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Chapter 11: Marketing Strategies for Digitally Networked World
The ability to optimize, who the syndication of the information, the the increasing returns to
Eight potentially attractive elements scale of Network Products, and the ability to efficiently personalize and customize market
characterize advantages would of the offerings, the the ability to this intermediate distribution, global reach, who ran the clock access,
digitally network world and the possibility of instantaneous delivery.
Involves the sale of the scene goodwill typically an informational good too many customers who
may then combine it with information from other sources and distribute it.
Syndication
Because syndication delivers informational goods such as delays text, audio, music,
photos,cad/cam files, rather than cannibal goods, a person or company in syndicate the
Why syndication important? same informational goods or services to almost an infinite number of customers with little
incremental cost.
A product becomes more valuable as the Positive network effect or network externality
number of users increase this is called
Collaborative filtering One way of personalizing a market offering to each customer
Reminding customers of making special offers are upcoming birthdays or events based on past
Rules based personalization purchases
Allow customers to specify the nature of what is offered to them from tee shirts to coffee mugs and
Mass customization war in bulk
The possibility for marketers to reach customers directly, without the expense are complication of
disintermedaiton distribution channels
Global reach Making offerings available 24 hours a day seven days a week 365 days a year
Threats to digital technologies Few barriers to entry, privacy and security issues
The first firm to establish a significant presence in each market would be the one that
First mover advantage succeeded
Customer insight, production promotion, customer acquisition, and brand building,
The six stages in the customer experience transaction, product delivery, customer support and service, product return or disposal
process
Search engine marketing Example banner ads
Search engine optimization Example: e-mail marketing, blogs, promotional websites
System that gauges that customers desired by measures his means and sets the price
Dynamic pricing accordingly
Allows consumers to purchase products and using their mobile phones and
Near field technology Wireless Technology
Chapter 11: Marketing Strategies for Digitally Networked World
The ability to optimize, who the syndication of the information, the the increasing returns to
Eight potentially attractive elements scale of Network Products, and the ability to efficiently personalize and customize market
characterize advantages would of the offerings, the the ability to this intermediate distribution, global reach, who ran the clock access,
digitally network world and the possibility of instantaneous delivery.
Involves the sale of the scene goodwill typically an informational good too many customers who
may then combine it with information from other sources and distribute it.
Syndication
Because syndication delivers informational goods such as delays text, audio, music,
photos,cad/cam files, rather than cannibal goods, a person or company in syndicate the
Why syndication important? same informational goods or services to almost an infinite number of customers with little
incremental cost.
A product becomes more valuable as the Positive network effect or network externality
number of users increase this is called
Collaborative filtering One way of personalizing a market offering to each customer
Reminding customers of making special offers are upcoming birthdays or events based on past
Rules based personalization purchases
Allow customers to specify the nature of what is offered to them from tee shirts to coffee mugs and
Mass customization war in bulk
The possibility for marketers to reach customers directly, without the expense are complication of
disintermedaiton distribution channels
Global reach Making offerings available 24 hours a day seven days a week 365 days a year
Threats to digital technologies Few barriers to entry, privacy and security issues
The first firm to establish a significant presence in each market would be the one that
First mover advantage succeeded
Customer insight, production promotion, customer acquisition, and brand building,
The six stages in the customer experience transaction, product delivery, customer support and service, product return or disposal
process
Search engine marketing Example banner ads
Search engine optimization Example: e-mail marketing, blogs, promotional websites
System that gauges that customers desired by measures his means and sets the price
Dynamic pricing accordingly
Allows consumers to purchase products and using their mobile phones and
Near field technology Wireless Technology
