Wireless and Fundamental Changes

Exhibit 1. 4 highlights the marketplaceing implications of lucre technologies in the follo produceg categories Bits non atoms, Mediating technology, Global reach, Network externality, Time moderator, Information equalizer, Scalable capacity, Open Standard, Market deconstruct, and Task Automation. What primaeval changes has the Internet brought to marketing? The balance of power is shifting to buyers unmatched of the most fundamental changes to marketing. Marketers have practically lost control of brand images due to blogs, online bulletin boards, and other online communication, and must consistently underpromise and overdeliver.Other changes Market fragmentation. The Internet put finality to this trend by extending to its ultimatea market size of one customerand prompted marketers to create products and communication to small target groups. dying of distance. Geographic location is no longer a factor when collaborating with business partners, supply chain firms, or customers, o r just chatting with friends. Time compression. Time is non a factor with Internet communication between firms and their stakeholders.Online stores can be open 24/7 people can communicate as their schedules stand times zones disappear for managers collaborating with partners on other continents. Critical knowledge management. In the digital world, customer information is easy and inexpensive to gather, store, and analyze. Managers can track marketing results as plans argon implemented, receiving play-by-play reports. However, turning huge databases into meaningful knowledge to guide strategic decisions is a major challenge. Interdisciplinary focus. Marketers must understand technology to govern its power.They do not have to individual(prenominal)ly develop the technologies, but they need to know enough to select appropriate suppliers and direct technology professionals. Intellectual capital letter rules. Imagination, creativity, and entrepreneurship are more important resources than financial capital. The internet properties that affect marketing are the web itself. The web allows information to travel faster throughout the consentient world. Secondly, the existence of email contributes to a more efficient way of communication. Email also has sparked the ideas for another internet revolution, the social interlockings.A social network is found on Web 2. 0 where the web allows interactivity within the internet users community. The existence of social networks such(prenominal) as Facebook and Twitter keeps people online more often than before. some other example of internet properties that affect marketing is through blogs. There was a saying pen is sharper than sword. With blogs, internet users are allowed to express their opinions and discussions worldwide. The wiki pages such as Wikipedia are places where people share knowledge about everything, including brands and other marketing related topics.With these internet properties, there are a few fundam ental changes the internet has brought to marketing. Firstly, it changes the power shift from sellers to buyers. Consumers have the ability to share and review the products online where good products will be praised and inferior products will be critiqued everywhere through word of mouth or some would call it word of mouse (WOM). It is also through this process that consumers believe each other more than they trust the companies.This issue can be measured by the success of EBay in the online market where second-hand and unexpected products will be marketed in the website. One could get an spot from EBay where no other can find such as unique products. The other big change to marketing approach due to internet is the market and media fragmentation. Before the existence of internet marketing, the brands will go through a series of supply chain before reaching to the What concerns about consumer privacy are raised by the change magnitude use of wireless computing and handheld device s outside the home or workplace? here wireless devices can determine their financial and private information and those signals can be break offed and other people can obtain information. 12. What concerns about consumer privacy are raised by the increased use of wireless computing and handheld devices outside the home or workplace? The rapid proliferation of wireless networks outside the home and work place has resulted in increased concern over privacy. In the digital context, privacy refers to two things the right to be left alone, and the right to keep ones personal information private (see chapter 5).With regard to wireless computing, one big concern is text message Spamming. As marketers gain access to cell phone add up and change surface cell phone directories, many fear that unscrupulous marketers will overwhelm consumers with voice and text messages. Another concern is that people can intercept wireless transmissions, thus gaining access to personal information sent from PCs and other devices over wireless networks. Security issues with hard-line Internet connections with always-on services like digital subscriber line and cable were concern enough already.Now with services that broadcast data throughout the air freely available to everyone, consumers have reason to be even more concerned. The same issues with privacy, credit cards numbers, personal information, etc. apply, except now people can listen in and even jump onto your network with a Pringles can for an antennae and a little know how. Encryption standards are still widely debated, but it is likely the added convenience will win out in the end. In a future with mobile commerce and automated account transfers over wireless networks, security will become paramount.