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?

Shopper behavior can be identified into three types: the tracker, the hunter, and the explorer.
l Explorer clarify to people who have no object to buy something or want to buy something for their friends, they just browsing the website and attracted by some products, they are undirected and explorations.
l The hunters are need more helps, they have an idea or mind to buy a thing, if they found a penitential product was found they need to adjust to their mind’s product. Once they had confirmed they would purchase more.
l The trackers are very clearly known what they want and they are looking for specific information about a particular product.


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

There are many securities and privacy buy using the Internet that people are fear about. Such as people usually think that buying Online Produces are more Credit Card theft than Shopping in Stores; they cannot see the physical evidence so they cannot touch the products; the size of the product might different from their thinking; the quality of the good may bad when delivery to their house; the after service might bad; in fact, online retailers are less trusted by consumers.

To improve this situation, e-marketers must improve the credit card system because consumers are all dear that their money would waste; then tell the truth of the good quality, just tell customers’ truth, sometimes maybe they just angry about the liars but not the quality; after service must better than physical shops they have to build customer loyalty, it is more important than physical shops because word-to-mouth is the most usual tool for promote a product, especially for online shops.

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?

1. Exposure: in this stage is about the website content, if the contents are not present long enough, consumer will not able to process it. For example: if the banner advertising changed rapidly consumers will not received the message or maybe get little or just ignore;

2. Attention: this is about the consumers’ mind, human being’s mind would choose information from they see a picture or listen to a news, they would choose the part that they are familiar with or they are interested, so e-marketers have to pay attention to catch consumers’ attention by using colors; size of the banners or images;

3. Comprehension and perception: this stage is about how the customers interpret the text, colors and multimedia on the website. If customers found that the website and information are familiar and they have found out the relevant information they would like to dig deeper information.


4. Yielding and acceptance: yielding and acceptance refers to weather the information that you present is accepted by customers. This means different segment should use different tactics to attract. For example: teen would attract by new things but old people attracted by safe and healthy things often.

5. Loyalty: it is about customers’ retention. Can they remember your website and recall again. This is mean that if the customers keep the website in their mind and they think the website is good they would tend to return again and repurchase, also tell to their friends by word-to-mouth.

Chaffey. D., & Smith. P., eMarketing eXcellence, 3rd ed, 2008.


4) How can (online) customer loyalty be improved?

It is more difficult to improve online customer loyalty because people trust online shops less than physical shops. The first thing to improve the customer loyalty is provide good after service. Most people buy product online just something cheap or do not need after service, because they do not trust online shops much, so increase the after service quality is very important; then is security, a number of people do not buy products online because they do not trust the credit card system and security, give promise to customer could increase customer loyalty.


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.

This figure is not accurate because almost the listeners are females who aged at23 to 49 but women who below 23 years old would not like to have a husband than women who at the age of 23 to 49. So marketing researchers must carefully their data and the sample characteristics. This figure have errors so cannot use to explain.


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

Adapting new technology can save time sometimes, but it depend on the customers. Some customers cannot accept the service via computer or telephone, so sometimes marketers may have difficult. For instance, they have update but sometimes some customers cannot accept. So, they have to educate their customers when they adapting new technology to made them suit the new technology.


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

To delivery 1800 flowers optimize fresh in all states of America the delivery process control is very important. The distribution system is important too, in order to keep fresh they have to delivery from the most closely florist to the customer to keep fresh and during the delivery process the control of quality is important too.



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

The social network version is that made staff work happy, made them feel fun.

There are two elements:
l Collected people’s idea about the job in order to create the jobs’ new opportunities;
l Give people the opportunity to try and fail quickly. This would made business more easy and save more money.

week 9

This week talked about the the media and brands.

• The cheap products that consumers buy are not they feel the cheapest prices but the biggest value.
• The brands image sometimes express the taste and the status of a person, take Benz and Rolex can reflect a people's status and wealthy.
• Now more brand set online shop and online order because less and less people spend time on TV, radio, newspapers but instead of surfing online.

Brand awarness have two levels: Brand recognition and Brand recall

Brand recognition is consumer awareness that a particular brand exist.

Brand Recall is the extent to which a brand name is recalled as a member of a brand, product or service class, as distinct from brand recognition.

Week 6

1) When talking about Yahoo auctions, what did Seth Godin mean by 'billion dollar decisions do not have anything to do with technology'?



In Seth Godin talking about Yahoo, 'billion dollar decision do not have anything to do with technology' means technology is not a very important roll in this case but word to mouth is the most important. People tell their friends about the information of the website, such as speed, search manner and weather it is easy to resreach or not.




2) What has story telling got to do with cat food?



The story tell us that the cat food is not for cat but for people. Becaust the target market is people who get a cat and people buy cat food for their cats due to their favor, such as colour, size and package. People buy cat food for their cats in fact buy their favorite cat food, they like their cats to eat this product so the story tell us that notice the right target market.





