tailieunhanh - Lecture Marketing: The core (5/e): Chapter 18 – Kerin, Hartley, Rudelius

Chapter 18: Implementing interactive and multichannel marketing. After reading this chapter you should be able to: Describe what interactive marketing is and how it creates customer value, customer relationships, and customer experiences; explain why certain types of products and services are particularly suited for interactive marketing;. | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 18, YOU SHOULD BE ABLE TO: LO2 Explain why certain types of products and services are particularly suited for interactive marketing. Describe what interactive marketing is and how it creates customer value, customer relationships, and customer experiences. LO1 18- LO4 Define cross-channel shoppers and the role of transactional and promotional websites in reaching these shoppers. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 18, YOU SHOULD BE ABLE TO: Describe why consumers shop and buy online and how marketers influence online purchasing behavior. LO3 18- SEVEN CYCLES. ONE BIKE. YOURS. 18- CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE CUSTOMER VALUE IN MARKETSPACE LO1 Marketplace Marketspace Form Utility Possession Utility Time Utility 18- FIGURE 18-1 Trend in online shoppers and online | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 18, YOU SHOULD BE ABLE TO: LO2 Explain why certain types of products and services are particularly suited for interactive marketing. Describe what interactive marketing is and how it creates customer value, customer relationships, and customer experiences. LO1 18- LO4 Define cross-channel shoppers and the role of transactional and promotional websites in reaching these shoppers. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 18, YOU SHOULD BE ABLE TO: Describe why consumers shop and buy online and how marketers influence online purchasing behavior. LO3 18- SEVEN CYCLES. ONE BIKE. YOURS. 18- CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE CUSTOMER VALUE IN MARKETSPACE LO1 Marketplace Marketspace Form Utility Possession Utility Time Utility 18- FIGURE 18-1 Trend in online shoppers and online retail sales revenue in the . 18- FIGURE 18-1A Trend in online shoppers in the . 18- FIGURE 18-1B Trend in online retail sales revenue in the . 18- CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE INTERACTIVITY AND INDIVIDUALITY IN MARKETSPACE LO1 Interactivity Individuality Collaborative Filtering Interactive Marketing Choiceboard M&Ms 18- CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE INTERACTIVITY AND INDIVIDUALITY IN MARKETSPACE LO1 Personalization Permission Marketing Opt-Out Opt-In 18- FIGURE 18-2 Seven website design elements that drive customer experience 18- CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE CREATING AN ONLINE EXPERIENCE LO1 Customer Experience Content Context Functional Aesthetic Customization 18- CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE CREATING AN ONLINE EXPERIENCE LO1 Communication Commerce .