Marketing Flashcards
What are the major influential factors on consumer behavior online?
Personal characteristics, product/price, merchant and intermediary factors, EC-system (motivational and hygiene) and environmental factors
What is the generic purchasing-decision model?
Need identification, information search, evaluation of alternatives, purchase and post-purchase activity
Players in the consumer decision process? ( 5)
Initiator, influencer, decider, buyer and user
Customer loyalty?
A deep commitment to repurchase and thereby causing repetitive same-brand purchasing. Despite situation influence and marketing efforts from others
Online trust
The belief that an online website or other digital entities can deliver what they promise
How to increase trust in EC (3)
- Improve website
- Affiliate whit objective third party
- Establish trustworthiness(3): integrity, competence and security
3 marketing taktiks
Marketing segmentation, relationship marketing and one-to-one marketing
Personalization
The matching of services, products, and advertising content with individual consumers and their preferences
User profile
The requirements, preferences, behavior, and demographic trait of particular customer
Cookies
A data file that is placed on a user’s hard drive by a remote Web server consent, which collect info about the user’s activities at a site
What does cookies do (4)
- Collect info about user’s activities
- Build profiles from previous purchase patterns
- Perform marketing research
- Make inferences
Behavioral Targeting
Targeting that uses info collected about an individuals’s web-browsing behavior to select an advertisement to display to that individual
Collaborative filtering
Market research and personalization method that uses customer data to predict, based on formulations derived from behavioral sciences, what order products or services a customer may enjoy; predictions can be extended to other customers with similar profiles
2 ways to observe customer’s movements online
- Transaction log
- Clickstream data
Transaction log
A record of users activities at a company’s website
Clickstream data
Data that occur inside the web environment; they provide a trail of the user’s activities (the user’s clickstream behavior) in the website
Web Bugs
Tiny graphic files embedded in e-mail messages and in websites that transmit information about users and their movements to a web server
Spyware
Software that gathers user information over an internet connection without the user’s knowledge
Limitations of online market research? (3)
- Too much data, takes effort to extract, polish, and make sense of all data
- Accuracy of responses, loss of data due to technical problems
- Lack of representativeness in online users
Biometrics
An individual unique physical or behavioral characteristics that can be used to identify an individual precisely
Example of biometrics
Fingerprint
Interactive marketing
Online marketing by which marketers and advertisers can interact directly with customers, and consumers can interact with advertisers/venders
Ad views
The number of times users call up a page that has a banner on it during a specific time
Button
A small banner that is linked to a website
Page
A HTML document that may contain text, image etc
Click
A count made each time a visitor clicks on an advertising banner to access the advertisers website
CPM
The fee an advertiser pays for each 1000 time a page with a banner ad is shown
CTR
The percentage of visitors who are exposed to a banner ad on it
Conversion rate
The percentage of clickers who actually make a purchase
hit
A request for data from a web page or file
Visit
A series of requests during one navigation of a website
Unique visit
A count of the number of visitors entering a site
Stickiness
A characteristics that influences the average length of time a visitor stays in a site
Ads online and its advantages (7)
Cost, richness of format, personalization, timeliness, location-based, linking, and digital branding
Random banner
Banner ads that appear at random, not as a result of the user’s action
Live banners
Banner ads that are created dynamically at the rime of display, instead of being preprogrammed with fixed content
Pros of banner ads (2)
Pro: direct to sales webpage, customization
Cons of banner ads (2)
Costly at high-volume websites, limited space and information allowed
Viral marketing
Word-of-mouth marketing which customers promote a product by telling others about it
Video ads
Consumer-generated videos, interactive video, viral video
Advergaming
Using computer games to advertise
Affilate marketing
Marketing arrangement by which a organization refers consumers to the selling company’s website
