COMM470
Download
1 / 49

COMM470 WS4 - Customer Satisfaction Via E-Commerce - PowerPoint PPT Presentation


  • 117 Views
  • Uploaded on

COMM470 WS4 - Customer Satisfaction Via E-Commerce. The Virtual Office. Joseph Lewis Aguirre. COURSE OBJECTIVES- WS4. E-COMMERCE COMMUNICATION • Identify the similarities and differences between the virtual and the real-world customer.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about ' COMM470 WS4 - Customer Satisfaction Via E-Commerce' - cruz-lyons


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
Comm470 ws4 customer satisfaction via e commerce

COMM470

WS4 - Customer Satisfaction Via E-Commerce

The Virtual Office

Joseph Lewis Aguirre


Course objectives ws4
COURSE OBJECTIVES- WS4

E-COMMERCE COMMUNICATION

• Identify the similarities and differences between the virtual and the real-world customer.

• Distinguish the difference between the world of e-commerce and the real world in terms of customer communications.

• Determine which traditional customer communications can and cannot be successfully ported to the world of e-commerce.

• Assess what new communications techniques are uniquely available in the world of e-commerce.

• Demonstrate how the use of multimedia technologies creates effective e-commerce sites.


The marketing concept
The Marketing Concept

Customer Satisfaction

Profits

Company Effort


Ebusiness planning framework
eBusiness Planning Framework

Environment

Competition

Objective

Technology

Customers

STRENGTHS, WEAKNESSES, OPPORTUNITIES, THREATS, TRENDS (SWOTT)

SEGMENTATION

TARGETING

POSITIONING

PRODUCT

PRICE

PROMOTION

PRICE


Strategy decision areas
Strategy Decision Areas

  • Place

  • Objectives

  • Channels

  • Logistics

  • Promotion

  • Objectives

  • Blend

  • Sales People

  • Advertising

  • Sales Promotion

  • Publicity

  • Price

  • Objectives

  • Flexibility

  • Geographic Terms

  • Discounts

  • Sales Promotion

  • Publicity

Product

  • Physical Goods

  • Service

  • Features

  • Quality

  • Accessories

  • Installation

  • Warranty

  • Product Lines

  • Packaging

  • Branding

  • Individualization

  • Interactivity


Segmentation objectives
SEGMENTATION OBJECTIVES

Meaningful

  • Customers must demonstrate needs, aspirations or behavioral patterns that are similar within a segment and different across segments

    • A distinction between a price-sensitive and a quality-seeking segment is meaningful, since the two segments demonstrate distinguishable sets of needs

Actionable

  • A company must be able to reach customers within each segment through effective and targeted marketing programs

    • A customer segment consisting of customers with blue eyes is not actionable, since it is very hard to identify and reach only customers with blue eyes

Substantial

  • Segments must be large and profitable enough to make the investment in serving them worthwhile

    • MyCFO.com is targeted toward high-net-worth individuals, helping them manage their portfolios; even though the number of those individuals is small, the dollar amount managed is sizeable, thus constituting a substantial segment

Measurable

  • Key characteristics of the segments (e.g., size and spending patterns) must be easy to measure


Ii the product mix

PROMOTION

PRICE

PRODUCT

PLACE

II & The Product Mix

Interactivity

Branding

Individual


Brands through history

“Blackbeard”

“Nazi”

Volkswagen

Believers

Infidels/Gentiles

IBM

Amazon.com

Andersen Consulting

Route 66

Tom Clancy

Mark Twain

Albert Einstein

The Kennedy’s

Al Capone

Ted Turner

CNN

Nickelodeon

Marlboro

Sports Illustrated Swimsuit Edition

The New York Times

“Them”

“The White House”

Brands through history


Brands through history1

Brands

Mercedes

The Beach Boys

Kodak

Disney

Intel (Today)

Virgin

NOT Brands

General Motors

The Beatles

Xerox

Time-Warner

Berkshire Hathaway

Brands through history


Brand types
Brand Types

  • Brand as Energy:

    • Amazon.com

  • Brand as Security

    • Stew Leonard’s

  • Brand as Quality/Choice Editor

    • Nordstrom

  • Anti-brand

    • Audi

  • Evolving: Brand as known and reliable sub-contractor

    • IT Opportunity


Why brand
Why Brand

  • 67% - There is no risk associated with buying brands with which you are not familiar

    • Lack of substantive differentiation

  • 72% - A well-known brand is an important factor on making buying decisions

    • “Selection shorthand”


Brand examples
Brand Examples

For Example:


What is a brand worth
What is a brand worth?

Chicken Poop

Haul it Away, Please!


What is a brand worth1
What is a brand worth?

Premium Natural Fertilizer

$ 10.00 per drum


What is a brand worth2
What is a brand worth?

Agricultural Chemicals

$25.00/c.wt.


