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16 Cards in this Set
- Front
- Back
- 3rd side (hint)
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Marketing with meaning model |
* achievement ^ connection ^ solution |
Survival Needs: (food, shelter, safety, etc) = solutions Attachment Needs: (love, friendship, family) = connections Esteem Needs: (confidence, creativity, respect) = achievements |
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The silent consumer is...? |
"gone are the days of the silent consumer" Businesses have to fight for our love before we commit. |
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Which of the four Ps is most transparent? |
Price |
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Who is the person who came up with “losses loom larger than gains”? |
Daniel Kahneman |
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What is the best structural asset a marketer can have? |
a devoted customer base |
what are marketer's trying to get the most? |
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Gilbert’s model of meaningful marketing: what do we need to understand about consumers? |
Consumer wants and needs. delivering value through the marketing itself. Example: Starbucks being overpriced, but you’re paying for the experience and how it makes you feel going in there Example: Dove starting the “Real Beauty” campaign to empower women and break the negative views of beauty |
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How to write formula on ROI (return on investment) |
(Gains - Costs / Costs) * 100 |
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Three major components when marketer buys technology |
1. Enterprise 2. Set of Participants that will be involved (workers, customers, etc) 3. |
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Know two departments that would benefit from digital marketing, how would it help the enterprise |
1. sales 2. product development 3. customer service |
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Components to make a credible website |
1. security 2. aesthetics 3. language 4. customer testimonials VeriSign: Brand often used on websites to verify information securely |
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You are the chief marketing officer (CMO) and need to explain to the CEO why not to cut budget for social media presence. |
customer service: easier and more natural way to communicate with customers, build deeper relationships makes customer service less expensive |
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First four tenets of social marketing |
1. anyone can participate and engage 2. focus on the business outcome 3. large community 4. right community |
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tenets of social marketing 5-7 |
5. be prepared for anything 6. make it easy to communicate 7. listen and engage with current events |
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tenets of social marketing 8-10 |
8. use human tone 9. S.B. should be deeply integrated with work 10. create shared value by default |
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glocalization 1-3 |
1. power distance 2. individualism vs. collectiveism 3. masculinity vs feminity (assertive vs. tender) |
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glocalization 4-6 |
4. uncertainty avoidance 5. long term orientation 6. indulgence vs constraint |
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