Week 10

1) In Chaffey (2008) chapter 4 three types of shopper behaviour are identified. These are the tracker, the hunter, and the explorer. What are the characteristics of these customer behaviours and how in particular might you encourage an explorer to purchase online?

The tracker – they know exactly what product they want and use the web to track it down. They check price, availability, delivery time, delivery chargers and after sales support.

The Hunter- doesn’t have a specific product in mind, but they know what sort of product they are looking for, ie digital camera. They probably have a feature in mind, the use the net to reseach products and make an informed decision about the available alternatives.

The Explorer – They don’t have a particular product in mind, but they have an objective – buy a present for a friend.

2) Given that the main fears about using the Internet are securtity and privacy, what can organisations do to reassure customers?

Organisations need to establish systems so that customers feel sucure about the purchase. This can be done by setting up a blog encourgaing users to rate how satisfied they are. They could also implement a 30 day money back if the product is not delivered. Furthermore, they need to make a privacy statement reassuring customers that there information is sercure.

3) Onsite information processing can be divided into 5 stages.

1) Exposure

2) Attention

3) Comprehension and perception

4) yielding and acceptance and the last is

5)loyalty.

Explain what is meant by each of these stages.

EXPOSURE – is the site reaching your target market? Are the customers exposed to it?

ATTENTION- does the site appear to attract the attention of your target market?

COMPREHENSION AND PRECEPTION- does the target market see the advertisment in the way you want them to?

YEILDING AND ACCEPTANCE- do they accept the add and the message in the add? Will the buy the product?

LOYALTY- will these customers become repeat customers?

4) How can customer loyalty be improved? Discuss the importance of loyalty and give some examples that would help build loyalty online.

The primary determinants of loyalty online include quality customer support, on-time delivery, good product presentation, reasonable pricing and clear privacy policies.Customer loyality can be improved by creating a loyalty program that encourages return business. An example – giving 20% off their next purchase. Online businesses could also create an online community –depending on the product, but if it was a game, an on line community would be prefect to encourage consumers to continue buying the product from yor site. Users could trade hints, compete with each other etc

5) It is very cost effective to conduct online market research, but there is also potential for sampling errors. One of the powerpoint slides shows that 78% of women would rather have a pet than a husband. Do you think this figure is accurate? Give reasons for your answer.

This figure could very well be accurate depending on the target amrket. Because it the target market was over 40 it is a possabily that they may want a pet rather than a husband, because they have already been married once or don’t believe that they will ever get married again after tehprevious experience. At the younger end, these people are career orientated and no not wish to be in a relationship now. But posibly they will in the future. However, i cant see a dog doing some of the more active things that a husband could do, such as driving the kids to school.....

6) As more and more services can be delivered via mobile devices, there is already talk of the post-PC consumer. What impact will this have on marketing?

i don’t think this will have a dramatic impact on the PC market, as businesses are still going to want their standard PC, the same as families and anyone who is only purchasing one computer for a group of people. Although, it will affect the sales of laptops, if consumers can replace their laptops with lighter, more moblie devices they will – purely for the profitability aspect.

7) Watch the 1800 flowers video. If you want to just watch the 2 minutes versions. How does 1800 flowers optimise fresh delivery of flowers in all states of America?

8) Watch the Yahoo video (or just the 2 minute version). What are the key elements of a social network that are identified?