Week 3

Question 1

What is a path to purchase?

Answer 1

The different sites, channels, devices and information sources consumers use to inform their purchase decision for a product or service. (Conversion pathway)

Question 2

What’s an online ecosystem

Answer 2

Describes the customer behaviour or flow of online visitors between search engines, media sites and other intermediaries

Question 3

What’s a multichannel?

Answer 3

Offers a range of direct and indirect communication channels for consumers to interact with. Customers much repeat steps

Question 4

What’s an omnichannel

Answer 4

Fully integrates all consumer touch points and data sources to provide consumers with seamless experience, regardless of how or where they choose to interact with the brand

Question 5

What are online intermediaries?

Answer 5

Websites that help connect users with content they are seeking on destination sites. (Search engines, comparison sites)

Question 6

Disintermediation

Answer 6

The removal of intermediaries from a supply chain

Question 7

Reintermediation

Answer 7

Introduction of new intermediaries e.g. onthemarket.com

Question 8

Countermediation

Answer 8

Developed to counter the advantage of existing online intermediaries where organisations create their own online intermediaries