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.