Online marketing lecture 11

Question 1

Type of online retailers

Answer 1

Pure play
Multi channel
Officer retailer with web presence

Question 2

Pure play

Answer 2

Sel online online

Question 3

Multi-channel

Answer 3

Brick and click

Question 4

Offline retailer with a web presence

Answer 4

But no online sales

Question 5

Channel choice influences

Answer 5

Demographic
Past experience
Convenience (what is the benefit of online)

Question 6

Multi-channel customer types

Answer 6

Uninvolved shoppers
Store-focused consumers
Multichannel enthusiast

Question 7

Retail website KEY issues

Answer 7

Navigation 
Product pages
FAQ
With list 
Price details 
Print-friendly pages

Question 8

Digital buying phases

Answer 8

Product pages and information 
Click through 
Shopping cart 
Purchase 
Reverse logistics

Question 9

Check out processes

Answer 9

Easy to use and feeling secure 
Constantly available and easy to go back 
Dynamic 
Abandoned shopping carts 
Accept multiple methods of payment

Question 10

Logistics/shipping

Answer 10

Delivery, as promised, is very important
Customers can get frustrated
Can have an effect on the loyalty

Question 11

Four building blocks of fulfillment

Answer 11

Stock control
Shipping costs
Outbound logistics
Returns

Question 12

Customer recovery paradox

Answer 12

Sometimes customers are even more satisfied when a problem occurs but will be solved.

Question 13

E-satisfaction

Answer 13

Mostly driven by the perception of quality

Question 14

7 C’s for e-loyalty

Answer 14

Customized
Contact interactivity 
Culivation 
Care 
Community 
Choice 
Character

Question 15

Principals of ethical marketing

Answer 15

All communications share the truth
Advertisement is distinguished from news and entertainment
Be transparent with the data you collect
Respond meaningfully