part 3: delivering and managing customer value

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  1. promotional mix
    • overall range of techniques available to the marketer
    • advertising: any paid form of non-personal communication of ideas or products in the prime media
    • sales promotion: incentives to consumers or the trade that are designed to stimulate purchase
    • publicity: communications for a product or business by placing information about it in the media without paying for the time/space directly
    • sponsorship: the association of the company or its products with an individual, event or organization
    • direct marketing: the distribution of products, information and promotional benefits to target consumers through interactive communication in a way that allows response to be measured
    • digital marketing: the distribution of products, information, and promotional benefits to consumers and business through digital technologies
    • personal selling: oral communication with prospective purchasers with the intention of making a sale
  2. considerations for choice of promotional mix
    • resource availability and the cost of promotional tools
    • market size and concentrations
    • customers information needs
    • product characteristics
    • push versus pull strategies
  3. communication process
    • source
    • encoded message
    • transmission
    • decoded message
    • receiver (who then gives feedback to source)
    • noise going on the entire time
  4. framework for implementing integrated marketing communications
    • marketing strategy
    • positioning strategy
    • communications decisions (identify target audience, set communication objectives, create message, select promotional mix, set promotional budget)
    • executive integrated marketing communications strategy
    • evaluate integrated marketing communications strategy
  5. sales promotions key reasons
    • increased impulse purchasing
    • the rising cost of advertising and advertising clutter
    • shortening time horizons
    • competitor activities
    • measurability
  6. consumer and trade promotions
    • consumer promotions: coupons, premiums, money off, bonus packs, free samples, prize promotions, loyalty cards
    • trade promotions: price discounts, competiions, allowances, free goods
  7. an organizations publics
    • media: tv, press, radio
    • finance: shareholders, stockbrokers, fund managers, banks
    • employees: staff, trades unions representatives
    • commercial: customers, distribution, suppliers
    • government: parliament, civil service, local authorities
    • public: local communities, pressure groups, opinion leaders, general public
  8. being or doing something first
    • marketing issues: new products, research breakthroughs (future new products), large orders/contracts, sponsorships, price changes, service changes, new logos, export success
    • production issues: productivity achievements, employment changes, capital investments
    • financial issues: financial statements, acquisitions, sales/profit achievements
    • personal issues: training awards, winners of company contests, promotions/new appointments, success stores, visits by famous people, reports of interviews
    • general issues: conferences/seminars/exhibitions, anniversaries of significant events
  9. database marketing
    • product info
    • transactional info
    • customer and prospects info
    • promotional info
    • geodemographic info
  10. main applications of database marketing
    • direct mail
    • telemarketing
    • distributor management system
    • loyalty marketing
    • target marketing
  11. B2C points of contact
    • telephone
    • distributors
    • fax
    • websites
    • email
    • salesforce
  12. key ways of using customer relationship management (CRM)
    • targeting
    • enquiry management
    • welcoming
    • getting to know
    • customer development
    • managing problems
    • win-back
  13. managing a direct marketing campaign
    • marketing strategy
    • identify and understand target audience
    • campaign objectives
    • media decisions & creative decisions
    • execute and evaluate campaign
  14. digital media business opportunities
    • B2B:
    • B2C: amazon, itunes, google
    • C2B: priceline
    • C2C: ebay, facebook, myspace
  15. unique to digital marketing
    • control
    • co-creation
    • identification
    • instantaneous
    • interactivity
  16. forms of digital marketing
    • viral marketing
    • mobile marketing
    • interactive television advertising
    • internet marketing
    • search advertising
    • email marketing
    • social media marketing
  17. selling process
    • preparation
    • the opening
    • need and problem identification
    • presentation and demonstration
    • dealing with objections
    • closing the sale
    • the follow up
Card Set
part 3: delivering and managing customer value
module 2 - flash cards
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