Digital Marketing Mix Overview
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Digital Marketing Mix Overview

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Questions and Answers

What does marketing strategy primarily involve?

  • Developing competitive prices
  • Creating advertisements
  • Increasing sales volume
  • Selecting and describing target markets (correct)

    • What is positioning in marketing?

    The place a product occupies in consumers' minds relative to competing products.

    Marketing Opportunity Analysis (MOA) includes estimating the size and sales potential of market segments.

    True

    Effective positioning requires assessing the positions occupied by ________ products.

    <p>competing</p> Signup and view all the answers

    Match the elements of the marketing mix to their functions:

    <p>Product = Enhances the product experience Promotions = Promotes the brand Place = Spreads the accessibility of a brand People = Brand dependent on well-trained teams</p> Signup and view all the answers

    What is the main focus of the partnership between GoPro and Red Bull?

    <p>To equip athletes with video recording tools</p> Signup and view all the answers

    Which of the following is NOT an aspect of the marketing mix mentioned?

    <p>Pricing</p> Signup and view all the answers

    Nike+ was created to help Apple sell more iPods.

    <p>False</p> Signup and view all the answers

    What is one key differentiator in the digital marketing mix mentioned?

    <p>Service quality</p> Signup and view all the answers

    What is the primary purpose of Amazon Dash?

    <p>To serve as a one-click wireless re-order button</p> Signup and view all the answers

    What are widgets used for?

    <p>Widgets are mini-apps that provide quick access to information from apps.</p> Signup and view all the answers

    Nike partnered with Apple to create ________ for tracking activities.

    <p>Nike+iPod</p> Signup and view all the answers

    Name one key element of the new 4 P's in digital marketing.

    <p>People, Process, Physical evidence, or Partnership</p> Signup and view all the answers

    Social media has had a minimal impact on traditional marketing strategies.

    <p>False</p> Signup and view all the answers

    Localization only involves translating text into another language.

    <p>False</p> Signup and view all the answers

    Match the following partnerships with their main objective:

    <p>GoPro &amp; Red Bull = Capture action sports events on video Nike &amp; Apple = Enhance workouts with music and fitness tracking Nike+iPod = Integrate technology in footwear Red Bull = Sponsor adventure sports events</p> Signup and view all the answers

    Ensuring all communications are integrated is vital for digital marketing effectiveness.

    <p>True</p> Signup and view all the answers

    Match the following terms related to service elements:

    <p>Substitution = Deploying technology instead of people Complementarity = Combining technology with human assistance People = Service delivery personnel Process = Method of delivering service</p> Signup and view all the answers

    Which of the following is a complication when globalizing a marketing strategy?

    <p>Cultural differences in consumer behavior</p> Signup and view all the answers

    The _____ is a promotional strategy consisting of various tools to acquire and retain customers.

    <p>promotional mix</p> Signup and view all the answers

    What is one potential benefit of using CRM systems in digital marketing?

    <p>Cost-effectiveness or customer satisfaction</p> Signup and view all the answers

    ___ are increasingly being used to reduce the need for enquiries.

    <p>Avatars</p> Signup and view all the answers

    The digital marketing mix has remained unchanged in recent years.

    <p>False</p> Signup and view all the answers

    What is the most valuable asset of a company in the digital world?

    <p>the brand</p> Signup and view all the answers

    Customers want the right product/service available at the right ______, in the right place and at the right price.

    <p>time</p> Signup and view all the answers

    What are the two additional 'Ps' added to the original marketing mix to market services?

    <p>People and Processes</p> Signup and view all the answers

    Which of the following best describes the role of partnerships in the marketing mix?

    <p>To collaborate with organizations for shared benefits</p> Signup and view all the answers

    Customer needs should be ignored in order to succeed in the digital marketing space.

    <p>False</p> Signup and view all the answers

    Match the following elements of the marketing mix with their definitions:

    <p>Product = Offering that meets customer needs Price = Cost that customers pay for products/services Place = Distribution channels for products/services Promotion = Activities to inform customers about offerings People = Individuals involved in service delivery Processes = Steps in service production Physical evidence = Tangibles that support service credibility Partnerships = Collaborations with other organizations</p> Signup and view all the answers

    What is a key challenge when integrating online and offline marketing activities?

    <p>Training and motivating staff</p> Signup and view all the answers

    Match the following customer service methods with their primary functions:

    <p>Auto-responders = Response to customer emails Email/text alert = Update on order status Call-back facility = Schedule contact times Realtime live chat = Customer support operator assistance</p> Signup and view all the answers

    What is the recommended standard terminology for support options on websites?

