web store

21問 • 1年前

問題一覧

whereby it sells to consumers through one retail format. That one format may be store-based (a corner shoe store) or nonstore-based (catalog retailing, direct selling, or Web retailing)

single-channel retailing

whereby a retailer sells to consumers through multiple retail formats.

multichannel retailing

To optimize efficiency and enhance customer experiences, the best retailers turn to _____ , and deliver a consistent, uninterrupted, and seamless experience regardless of channel or device.

omnichannel retailing

a customer is first exposed to a good or service through a nonpersonal medium (direct mail, TV, radio, magazine, newspaper, computer, tablet, or mobile device) and then orders by mail, phone, or fax (and increasingly by computer, smartphone, or tablet

direct marketing

Direct marketers can be divided into two categories:

general and specialty

offer a full line of products and sell everything from clothing to housewares

general direct marketing firms

focus on more narrow product lines.

specialty direct marketers

is a way to collect, store, and use relevant information about customers.

database retailing

a retailer caters to a particular customer segment, emphasizes a limited number of items, and reduces production and postage costs (a ___ is much shorter than a general catalog)

specialog

is a program-length TV commercial (typically, 30 minutes) for a specific good or service that airs on cable or broadcast television, often at a fringe time

infomercial

The Steps in a Direct-Marketing Strategy

- business definition - generating customers - media selection - presenting the message - customer contact - customer response - order fulfillment - measuring results and maintaining the database

MEASURING RESULTS AND MAINTAINING THE DATABASE The last step in a direct-marketing strategy is analyzing results and maintaining the database. Direct marketing often yields clear outcomes:

overall response rate average purchase amount sales volume by product category value of list brokers

Key issues face by direct marketer or Factors leading to dissatisfaction include:

delivery problems clutter or "junk" mail privacy concerns

includes both personal contact with consumers in their homes (and other non- store locations such as offices) and phone solicitations initiated by a retailer.

direct selling

is a cash- or card-operated retailing format that dispenses goods (such as beverages) and services (such as electronic arcade games).

vending machine

is a global electronic superhighway of computer networks that use a common protocol and that are linked by telecommunications lines and satellites. It acts as a single, cooperative virtual network and is maintained by universities, governments, and businesses.

internet

is one way to access information on the Internet, whereby people work with easy-to-use Web addresses (sites) and pages. Users see words, charts, pictures, and video, and hear audio—which turn their comput- ers, smartphones, and tablets into interactive multimedia centers.

world wide web

Web users in the United States have these characteristics:

gender age community type income education

Two other nontraditional institutions merit discussion:

video kiosk and airport retailing

a freestanding, interactive, electronic computer terminal that displays products and related information on a video screen.

video kiosk

characteristics of the three major retail institutions involved with nonstore-based strategy mixes

direct selling direct marketing vending machine

Chap 1

Jake Matthew · 10問 · 1年前

Chap 1