Marketing the Core: Chapter 18 – Flashcards
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interactive marketing
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two-way buyer-seller electronic communication in a computer-mediated environment in which the buyer controls the kind and amount received from the seller
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choiceboard
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an interactive, internet enabled system that allows individual customers to design their own products and services
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collaborative filtering
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a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases
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personalization
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consumer initiated practice of generating content on a marketers website that is custom tailored to an individual's specific needs and preferences
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permission marketing
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asking for a consumers consent to receive email and advertising based on personal data supplied by consumer
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bots
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electronic shopping agents or robots that comb website to compare prices and product or service features
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eight second rule
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a view that customers will abandon their efforts to enter and navigate a website if download tine exceeds eight seconds
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web communities
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websites that allow people to meet online and exchange views on topics of common interest
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spam
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electronic junk mail or unsolicited email
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viral marketing
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an internet enabled promotional strategy that encourages users to forward marketer initiated messages to others via email
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dynamic pricing
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the practice of changing prices for products and services in real time in response to supply and demand conditions
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cookies
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computer files that a marketer can download onto the computer of an online shopper who visits the marketer's website
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behavioral targeting
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uses information provided by cookies for directing online ads from marketers to those online shoppers whose behavioral profiles suggest they would interested in such advertising
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cross channel shopper
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an online consumer who researches products online and purchases them at a retail store
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customer experience
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the sum total of the interactions a customer has with a company's website
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seven ways to create an online customer experience
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context, content, customization, connection, communication, community, commerce
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context
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refers to a websites aesthetic appeal and functional look and feel reflected in a site layout and visual design
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content
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all digital information on a website including the presentation form i.e. text, video, audio, graphics
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customization
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ability of a site to modify itself or be modified by each individual user
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connection
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the network of linkages between a company's website and other sites
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communication
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the dialogue that unfolds between the website and its users
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community
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encourages user to user communications hosted by the company to create virtual communities
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commerce
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the website's ability to conduct sales transactions for products and services with a mouse click
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six reasons consumers buy online
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convenience, choice, customization, communication, cost, control
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transactional websites
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electronic storefronts that focus on converting an online browser into an online catalog or an in-store buyer using website design elements
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promotional websites
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advertise and promote a company's products and services and provide information on how items can used and where they can purchased
