Bài giảng Marketing - Chapter 21
LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 21, YOU SHOULD BE ABLE TO: Describe what interactive marketing is and how it creates customer value, customer relationships, and customer experiences. Identify the demographic and lifestyle profile of online consumers. Explain why certain types of products and services are particularly suited for interactive marketing.
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Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 21, YOU SHOULD BE ABLE TO:LO 21-1Describe what interactive marketing is and how it creates customer value, customer relationships, and customer experiences.LO 21-2Identify the demographic and lifestyle profile of online consumers.LO 21-3Explain why certain types of products and services are particularly suited for interactive marketing.21-*LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 21, YOU SHOULD BE ABLE TO:LO 21-4Describe why consumers shop and buy online and how marketers influence online purchasing behavior.LO 21-5Define cross-channel shoppers and the role of transactional and promotional websites in reaching these shoppers.21-*SEVEN CYCLES DELIVERS JUST ONE BIKE. YOURS.21-*CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACECUSTOMER VALUE CREATION IN MARKETSPACELO 21-1MarketplaceMarketspaceForm UtilityPossession UtilityTime Utility21-*FIGURE 21-1 Trends in online shoppers and online retail sales in the United States21-*FIGURE 21-1A Trend in online shoppers in the United States21-*FIGURE 21-1B Trend in online retail sales revenue in the United States21-*CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACEINTERACTIVITY AND INDIVIDUALITY IN MARKETSPACELO 21-1InteractivityIndividualityCollaborative FilteringInteractive MarketingChoiceboardM&Ms21-*CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACEINTERACTIVITY AND INDIVIDUALITY IN MARKETSPACELO 21-1PersonalizationPermission MarketingOpt-OutOpt-In21-*FIGURE 21-2 Seven website design elements that drive customer experience21-*CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACECREATING AN ONLINE EXPERIENCELO 21-1Customer ExperienceContentContextFunctionalAestheticCustomization21-*CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACECREATING AN ONLINE EXPERIENCELO 21-1Customer ExperienceCommunicationCommerceCommunityConnection21-*USING MARKETING DASHBOARDS Sizing Up Site Stickiness at Sewell Automotive Companies LO 21-1Average Time Spent per Unique Monthly Visitor=×Average Time Spent per Unique Monthly Visitor (minutes)Average Visits per Unique Monthly VisitorAverage Time Spent per Visit (minutes)21-*ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACEWHO IS THE ONLINE CONSUMER?LO 21-2Online ConsumersOnline Consumer Lifestyle SegmentationClick-and-MortarHunter-GatherersBrand LoyalistsTime-Sensitive MaterialistsHooked, Online, and SingleEbivalent Newbies21-*MARKETING INSITE Are You a Roving Node, a Mobile Newbie, or a Drifting Surfer?LO 21-221-*MARKETING MATTERS Meet Today’s Internet Mom on a MissionLO 21-221-*ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACEWHAT ONLINE CONSUMERS BUYLO 21-3Product InformationAudio/Video DemosDigital ItemsUnique ItemsConvenience ItemsStandardized Items21-*FIGURE 21-3 Five product categories account for about two-thirds of online retail sales today—a trend projected to occur in the future 21-*FIGURE 21-4 Why consumers shop and buy online21-*ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACEWHY CONSUMERS SHOP AND BUY ONLINELO 21-4BotsOffering SelectionChoiceChoice AssistanceEight-Second RuleConvenience21-*ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACEWHY CONSUMERS SHOP AND BUY ONLINELO 21-4CommunicationChat Rooms, Messaging, Social NetworksCustomizationCustomerizationMarketer-to-Consumer E-mailsConsumer-to-Marketer Requests21-*ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACEWHY CONSUMERS SHOP AND BUY ONLINELO 21-4BlogSpamCAN-SPAM ActWeb CommunitiesCommunication21-*ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACEWHY CONSUMERS SHOP AND BUY ONLINELO 21-4CommunicationBuzzViral MarketingEmbed a MessageCreate Compelling ContentOffer IncentivesFrito-Lay21-*ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACEWHY CONSUMERS SHOP AND BUY ONLINELO 21-4CommunicationShowroomingDynamic PricingCookiesControlBehavioral Targeting21-*MAKING RESPONSIBLE DECISIONS Who is Responsible for Internet Privacy and Security?LO 21-421-*ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACEWHEN AND WHERE ONLINE CONSUMERS SHOP AND BUYLO 21-4Monday - Friday8:00 AMto 5:00 PM21-*CROSS-CHANNEL SHOPPERS AND MULTICHANNEL MARKETINGWHO IS THE CROSS-CHANNEL SHOPPER?LO 21-5Cross-Channel ShopperCompare Products Among RetailersObtain Information Not in StoresReduce Trips to Multiple Retail Locations21-*CROSS-CHANNEL SHOPPERS AND MULTICHANNEL MARKETINGIMPLEMENTING MULTICHANNEL MARKETINGLO 21-5Transactional WebsitesCannibalizationChannel ConflictMultichannel Marketing21-*CROSS-CHANNEL SHOPPERS AND MULTICHANNEL MARKETINGIMPLEMENTING MULTICHANNEL MARKETINGLO 21-5Interactive ExperiencesPromotional WebsitesSeparate Websites for Each BrandSupport Traditional Marketing ChannelPampers21-*FIGURE 21-5 Implementing multichannel marketing with promotional websites21-*PIZZA HUT AND IMC2: BECOMING A MULTICHANNEL MARKETERVIDEO CASE 2121-*PIZZA HUT AND IMC2: BECOMING A MULTICHANNEL MARKETERVIDEO CASE 21FIGURE 1 IMC2 Brand Sustainability Map™21-*
