Consumer Behavior E-Commerce Winter 2011 Marek Maurizio Università Ca’ Foscari - Venezia mercoledì 9 marzo 2011 Learning Objectives • Describe the factors that influence consumer behavior online. • Understand the decision-making process of consumer purchasing online. • Describe how companies are building one-to-one relationships with customers. • Explain how personalization is accomplished online. • Discuss the issues of e-loyalty and e-trust in EC. mercoledì 9 marzo 2011 Netflix.com
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References: Coney‚ Kenneth‚ (2003)‚ Consumer Behavior: Building Marketing Strategy‚ McGraw Hill. Evans‚ K. and H. Stroll‚ (2006)‚ "Marketing Challenge: Three Ways To Catch Clients‚" Marketing Profs. Cited in: http://www.marketingprofs.com/6/stroll116.asp. Peter‚ J. Paul‚ et.al. (2004)‚ Consumer Behavior and Marketing Strategy‚ McGraw Hill. Searls‚ D. (2006)‚ "Marketing vs. Intention‚" Linux Journal‚ cited in: http://www
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[pic] Which Customers Are Worth Keeping and Which Ones Aren’t? Managerial Uses of CLV Roy Cardiff runs a mail-order business that tracks sales to each customer. He recently decided to cut costs by curtailing catalogs to those customers who are least likely to buy from him in the future. His customers break down into three categories: those who made several small purchases throughout the past year; those who made a single purchase but for a much larger amount‚ and those who have had a long but
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Net-promoter score (NPS)‚ customer were asked to rated the scale of the likelihood of being a representative of GE. The higher the score is‚ the more customers would willing to recommend GE`s products. The result of the test can show us whether those consumers are loyal to the company or not and the possibility for them to be the representative to turn others get in touch of GE products. Because customer satisfaction might affect loyalty‚ thus‚ GE uses customer satisfaction to measure its customer loyalty
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ARTICLE www.hbr.org Why Satisfied Customers Defect by Thomas O. Jones and W. Earl Sasser‚ Jr. Included with this full-text Harvard Business Review article: 1 Article Summary The Idea in Brief— the core idea The Idea in Practice— putting the idea to work 2 Why Satisfied Customers Defect 14 Further Reading A list of related materials‚ with annotations to guide further exploration of the article’s ideas and applications Product 6838 Why Satisfied Customers Defect The Idea in Brief The Idea in
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CONSUMER SATISFATION OF MILK AND MILK PRODUCTS OF MILMA INTRODUCTION Milk is an opaque white liquid produced by the mammary glands of female mammals (including monotremes). It provides the primary source of nutrition for newborns before they are able to digest other types of food. The early lactation milk is known as colostrum and carries the mother’s antibodie to the baby. The exact component of rawmilk varies by species‚ but it contains significant amounts of saturated fat‚ protein and calcium
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two vast theories‚ touch upon their strong points and weaknesses and then see which method would be suitable for what kind of organization. Further on we shall look at how these theories are useful in segmenting‚ targeting markets‚ and predicting consumer behavior in international markets. We first start off by describing both the theories‚ then compare and contrast them. In the second part of the paper‚ we shall touch upon the factors described above and try to analyze the impact of such theories
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NPS Net Promoter Score ______________________________________________ Research assignment for Hotel unknown: Study to the Net Promoter Score‚ and the application process within the company ______________________________________________ Thesis 19 July 2010 ______________________________________________ Presented for the Rotterdam Business School‚ A faculty of Hogeschool Rotterdam PREFACE This report is a graduation assignment written and composed in assignment of Hotel unknown
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1. Introduction Consumers have a number of abiding images of themselves. Those self-images are very closely associated with personal characteristics‚ memories and experiences which are determinants of the influences of self-reference and involvement on consumer behavior. Marketers have long tried to appeal to consumers in terms of self-reference and involvement‚ because according to Bettman‚ Capon and Lutz. consumers combine involvement and self-reference with information about product attributes
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www.hbr.org If growth is what you’re after‚ you won’t learn much from complex measurements of customer satisfaction or retention. You simply need to know what your customers tell their friends about you. The One Number You Need to Grow by Frederick F. Reichheld Reprint R0312C If growth is what you’re after‚ you won’t learn much from complex measurements of customer satisfaction or retention. You simply need to know what your customers tell their friends about you. The One Number You Need to
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