CM (Fach) / Topic 10 Multichannel Management (Lektion)
In dieser Lektion befinden sich 3 Karteikarten
Channel
Diese Lektion wurde von Spellex erstellt.
- What are Drivers of channel choice/selection? - Individual Differences Demographics Experience Lifecycle stage - Service Outputs - Situational Factors Physical setting Temporal setting (urgency) Type of product Social Setting - Marketing
- Describe the Customer-Decision making process 1.Search (alternatvies) Purchase risk Purchase frequency Functional vs value expressive 2. Evaluate (alternatives) Provision of expertise High touch vs low touch High information content vs low information content 3. Transact Transaction practicality Purchase as a process vs purchase as an end
- Describe the development of Multichannel strategies! - Analyze Customers Service output Demands Segmentation - Design Multi-Channel Approach Assess competition Select channels Assing flows and service output demands