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Marketing Chapter 17
| Question | Answer |
|---|---|
| Marketing challenges in two environments | Physical marketplace; Digital marketplace |
| is the two-way buyer seller electronic communication which they buyer controls the kind and amount of information received from the seller | Interactive marketing |
| is an interactive, internet enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes (or components), prices, and delivery options | Choiceboard |
| is a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases | Collaborative filtering |
| is the consumer-initiated practice of generating content on a maker's website that is custom tailored to an individual's specific needs and preference | Personalization |
| is the solicitation of a consumer's consent (called “opt-in”) to receive email and advertising based on personal data supplied by the consumer. | Permission marketing |
| are the subsegment of all internet users who employ this technology to research products and services and make purchases | Online consumers |
| is a view that customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds | Eight second rule |
| Figure 17-1 (seven website design elements that drive customer experience) | Context, Commerce, Connection, Communication, Content, and Community |
| appeal and functional look | Context |
| all digital information on website | Commerce |
| ability of site to modify for individual customers | Connection |
| linkage between other site | Communication |
| dialogue between site and consumer | Content |
| user to user communications | Community |
| conduct sales transactions | Customization |
| are the subsegment of all internets user who employ this technology to research products and services and make purchases | Online consumers |
| is the practice of not only customizing a product or service but also personalizing the marketing and overall shopping and buying interaction for each customer | Customerization |
| is the practice of changing prices for products and services in real time in response to supply and demand conditions | Dynamic pricing |
| are computer files that a marker can download onto the computer and mobile phone of an online shopper who visits the markers website | Cookies |
| uses information provided by cookies for directing online advertising from marketers to those online shoppers whose behavioral profiles suggests they would be interested in such advertising | Behavioral targeting |
| is the use of social networks for browsing and buying | Social commerce |
| is a consumer who shops online but buyers offline, or shops offline but buys online | Cross channel consumer |
| The 2 Cross-channel consumers | Showrooming; Webrooming |
| shops in store but buys online | Showrooming |
| shops online but buys in store | Webrooming |
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