MKT-3010 Lecture Notes - Lecture 16: Multichannel Marketing, Mobile Commerce, Personalization
13 Mar 2018
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Document Summary
You are responsible for knowing the content of all videos shown in class and understanding how they relate to the course material. What is entailed in each of these: channel structure, customer expectations, trying to understand from a manufacturer perspective, where are your customers, channel member characteristics how much control different entities have within the supply chain, ex. Impact on supply chain: new reliance on efficient supply chain, may require new supply chains or multiple supply chains, price transparency, coupled with social media. French brands have this prestige in brands and great products: want to create a good connotation to brands from certain countries, mobile payments. Who owns the transaction: security issue customers must trust form of payment/ payment methods/platforms, talent requirements, ceos need to be different in the future when it comes to retail, ceos can"t do what they have always done.
