Consumer Behavior Shopping Online Atler ch'6, Oelker p' 48

1
Consumer Behavior Shopping Online Atler  ch.6,
Oelker p. 48
2
Opportunities to Increase Customer Benefits
Across the Stages of the Customer Experience

• Requirements
• Acquisition
• Usage
• Maintenance
• Retirement

3
Requirements

• Increase product awareness
• Help define what the customer wants
• Help the customer identify the product that fits
  best ex.
• Customize the product to fit the customers needs
• On the Web
• Brochureware to specify requirement in database
  search, ranking of preference
• Can provide pictures and animated demos or
  interactive demos www.Lands Endxxx
• Virtual makeovers by sending digital photo to
  cosmetic sites www.eMakeover.com ,
  www.MakeoverStudio.com and www.Ezface.com
• Atler, p. 236

4
Acquisition

• Improve timeliness of product availability
• Expedite the purchase transaction
• Provide discounts or other adjustments
• Simplify delivery of the product
• On the Web
• Finding a good price
• Some sites offer direct comparisons between
  prices at different vendors ex.xxxmortgage loans
  from 5 lenders
• Auction bidding, albeit delays and uncertainty
  www.ebay.com , www.priceline.com
• Performing Purchase Transactions
• Credit cards or electronic cash exxxwhooir flooze
• Allowing suppliers to control their customers
  inventories Walmart/PG
• Taking Deliverykey issue in e-commerce
• Steps to exert tighter control of order
  fulfillment processes. FedEx and www. xxxxUPS can
  track packages reassuring customers
• Information delivery options include online
  downloads ex. IRS forms, software Atler p.
  241

5
Usage

• Provide training and/or information about product
  usage
• Make the product easy to use
• Provide information about product use
• On the Web
• Incorporating Electronic Enhancements
• Wireless communication, security systems with
  electronic Ids , cars with GPS, jet fighters
• Providing Better Service
• p242 continued..
• Providing Product Information or Knowledge about
  the Product

6
Maintenance

• Provide ways to monitor product usage and
  operating cost
• Provide additional service in addition to a base
  product
• Help maintain the product
• On the Web
• Supporting maintenance and Repair Processes xxp.
  243
• Using Remote Monitoring

7
Retirement

• Help the customer dispose of the product when it
  is no longer used
• Help the customer dispose of product-related
  waste
• On the Web
• Retiring Obsolete Products and Upgrading to New
  Versions

8
Customers Criteria for Evaluating Products and
Services

• P244-245 alter
• Cost
• Quality
• Responsiveness
• Conformance to standards and regulations

9
Competitive Advantage Strategies

• Cost Leadership Strategy
• Product Differentiation Strategy
• Focus Strategy

10
Attracting customers aler p 255
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Providing Effective Self-Service Environment
atler p 256
12
Providing excellent custoemr service p 258 atler
13
Achieving Profitability and Sustainable
Differentiation

• Good questions on p 261 alter for topic page