internet marketing - consumer adoption process
TRANSCRIPT
8/3/2019 Internet Marketing - Consumer Adoption Process
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Page 1 Prof. Rushen Chahal
CONSUMER ADOPTION
PROCESS
Prof. Rushen Chahal
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Page 2 Prof. Rushen Chahal
CONSUMER ADOPTION
PROCESS
15-2
Awareness
Interest
Evaluation
Trial
Adoption
Internalization
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Page 3 Prof. Rushen Chahal
DIFFUSION OF INNOVATIONS15-3
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Page 4 Prof. Rushen Chahal
PRODUCT FACTORS THAT
AFFECT DIFFUSION OFINNOVATIONS
Relative Advantage
Compatibility
Complexity
Divisibility Communicability
15-4
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Page 5 Prof. Rushen Chahal
INNOVATIVE TECHNOLOGIES
Pervasive Computing
Wireless Internet
Digital Convergence
15-5
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Page 6 Prof. Rushen Chahal
What Meant By Pervasive/Ubiquitous
Computing?
Contextual Marketing?
What Are The
Implications Of A
Pervasive Computing
Environment?
15-6
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Page 7 Prof. Rushen Chahal
6a¶s OF PERVASIVE
COMPUTING Authorized
Access
Anyone
Any Time
Anywhere Any Internet-Enabled Device
15-7
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Page 8 Prof. Rushen Chahal
15-8
Logo Used With Permission
ANOTHER INFORMATION PR ODUCT?
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Page 9 Prof. Rushen Chahal
15-9
LEADING THE WAY IN M-SERVICES
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Page 10 Prof. Rushen Chahal
15-10STR ATEGIC IMPLICATIONS OFTHE
PERVASIVE COMPUTING ENVIR ONMENT
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Page 11 Prof. Rushen Chahal
15-11
WIRELESS &WIRELESS INTER NET
Asia and Europe Have Heavy Wireless UseAsia and Europe Have Heavy Wireless Use
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Page 12 Prof. Rushen Chahal
WIRELESS STANDARDS
CDMA (Code Division Multiple Access)
TDMA (Time Division Multiple Access)
GSM (Global Standard for Mobil Communications)
± Europe
i-Mode
± Japan
15-12
} U.S.
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Page 13 Prof. Rushen Chahal
EVOLUTIONARY STAGES OF
WIRELESS 1G
± Analog Devices
2G
± Digital; Voice/Data; 14.4 kbps
2.5G
± Enhancement of E-Mail and Internet
Access 3G
± Speed Equivalent to Broadband
15-13
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Page 14 Prof. Rushen Chahal
15-14USES OFWIRELESS
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Page 15 Prof. Rushen Chahal
SEGMENTATION ON THE
WIRELESS INTERNET
15-15
B2B Segments ± Figure 15.5
B2B and B2C SegmentsFigure 15.7
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Page 16 Prof. Rushen Chahal
HYPOTHETICAL MEDICAL APP15-16
Used with permission of Accenture
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Page 17 Prof. Rushen Chahal
15-17
HOW WILL CONSUMERS
USE THE
WIREL
ESS IN
TER N
ET?
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Page 18 Prof. Rushen Chahal
15-18
HOW WILL BUSINESSES
USE THE
WIRELESS INTER NET?
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Page 19 Prof. Rushen Chahal
BARRIERS TO WIRELESS
ADOPTION Slow Download Speeds
Small Screens On Mobile Devices
Lack Of Content
Total Cost Ownership
± Price Of Mobile Device
± Monthly Service Charges
15-19
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Page 20 Prof. Rushen Chahal
STRATEGIC DRIVERS OF
WIRELESS Context
± Localization, Personalization
Time Sensitivity
High Value
Voice Activation One-Click Payment
Security
Privacy Expanded Permission Marketing
15-20
NOTADVERTISINGNOTADVERTISING
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Page 21 Prof. Rushen Chahal
15-21
What Do We Mean
By
Digital Convergence?
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Page 22 Prof. Rushen Chahal
WILL THEY AFFECT THE
FUTURE OF MARKETING?
15-22
Used with permission of Japan, Inc.
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Page 23 Prof. Rushen Chahal
STRATEGIC SUMMARY
Adoption Of Technological Innovations ± Process, Diffusion, Product Factors
Pervasive Computing, Wireless Internet And DigitalConvergence Are Innovative
Pervasive Computing 6 a¶s ± Different Standards, Infrastructure, And Cultural Issues
Differential Growth Rates
Important Consumer Applications, Europe and Asia
B2B Will Be Larger In U.S. Digital Convergence Is Beginning To Occur
Strategic Drivers Of Wireless Marketers ProceedWith Care
15-23