CHAPTER7
32%- regular employee
Exchange- basic marketing concept that refers
to the act of obtaining a valued object from
someone by offering something in return.
Two important developments affecting online
consumer behavior today- home connection
speeds and changing landscape of digital
content receiving devices such as smartphones
63% -online Americans connect to the internet
at home.
Travelocity- user friendly web site for making
some travel arrangements.
Television- no longer the killer medium-
consumers spends over 4 hrs online each day.
Marketers are very interested in video viewing
habits on “three screens”
-Average American watches 153 hrs of tv per
month
-131m americans watch about 3hrs video each
month on internet
-13.4m watch an average of 3.5hrs a month of
video on mobile phones
TiVo and DVR- allow owners to record digital
programs
Carl Mela- prof at Duke’s Fuqua School of
business, found 95% of people still watch tv
Telematics- communication system in an
automobile that uses global positioning system;
to receive directions and internet content
Cornerstones of attracting customers online
are: reputation, relevance and engagement
Brand image and reputation are based on
market perception
Askapatient- host thousands of posts about
side effects of various medicines
64%-academic or expert
52%- financial or industry analyst
45%- non government org
44%- a person like yourself
40%- CEO or leader of company
35%- government official
Person like yourself-someone who shares your
interest, such as other patients, movies, etc
Relevance-consumers don’t like being
interrupted with irrelevant communications
Engagement- key to drawing internet users to
provide relevant content or entertainment
According to Time Inc, 3 pillars of customer
engagement are: content engagement, media
engagement, and engagement marketing
activities
Media engagement-context for the content
Engagement marketing activities-simply the
sequence used to draw users to the medium
and through the content.
Social media-word of mouth on steroids
General social/cultural trends also have huge
affect on online exchanges: IMIOCISP
Information overload- too much info
overwhelms consumers. It creates attention
economy- the idea that information may be
infinite, but the demand for it is limited by
human capacity
Multitasking- speeds up normal processes and
lowers attention to each task.
Millennials-born between 1974 &
1994(Generation Y)- are great multitaskers
Home and work- 14% spending more time
working at home
Home- more like a center of lime and home
office for many
I want what I want when I want it
Online oxygen- coined at trend watching.com,
it means increasing number of consumers
cannot do without their internet access-they
crave it
Connectivity
“In the know”- term coined by
trendwathingcom. People in the know have
access to information that others don’t.
Self-service-feature is required. Empowered
customers want to log on and information
Privacy and data security- customers want phone calls and find people to date online
marketers to keep their data confidential MySpace- most popular site with52.5% share of
social network market
Individual differences; characteristics that Facebook- real contender due to its many new
differentiate them from nonusers. First is apps
demographics-age, income, education. Second LinkedIn-sets the standard
is positive attitude toward technology. Third, Flickr.com- share digital photo sites
online skill and experience- play an important 72% view for fun
role in the exchange process Audio and visual entertainment- internet’s
promises
Goal oriented behavior-includes going to a
specific web site with a purpose in mind
CHAPTER 12
searching for lower prices
Marketing communication- uses technology to
Experience orientation – relates to having fun,
build brands, in conjunction with value added
bargain hunting or just surfing to find
product experience
something new
Integrated marketing communications-corss
Consumer resources for exchange: money,
functional process of planning, executing, and
time, energy, and psychic cost
monitoring brand communications
Money cost- consumers need enough
Profitable customer relationships-are key to a
discretionary income to exchange for goods and
firm’s existence
services
Database and analysis technique –a;;ows firms
Electronic check(also digital money)- consumer
to differentiate customers by value, send the
sets up an account and authorizes a third party
appropriate email offers..
web site to pay specific amount
Multimedia messages carried via web pages
Splash plastics- smart cards have an electronic
Microsite- is webpage or small site with
chip that can be coded to hold certain amount
specialized information
of funds
AIDA model-awareness, interest, desire and
In Japan, Casio watch-can be read by retail
action or the “think, feel, do”
scanner to debit user’s bank account
hierarchy of effect model is part of what guides
Honkong, smart debit card uses radio frequency
marketer’ selection of online and offline
identification chips implanted in arms, simply
The thinking or cognitive- steps are awareness
move their arms over the bar to run a tab
and knowledge
Time poverty- is a problem for today’s
The feeling or attitude- steps are liking and
consumers
preference
Time resource- critical topic because online
attention from consumers is desirable and
scarce commodity
Consumers apply psychic resource when web
pages are hard to figure out
People do only five basic things online: connect,
create, enjoy, learn and trade
Connect- allow consumers to interact with
individuals and org
Email-still the internet’s killer app worldwide
Instant messaging-use the internet to make