What is a brand worth3

DUPONT

What is a brand worth?

Better Living through Chemistry

$50/bag



Measuring brand value
Measuring Brand Value

The Business and the Brand are Intertwined

The Business

Customers(number/type)Fees/Prices

(revenue)

The Brand

Customers(number/type)Potential Markets Served

(size/growth)

Brand Share Potential

Brand Contribution

Defines

&

Drives

Brand Value

Business Value

Today’s business is the DNA of the Brand and its potential to create value via strategic decisions, such as diversification


Brand equity
Brand Equity

Brand Equity

Brand Loyalty

Brand Awareness

Perceived Quality

Brand Associations

Other Assets

  • Reduced Marketing

  • Costs

  • Trade Leverage

  • Attracting New Customers

  • Time to Respond to Competitive Threats

  • Anchor to Which Other Associations Can be Attached

  • Familiarity - Liking

  • Signal of Substance / Commitment

  • Brand to be Considered

  • Reason-to-Buy

  • Differentiation / Position

  • Price

  • Channel Member Interest

  • Extensions

  • Help Process / Retrieve Information

  • Differentiate / Position

  • Reason-to-Buy

  • Create Positive Attitudes / Feelings

  • Extensions

  • Competitive Advantage

Provides Value To Customer By Enhancing

Customer’s:

  • Interpretation / Processing of Info

  • Confidence in the Purchase Decision

  • Use Satisfaction

Provides Value To Firm By Enhancing :

  • Efficiency & Effectiveness of Marketing Programs

  • Price / Margins

  • Brand Extensions

  • Competitive Advantage


Measuring brand value1
Measuring Brand Value

Brand

Awareness

Unique

Selling

Proposition

Brand

DNA

Brand

Experience

Brand Awareness is Only One element of Brand Equity


Measuring brand value brand equity
Measuring Brand Value- Brand Equity

Brand Equity is the Premium that Consumers Pay

for Your Products and Services...

Demand Curve Shift With Brand Equity

Quantity

Q2

Volume

Effect

Brand Equity Leverage

Q1

P1

P2

Price

Price or Margin Effect

…And, the Premium that Investors Pay for Your Company.


Measuring brand value brand equity vs pe
Measuring Brand Value- Brand Equity Vs PE

How Brand Equity Impacts PE

Financial-Centric Companies

Company PE MktCap

1. Bergen Brunswig 14 $2.1B

2. Ingersol Rand 19.7 10.9B

3. Dow Chemical 21.5 27.6B

4. Conectiv 11.12 $2.0B

Brand-Centric Companies

Company PE MktCap

1. P&G 35.2 $133B

2. Gillette 39.2 50B

3. Coca Cola 47.9 146B

4. Disney 40.7 $61.4B

Hot Market-Centric Companies

Company PE MktCap

1. AOL 253 $109.4B

2. Yahoo 311 $39.6B

3. Excite 491 $7.3B

4. Amazon -119 $20.2B

The Reason Brand-Centric Companies have (traditionally) higher PE’s stems from premiums in pricing and growth potential


Advertising
Advertising

How Much Advertising is Enough?

Brand-Centric Companies

Company U.S. Revenue U.S. Ad Spending Ad $ as % of Sales

1. P&G $18,460M $2,743M 14.9

2. Gillette 3,682M 578M 15.7

3. Coca Cola 6,443M 710M 11.0


Advertising spending

Comparables

Conectiv .6%

SBC 1.3%

BellSouth 1.5%

AT&T 1.5%

Bell A. 1.9%

MCI 3.9%

Sprint 3.5%

Brand $$

Kodak 5.7%

Cendant 5.4%

Sherwin-W. 6.3%

Starwood 23.4%

Advertising Spending


Advertising spending1

Standards

Disney 7.0%

Amex 3.1%

GE .46%

Advertising Spending


Building a brand vs brand equity
Building a Brand Vs Brand Equity

  • Brand Awareness

    • People KNOW who you are

  • Brand Equity

    • People pay Premium

      • To do business with you

      • To own you


Brand equity dimensions
Brand Equity Dimensions

  • Awareness

  • DNA

  • Experience


Building strong brands
Building Strong Brands

  • Vision

  • CEO as ‘Keeper of the Marque’

  • Consistency

  • Commitment

  • Patience


Building strong brands1
Building Strong Brands

  • Bases for Vision

    • Promotability

    • Operational Excellence

    • Product Excellence

    • USP

    • Powerful Potential


Building strong brands2
Building Strong Brands

  • If it doesn’t ‘line up’ – it doesn’t add up

    • What you SAY to the world

    • What you DO in the world

    • What you DO inside


Brand checklist
Brand Checklist

  • Do WE know who we are?

  • Do we know who we want to do business with?

  • Do we know what the target market’s preferred terms of engagement are?

  • Do we understand the competitive marketplace?

