17 Questions
What does the term 'customer touchpoint' refer to?
Any direct or indirect brand encounter that provides a view on a single customer interaction.
Why did the traditional funnel method of the customer journey become obsolete?
Resulting from an increasing number of touchpoints and consumer-driven marketing.
What defines the 'customer journey' concept?
The flow of interactions providing an overview of customers' cumulative interactions.
In the customer journey stages, what characterizes the 'initial consideration' phase?
The set of brands already in the top-of-mind for customers.
What led to the need for a more integrated perspective in the customer journey in the digital era?
The increase in consumer-driven marketing activities.
Why is tracking and managing after-purchase activities mentioned in relation to the customer journey?
Due to the significance of post-purchase experiences for loyalty building.
What is an advantage of online products over physical products?
Online products can be easily unbundled and sold separately.
Which of the following is a characteristic of dynamic pricing?
Prices are adjusted based on current market demands using algorithms.
Why do physical stores increase revenues for online businesses?
They increase purchase frequency and facilitate returns and exchanges.
What is the purpose of behavioral targeting in online marketing?
To target customers based on their online behavior, such as clicks and searches.
What is the first step in developing a personality targeting strategy?
Gather data about the customer's online behavior.
Which of the following is an example of a shift from push to pull marketing?
Optimizing a website for search engines to attract organic traffic.
Which of the following is NOT one of the four different marketing problem-solving modes of Marketing Management Support Systems (MMSS)?
Predicting
During an economic recession, which of the following is true about the purchase of durable products?
Durable products are bought much less during a recession
Which of the following is NOT a type of primary data collection method mentioned in the text?
Causal analysis
Which of the following is a key characteristic of the 'Reasoning' problem-solving mode in Marketing Management Support Systems (MMSS)?
Using mental models
What is the recommended approach for obtaining and using data according to the text?
Start with secondary data and then turn to primary data
Test your knowledge on market segmentation, targeting, positioning, influencer marketing, and customer experience with this quiz. Explore key definitions related to customer touchpoints and customer journeys.
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