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Questions and Answers
What is the primary goal of conducting marketing research online?
How can companies enhance cost efficiency in their operations?
What is the primary impact of deregulation on industries?
What is the main characteristic of a mega-brand?
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What is the primary goal of disintermediation?
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What is holistic marketing?
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What is the primary goal of recommendation engines in online marketing?
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What is the primary goal of using GPS in mobile marketing?
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What do consumers use online resources for?
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How do consumers interact with companies through mobile connectivity?
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What is a role of social media for consumers?
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What can consumers do if they find marketing inappropriate or annoying?
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How do consumers extract more value from shared assets?
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What is a capability that companies can use with the internet?
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How do companies collect richer market information?
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What is a new capability for companies?
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What is the 'triple bottom line' in performance marketing?
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Why are marketers asked to justify their investments in performance marketing?
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What metrics are used in performance marketing to evaluate success?
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How does relationship marketing impact customer loyalty?
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What is a key task for any business in relation to marketing?
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What is the production concept in marketing?
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When is the production concept particularly useful?
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What is the 'better-mousetrap' fallacy?
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What is the primary purpose of gathering data on customer purchases and preferences online?
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What is the impact of deregulation on industries?
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What is the primary focus of retail transformation?
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What is the primary characteristic of a mega-brand?
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What is the primary goal of holistic marketing?
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What is the primary goal of using social media in customer engagement?
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What is the primary impact of privatization on companies?
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What is the primary goal of using recommendation engines in online marketing?
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What is one way consumers use online resources for information and purchases?
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How do consumers use mobile connectivity to interact with companies?
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What is one role of social media for consumers?
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What can consumers do if they find marketing inappropriate or annoying?
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How do consumers extract more value from shared assets?
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What is a new capability for companies with the internet?
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How can companies use the internet to enhance their operations?
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What is a result of companies using the internet effectively?
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What is the primary focus of the production concept in marketing?
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What is the 'better-mousetrap' fallacy in marketing?
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What is the primary goal of integrated marketing?
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What is crucial for building strong customer loyalty through relationship marketing?
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What is a key task for any business in relation to marketing?
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What is a metric used in performance marketing to evaluate success?
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What is a key aspect of holistic marketing?
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When is the production concept particularly useful?
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Study Notes
Geography
- The capital of France is Paris.
Physics
- Albert Einstein developed the theory of relativity.
Chemistry
- Water (Hâ‚‚O) is composed of two hydrogen atoms and one oxygen atom.
Elements
- The element with atomic number 79 is Gold, and its symbol is Au.
Conducting Marketing Research Online
- Gather data on customer purchases and preferences
- Use recommendation engines for personalized suggestions
Reaching Consumers via Social Media and Mobile Marketing
- Send targeted ads and coupons
- Utilize GPS for location-based marketing
Improving Internal and External Communications
- Recruit new employees online
- Use internet training products
- Employ social media for customer engagement
Enhancing Cost Efficiency
- Compare prices and purchase materials online
- Improve logistics and operations
Changes in the New Competitive Environment
Deregulation
- Loosening of industry restrictions
- Creates greater competition and growth opportunities
Privatization
- Conversion of public companies to private ownership
- Increases efficiency
Retail Transformation
- Store-based retailers face competition from various channels
- Emphasis on marketing an experience rather than just products
Disintermediation
- Intervening in the traditional flow of goods
- Emergence of "brick-and-click" retailers
Mega-Brands
- Strong brands extending into related product categories
- Examples: Apple and Samsung in computing, telecommunications, and consumer electronics
Holistic Marketing
- Recognizes and reconciles the scope and complexities of marketing activities
- Offers an integrated approach to managing strategy and tactics
Components of Holistic Marketing
- Relationship marketing
- Integrated marketing
- Internal marketing
- Performance marketing
Importance of Holistic Marketing
- Technology
- Globalization
- Physical Environment
- Social Responsibility
New Consumer Capabilities
- Use of online resources for information and purchases
- Mobile connectivity for on-the-go activities
- Social media for sharing opinions and loyalty
- Active interaction with companies
- Rejecting inappropriate or annoying marketing
