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Create Technological Advantages Chapter 11

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Chapter 11. Create Technological Advantages. Details. It's the little details that are vital. Little things make big things happen. ~John Wooden Beware of the person who can't be bothered by details. ~William Feather - PowerPoint PPT Presentation

TRANSCRIPT

Create Technological Advantages

Chapter 11

TeamSportsMarketing.com

Details It's the little details that are vital. Little

things make big things happen. ~John Wooden

Beware of the person who can't be bothered by details. ~William Feather

Excellence is in the details. Give attention to the details and excellence will come. ~Perry Paxton

Never neglect details. When everyone's mind is dulled or distracted the leader must be doubly vigilant. ~Colin Powell

TeamSportsMarketing.com

Consumer Decision Making

TeamSportsMarketing.com

Doing Business Online Research minor and major league team websites

of your choosing. Identify WebPages that illustrate either positive

or negative examples for one of the checkpoints for each of the stages in the decision-making process for online shoppers (Table 11.1). Take screenshots of pages (hit <alt> and <print screen> and

then copy/paste to document) to demonstrate digitally (ppt’s) For each checkpoint illustrated, note what is good

or bad about the way the team has designed the website.

The following slides offer examples of what you might find.

Stage 1: Need Recognition: Provide product-related appetizers such as sales items, hot products, or product recommendation. www.MLB.com prominently features product specials on the league homepage.

http://www.mlb.com/

Stage 2: Information

Search: provide its own product

search function.--The product

search function is easy to find at top

of the www.nflshop.com

page.

http://www.nflshop.com/

Stage 3: Information Evaluation: --Provide help or info to assist customers in evaluating alternatives.--Provide links to locations that have endorsements from other customers. Limited product info & no endorsements on the ECHL website.

--Have pictures that demonstrate true colors of the merchandise. The pictures online do not look like actual pictures of the product. Enlarged pictures do not provide enough detail.

Stage 4: Purchase Decision

--Have a mechanism for customers to

track their orders.The

www.shopnhl.com website for each

team provides clear directions on how to

track customer orders.

http://www.shopnhl.com/

Stage 5: Post-purchase Behavior--Provide online support or other means of communicationThe www.fwcatsstore.com shop only provides an email submission (with no direct email & no phone number). No information is provided about other retail outlets. If they don’t exist, then online store should promote “only available online.”--Provide money back guarantee (stage 4, but also influences stage 5)The return policy is restricted, placing a significant burden on the customer (tags attached, correct packaging, customer pays shipping; receipt copy). Confirmed customer purchase info should be part of database info.

http://www.fwcatsstore.com/