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Marketing > Chapter 17 > Flashcards

Chapter 17 Flashcards

1
Q

what is interactive and multichannel marketing known as ?

A

omnichannel marketing

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2
Q

this retailing creates a seamless cross channel buying experience that integrates in store, online, and mobile shopping
-mostly blur marketplace and market space
what is this ?

A

omnichannel retailing

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3
Q

*phyiscal store
*static and declining
is this marketplace or market space ?

A

market place

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4
Q

*online store
*dynamic and growing
is this marketplace or marketspace ?

A

marketspace

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5
Q

what percent of consumers shop online using their computer ?

A

60%

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6
Q

what percent of consumers shop online using their phone ?

A

5%

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7
Q

what percent of consumers shop online using their tablet ?

A

6%

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8
Q

what percent of consumers don’t care whether they shop on computer, tablet, or phone ?

A

29 %

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9
Q

what are examples of exclusive online consumers products ?

A

streaming music or shows

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10
Q

What sort of products satisfy the show rooming consumer ?

A

speaker or air fryer

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11
Q

What are examples of what web rooming consumers products are ?

A

cars or fashion

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12
Q

What are examples of products that have to do with offline exclusive consumer ?

A

luxury purse or couch

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13
Q

What are the four cross channel consumers ?

A
  1. Exclusive online consumer
  2. Showrooming consumer
  3. Webrooming consumer
  4. Exclusive offline consumer
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14
Q

How do you blend different communication and delivery channels together in a mutually reinforcing way to engage the cross channel consumer in3 steps?

A
  1. Document cross channel consumer behavior
  2. Employ mutually reinforcing communication and delivery channels
  3. Monitor and measure performance
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15
Q

How to create a customer journey map in 7 steps ?

A
  1. Buyers persona
  2. Customers goals
  3. Identify touchpoints
  4. Identify pain points
  5. Remove roadblocks
  6. Take the journey yourself
  7. Update and improve
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16
Q

___ is a key tool in developing a seamless omnichannel approach ?

A

creating a customer journey map

17
Q

two way buyer seller electronic communication in which the buyer controls the kind and amount of information received from the seller
what is this ?

A

interactive marketing

18
Q

an interactive, digitally enabled system that allows individual customers 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
what is this ?

A

choiceboard

19
Q

the consumer initiated practice of generating content on a markets website that is custom tailored to an individual specific needs and preferences
what is this ?

A

personalization

20
Q

the solicitation of a consumers consent to receive email and advertising based on personal data supplied by the consumer
what is this ?

A

permission marketing

21
Q

a view that customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds
what is this ?

A

eight second rule

22
Q

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
what is this ?

A

customerization

23
Q

a digitally enabled promotional strategy that encourages individual to forward marketer initiated messages to to others via email, social networking websites, and blogs
what is this ?

A

viral marketing

24
Q

computer files that a marketer can download onto the computer and mobile phone of an online shopper who visits the marketers website
what is this ?

A

cookies

25
Q

uses information provided by cookies to direct online advertising from markets to those online shoppers whose behavioral profiles suggest they would be interested ins such advertising
what is this ?

A

behavioral targeting

26
Q

the use of social networks for browsing and buying
what is this ?

A

social commerce

27
Q

a consigner who shops online but buys offline, or shop offline but buys online
what is this ?

A

cross channel consumer

28
Q

the proactive of examining products online and then buying them in a store
what is this ?

A

webrooming

29
Q

the practice of examining products in a store and then buying them online for a cheaper price
what is this ?

A

showrooming

30
Q

the practice and techniques used to credit or value a particular channel and consumer touchpoint
what is this ?

A

marketing attribution

31
Q

the internal response that customers have to all aspects of an organization and its offering
what is this ?

A

customer experience

Marketing (19 decks)

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