mktg 181 chapter 21 Implementing Interactive and Multi Channel marketing

A cross channel consumer is ________

A cross channel consumer is an online consumer who shops online, but buys offline or who shops offline, but buys online.

show rooming

The practice of examining products in a traditional retail store, sometimes with the help of a salesperson, maybe even try on clothes, and then purchasing the product online

eight-second rule

a commonly held view amoung online marketers is

social commerce

a subset of e-commerce that involves the interaction and user contribution aspects of social online media to assist online buying and selling of products and services

What is the eight second rule?

a view that customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds

What are the six reasons consumers prefer to shop and buy online?

The six reasons consumers prefer to shop and buy online are; convenience, choice, customization, and communication, cost, and control. A potential reason consumers avoid shopping and buying online is the security threat posed by cookies.

Efforts to implement multi channel marketing involve what three steps?

The three steps are: (1) document cross-channel consumer behavior; (2) employ channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers; and (3) monitor and measure multi channel marketing performance.

cookies

are computer files that a marketer can download onto the computer and mobile phone of an online shopper who visits the marketers website.

cross-channel consumers

are online consumers who shop online but buy offline, or shop offline but buy online. They differ from exclusive online consumers and exclusive offline consumers.

online consumers

are the subsegment of all Internet users who employ this technology to research products and services and make purchases.

interactive marketing

involves 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

collaborative filtering

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

viral marketing

is an Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail, social networking websites, and blogs.

choiceboard

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.

Personalization

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

dynamic pricing

lower prices also result from sophisticated software that permits, the practice of changing prices for products and services in real time in response to supply and demand conditions.

Spam

unwanted e-mail (usually of a commercial nature sent out in bulk)

behavioral targeting

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

web communities

websites that allow people to congregate online and exchange views on topics of common interest

What are the seven website design elements that companies use to produce a customer experience(list)?

(1) context- a website's aesthetic appeal and functional look and feel reflected in site layout and visual design (2) content- all digital information on a website, including the text, video, audio, and graphics; (3) community- the user to user communications hosted by the company to create virtual communities (4) customization-the ability of a site to modify itself to or be modified by each individual user (5) communication--the dialogue that unfolds between the website and its users; (6) connection--the network of linkages between a company's site and other sites; and (7) commerce- the website ability to conduct sales transactions for products and services. Most websites do not include every design element. Although every website has context and content, they differ in the use of the remaining five elements.

Implementing Multichannel Marketing

(1) transactional websites and (2) promotional websites.

What are the seven website design elements that companies use to produce a customer experience(description) ?

From an interactive perspective, 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 product a customer experience through seven website design elements

The consumer-initiated practice of generating content on a marketer's website that is custom tailored to an individual's specific needs and preferences is called _________

Personalization

Webrooming

the practice of examining products online and then buying them in a store

per-mission marketing

the solicitation of a consumers consent to recieve e-mail and advertising based on personal data supplied by the consumer.