MKTG 3001 Chapter 18 Implementing Interactive and Multichannel Marketing – Flashcards
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traditional marketplace
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buyers and sellers engage in face-to-face exchange relationships in a material environment characterized by physical facilities and mostly tangible objects
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marketspace
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an internet-enable digital environment characterized by face-to-screen exchange relationships and electronic images and offerings
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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 of information received from the seller
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choice board
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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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the consumer-initiated practice of generating content on a marketer's 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 consumer's consent to receive email and advertising based on personal data supplied by the consumer
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customer experience
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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
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context
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a website's aesthetic appeal and functional look and feel reflected in site layout and visual design
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content
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applies to all digital information on a website, including the presentation form-text, video, audio, and graphics
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customization
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the ability of a site to modify to, or be modified by, each individual user
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connection
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a network of linkages between a company's site and other sites
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communication
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refers to the dialogue that unfolds between the website and its users
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community
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user-to-user communications hosted by the company to create virtual communities
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online consumers
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the subsegment of all internet users who employ this technology to research products and services an make purchases
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bots
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electronic shopping agents or robots that comb websites 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 time exceeds eight seconds
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customerization
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the growing practice of not only cutomizing a product or service but also personalizing the marketing and overall shopping and buying interaction for each customer
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web communities
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websites that allow people to congregate online and exchange views on topics on common interest
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buzz
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a popular term for word of mouth behavior in marketspace
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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 advertising from marketers to those online shoppers whose behavioral profiles suggest they would be interested in such advertising
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cross-channel shopper
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an online consumer who researches products online and then purchases them at a retail store
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multichannel marketing
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the blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy the traditional marketplace and online
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transactional websites
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electronic storefronts that focus on converting an online browser into an online, catalog, or in-store buyer the website design elements
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channel conflict
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when one channel member believes another channel member is engaged in behavior that prevents it from achieving its goals. A typical problem with transactional websites.
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promotional websites
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websites that advertise and promote a company's products and services and provide information on how items can be used and where they can be purchased.