3) Explain the concept of funnel marketing, and how would 'flipping the funnel' help the marketing of a product?













The concept of funnel marketing is that a lot of customers on the top of the funnel but less and less in the bottom but marketers would not stop at the top of the funnel because the customers at the bottom are worht more, they would spend much more than customers who at the top of the funnel and they are more loyalty.

Flipping the funnel concept like a megaphone, like friends tell their friends, something like word to mouth promotion or advertising.

Then products sells growth by this activity.



4) What does the term 'remarkable' mean in the context of purple cows?

Remarkable means someting unusually and attractiveness. Take purple cows for example, if people saw a cow they would not talk to their friends but if they saw a purple cow they will tell everyone. Remarkable means marketers have to keep customers interested about their products and tell their friends.


4) What does the term 'remarkable' mean in the context of purple cows?As eMarketers we all want 'happy surfers'. Godin talks about the fashion/permission complex. He lists four parts to the fashion/complex.
They are -
1) Make it (the message) worth listening to
2) Tell it to the people who want to hear
3) Tell their friends
4) Get permission to tell about your next fashion.
Can you think of an example from your experience that demonstrates the fashion/permission complex?




My experience about the fashion/permission complex is about a clothes' brand 'ONLY'. I first heart this brand was about 4 years ago, when I went to beijing to study, one of my classmate and roommate told me that the brand suit for me, then I went shopping and bought three suits, and these three suits are look well now. So, I would not buy any brand's clothes now. And I told my sister, she was the same to me now.

Week 5

1. The role of place online has led to new ideas of distribution online. Discuss.

Place online is that products are directly sales to consumers rather than via a traditional retailer.
Nowadays online distribution is more and more important and popular due to low cost and convenience delivery, so many big companies had developed online distribution.
But people are trust physical shops more because they can touch and feel products' quality, so the online distribution request the companies have good relationship with customers and good public image.


2. 10 types of Promotion


• Advertising -Interactive ads, pay per click keyword advertising, in game ads, is everyone in showbiz? Use attractive post, pictures or words to attract consumers to buy products or services.
• Selling –Virtual sales staff, affiliate marketing, web rings, links. For example: ebuy website or other physical shops.
• Sales promotion –incentives, rewards, online loyalty schemes. For example: Priceline's club card can get e-coupon.
• PR –Online editorial, e-zines, newsletters, discussion groups, virals, stunts. For example: newspaper public an artical about a company's image.
• Sponsorship –Sponsoring an online event, site or service
•Direct mail –opt-in e-mail and web response
•Exhibitions –Virtual exhibitions
•DPI Exhibition
•Merchandising –Shopping malls, e-tailing, the interface
•Packaging –real packaging is displayed online. For example: products which sells online would have picture to show the product.
•Word of mouth –Viral, affiliate marketing, e-mail a friend, web rings, links. For example: one of your friends sent you e-mail and tell you that one product is good and you will trust him.


3.Looking at the National Marketing Awards (UK). Select two of the winners and discuss them in terms of the promotional mix.

• UPS

UPS wants to increase customers' brand awareness and it is a customer focus company, and its promotional mix are: advertising, promotion, public relations, packaging and selling.

• Future Talent

Future Talent is a musical charity that finds, funds and nurtures musically gifted at age 5 to 18. The promotional mix for Future Talent are: sales promotion, public relations, exhibitions and sponsorship.

Week 4

1) A decrease in prices is inevitable in an online marketing environment. Do you agree or disagree?

I agree. Because online marketing shops offer products at a lower price due to virtual place, they do not need to pay rent and save more in employee wages. And many customers want to buy products at a lower price and even the online products could be more convenience because they don't need to go out but the products would deliver to their home.

And they could spent more money for promotion because of low cost.

2) Disintermediation will ultimately lead to channel conflict. Discuss.

The disintermediation is to describe the sell product by removing the middleman. It is used to decribed the internet shops that sell products to customers directly instand traditional retailers.

This would not lead to channel conflict due to some reasons. The first one is people believe physical evidence more than virtual products; the second is most people like shopping, they like the feeling of buying products by walking a lot of shops; third one is people need communication.
http://www.webopedia.com/TERM/D/disintermediation.html


3) What are the five elements of promotion and what are some examples of combining online/offline promotion?

