MKTG 2800 Lecture Notes - Lecture 21: Behavioral Targeting, Viral Marketing, Dynamic Pricing
4 Sep 2016
School
Department
Course
Professor
Document Summary
Chapter 21 implementing interactive and multichannel marketing. Interactive marketing: two way buyer seller electronic communication in a computer mediate environment in which the buyer controls the kind and amount of information received from the seller. Choiceboard: an interactive, internet-enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes, prices, and delivery options. Collaborative filtering: process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases. Personalization: consumer initiated practice of generating content on a marketer"s website that is custom tailored to an individual"s specific needs and preferences. Permission marketing: the solicitation of a consumer"s consent to receive email and advertising based on personal data supplied by the consumer. Online consumers: sub segment of all internet users who employ this technology to research products and services and make purchases.
