Chapter 17 Flashcards
Marketplace
Buyers and sellers engage in face-to-face exchange relationships in a material environment characterized by physical facilities
Digital Marketspace
A digitally enabled environment characterized by face-to-screen exchange relationships and electronic images and offerings
Interactive Marketing
Two-way-buyer-seller electronic communication in which the buyer controls the kind and amount of information received from the seller
Choiceboards
An interactive, digitally enabled system that allows individual customer to design their own products and services by answering a few questions and choosing from a menu of product or service attributes, prices, and delivery options
Personalization
The consumer-initiated practice of generating content on a marketer’s website that is custom-tailored to an individual’s specific needs and preferences
Permission Marketing
The solicitation of a consumer’s consent to receive email and advertising based on personal data supplied by the consumer
Customer Experience
Sum total of the interactions that a customer has with a company’s website, from the initial look at a home page through the entire purchase decision process
Eight Second Rule
A view that customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds
Customerization
The growing practice of not only customizing a product or service but also personalizing the marketing and overall shopping and buying interaction for each customer
Viral Marketing
A digitally enable promotional strategy that encourages individuals to forward marketer-initiated messages to others via email, social networking websites, and blogs
Cookies
Computer files that a marketer can download onto the computer and mobile phone of an online shopper who visits the marketer’s website
Behavioral Targeting
Uses information provided by cookies to direct online advertising from marketers to those online shoppers whose behavioral profiles suggest they would be interested in such advertising
Social Commerce
The use of social networks for browsing and buying
Cross-Channel Consumers
A consumer who shops online but buys offline, or shops offline but buys online
Showrooming
The practice of examining products in a store and then buying them online for a cheaper price
