MKT 327 Chapter 18 Notes - MKT327:Ch. 05:13...

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MKT 327: Ch. 18 – Implementing Interactive and  Multichannel Marketing 05:13 Shorter chapter in terms of possible items on exam **Promotional chapters most important – personal selling, advertising, sales promotion;  spend most time here I. Creating Customer Value, Relationships, and Experiences in Marketspace A. Customer Value Creation in Marketspace Marketplace Marketspace Time Utility Possession Utility Form Utility “dot com boom,” “dot com bust” dot com boom   mid to late 90s dot com bust    B. Interactivity and Individuality in Marketspace *Interactivity *Individuality *Interactive Marketing Choiceboard Collaborative Filtering Personalitzation *Permission Marketing *Opt-In Opt-Out
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Figure 18-2 – Seven Web site design elements that drive customer experience … not  going to ask about all of them   Customization and Communication are the key ideas Customization 
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