Reminder•Up to now–Moodle (except Quiz 4, final participation curve, extra points)–Med.=575–Std. Dev.=67–Med.=B (A, A-,B+,B,B-,C+,C)•RUS
Last Class•Advantages and disadvantages of personal selling (why)•Different types of personal selling•Relational selling
Expense break-downCost per contact$0.20$0.30$1$2$5$15$20$250
Interactive MarketingChapter 18
Interactive Marketing•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.•Characterized by sophisticated choiceboard and personalization system that transform information supplied by customers into customized responses to their individual needs
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
Choice Board at Dell.com••Start with basic configuration defined by a process model and speed, and then to on to specify the full configuration of a personal computer with choices of hard-drive size, memory, and add-ons.
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: Asking for a consumer’s consent (called opt-in) to receive e-mail and advertising based on personal data supplied by the consumer–Only relevant–Option to Opt-out
OfficeMax: Elf Yourself•During the Holiday season of 2006, OfficeMax created the popular “Elf Yourself” campaign. •The campaign allowed anyone to upload pictures of themselves, their friends or family to be transformed into an animation of dancing elves. The application took the faces from the user’s pictures and placed them onto the body of an elf, after which the elves performed a dance to a familiar Holiday tune.