Lecture Marketing (12/e): Chapter 21 – Kerin, Hartley, Rudelius
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LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 21, YOU SHOULD BE ABLE TO:
LO 21-1
Describe what interactive marketing
is and how it creates customer value,
customer relationships, and customer
experiences.
LO 21-2
Identify the demographic and lifestyle
profile of online consumers.
LO 21-3
Explain why certain types of products
and services are particularly suited
for interactive marketing.
212
LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 21, YOU SHOULD BE ABLE TO:
LO 21-4
Describe why consumers shop and buy
online and how marketers influence
online purchasing behavior.
LO 21-5
Define cross-channel shoppers and the
role of transactional and promotional
websites in reaching these shoppers.
213
SEVEN CYCLES DELIVERS
JUST ONE BIKE. YOURS.
214
CREATING CUSTOMER VALUE, RELATIONSHIPS,
LO 21-1
AND EXPERIENCES IN MARKETSPACE
CUSTOMER VALUE CREATION IN MARKETSPACE
Marketplace
Marketspace
•
Time Utility
•
Possession Utility
•
Form Utility
215
FIGURE 21-1 Trends in online shoppers and
online retail sales in the United States
216
FIGURE 21-1A Trend in online shoppers in the
United States
217
FIGURE 21-1B Trend in online retail sales
revenue in the United States
218
CREATING CUSTOMER VALUE, RELATIONSHIPS,
LO 21-1
AND EXPERIENCES IN MARKETSPACE
INTERACTIVITY AND INDIVIDUALITY IN MARKETSPACE
Interactivity
Individuality
Interactive Marketing
Choiceboard
•
M&Ms
Collaborative Filtering
219
CREATING CUSTOMER VALUE, RELATIONSHIPS,
LO 21-1
AND EXPERIENCES IN MARKETSPACE
INTERACTIVITY AND INDIVIDUALITY IN MARKETSPACE
Personalization
Permission Marketing
•
Opt-In
•
Opt-Out
2110
FIGURE 21-2 Seven website design elements
that drive customer experience
2111
CREATING CUSTOMER VALUE, RELATIONSHIPS,
LO 21-1
AND EXPERIENCES IN MARKETSPACE
CREATING AN ONLINE EXPERIENCE
Customer Experience
•
Context
Functional
Aesthetic
•
Content
•
Customization
2112
CREATING CUSTOMER VALUE, RELATIONSHIPS,
LO 21-1
AND EXPERIENCES IN MARKETSPACE
CREATING AN ONLINE EXPERIENCE
Customer Experience
•
Connection
•
Communication
•
Community
•
Commerce
2113
LO 21-1
USING MARKETING DASHBOARDS
Sizing Up Site Stickiness at
Sewell Automotive Companies
Average Time Spent per Unique Monthly Visitor
×
=
Average Time
Spent per
Unique Monthly
Visitor (minutes)
Average Visits
per Unique
Monthly Visitor
Average Time
Spent per
Visit (minutes)
2114
LO 21-2
ONLINE CONSUMER BEHAVIOR AND
MARKETING PRACTICE IN MARKETSPACE
WHO IS THE ONLINE CONSUMER?
Online Consumers
Online Consumer
Lifestyle Segmentation
•
Click-and-Mortar
•
Time-Sensitive Materialists
•
Hunter-Gatherers
•
Hooked, Online, and Single
•
Brand Loyalists
•
Ebivalent Newbies
2115
LO 21-2
MARKETING INSITE
Are You a Roving Node, a Mobile Newbie,
or a Drifting Surfer?
2116
LO 21-2
MARKETING MATTERS
Meet Today’s Internet Mom on a Mission
2117
LO 21-3
ONLINE CONSUMER BEHAVIOR AND
MARKETING PRACTICE IN MARKETSPACE
WHAT ONLINE CONSUMERS BUY
Product Information
Audio/Video Demos
Digital Items
Unique Items
Convenience Items
Standardized Items
2118
FIGURE 21-3 Five product categories account
for about two-thirds of online retail sales today
—a trend projected to occur in the future
2119
FIGURE 21-4 Why consumers shop and buy
online
2120
LO 21-4
ONLINE CONSUMER BEHAVIOR AND
MARKETING PRACTICE IN MARKETSPACE
WHY CONSUMERS SHOP AND BUY ONLINE
Convenience
•
Bots
•
Eight-Second Rule
Choice
•
Offering Selection
•
Choice Assistance
2121
LO 21-4
ONLINE CONSUMER BEHAVIOR AND
MARKETING PRACTICE IN MARKETSPACE
WHY CONSUMERS SHOP AND BUY ONLINE
Customization
•
Customerization
Communication
•
Marketer-to-Consumer E-mails
•
Consumer-to-Marketer Requests
•
Chat Rooms, Messaging, Social Networks
2122
LO 21-4
ONLINE CONSUMER BEHAVIOR AND
MARKETING PRACTICE IN MARKETSPACE
WHY CONSUMERS SHOP AND BUY ONLINE
Communication
•
Web Communities
•
Blog
•
Spam
•
CAN-SPAM Act
2123
LO 21-4
ONLINE CONSUMER BEHAVIOR AND
MARKETING PRACTICE IN MARKETSPACE
WHY CONSUMERS SHOP AND BUY ONLINE
Communication
•
Buzz
•
Viral Marketing
Embed a Message
Create Compelling Content
Offer Incentives
Frito-Lay
2124
LO 21-4
ONLINE CONSUMER BEHAVIOR AND
MARKETING PRACTICE IN MARKETSPACE
WHY CONSUMERS SHOP AND BUY ONLINE
Communication
•
Showrooming
•
Dynamic Pricing
Control
•
Cookies
•
Behavioral Targeting
2125