- Extracting more value from shared assets
Consumer Behavior
Online Resources
- Compare product prices and features
- Consult user reviews
- Order goods online 24/7
Mobile Connectivity
- Research products
- Shop for groceries, gifts, etc
- Engage in social causes and disaster relief
Social Media
- Keeping in touch with family and friends
- Touting products and services
- Engaging in politics
Interaction with Companies
- Receive marketing and sales-related communications
- Scan barcodes and QR codes
- Use company apps for better interaction
Dealing with Inappropriate Marketing
- Screen out online messages
- Skip commercials
- Avoid marketing appeals through mail or phone
Shared Assets
- Share bikes, cars, clothes, etc
- Benefit as both consumer and producer in a sharing economy
New Capabilities for Companies
- Use the internet for information and sales channels
- Collect richer market information
- Reach consumers quickly via social media and mobile marketing
- Improve purchasing, recruiting, training, and communications
- Enhance cost efficiency
Effective Internet Use
- List products and services online
- Engage consumers through websites and social media
- Offer customized products
Richer Market Information
- Understanding financial and non-financial returns from marketing activities
- Considering legal, ethical, social, and environmental impacts
Performance Marketing
Triple Bottom Line
- Financial performance
- Environmental impact
- Social impact
Justifying Investments in Performance Marketing
- To demonstrate financial profitability
- To build the brand and grow the customer base
Intangible Assets
- Brands
- Customer base
- Employees
- Distributor and supplier relations
- Intellectual capital
Performance Metrics
- Brand equity
- Customer lifetime value
- Return on marketing investment
Relationship Marketing
- Builds strong customer loyalty through tailored offers and services
- Focuses on profitable customers
Integrated Marketing
- Each marketing activity designed with others in mind
- Coordination of various channels to improve overall impact
Key Tasks for Businesses
- Defining the role of marketing in the organization
- Deciding on the overarching philosophy for marketing efforts
- Organizing and managing the marketing department
- Building a customer-centric organization to deliver value to stakeholders
Marketing Concepts
Production Concept
- Consumers prefer products that are widely available and inexpensive
- Focuses on high production efficiency, low costs, and mass distribution
Product Concept
- Consumers favor products with the highest quality, best performance, or innovative features
- Managers may focus excessively on product features over market needs
"Better-Mousetrap" Fallacy
Conducting Marketing Research Online
- Gather data on customer purchases and preferences
- Use recommendation engines for personalized suggestions
Reaching Consumers via Social Media and Mobile Marketing
- Send targeted ads and coupons
- Utilize GPS for location-based marketing
Improving Internal and External Communications
- Recruit new employees online
- Use internet training products
- Employ social media for customer engagement
Enhancing Cost Efficiency
- Compare prices and purchase materials online
- Improve logistics and operations
Changes in the New Competitive Environment
Deregulation
- Loosening of industry restrictions
- Creates greater competition and growth opportunities
Privatization
- Conversion of public companies to private ownership
- Increases efficiency
Retail Transformation
- Store-based retailers face competition from various channels
- Emphasis on marketing an experience rather than just products
Disintermediation
- Intervening in the traditional flow of goods
- Emergence of "brick-and-click" retailers
Mega-Brands
- Strong brands extending into related product categories
- Examples: Apple and Samsung in computing, telecommunications, and consumer electronics
Holistic Marketing
- Recognizes and reconciles the scope and complexities of marketing activities
- Offers an integrated approach to managing strategy and tactics
Components of Holistic Marketing
- Relationship marketing
- Integrated marketing
- Internal marketing
- Performance marketing
Importance of Holistic Marketing
- Technology
- Globalization
- Physical Environment
- Social Responsibility
New Consumer Capabilities
- Use of online resources for information and purchases
- Mobile connectivity for on-the-go activities
- Social media for sharing opinions and loyalty
- Active interaction with companies
- Rejecting inappropriate or annoying marketing
- Extracting more value from shared assets
Consumer Behavior
Online Resources
- Compare product prices and features
- Consult user reviews
- Order goods online 24/7
Mobile Connectivity
- Research products
- Shop for groceries, gifts, etc
- Engage in social causes and disaster relief
Social Media
- Keeping in touch with family and friends
- Touting products and services
- Engaging in politics
Interaction with Companies
- Receive marketing and sales-related communications
- Scan barcodes and QR codes
- Use company apps for better interaction
Dealing with Inappropriate Marketing
- Screen out online messages
- Skip commercials
- Avoid marketing appeals through mail or phone
Shared Assets
- Share bikes, cars, clothes, etc
- Benefit as both consumer and producer in a sharing economy
New Capabilities for Companies
- Use the internet for information and sales channels
- Collect richer market information
- Reach consumers quickly via social media and mobile marketing
- Improve purchasing, recruiting, training, and communications
- Enhance cost efficiency
Effective Internet Use
- List products and services online
- Engage consumers through websites and social media
- Offer customized products
Richer Market Information
- Understanding financial and non-financial returns from marketing activities
- Considering legal, ethical, social, and environmental impacts
Performance Marketing
Triple Bottom Line
- Financial performance
- Environmental impact
- Social impact
Justifying Investments in Performance Marketing
- To demonstrate financial profitability
- To build the brand and grow the customer base
Intangible Assets
- Brands
- Customer base
- Employees
- Distributor and supplier relations
- Intellectual capital
Performance Metrics
- Brand equity
- Customer lifetime value
- Return on marketing investment
Relationship Marketing
- Builds strong customer loyalty through tailored offers and services
- Focuses on profitable customers
Integrated Marketing
- Each marketing activity designed with others in mind
- Coordination of various channels to improve overall impact
Key Tasks for Businesses
- Defining the role of marketing in the organization
- Deciding on the overarching philosophy for marketing efforts
- Organizing and managing the marketing department
- Building a customer-centric organization to deliver value to stakeholders
Marketing Concepts
Production Concept
- Consumers prefer products that are widely available and inexpensive
- Focuses on high production efficiency, low costs, and mass distribution
Product Concept
- Consumers favor products with the highest quality, best performance, or innovative features
- Managers may focus excessively on product features over market needs
"Better-Mousetrap" Fallacy
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