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 is the individual who knows what they want to purchase. If they are able to find the product that they want it will take little persuasion to convert them or convince them to purchase the product. They may compare with other sites. They seek for specifics such as price, availability, delivery time, etc.
The hunter is the consumer who uses the internet as a such of information gathering. They know what kind of product they intend to buy and some features they are after and use the internet to compare products and help to make a decision to purchase. They need more information and help in their purchase process.
The explorer are individuals don’t even have a particular product in mind when browsing. They might have defined objectives or no objectives at all. They might be shopping for a friend/killing time/or looking for ideas for the house. Therefore it is important to offer guidance techniques to help with the possible objections that they might have, such as gift ideas, themes, new styles/releases.
2) Given that the main fears about using the Internet are securtity and privacy, what can organisations do to reassure customers?
* Make security a priority, especially consumers private information
* Maybe have a customer feedback section where customers can write about there experience, positve feedback is always something i look for if im buying something from a website
* having a good layout of the webpage that is easy to navigate
* Have privavcy statements that the consumer can eaily understand
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. What do you think is meant by each of these stages?
Exposure is ensuring that the content is available.
Attention is where the website wants to draw attention to... where they want to customer to look
Comprehension and perception is the use of media forms, such as graphics and text.
Yielding and acceptance is that consumers will demand different information.
Loyalty, i think this means if the consumer is loyal to you, if they have a good experience then they generally will go back to the website.
4) How can (online) customer loyalty be improved?
I think customer loyalty can be inproved by on time deliveies, good producst that do what they say they do, having customer support a top priority and having a good communication timeframe if a customer asks about a product or about their order, and shipping and handling prices that are reasonable.
5) It is very cost effective to conduct online market research, but there is also potential for sampling errors. The article extract below 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.
An online poll released by DogCatRadio.com, shows more women would rather have a pet than a husband.Of the 103,900 votes cast in a period of seven days, an overwhelming 78% voted for a furry rather than a hairy companion. The poll has a sampling error of plus or minus three percentage points.While it's been said that a dog is "Man's best friend", the radio station says that 87% of its listeners are women between the ages of 23-49.
No I dont think this figure is correct. Seven days is not a long time to have a vote open for, the women who voted could have voted multiple times, as the poll was done online there is no guarantee that only women voted, and i think that more data would be needed to come to a more conclusive result. Also maybe the majority of women who voted were single, this could have had an impact on the result.
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?
This will probably make marketing more targeted to the individual, nowadays you can sign up for sms notifications from your telephone bill to whats happening at your local club on saturday nights.
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?
I couldn't access this video
8) Watch the Yahoo video (or just the 2 minute version). What are the key elements of a social network that are identified?
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