MKT Chapter 14
Which of the following are among the seven design elements for website design?
- Communication - Community - Connection
What does the individuality capability of the Internet mean?
Firms must treat their customers as individuals and empower them
The capability that allows firms to listen to their customers, answer their requests, and build relationships is called?
Interactivity
What are the primary capabilities of the internet that provides building blocks for buyer-seller relationships?
Interactivity and Individuality
What are the two capabilities of the Internet that promote and sustain customer relationships?
Interactivity and individuality
__________ companies, though they operate online today, originated as brick-and-mortar stores in the traditional marketplace.
Legacy
Interactivity refers to the capability on the Internet that allows firms to establish what?
Listening and responding to the customers
In contrast w/ the traditional marketplace is the ____, which utilizes as Internet-enabled digital environment to provide the forum for marketing exchanges
Marketspace
The Internet allows consumers to access on-demand information about products. This is an example of which kind of marketing utility?
Place and time
Which of the following companies would be considered a legacy company in marketspace?
Walmart
An example of why the marketspace would be perceived as more valuable than the marketplace by the consumer is that
access is available anywhere and at anytime.
The marketspace is
an Internet-enabled digital environment characterized by face-to-screen exchanges.
An interactive, Internet-based system that allows individual customers to design their own products and services is called a
choiceboard.
In creating an online ___________, companies attempt to manage all of the interactions with the customer, from the initial view of the home page through purchase.
customer experience
When Facebook allows you to upload a picture of yourself and to show your preferences to your friends, Facebook is leveraging the _____ capability of the Internet
individuality
The activity that involves two-way buyer-seller electronic communication in a computer-mediated environment is called
interactive marketing.
If you have a personalized yahoo! or Google page that loads in your browser as you log in, these firms likely built a strategy around _______ in order to know you better as a consumer.
personalization