  • Have we Mapped-The-Gap in the competitive marketplace?


Brand checklist1
Brand Checklist

  • Are we willing to commit long-term resources for long-term gain?

  • Do we have the ‘guts’ to live by the promises we make in public?

  • Do we understand the issues well enough to be brief? (Define the Vision)

  • Do we understand who needs to do what to

    • Create the Vision

    • Maintain the Vision (e.g. –can it wear ears?)

    • Expand the Vision (We can’t know everything at the start)


Branding summary
Branding Summary

  • Branding is fundamentally different from the other marketing activities — product, pricing, communication, community and distribution — in three ways:

    • Brands are reflections or outcomes of the firm’s marketing activities

    • Unlike the other activities, branding is an integral part of every marketing activity and strategy

    • Strong brands can be used to enhance the effectiveness of all other marketing activities

      - The presence of a strong brand enhances positive marketing activities such that awareness, exploration and commitment are more effectively established.



Customer satisfaction via e commerce
Customer Satisfaction Via E-Commerce

E-Commerce as a function of Costumers & e-merchants:

1) Standards

a) Order response time

b) Product availability (either for download or for instant shipping)

c) 24-hour, online self-help capabilities


Customer satisfaction via e commerce1
Customer Satisfaction Via E-Commerce

2) Technologies

a) Computer peripherals for online payments (e.g., smart cards and readers)

b) Methods for online micro-payments for micro-purchases (e.g., individual pieces of music or magazine articles)

c) Customer security (e.g., biometric identification devices)

d) Mass customization (e.g., devices to scan body measurements for ordering "customized" clothing from online catalogs)


Customer satisfaction via e commerce2
Customer Satisfaction Via E-Commerce

Customer Service Expectations

1) Customer service: guarantees, alternative methods of contact (e.g., 800-numbers, online chat capability)

2) Customer satisfaction: security, privacy


Interactivity viral marketing
Interactivity, Viral Marketing

Burger King’s: http://www.subservientchicken.com/

GAP’s: http://www.watchmechange.com/

Levi Jean Finder http://www.us.levi.com/fal05a/levi/jeanfinder/l_jf_app.jsp?bmUID=1138045809789

Mitsubishi: Thrill Ride Challenge http://www.mitsubishicars.com/06eclipse/

Ford Supercar Challenge: http://www.fordvehicles.com/supercarchallenge/err/index.asp

Sims: http://thesims.ea.com/index_flash.php, http://simcity.ea.com/about/simcity4/flash.php

http://www.jamster.com/s/jiw/html/affiliate/om/us/buy_this_real_tone/index.htm?tduid=58ebbda74fa9786e730de3c098bb54d9

www.jamster.com



Online offline promotion
Online/Offline Promotion

OutdoorAdvertising (Billboards)

Sales force/Face-to-Face

Radio

Public Relations

Yellow Pages

Telemarketing

Television

Offline

Brochures

Direct Mailings

Newsletters

Magazines

Newspapers

Point-of-Purchase Displays

Customer Service

Sponsorships

Wireless Devices

Banner Ads

Websites

Personal Websites

Online

E-MailMarketing

Rich Media

Interstitials

Dynamic Ads

Classifieds & Listings

Search Engines

Interactive Television

Personal

Mass


Comm470 ws4 customer satisfaction via e commerce

Design Experience

Joseph Lewis Aguirre


Design experience
Design Experience

http://www.interaction-ivrea.it/en/index.asp

http://www.monsterskate.com/

http://www.visualthesaurus.com/

http://www.hermanmiller.com/

http://www.generalmills.com/corporate/index.aspx

www.reflect.com


Online marketing
Online Marketing

www.godaddy.com

http://smallbusiness.yahoo.com/merchant/

http://www.google.com/ads/

http://www.cj.com/

http://www.content.overture.com/d/


The marketing concept and the law
The Marketing Concept and the Law

Marketing Concept

Ethics, Law, Regulations

Company Effort


Comm470 ws4 customer satisfaction via e commerce

Multinational Customer

Joseph Lewis Aguirre



Internet accounts and hosts
Internet Accounts and Hosts

http://www.riverdeep.net/current/2002/01/011402t_divide.jhtml

,


Business management for the multinational customer
Business Management for The Multinational Customer

  • Globalization of technology is bringing diverse cultures together into a common business value chain raising with consequent issues:

  • The effects of cultural and language differences on consensus and collaboration.

  • Standardization of business processes.

  • Real-time status for business transactions.

  • Maturity of the technological environment.


Course objectives ws5
COURSE OBJECTIVES- WS5

CUSTOMER SATISFACTION VIA E-COMMERCE

• Examine the customer satisfaction expectations of e-customers.

• Assess the communications techniques that e-merchants can use to satisfy customer expectations.

• Translate new communications technologies into a vehicle for enhanced customer satisfaction.