CHAPTER 5

To adapt to the increased consumer desire for personalization, marketers have embraced new concepts

• Personalizing marketing

• Channel design

• Integrating shopping strategy

• Product strategy

• Aftermarketung

Ways toa dda additional value to product, should not only focus on the purchase of the product but also on the consumption

• Personalizing marketing

• Channel design

• Integrating shopping strategy

• Product strategy

• Aftermarketung

Effort to create a omnichannel strategy

• Personalizing marketing

• Channel design

• Integrating shopping strategy

• Product strategy

• Aftermarketung

Promotes a product by cnnecting it with unique and interesting consumer experiences

• Experential marketing

• Relationship marketing

Stop telling a product and start enriching people lives through experience

• Experential marketing

• Relationship marketing

Not a type of relationship marketing

• Customer engagement marketing
• Mass customization

• One to one marketing

• Permission Marketing

The concept of naming products to fit the customers exact specifications on a bigger scale

• Mass customization

• One to one marketing

• Permission marketing

Consumers help add value by providing information to marketers and marketers add value by taking that information and generating rewarding experiences for customers

• Mass customization

• One to one marketing

• Permission marketing

The practice of marketing to consumers only after gaining their express permission

• Mass customization

• One to one marketing

• Permission marketing

Not a change in the PESTEL environment

• Greater customer environment

• Fragmentation of traditional media

• Severe economic recession

• Heightened environmental, community and social concerns

• Consumers are empowered