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This chapter describe what interactive marketing is and how it creates customer value, customer relationships, and customer experiences; explain why certain types of products and services are particularly suited for interactive marketing; identify the demographic and lifestyle profile of online consumers; describe why consumers shop and buy online and how marketers influence online purchasing behavior. | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. LO2 Identify the demographic and lifestyle profile of online consumers. Explain why certain types of products and services are particularly suited for interactive marketing. LO3 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 21, YOU SHOULD BE ABLE TO: Describe what interactive marketing is and how it creates customer value, customer relationships, and customer experiences. LO1 LO5 Define cross-channel shoppers and the role of transactional and promotional websites in reaching these shoppers. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 21, YOU SHOULD BE ABLE TO: Describe why consumers shop and buy online and how marketers influence online purchasing behavior. LO4 SEVEN CYCLES. ONE BIKE. YOURS. CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE CUSTOMER VALUE CREATION IN MARKETSPACE LO1 Marketplace Marketspace Form Utility Possession Utility Time Utility FIGURE 21-1 Trend | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. LO2 Identify the demographic and lifestyle profile of online consumers. Explain why certain types of products and services are particularly suited for interactive marketing. LO3 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 21, YOU SHOULD BE ABLE TO: Describe what interactive marketing is and how it creates customer value, customer relationships, and customer experiences. LO1 LO5 Define cross-channel shoppers and the role of transactional and promotional websites in reaching these shoppers. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 21, YOU SHOULD BE ABLE TO: Describe why consumers shop and buy online and how marketers influence online purchasing behavior. LO4 SEVEN CYCLES. ONE BIKE. YOURS. CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE CUSTOMER VALUE CREATION IN MARKETSPACE LO1 Marketplace Marketspace Form Utility Possession Utility Time Utility FIGURE 21-1 Trend in online shoppers and online retail sales revenue in the U.S. FIGURE 21-1A Trend in online shoppers in the U.S. FIGURE 21-1B Trend in online retail sales revenue in the U.S. CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE INTERACTIVITY AND INDIVIDUALITY IN MARKETSPACE LO1 Interactivity Individuality Collaborative Filtering Interactive Marketing Choiceboard M&Ms CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE INTERACTIVITY AND INDIVIDUALITY IN MARKETSPACE LO1 Personalization Permission Marketing Opt-Out Opt-In FIGURE 21-2 Seven website design elements that drive customer experience CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE CREATING AN ONLINE EXPERIENCE LO1 Customer Experience Content Context Functional Aesthetic Customization CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE CREATING AN ONLINE EXPERIENCE LO1 Communication Commerce Community Customer Experience Connection USING MARKETING .
