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McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved.

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Presentation on theme: "McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved."— Presentation transcript:

1 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved.

2 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

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

4 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

5 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

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

7 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

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

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

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

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

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

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

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

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 Marketer-to-Consumer s Consumer-to-Marketer Requests Consumer-to-Consumer Chat Rooms and Instant Messaging 21-15

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 Communication Web Communities Buzz Blog Viral Marketing Spam Spam 21-16

17 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

18 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

19 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

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

21 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

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

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