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4 - Customer Management > Day 5 + 6 > Flashcards

Day 5 + 6 Flashcards

1
Q

How can customer value be improved?

A

1) Reduce product costs

2) improve customers perception of benefits or quality of the products

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2
Q

Name types of levels on which value delivery mechanisms can be established on

A

1) Organizational level

2) Interorganizational level

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3
Q

What is an organizational level?

A

-organization leads the effort and may need some cooperation from value chain partners but in a limited manner

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4
Q

What is a interorganizational level?

A
  • targets the cooperation of key value chain partners

- two companies working together to achieve a certain goal

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5
Q

Name examples for reducing costs on organizational level

A
  • Chateau Margaux: elimination of counterfeits
  • bockchain can give each bottle of wine a unique digital identity and track 90 pieces of data related to ownership and storage history records
  • the blockchain gets updated every time as the bottle moves along in the supply chain
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6
Q

What is the benefit of Chateau Margaux tracked wines in terms of reducing costs?

A
  • with this technique artists can sell directly to consumers without the services of a label, financial intermediary, or technology company
  • counterfeits are eliminated -> more business for Chateau Margaux
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7
Q

Name examples for reducing costs on interorganizational level (Walmart)

A
  • Walmart: blockchain-bases solution to monitor pork products
  • inspection reports and certificates from farms are uploaded in real time to Walmarts block chain
  • > when a crisis as food borne illness occurs Walmart can easily find affected products and stop selling at relatively low costs
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8
Q

Name examples for reducing costs on interorganizational level (Toyota)

A

-tracking auto parts with suppliers -> reduced costs associated with automobile recalls

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9
Q

Name an example for increasing perceived quality at organizational level

A

-Chateau Margaux: the unique bottle identity leads to customers havin a high degree of confidence about the quality and authenticity of the wine

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10
Q

Name examples of increasing perceived quality at the inerorganizational level (Walmart)

A

-Walmart: food is not adulterated (verfälscht

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11
Q

What are the benefits of using blockchain regarding reducing costs in general

A

-reduce costs due to paperwork and physical inspection

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12
Q

Name examples of increasing perceived quality at the inerorganizational level (Bext360)

A
  • Bext360 offers a blockchain solution, smart contracts and cloud-based software to track coffee and all necessary information:
  • product evaluation, payment to coffee growers
  • Coda Coffee is world’s first blockchain-traced coffe
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13
Q

Name the Cyberattack on Sony PlayStation Network

A

-hackers extracte personally identifiable information of more than 77 Mio. users

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14
Q

Name the brand impact because of the cyberattack on PSN

A

-BrandIndex Buzz score fell heavily after the announcment of the breach

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15
Q

Name the brand impact because of the cyberattack on PSN

A

-BrandIndex Buzz score fell heavily after the announcment of the breach

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16
Q

Definition brand equity

A

the commercial value that derives from consumer perception of the brand name of a particular product or service, rather than from the product or service itself

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17
Q

Definition Buzz score

A
  • measurement of brand popularity
  • eveloped by the polling site You Gov BrandIndex.
  • A company’s score, which ranges from 100 to −100, is calculated by subtracting negative feedback from positive feedback
18
Q

Name the cyberattack on Target

A
  • breach during peak holiday shopping season before christmas
  • compromised 40 million credit and debit card accounts and 70 million customers’ personal data
19
Q

Name the brand impact for Target

A
  • buzz score dropped heavily one day after the announcment

- sales fell by 46 percent in the fourth quarter

20
Q

Name the cyberattack on Sony Pictures Entertainment

A
  • hackers downloaded 100 Tbytes of data
  • unreleased films and TV shows
  • more than 47,000 social security numbers (SSNs), salary negotiation details and other sensitive information
21
Q

Name the brand impact for Sony Pictures Entertainment

A
  • buzz index dropped

- company fell from third to eight place in the customer loyalty engagement index

22
Q

Neme the cyberattack on Anthem Blue Cross and Blue Shield

A
  • 80 million records were breached
  • .including SSNs, and PII of customers and employees as adresses, mails, employment information
  • chief excecutive’s information was also compromised
23
Q

Name the brand impact on Anthem Blue Cross and Blue Shield

A

-proportion of customers who thought that the company was a better brand than other insurers decreased from 51 to 45 percent

24
Q

Name the cyberattack on TalkTalk

A

-hackers accessed details of 150,000 customers and 15,000 bank accounts

25
Q

Name the brand impact on TalkTalk

A
  • buss score plummeted during a period of two weeks
  • company’s share of new customers in the broadband home services mrket fell by 4.4 percent in the last quarter, 7% switched provider
26
Q

Name the cyberattack on Yahoo

A

-hackers might have stolen information on at least 500 million users

27
Q

Name the brand impact on Yahoo?

A

-one day after breach announcment, online mentions of the company increased by aprox. 500%, with 70% of the mentions negative

28
Q

Name players in advertising ecosystem (5)

A

1) Advertisers
2) Consumers
3) PPC providers (pay-per-click-providers as Google and facebook)
4) Ad publishing websites
5) Intermediaries (e.g. subdistributors)

29
Q

Name the impact of blockchain regarding advertising on advertisers

A

identify fraudulent traffic

  • Blockchain reduces waste in ad budgets
  • increases the effectiveness of ad campaigns: data about apps is combined with data provided by ad viewers
30
Q

Name the impact of blockchain regarding advertising on consumers

A

Ad viewers can be incentivized toprovide personal information. They will have more control over their data.

31
Q

Name the impact of blockchain regarding advertising on ad publishing websites

A

A positive reputation will be important for attracting more ads.

32
Q

Name the impact of blockchain regarding advertising on intermediaries

A

Roles will decline over time

33
Q

Name the applied advertising mechanisms regarding the impact of blockchain on advertisers

A

Advertisers can identify the players in the ad supply chain, their roles, and who is paid. They can collect consumer response data and, it can be hoped, use it securely.

34
Q

Name the applied advertising mechanisms regarding the impact of blockchain on consumers

A

Smart contracts can be used to negotiate deals between advertisers and ad viewers. The amount paid to an ad viewer depends on the details and value of information shared with the advertiser.

35
Q

Name the applied advertising mechanisms regarding the impact of blockchain on PPC providers

A

Blockchain may challenge the secretive nature with which advertisers currently treat information related to ad transactions.

36
Q

Name the applied advertising mechanisms regarding the impact of blockchain on ad publishing websites

A

A website’s reputation may be determined by democratic voting.

37
Q

Name the applied advertising mechanisms regarding the impact of blockchain on intermediaries

A

Blockchain’s decentralized nature may make it possible for advertisers to more directly connect to future ad viewers.

38
Q

How is blockchain regarding advertisements used?

A
  • data related to deliveries of ads on user screens, clicks and audience are stored in a blockchain
  • This model shows an ad’s delivery status as well as who saw it; the data are then shared among cooperating participants
39
Q

Name the impact of blockchain regarding advertising on PPC providers

A

The current dominance of a few big PPC service providers in the advertising industry may decrease.

40
Q

Definition smart contract

A

Smart contracts are simply programs stored on a blockchain that run when predetermined conditions are met. They typically are used to automate the execution of an agreement so that all participants can be immediately certain of the outcome, without any intermediary’s involvement or time loss

41
Q

verfälscht

A

adulterated

4 - Customer Management (5 decks)

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