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18 Cards in this Set
- Front
- Back
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What is a company's marketing mix?
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Marketing mix is the combination of elements that companies use to achieve their goals for selling and promoting their products or services.
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What are the four Ps of marketing?
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The four Ps of marketing are Product Price Promotion Place
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What is market segmentation?
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Market segmentation is the targeting of specific portions of the market with a specific advertising message
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What is behavioral segmentation?
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The creation of experiences for customers based on their behavior.
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What is usage-based segmentation?
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Customizing customers experience based on their site usage patterns
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How many stages are there in the customer life cycle?
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Five
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What three variables are used for segmentation?
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Geographic, Demographic, and Psychological
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What are the three Usage-based market segmentation categories.
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Browsers, buyers, and shoppers.
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Are banner ads increasing or decreasing in effectiveness.
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Decreasing.
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What is the key to any e-mail marketing strategy?
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Get customer approval.
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How does technology-enabled relationship management work?
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A firm obtains detailed information about a customer's behavior, preferences, needs, and buying patterns, and uses that information to set prices, negotiate terms, tailor promotions, add product features, and altogether customize its entire relationship with that customer.
These approaches allow a business to tailor information and promotions to a specific customer’s interests. The result is services that increase customer satisfaction, which in turn yields more customer loyalty and repeat sales. |
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What are the critical elements of branding strategy?
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Product differentiation, relevance to the user and perceived value.
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What is differentiation?
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Differentiation is creating an image of your brand in the mind of the consumer as somehow different in nature from all the others in the industry.
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Why does not Emotional branding work on the internet?
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Because it is an interactive medium controlled to a great extent by the customer.
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What is Rational branding?
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Rational branding which usually offers to help Web users in some way in exchange for viewing their ad, is a popular strategy for Web marketers to create and maintain brands online
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What does the affiliate marketer do?
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The affiliate marketer provides information and promotional services about another firm’s product in exchange for a commission if the product is sold through an affiliate link to the selling firm.
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How does viral marketing work?
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This strategy relies on existing customers to tell other potential customers about the products or services that the company offers. The number of customers increases much as a virus spreads. Just as a virus infects one computer and that computer infects another computer, one customer tells another, who in turns tells another; thus the name viral marketing.
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Why is your URL a big deal?
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Companies that have a well-established brand name or reputation usually want a URL for their Web site that reflects that name or reputation. Obtaining identifiable names to use on the Web is an important part of establishing a Web presence that is consistent with a company's image in the physical world
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