MKTG 341 Chapter Notes - Chapter 18: Multichannel Marketing, Collaborative Filtering, Online Advertising
16 May 2016
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Document Summary
Marketplace: buyers and sellers engage in face-to-face exchange relationship in material environment characterized by physical facilities (stores and offices) and mostly tangible objects. Marketspace: an internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings. Interactivity and individuality are important building block for buyer-seller relationships. Interactivity: listen and respond to customer needs. Individuality: customers as individuals, influence buyer-seller interaction. Role in products purchased, information received, prices paid. Interactive marketing: involves two-way buyer-seller electronic communication in a computer-mediated environment in which the buyer controls the kind and amount of information received from the seller. This design element is popular because it has been shown to enhance customer experience and build favorable buyer-seller relationships: commerce: the website"s ability to conduct sales transactions for products and services with a mouse click. Online consumers: are the subsegment of all internet users who employ this technology to research products and services and make purchase.
