Lecture Marketing (11/e): Chapter 21 – Kerin, Hartley, Rudelius
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21-1
LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 21, YOU SHOULD BE ABLE TO:
LO1
Describe what interactive marketing
is and how it creates customer value,
customer relationships, and customer
experiences.
LO2
Identify the demographic and lifestyle
profile of online consumers.
LO3
Explain why certain types of products
and services are particularly suited
for interactive marketing.
21-2
LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 21, YOU SHOULD BE ABLE TO:
LO4
Describe why consumers shop and
buy online and how marketers
influence online purchasing behavior.
LO5
Define cross-channel shoppers and the
role of transactional and promotional
websites in reaching these shoppers.
21-3
SEVEN CYCLES. ONE BIKE. YOURS.
21-4
LO1
CREATING CUSTOMER VALUE, RELATIONSHIPS,
AND EXPERIENCES IN MARKETSPACE
CUSTOMER VALUE CREATION IN MARKETSPACE
Marketplace
Marketspace
• Time Utility
• Possession Utility
• Form Utility
21-5
FIGURE 21-1 Trend in online shoppers and
online retail sales revenue in the U.S.
21-6
FIGURE 21-1A Trend in online shoppers in
the U.S.
21-7
FIGURE 21-1B Trend in online retail sales
revenue in the U.S.
21-8
LO1
CREATING CUSTOMER VALUE, RELATIONSHIPS,
AND EXPERIENCES IN MARKETSPACE
INTERACTIVITY AND INDIVIDUALITY IN MARKETSPACE
Interactivity
Individuality
Interactive Marketing
Choiceboard
M&Ms
• Collaborative Filtering
21-9
LO1
CREATING CUSTOMER VALUE, RELATIONSHIPS,
AND EXPERIENCES IN MARKETSPACE
INTERACTIVITY AND INDIVIDUALITY IN MARKETSPACE
Personalization
Permission Marketing
• Opt-In
• Opt-Out
21-10
FIGURE 21-2 Seven website design
elements that drive customer experience
21-11
LO1
CREATING CUSTOMER VALUE, RELATIONSHIPS,
AND EXPERIENCES IN MARKETSPACE
CREATING AN ONLINE EXPERIENCE
Customer Experience
• Context
Functional
Aesthetic
• Content
• Customization
21-12
LO1
CREATING CUSTOMER VALUE, RELATIONSHIPS,
AND EXPERIENCES IN MARKETSPACE
CREATING AN ONLINE EXPERIENCE
Customer Experience
• Connection
• Communication
• Community
• Commerce
21-13
USING MARKETING DASHBOARDS
LO1
Sizing Up Site Stickiness at
Sewell Automotive Companies
Average Time Spent per Unique Monthly Visitor
×
=
Average Time
Spent per
Unique Monthly
Visitor (minutes)
Average Visits
per Unique
Monthly Visitor
Average Time
Spent per
Visit (minutes)
21-14
LO2
ONLINE CONSUMER BEHAVIOR AND
MARKETING PRACTICE IN MARKETSPACE
WHO IS THE ONLINE CONSUMER?
Online Consumers
Online Consumer
Lifestyle Segmentation
• Click-and-Mortar
• Time-Sensitive Materialists
• Hunter-Gatherers
• Hooked, Online, and Single
• Brand Loyalists
• Ebivalent Newbies
21-15
LO2
GOING ONLINE
Are You a Roving Node or a Drifting Surfer?
21-16
LO2
MARKETING MATTERS
Meet Today’s Internet Mom
21-17
LO3
ONLINE CONSUMER BEHAVIOR AND
MARKETING PRACTICE IN MARKETSPACE
WHAT ONLINE CONSUMERS BUY
Product Information
Audio/Video Demos
Digital Items
Unique Items
Convenience Items
Standardized Items
21-18
FIGURE 21-3 Estimated percentage of
online retail sales by product/service
category: 2010 and 2015
21-19
FIGURE 21-4 Why consumers shop and
buy online
21-20
LO4
ONLINE CONSUMER BEHAVIOR AND
MARKETING PRACTICE IN MARKETSPACE
WHY CONSUMERS SHOP AND BUY ONLINE
Convenience
• Bots
• Eight-Second Rule
Choice
• Offering Selection
• Choice Assistance
21-21
LO4
ONLINE CONSUMER BEHAVIOR AND
MARKETING PRACTICE IN MARKETSPACE
WHY CONSUMERS SHOP AND BUY ONLINE
Customization
• Customerization
Communication
• Marketer-to-Consumer E-mails
• Consumer-to-Marketer Requests
• Chat Rooms, Messaging, Social Networks
21-22
LO4
ONLINE CONSUMER BEHAVIOR AND
MARKETING PRACTICE IN MARKETSPACE
WHY CONSUMERS SHOP AND BUY ONLINE
Communication
• Web Communities
• Blog
• Spam
• CAN-SPAM Act
21-23
LO4
ONLINE CONSUMER BEHAVIOR AND
MARKETING PRACTICE IN MARKETSPACE
WHY CONSUMERS SHOP AND BUY ONLINE
Communication
• Buzz
• Viral Marketing
Frito-Lay
Embed a Message
Create Compelling Content
Offer Incentives
21-24
LO4
ONLINE CONSUMER BEHAVIOR AND
MARKETING PRACTICE IN MARKETSPACE
WHY CONSUMERS SHOP AND BUY ONLINE
Cost
• Dynamic Pricing
Control
• Cookies
• Behavioral Targeting
21-25
