gender differential paper IJCRB

ijcrb.webs.com
JUNE 2011
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS VOL 3, NO 2
To implement a successful interactive marketing strategy, a firm must use information
effectively. Many of the notions of interactive marketing have been refined in recent
years by researchers studying direct marketing (Allenby, Leone, and Jen 1999; Bitran and
Mondschein 1996; Bult and Wansbeek 1995; DeSarbo and Ramaswamy 1994; Gonul and
Shi 1998).
Beside of this introduction about marketing in general, viral ideas, products, and media
also make a new face of online marketing. For the first time Bill Wasik introduced ‘Flash
mods’ as something between a social experiment and an art project, which this concept
became popular in New York City in the summer of 2003, and then expanded to all
around the world. At beginning of any new marketing approach there are some obstacles
but nowadays, many of the barriers became lower in some industries because of e-
commerce. Porter (2001) states that enhancements in technology and generally lowered
entry barriers are believed to substantially increase the number of dot.com competitors.
Bandyopadhyay (2001) says indeed, the low entry barriers have made the online market
place easier to reach and of course it will increase the competition between businesses.
For instance, in the past, Melewar and Navalekar (2002) investigated that, the most
important barriers in the banking industry included the high infrastructure costs in order
to establish geographical presence of the incumbents. However, now, the new Internet
banks enjoy a low cost base because they do not have to have a physical infrastructure. In
a study Hagel and Rayport (1997) pointed out that the internet banks are seen as a threat
to the incumbent brick and mortar banks. Also another research by Pyun, Scruggs and
Nam (2002) stated the same idea. Although there are barriers to get into the online
marketing but firms need to use it. Connor (2000) mentioned that the purpose of
marketing is to understand potential and promote the creativity required for product and
service development. The term “biometric” and the concept of biometric identification, is
originated before the digital era. But today, and presumably for the future, every form of
biometric identification is based on the comparison of an image with information stored
in a computer database. In 2001 VeriStar Corporation introduced the Smarttouch digital
fingerprint system for use in fast food restaurants. According to a report in
InformationWeek, “within the next few months, some McDonald’s customers will be
able to charge BigMacs to their Visa cards simply by touching a finger to a screen”.
Compared to a visual comparison of signatures or photo ID’s, biometric identification is
less fallible and potentially much faster. This has prompted the use of biometrics for
noncriminal governmental and commercial applications. James L. Wayman, Director of
Biometrics Test Center at San Jose State University, mentions a number of such
applications that were live as of May 1998, including immigration systems, airport
security systems, employee time recording, social service benefits distribution, and
driver’s licensing programs. “Disney World is using finger geometry with their season
passes . . .”, he notes.
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