Chapter 14
Caveat emptor
"let the buyer beware " or "it's your own fault if you buy it and it doesn't work!"
social network
A community or social group that centers its attention on a particular brand or product category
CAN-SPAM Act
A law that prohibits the use of e-mail (e.g., SPAM), fax and other technology to randomly send messages to potential consumers without their permission
complaint management
Acknowledge the customer's feelings, and listen carefully to the complaint
Customer Satisfaction
Defined as the feeling that a person experiences when an offering meets their expectations
Delivery Gap
Failing to meet the performance standards established for an offering.
Loyalty Programs
Marketing efforts that reward a person or organization for frequent purchases and the consumption of offerings
Knowledge Gap
Not understanding the customer's expectations or needs, which then leads a company to create a product that disappoints.
Sugging
Selling under a guise or phony front
Standards Gap
Setting performance standards that are too low despite what is known about the customers' requirements.
viral marketing
The spread of the company's message (like a computer virus) through the community
1. What results are expected from the influencer panel? 2. How much are the panel members willing to do? 3.What's in it for the panel members?
Three questions to ask before activating a panel...
heavy user
actually use or consumes the offering regularly, preferable more than the average user
blogs
form of online communication that help spread viral marketing messages
Improving Customer Satisfaction
goal sought by many businesses.
attitudinal loyalty
degree to which the customer prefers or likes the brand
Blocker Effect
don't pay attention to other places,
-longevity -blocker -spreader -accelerator
effects of loyalty
interested
has a greater intrinsic interest in the product category than the average user
Accelerator Effect
hit a goal and spend so much to receive something free or discounted
Spreader Effect
join because you like one product and then you start liking other of their products
Communication Gap
overstating the offering's performance level, thereby creating unrealistic expectations on the part of customers.
Longevity Effect
positive effects, evaluate how much you buy and how long they think you will be buying, customize and create loyalty program, Switching cost, customer lifetime value
Phishing
soliciting personal information in order to steal an identity and use it to generate cash fraudulently
loyal
sticks to one brand when it works
behavioral loyalty
the customer buys the product regularly and does not respond to competitors offering
lead user
willing to try new products and offer feedback
active influences
willling to tell others, but more important, others listen and act on the influencer's opinion