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Marketplace Marketspace Possession Utility Form Utility CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE CUSTOMER VALUE CREATION IN MARKETSPACE LO1 Marketplace Marketspace Possession Utility Form Utility 21-2

FIGURE 21-1 Trend in online shoppers and online retail sales revenue in the U.S. 21-3

Interactive Marketing CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE INTERACTIVITY AND INDIVIDUALITY IN MARKETSPACE LO1 Interactivity Individuality Interactive Marketing Choiceboard Collaborative Filtering 21-4

Personalization Permission Marketing Opt-In Opt-Out CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE INTERACTIVITY AND INDIVIDUALITY IN MARKETSPACE LO1 Personalization Permission Marketing Opt-In Opt-Out 21-5

FIGURE 21-2 Seven website design elements that drive customer experience 21-6

Online Consumer Profile ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE WHO IS THE ONLINE CONSUMER? LO2 Online Consumer Profile Online Consumer Lifestyle Segmentation Click-and-Mortar Time-Sensitive Materialists Hunter-Gatherers Hooked, Online, and Single Brand Loyalists Ebivalent Newbies 21-7

FIGURE 21-3 Internet usage in the U. S FIGURE 21-3 Internet usage in the U.S. varies by age, racial/ethnic group, education, and household income 21-8

FIGURE 21-3A Internet usage in the U.S.: age 21-9

FIGURE 21-3B Internet usage in the U.S.: racial/ethnic group 21-10

FIGURE 21-3C Internet usage in the U.S.: education 21-11

FIGURE 21-3D Internet usage in the U.S.: household income 21-12

FIGURE 21-4 Estimated percentage of online retail sales by product/service category: 2007 and 2012 21-13

FIGURE 21-5 Why consumers shop and buy online 21-14

Why Consumers Shop and Buy Online ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE WHO IS THE ONLINE CONSUMER? LO4 Why Consumers Shop and Buy Online Communication Marketer-to-Consumer E-mails Consumer-to-Marketer Requests Consumer-to-Consumer Chat Rooms and Instant Messaging 21-15

Why Consumers Shop and Buy Online ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE WHO IS THE ONLINE CONSUMER? LO4 Why Consumers Shop and Buy Online Communication Web Communities Buzz Blog Viral Marketing Spam Spam 21-16

Why Consumers Shop and Buy Online ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE WHO IS THE ONLINE CONSUMER? LO4 Why Consumers Shop and Buy Online Cost Control Dynamic Pricing Cookies Cost of Offering Cost of Time Searching 21-17

When and Where Online Consumers Shop and Buy ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE WHO IS THE ONLINE CONSUMER? LO4 When and Where Online Consumers Shop and Buy Monday - Friday 8:00 AM - 5:00 PM 21-18

CROSS-CHANNEL SHOPPERS AND MULTICHANNEL MARKETING WHO IS THE CROSS-CHANNEL SHOPPER? LO5 Cross-Channel Shopper Compare Products Among Retailers Obtain Information Not in Stores Reduce Trips to Multiple Retail Locations 21-19

CROSS-CHANNEL SHOPPERS AND MULTICHANNEL MARKETING IMPLEMENTING MULTICHANNEL MARKETING LO5 Transactional Websites Cannibalization Channel Conflict 21-20

CROSS-CHANNEL SHOPPERS AND MULTICHANNEL MARKETING IMPLEMENTING MULTICHANNEL MARKETING LO5 Promotional Websites Interactive Experiences Separate Websites for Each Brand Support Traditional Marketing Channel 21-21

FIGURE 21-6 Implementing multichannel marketing with promotional websites 21-22