    <p>Contact Us, Support, or Ask a Question</p> Signup and view all the answers

    Which strategy helps minimize costly interactions with staff?

    <p>Automated services</p> Signup and view all the answers

    A happy workforce contributes to customer satisfaction.

    <p>True</p> Signup and view all the answers

    What is one principle of the marketing mix mentioned that businesses should adhere to?

    <p>stick close to customers</p> Signup and view all the answers

    Automation allows businesses to increase costs while serving customers.

    <p>False</p> Signup and view all the answers

    What should be done if a web transaction fails?

    <p>Call-center staff should access the database to complete the transaction.</p> Signup and view all the answers

    Study Notes

    Introduction to Remix

    • The digital world is changing the marketing mix
    • The 7 Ps of the classic marketing mix are: Product, Price, Place, Promotion, People, Processes, and Physical Evidence.
    • Partnerships are not typically included in the classic marketing mix but are increasingly important in a digital environment.
    • Customers are looking for products and services that meet their needs, are available when they need them, and at a price that is fair.
    • Brands are the most valuable asset online.

    What is the Marketing Mix?

    • The Marketing Mix is a set of controllable, tactical marketing tools used to produce the response it wants in the target market.
    • The 8 Ps of the Digital Marketing Mix are: Product, Price, Place, Promotion, People, Processes, Physical Evidence, and Partnerships.

    Beyond the Mix

    • Marketing strategy determines target markets and required brand positioning.
    • Marketing Opportunity Analysis (MOA) involves describing and estimating the size and sales potential of market segments of interest to the firm and assessing key competitors in these market segments.
    • Positioning is the place a product, brand, or group of products occupies in consumers' minds relative to competing products.
    • Developing a specific marketing mix to influence potential customers' overall perception of a brand, product line, or organization in general is called positioning.
    • Effective positioning requires assessing the positions occupied by competing products, determining the important dimensions underlying these positions, and choosing a position in the market where the marketing efforts will have the greatest impact.

    The Mix is Morphing

    • Social media has changed the way brands interact with customers.
    • Widgets are mini-apps that can be added to mobile devices as a way to access information from apps without having to open the app itself.
    • Widgets can be used to personalize home pages with content from brands that individuals like.

    Place: Localization

    • Localization is the tailoring of website information for individual countries or regions.
    • Localization can include simple translation, but also cultural adaptation.
    • Websites may need to support customers from a range of countries with:
      • different product needs
      • language differences
      • cultural adaptation

    Promotion

    • Marketers need to choose which promotional tools are the most cost-effective techniques for acquiring and retaining target customers.
    • While online communications opportunities are infinite, resources needed to maintain content marketing, service interactions, and the database are not infinite.
    • All communications (online and offline) must be integrated, supporting the overall positioning and value proposition that the digital marketing strategy derives.
    • Caution is required when entering international markets.

    People, Processes, Physical Evidence, and Partnerships

    • These elements are closely related and often grouped as 'the service elements.'
    • They are significant because they impact a customer's loyalty and the probability of their recommending the service.
    • Organizations must devise plans to accommodate the five stages of managing service and quality:
      • Stage 1: Customer defines support query
      • Stage 2: Customer finds support option
      • Stage 3: Customer contacts support
      • Stage 4: Customer receives support
      • Stage 5: Customer evaluates support

    People

    • Employees are ambassadors for the brand.
    • Excellent service is required for repeated business.
    • Contact strategies should be developed that give customers a choice of contact, but minimize costly interactions with staff.
    • Customer service is a delicate balancing act that requires a mix of both automation and people.
    • Recruitment, training, motivation, and communication are required constantly.

    Partnerships

    • Partnerships can help expand a business by leveraging the experience, resources, and image of another organization.
    • GoPro and Red Bull have a partnership where GoPro equips athletes with cameras and Red Bull uses its experience and reputation to run and sponsor events.
    • Nike and Apple have a partnership where Nike provides fitness trackers and sneakers, and Apple provides music.

    Chapter Summary

    • Re-examining the marketing mix for the digital world:
      • Product: can be extended online through new information-based services and interaction with the brand.
      • Price: reduction in market prices and changes in purchase, distribution, and usage of products affect price.
      • Place and Promotion: Online options are plenty but also expensive.
      • People: Service quality is a key differentiator online and offline.
      • Physical evidence: A well-designed site, physical cues.
      • Process: Internal and external systems.
      • Partnerships: Can help expand a business.

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    Description

    Explore the evolving landscape of the marketing mix in the digital age with this quiz. Covering the 7 Ps and 8 Ps of marketing, including the importance of partnerships and brand positioning, this quiz tests your understanding of modern marketing strategies. Discover how digital tools influence market responses and customer needs!

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