MCS 4300 Lecture Notes - Lecture 3: Gmail, Web Browser, Picnik

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 4300
• Professor: Tim Dewhirst

Document Summary

Readings: pridmore and lyon (2011) marketing surveillance, joseph turow (2017) npr radio interview. How digital marketing has shaped marketing: each of the 4 p"s has (cid:271)ee(cid:374) i(cid:373)pa(cid:272)ted, hot topic (i. e. fake news) Product: traditionally consumer insights are solicited at only two points in the chain: the beginning and the end, now customers co-create products by submitting product ideas or product designs, example my starbucks idea, threadless, local motors. Placement: change in retail and distribution channels, purchasing products online versus in store, example - casper mattresses now sells mattresses online, which used to be a very personal purchase. Price: price comparison apps price matching policies allow customers to negotiate prices, pay what you want, example www. humblebundle. com, targeted coupons, example joseph turow radio interview. How digital is impacting society: critiques, free labour, surveillance and privacy, commodification of your data, blurred lines between content and advertising.