TAILIEUCHUNG - Cross-Channel Commerce: A Consumer Research Study

"Marketing" is defined as the aggregate of functions involved in transferring title and in moving goods from producer to consumer. Agricultural marketing2 includes such processes as assembling the raw commodities, grading, packaging, transportation, preparation for use, storage, shifting and sharing risks, change in ownership, pricing and exchange, wholesaling and retailing. One of the first steps in agricultural marketing is assembling the raw commodities. It may begin with country buyers or at the local creamery, country elevator, buying station, cotton gin, cotton or fruit warehouse, or local processing plant. It may begin at interior or. | ORACLE ATG WEB COMMERCE An Oracle White Paper March 2011 Cross-Channel Commerce A Consumer Research Study ORACLE Cross-Channel Commerce A Consumer Research Study Survey Research Proliferating Multichannel Mobile Social E-Mail Survey Cross-Channel Commerce A Consumer Research Study Introduction In late 2009 ATG acquired by Oracle in 2010 commissioned a survey to look at two key questions How frequently are consumers using multiple channels to browse research and purchase a broad range of products and services What are consumers reactions to the experiences they find in different channels This online study conducted by an independent service polled 1 054 . consumers of ages 18 years and older. It analyzed their use of channels including computers mobile devices bricks-and-mortar stores catalogs and customer service representatives to gain more information about or to complete the purchase of a product or service. The survey also gathered data about consumers experiences with these channels as well as their attitudes toward e-mail marketing promotions and the incorporation of social media into their online commerce activities. Specific topics covered in the survey include the following Consumers use of multiple channels when browsing researching and purchasing an array of products and services The factors that would drive consumers to an offline channel to make a purchase when they start online The incorporation of social media and networks such as Facebook Twitter and MySpace as part of online purchasing activities Consumers reactions to discounts or promotional coupons sent via e-mail Consumers use of mobile devices for commerce activities

• Marketing - Bán hàng
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