tailieunhanh - Lecture Marketing (12/e): Chapter 21 – Kerin, Hartley, Rudelius

Chapter 21 - Implementing interactive and multichannel marketing. 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; explain why certain types of products and services are particularly suited for interactive marketing. | 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 21-1 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. 21- 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. 21- SEVEN CYCLES DELIVERS JUST ONE BIKE. YOURS. 21- CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE CUSTOMER . | 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 21-1 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. 21- 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. 21- SEVEN CYCLES DELIVERS JUST ONE BIKE. YOURS. 21- CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE CUSTOMER VALUE CREATION IN MARKETSPACE LO 21-1 Marketplace Marketspace Form Utility Possession Utility Time Utility 21- FIGURE 21-1 Trends in online shoppers and online retail sales in the United States 21- FIGURE 21-1A Trend in online shoppers in the United States 21- FIGURE 21-1B Trend in online retail sales revenue in the United States 21- CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE INTERACTIVITY AND INDIVIDUALITY IN MARKETSPACE LO 21-1 Interactivity Individuality Collaborative Filtering Interactive Marketing Choiceboard M&Ms 21- CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE INTERACTIVITY AND INDIVIDUALITY IN MARKETSPACE LO 21-1 Personalization Permission Marketing Opt-Out Opt-In 21- FIGURE 21-2 Seven website design elements that drive customer experience 21- CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE CREATING AN ONLINE EXPERIENCE LO 21-1 Customer Experience Content Context Functional .