B.Spam: electronic junk mail or unsolicited e-mail. C.Buzz: word-of-mouth behavior in the marketspace D.Viral-Marketing: an Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail, social networking Web sites, and blogs. 5.Cost:Many popular items bought online can be purchased at the same price or cheaper than in retail stores.22Lower prices also result from Internet-enabled software that permits dynamic pricing:the practice of changing prices for products and services in real time in response to supply and demand conditions. 6.Control: Online shoppers and buyers are empowered consumers. They deftly use Internet technology to seek information, evaluate alternatives, and make purchase decisions on their own time, terms, and conditions. Even though consumers have many reasons for shopping and buying online, a segment of Internet users refrain from making purchases for privacy and security reasons. These consumers are concerned about a rarely mentioned seventh C—cookies. 7.Cookiesare computer files that a marketer can download onto the computer and mobile phone of an online shopper who visits the marketer's Web site. Cookies allow the marketer's Web site to record a user's visit, track visits to other Web sites, and store and retrieve this information in the future. Cookies also contain visitor information such as expressed product preferences, personal data, passwords, and financial information, including credit card numbers. When and Where Online Consumers Shop and BuyShopping and buying also happen at different times in marketspace than in the traditional marketplace.27About 80 percent of online retail sales occur Monday through Friday. The busiest shopping day is Wednesday. By comparison, 35 percent of retail store sales are registered on the weekend. Saturday is the most popular shopping day. Monday through Friday online shopping and buying often occur during normal work hours—some 30 percent of online
consumers say they visit Web sites from their place of work, which partially accounts for the sales level during the workweek. A cross-channel shopper isan online consumer who researches products online and then purchases them at a retail store.28Recent research shows that 51 percent of U.S. online consumers are cross-channel shoppers. Two general applications of Web sites exist based on their intended purpose: (1) transactional Web sites and (2) promotionalWeb sites.
- Spring '14
- Marketing, World Wide Web, web site, web sites