The five elements of promotion are:

• Advertising

-online: website advertising

-offline: leaflet

• Sales Promotion

-online: direct e-mails to customers

-offline: door to door promotion

• Personal Selling

-online: online shops

-offline: physical shops

• Public Relations

-online: news public online to show the companies' images

-offline: how public tools the companies used such as newspapers and TV programs

• Direct Marketing

-online: e-mail catalog s

-offline: telephone marketing

week 3

(1) Consider a restaurant in Sturt Street Ballarat. On the discussion page write down all the offline marketing activities you can think of and then start a separate list and write down all the online activities you can think of.





offline marketing activities:

• advertising on TV, Video and newspapers


• yellow page


• leaflet


• brochure


• word to mouth


• door to door promotion


• posters


• discount


• membership or club card


• telephone advertising

online marketing activities:

• advertising on website


• E-mail catalogue


• E-mail advertising


• search tool, such as google search


• website news page


• forum marketing

(2) Consider two other products/services of your choice. Write down all the offline/online marketing possibilities you can think of.





computer offline marketing activities:

• mail advertising


• TV and Video advertising


• word to mouth


• brochure


• telephone advertising


• poster


• membership card


• leaflet


• discount

computer online marketing activities:

• website advertising


• search tool


• E-mail catalogue


• E-mail advertising


• forum marketing

ticket book service offline marketing activities:

• telephone advertising


• word to mouth


• poster


• newspaper advertising


• yellow page advertising


• leaflet


• discount

ticket book service online marketing activities:

• online booking system


• website advertising


• E-mail advertising


• E-mail catalogue


• search tool


• forum advertising

(3) What makes a great online product from a marketers point of view? How would you measure success?

From a marketers point of view, a great online product should have a clear target market and customer loyalty. The online product should have customer satifaction and these customers would bring you more potential customers from word to mouth, because word to mouth is the most useful advertising tool. And last, the most important is the profit, the product must have profit so we can say it is success.

(4) Preview the pricing of two products and consider some dynamic pricing models.

Dynamic pricing is the dynamic adjustment of prices to consumers depending upon the value these customers attribute to a product or service. Customers' behaviour would affect the price.

2009.8.16 http://jobfunctions.bnet.com/abstract.aspx?docid=242537

For example:

Exclusive Limited Edition computers: some people are crazy about these products and if the products are limited and left only few, some customers would raise the price in order to buy the computers, so the price would goes up;

Airline ticket: some special seats are contribute to people who spend more money, and the price would raise up if the seats nearly sell out.

There are five models:

1. Inventory-based models: These are models where pricing decisions are primarily based oninventory levels and customer service levels.
2. Data-driven models: These models use statistical or similar techniques for utilizing dataavailable about customer preferences and buying patterns to compute optimal dynamicprices.
3. Game theory models: In a multi-seller scenario, the sellers may compete for the same poolof customers and this induces a dynamic pricing game among the sellers. Game theoreticmodels lead to interesting ways of computing optimal dynamic prices in such situations.
4. Machine learning models: An e-business market provides a rich playground for onlinelearning by buyers and sellers. Sellers can potentially learn buyer preferences and buyingpatterns and use algorithms to dynamically price their offerings so as to maximize revenuesor profits.
5. Simulation models: It is well known that simulation can always be used in any decisionmaking problem. A simulation model for dynamic pricing may use any of the above fourmodels stated above or use a prototype system or any other way of mimicking the dynamicsof the system.

2009.8.16 http://www.ias.ac.in/sadhana/Pdf2005AprJun/Pe1337.pdf

(5) What are some of the issues these (pricing) models raise?

These behaviour would effect the equilibrium price, if the new price goes up too high that will affect the equilibrium price, the demand and supply of these products. Prices go up maybe some customers could not buy the products and might affect the brand images.

Week 2

1. Give an example from your own experience of poor eMarketing.

I had a poor emarketing experience in http://www.kakabar.com/index.php. At that time, I bought online game product online, I had paid the money but they did not sent me the products. But at that time I could not find the staff online and have to wait. I was worried then.


2. List 5 examples examples of poor eMarketing

example 1: bad services
I bought books in www.taobao.com last, but the service of the shop was very bad, the owner of the shop told me that he had the books which I want but in one hour he told me that he was unhappy so he closed the exchange and I have to search again.
example 2 : the quality problem
My sister had bought clothes from online shops, she showed me the pictures online and the pictures were beautiful quality is good. But when we got the clothes we found that the quality were bad they look different from the pictures show.
example 3: the mail problems ( they do not sent the product to your home)
One of my online experences is the online shop's owner told me that my products would sent to my home but I received a call told me to go to another place to got my items, so I had to got up then go out to got my products.
example 4: time delay
I had bought telephone recharge card online at midnight online because I need that time but they delay the time, did not send to me untill the second day.
example 5: some liar
Some shops were not exist. One of my friends had met a liar before, when he paid for the product he did not received the products.


3. Provide one example (from Ballarat or your experience) of each of the six levels of eMarketing.

• level 0: none
• Level 1 Basic web presence - a company places a listing on a listing site such as http://www.ballarat.com/motel.htm
• Level 2 Simple static information site. Sometime called 'brochureware' e.g. http://www.ballaratbirdworld.com.au/
• Level 3 Simple interactive site. Users are able to search the site and make queries to retrieve information about such things as product availability and pricing. Queries by email may also be supported. http://www.gretannery.com.au/
• Level 4 Interactive site supporting transactions with users. The functions will vary. Usually limited to online buying, helpdesk etc.
• Level 5. Fully interactive site supporting the whole buying process. Provides relationship marketing with individual customers. E.g. www.amazon.com