive marketing is 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 (p. 412).
  6. What is a choiceboard?
    It is an interactive, internet-enabled system that allows individual customers to design their own products and services (p. 412).
  7. What is collaborative filtering?
    It is a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases (p. 412).
  8. Define personalization
    The consumer-initiated practice of generating content on a marketer's website that is custom tailored to an individual's specific needs and preferences (p. 412).
  9. What is permission marketing?
    Asking for a consumer's consent (called opt-in) to receive e-mail and advertising based on personal data supplied by the consumer (p. 413).
  10. Define customer experience
    Customer experience is defined as the sum total of the interactions that a customer has with a company's website, from the initial look at a home page through the entire purchase decision process. Companies produce a customer experiences through seven website design elements which include context, content, community, customization, communication, connection, and commerce (p. 413).
  11. what does context refer to?
    Context refers to a website's aesthetic appeal and functional look and feel reflected in site layout and visual design. A functionally oriented website focuses largely on the company's offering, be it products, services, or information (p. 413).
  12. Content
    Content applies to all digital information on a website, including the presentation form - text, video, and graphics. Content quality and presentation along with context dimensions combine to engage a website visitor and provide a platform for the five remaining design elements (p. 414).
  13. Customization
    Website customization is the ability of a site to modify itself to, or be modified by, each individual user (p. 414).
  14. Connection
    The connection element is the network of linkages between a company's site and other sites. These links are embedded in the website; appear as highlighted words, a picture, or graphics; and allow a user to effortlessly visit other sites with a mouse click (p. 414).
  15. Communication
    Communication refers to the dialogue that unfolds between the website and its users. Consumers - particularly those who have registered at a website - expect that communication to be interactive and individualized in real time much like a personal conversation (p. 414).
  16. Community
    This design element is popular because is has been shown to enhance customer experience and build favorable  buyer-seller relationships (p. 414).
  17. commerce
    This is the website's ability to conduct sales transactions for products and services with a mouse click.
  18. Who are online consumers?
    Online consumers are the subsegment of all Internet users who employ this technology to research products and services and make purchases. As a group, online consumers are equally likely to be women and men and tend to be better educated, younger, and more affluent than the general U.S. population (p. 415).
  19. What are six reasons that consumers shop in the new marketspace?
    • Convience
    • Choice
    • Customization
    • Communication
    • Cost
    • Control
  20. Who are bots?
    They are electronic shopping agents or robots that comb websites to compare prices and product or service features (p. 418).
  21. What is the eight-second rule?
    It is a view that customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds (p. 418).
  22. Choice
    Choice, the second reason consumers shop and buy online, has two dimensions. First, choice exists in the product or service selection offered to consumers. Second, the interactive capabilities of internet-enabled technologies invite customers to engage in an electronic dialogue with marketers for the purpose of making informed choices (p. 418).
  23. Customization
    Customization arises from Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers (p. 419).
  24. Communication
    This communication from internet-enabled technologies can take three forms: (1) marketer-to-consumer e-mail notification, (2) consumer-to-marketer buying and service request, and (3) consumer-to-consumer chat rooms and instant messaging, plus social networking websites such as Twitter and Facebook (p. 419).
  25. What are web communities?
    They are websites that allow people to meet online and exchange views on topics of common interest (p. 419).
  26. What is spam?
    It is electronic junk mail or unsolicited e-mail (p. 419).
  27. What is viral marketing?
    It is an Internet-enabled promotional strategy the encourages users to forward marketer-initiated messages to others via e-mail (p. 420).
  28. What is dynamic pricing?
    The practice of changing prices for products and services in real time in response to supply and demand conditions (p. 420).
  29. What are cookies?
    They are computer files that a marketer can download onto the computer of an online shopper who visits the marketer's website (p. 421).
  30. What is behavioral targeting?
    It uses information provided by cookies for directing online advertising from marketers to those online shoppers whose behavioral profiles suggest they would be interested in such advertising (p. 421).
  31. Who is a cross-channel shopper?
    It is an online consumer who researches products online and then purchases them at a retail store (p. 422).
  32. What are the top reasons shoppers research items online before buying in stores?
    • The desire to compare products among different retailers
    • The need for more information that is available in stores
    • The ease of comparing their options without having to trek to multiple retail locations (p. 423)
  33. What is multichannel marketing?
    It is the blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in the traditional marketplace and online - the cross-channel shopper (p. 423).
  34. What are transitional websites?
    They are essentially electronic storefronts. They focus principally on converting an online browser into an online, catalog, or in-store buyer using the website design elements (p. 423).
  35. What are promotional websites?
    They have a very different purpose than transactional websites. they advertise and promote a company's products and services and provide information on how items can be used and where they can be purchased (p. 423-424)