Primary Task Response: Within the Discussion Board area, write up 400–600 words that respond to the following questions with your thoughts, ideas, and comments. This will be the foundation for future discussions by your classmates. Be substantive and clear, and use examples to reinforce your ideas.
President Learner is concerned about the e-business’s ability to service his company’s patient members effectively. He wants you to address his concerns by examining the online methods used by the e-business to understand, profile, and analyze the digital customer. Include the following in your response:
- Describe the characteristics used to identify and profile online users and how those characteristics differ from descriptions of traditional consumers using physical and personal traits.
- Discuss the role of computer-mediated applications in digital consumer behavior, such as digital consumer decision support systems (CDSSs), intelligent agents, and how they result in different patterns of interaction than for traditional consumer engagement in the physical marketplace.
- What are some qualities of “marketing excellence” that you would like to remember from this course because you believe they will be relevant for both online and traditional (i.e., “brick and mortar) marketing efforts?
Relate your knowledge of traditional consumer behavior concepts to online methods for customer understanding and interaction.
Include reference Web site links that provide examples of the digital customer profiling and interaction techniques you described.