ch 18 - Ch 18: Implementing Interactive & Multichannel...

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2 market environments: marketplace buyers and sellers enagage in face-to-face exchange relationships in a material environment characterized by physical facilities and tangible objects marketspace internet-enabled evironment characterized by face-to-screen exchange relationships and electronic images and offerings provision of direct, on-demand info is possible from marketers anywhere to consumers anywhere at any time operating hours and geographical contraints do not exist potential in creating form utility invites consumers to tell marketers specifically what their requirements are interactivity and individuality are building blocks for buyer-seller relationships interactive marketing 2 way buyer-seller electronic communication in a computer- mediated environment in which the buyer controls the kind and amount of info received from the seller. Characterized by sophisticated choice board and personalization systems choice board interactive, internet-enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from attributes, prices, and delivery options. A company becomes more knowledgeable about customer needs collaborative filtering process that automatically groups people with similar buying
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This note was uploaded on 01/04/2012 for the course MKT 291 taught by Professor Brandabur during the Fall '08 term at Miami University.

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ch 18 - Ch 18: Implementing Interactive & Multichannel...

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