Marketing Management: MARCOM Strategies

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Questions and Answers

What is a buyer persona?

A detailed report on customer satisfaction.

A collection of customer feedback.

A semi-fictional representation of an ideal customer. (correct)

A graphical representation of product features.

How does a buyer persona differ from a user persona?

A buyer persona represents users only.

A buyer persona focuses on ideal customers while a user persona focuses on product users. (correct)

A user persona accounts for multiple customer segments.

There is no difference; they are the same.

Which strategy is primarily associated with the awareness stage of the customer journey?

Offering post-purchase support.

Creating loyalty programs.

Engaging potential customers with targeted advertising. (correct)

Providing extensive product information.

In which phase of the integrated marketing communications (IMC) strategy would touchpoints be designed?

Awareness phase. Signup and view all the answers

What is one purpose of creating a buyer persona for Hanze?

To customize marketing strategies for new students. Signup and view all the answers

Which of the following is NOT a touchpoint for the Hanze brand?

Personal conversations with friends. Signup and view all the answers

What does the term 'omnichannel marketing' refer to?

Creating a seamless customer experience across multiple channels. Signup and view all the answers

At which point in the customer journey is advocacy most relevant?

Retention. Signup and view all the answers

What is the primary function of brand visual identity?

To distinguish the brand in consumers' minds Signup and view all the answers

Which component is NOT a key part of visual identity?

Slogans Signup and view all the answers

Why is it important for all touchpoints to align with a brand’s visual identity?

To create a unified customer experience Signup and view all the answers

What do buyer personas help identify regarding customers?

Specific problems or frustrations Signup and view all the answers

What do brand guidelines typically include?

Usage instructions for graphic elements Signup and view all the answers

How does the customer journey differ from the buyer's journey?

It considers how a brand fits into the purchasing process Signup and view all the answers

What is a significant disadvantage of expanding into sensory branding?

It can be expensive and risk sensory overload Signup and view all the answers

Which statement best summarizes the relationship between touchpoints and branded touchpoints?

Branded touchpoints are critical for brand recognition along the customer journey. Signup and view all the answers

What is a key benefit of understanding customer journeys?

Identifying gaps and areas of friction Signup and view all the answers

Which of the following is considered the most important identifier for a brand?

Color Signup and view all the answers

What are touchpoints in the context of customer interaction?

Any form of interaction between a company and its customers Signup and view all the answers

How can variations in a brand’s visual identity be introduced?

Only after clear brand recognition is established Signup and view all the answers

What is meant by 'brand identity'?

The outward expression of the brand Signup and view all the answers

Which of the following best describes the purpose of an effective touchpoint strategy?

To enhance brand experience and stand out from competitors Signup and view all the answers

What aspect of buyer behavior does motivations and reasons focus on?

Underlying factors influencing purchases Signup and view all the answers

What is included in the concept of brand visual identity?

Visual elements representing the brand Signup and view all the answers

Study Notes

Marketing Management Lecture Notes

Course: Marketing Management
School: School of Business Marketing and Finance
Block: 2
Week: 2.3
Lecture: 3
Topic: MARCOM (Marketing Communications)

Planning

Period 2.1: Integrated Marcom Strategies
- Practice in class (in groups):
  - The Hanze Case Study
  - Identify IMC tools used at Hanze and discuss their effectiveness
Period 2.2: The buyer persona
- Develop a buyer persona for a new student.
- Identify all the Hanze touchpoints and explain how effective they are for the persona.
Period 2.3: The Customer Journey
- Touch points
- Awareness and consideration strategies, for the Hanze Student Customer Journey.
- Purchase, retention and advocacy strategies, for the Hanze Student Customer Journey.
  - Visual identity: Design touchpoints with the brand in mind
Period 2.4: The Customer Journey:
- Awareness
- Consideration
- Purchase
Period 2.5:
- Retention
- Advocacy
Period 2.6: HALF-TERM BREAK - NO CLASSES
Period 2.7: HALF-TERM BREAK - NO CLASSES
Period 2.8: Multichannel vs. Omnichannel Marketing
- How to make Hanze a seamless experience
Period 2.9: Recap + Mock Exam
Period 2.10: ROUND-OFF WEEK, RESIT PERIOD 1

What is a Buyer Persona?

A buyer persona is a semi-fictional representation of an ideal customer.
Based on market research, customer data, and insights about the target.

Buyer vs. User

The buyer persona represents the ideal customer.
The user persona represents the user of your products.
A buyer persona can be a user, but it's not always the case.

1 Research

Demographics & Psychographics
Behavior towards the product/brand
Buying Behavior, Purchase habits, preferred channels, and decision-making criteria.
Goals and Challenges that the persona face.
Pain Points; specific problems and frustrations the persona seeks to solve.
Communication preferences: How and where they prefer to receive information.

Persona Canvas

A template for organizing information about the persona.
- Demographics (e.g., age, location, interests)
- Personality (e.g., introvert/extrovert)
- Motivations (e.g., achievement, growth)
- Preferred Channels (e.g., online, social media, email)
- Goals and Pains
- Key Reason to Buy
- Deal-Makers and Deal-Breakers

What is a Customer Journey?

The buyer's journey covers the entire process from becoming aware of a product to purchasing.
The customer's journey focuses on how the brand interacts with customers during the buying process.
Touchpoints are the key to understanding the customer interactions.

Touchpoints

Touchpoints are any interaction between a company and its customers.
A good touchpoint strategy can help a company stand out and gain a competitive advantage.

Visual Identity

The outward expression of a brand (trademark, name, communications and visual appearance).
It’s the link between brand identity and touchpoints.
Present in all the touchpoints to communicate consistent brand messaging.
- Components:
  - Logo
  - Color
  - Fonts

Brand Visual Identity

An analysis of Hanze's new visual brand identity, including logos from 1994-2024 and 2024-2025.

From Touchpoints to Branded Touchpoints

Customers get to know the brand through touchpoints.
Touchpoints should consistently reflect the brand's visual identity. This allows a company to introduce variations clearly.

Sensory Branding

Colour is often the most important identifier for a brand.
- Specific brand colours shown, such as UPS Brown, Mattel Barbie Pink, Tiffany Blue, Cadbury Purple
Brands are broadening options into sensory and sonic branding and visual appeal.
Sensory branding can be expensive and can lead to overload and effectiveness is personality-dependant.

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Description

Dive into the essential aspects of Marketing Communications in this quiz focused on Integrated Marcom Strategies and the Customer Journey. You'll explore the effectiveness of IMC tools and develop buyer personas tailored for student engagement. Get ready to enhance your understanding of marketing management principles!