emarketing 3 – Flashcards
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% of US consumers use the internet
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76
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main reason consumers do NOT use the internet:
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social political technological
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Exchange
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basic marketing concept that refers to the act of obtaining a valued object from someone by offering something in return
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tools that companies can use to send data to customers:
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-voice mail -fax machine -smartphone
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Attention Economy
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there is INFINITE info, but demand for it is limited by human capacity
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some shoppers are more _________ oriented than ________ oriented
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MORE goal oriented than experience
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cost of consumer's resources for exchange:
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money, energy, time
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alternatives to credit card payments on the internet is _________
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smart card
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time poverty is a problem for today's consumers, they want:
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appropriate benefits for the time they spend online
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social networking widgets
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bring directly specific information, news reports, or promoted specials
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Five major activities that consumers do as they spend time online
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-connect -create -transform -NOT trade
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reasons for probably increase in US adoption of broadband in near future
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-most television is now transmitted digitally -devices such as DVRs allow TV programs to be delivered on demand -broadband services are increasingly offered by cable companies -NOT broadband will be required for employees to work from home
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_____ of US tv viewers still watch live tv, while _____ of viewers using DVRs fast-forward through commercials
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95% ; 70%
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High bandwidth allows:
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-phone calls delivered over the internet -delivery of music and movies over the web -real-time virtual reality
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which of the following strategies have been implemented to deal with a mixed bandwidth audience for a web site:
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-design for slowest user -design for fastest user -design fast and slow versions of the site -(all of the above)
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way for marketers to watch the trends of internet users is to:
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-monitor search terms entered at Google, Yahoo!, and other search engines/directories
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DSL technology is a method for:
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transmitting data at high speed over phone lines
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social/cultural trends that have impacted online exchange:
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information overload, time poverty, work at home
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strategies to deal with users with mixed bandwidths include all the following:
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-design for the slowest user -design for the fastest user -create fast and slow versions of the website -NOT use text only websites
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online oxygen is a term coined by www.trendwatching.com which refers to:
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-addictive nature and qualities of the internet
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net evaders represent 8% of internet nonusers who don't find the internet to be of necessary use
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true
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killer app:
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global internet: e-mail all media: TV
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truly unconnected:
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70% internet nonusers who earn low incomes and have little formal education
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CHAPTER 12
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CHAPTER 12
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Integrated marketing communication (IMC)
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is a cross-functional process for planning, executing, and monitoring brand communications designed to profitably acquire, retain, and grow customers.
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IMC strategy requires a thorough understanding of what 3 things?
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target markets, brand, competition
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Marketing communication consists of _________ messages between firms and customers, as well as those among customers
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PLANNED and UNPLANNED (all of the above)
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The "think, feel, do" model is well accepted for what kind of product decisions?
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HIGH-involvement decisions
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Brand advertising
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putting the brand name and product benefits in front of users
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Advertising
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non-personal communication of information through various media, usually persuasive in nature about products or ideas and usually paid for by an identified sponsor.
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promising marketing technique for mobile devices
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-content-sponsored advertising -location marketing -short message service (SMS) NOT sponsorships
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The biggest downside of animated and highly interactive banners is that they
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require a lot of bandwidth
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Sales promotions
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short-term incentives of gifts or money that facilitate the movement of products from producer to end-user.
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Online sales promotions can
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-build brands -expand databases -support increased offline sales all of the above
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Public relations:
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Building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events
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Direct Marketing uses direct communication with consumers to generate a response in the form of:
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an order, a request for further information, or a visit to a retail outlet ALL OF THE ABOVE
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Direct markeing
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direct communications with carefully targeted individual consumers to obtain an immediate response.
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The personal presentation by the firm's sales force for the purpose of making sales and building customer relationships is called:
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Personal Selling -most expensive
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Owned Media:
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carry communication messages from the organization to internet users on channels that are owned and, thus, at least partially controlled by, the company.
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Paid Media
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properties owned by others who are paid by the organization to carry its promotional messages (e.g., advertising).
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Which of the following represents physical media in a paid media space?
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newspapers
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Blog authors use blogs to:
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a. disseminate views b. build audience or clientele c. promote a product (ALL OF THE ABOVE)
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CHAPTER 8
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CHAPTER 8
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____________ is the process of aggregating individuals or businesses along similar characteristics that pertain to the use, consumption, or benefits of a product or service.
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Market Segmentation
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Marketers commonly base their segmentation of consumer markets on
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- demographics -geographic location - psychographics ALL OF THE ABOVE
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What kind of firms develop multi-segment strategies based on geographics?
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a. small firms operating in local markets b. Large multinational firms c. firms that focus on consumers in rural or metropolitan locations exclusively ALL OF THE ABOVE
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Top 3 languages
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english, japanese, chinese english, chinese, spanish, japanese
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User psychographics include:
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-personality -lifestyle -values -activities -interest -opinions NOT geographic location
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Marketers using ________ often form groups of consumers based on the outcomes they desire from the product.
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BENEFIT segmentation
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key driver for marketing mix strategy
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-benefits sought
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Usage segments:
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-home versus work access -access speed -time spent online NOT brand loyalty
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sidelined citizens
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LAGGARDS
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targeting
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process of selecting the market segments that are most attractive to the firm and selecting an appropriate segment coverage strategy.
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Targeting can be achieved by building community in all of the following ways:
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-online chat room -discussion groups -online events NOT solicitation
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influentials:
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An important group for e-marketers to target for developing buzz or word of mouth
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attitudes and behaviors
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attitudes: INTERNAL evaluations about people behavior: physical action
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most ignored group:
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new age nurturers
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niche marketing:
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company selects one segment and develops one or more marketing mixes to meet the needs of that segment.
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tageting criteria:
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-accessibility -profitability -growth NOT reliability
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Millennials:
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1979-1994
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Differentiation; Positioning
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Differentiation: what company does to product Positioning: what it does to consumer's mind
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Differentiation:
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is the process of adding a set of meaningful and valued differences to distinguish the company's offering from the competitor's offerings. MULTIPLE LEVELS
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Market offerings can be differentiated along each of the following dimensions EXCEPT:
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PRICE (product, service, image)
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Experience branding
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company differentiates itself by creating a unique customer experience. -retain customers, enhance profits, target key customer segments
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Web differentiation strategies:
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-site environment -trust -tranglidjsnfsd
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Highest level differentiation is:
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providing specialized personal services
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Firms can position
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brands, entire company, individual product
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firms base positioning on:
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attributes, benefits, user categories NOT marketing
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attributes of products/services includes:
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size, speed, color NOT prince
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Positioning strategies
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create a desired image for a company and its products in the minds of a chosen user segment.
