Deck 18: Implementing Interactive and Multichannel Marketing

Question 1

Like the traditional marketplace, the digital marketspace offers marketers opportunities to create greater time, place, form, and possession utility. How do you think Internet-enabled technology rates in terms of creating these values Take a shopping trip at a virtual retailer of your choice (don't buy anything unless you really want to). Then compare the time, place, form, and possession utility provided by the virtual retailer to that provided by a traditional retailer in the same product category.

Answer 1

It is completely true that internet enabled technology has benefitted the customers as well as the retailers by making communication faster, easier and convenient. The online retail stores offer fast and mobile option of shopping to the customers. Purchasing any product through an online retail store generally requires lesser time in comparison to purchasing that same product from a physical store.
The online retail store also saves a lot of money for the retailers as there is no need for any particular location. This allows the retailers to offer the product at cheaper rates. Customers can compare between the products very easily in an online store. It is also convenient to them that they do not have to trouble the store keepers or sales persons for small queries. All the relevant information about the product is easily available just at the click of few buttons.

Question 2

Does your marketing plan involve a marketspace presence for your product or service If the answer is "no," read no further and do not include this element in your plan. If the answer is "yes," then attention must be given to developing a website in your marketing plan. A useful starting point is to:
Identify a company's website that best reflects your website conceptualization.

Answer 2

Any company's website must have below mentioned qualities so that the surfers and users may have an excellent experience while visiting the website:
1) Crucial business information: This is the most important feature because the users generally seek this information only when they visit a website. If this information is not provided on the first page then user may not show the interest in the website
2) Clear navigation: The website should be easy to understand and navigate. Users would feel irritated if they are not able to understand the meanings of various tabs on the website.
3) Security: This is essential for a website which requires users to post some personal information for example online retail stores. Such websites must be clearly protected with SSL encryptions.
4) Mobile ready version: In present times where smartphones have taken over computers and laptops in terms of net surfing, it is essential to have a mobile version ready. Most of the websites developed today are also making their mobile versions ready as traditional websites do not look good on smartphones.
5) Contact information and FAQ's: Contact information and FAQ's are also important in every website. These features enable the users in understanding the functioning of the website in a better way.

Question 3

How does PizzaHut.com incorporate the seven Web site design elements

Answer 3

Consumers have evinced increased interest in shopping online via the different company websites. This mode of shopping allows the customer to shop from the comfort of one's home, along with the ability to compare prices and perform secure transactions instantly at any time of the day. There are two types of websites that companies focus on, to showcase and market their products and features, namely, transactional websites and promotional websites.
Any website is expected to contain seven design elements that play an important role in the online experience of customers. The design elements are content (elements in the website), context (the website design and layout), community (the options in the site that allow communication between users), commerce (the ability to allow commercial transactions to occur), communication (the level of two-way communication), customization (ability to tailor itself to diverse users), and connection (level of connection held by a website to the other websites).
The company uses all the seven design elements on its website to make it effective to the customers. The seven aspects of the website are discussed below:
• Content - The website contains all the relevant elements that enable a hassle-free experience to the customer.
• Context - The design and layout of the website are such that it would appeal to users to go through it with interest and order pizza online.
• Community - The website allows customers to communicate about the brand and promotes a feeling of community.
• Commerce - The website has been designed to offer customers the ability to perform commercial transactions to purchase its products without any form of security threats.
• Communication - The company allows customers to reach out to company executives to share feedback or enquire about something.
• Customization - The website also provides users the ability to select different combinations of products so as to cater to the diverse needs of its customers. It also allows them to save their preferences.
• Connection - The company allows its customers to order from their mobile phones, desktops, laptops, etc. It also incorporates attractive features from other competing websites to enhance user experience.

Question 4

Visit Amazon.com (www.amazon.com) or Barnes Noble (www.barnesandnoble.com). As you tour the company's website, think about how shopping for books online compares with a trip to your university bookstore to buy books. Specifically, compare and contrast your shopping experiences with respect to convenience, choice, customization, communication, cost, and control.

Question 5

How are choiceboard and personalization systems used in the PizzaHut.com Web site

Question 6

Visit the website for your university or college. Based on your visit, would you conclude that the site is a transactional site or a promotional site Why How would you rate the site in terms of the seven website design elements that affect customer experience

Question 7

Have you made an online purchase If so, why do you think so many people who have access to the Internet are not also online buyers If not, why are you reluctant to do so Do you think that electronic commerce benefits consumers even if they don't make a purchase

Question 8

Does your marketing plan involve a marketspace presence for your product or service If the answer is "no," read no further and do not include this element in your plan. If the answer is "yes," then attention must be given to developing a website in your marketing plan. A useful starting point is to:
Describe how each website element-context, content, community, customization, communication, connection, and commerce-will be used to create a customer experience.

Question 9

What kind of Web site is PizzaHut.com