Our last class. We talked about basic online metrics, including site traffic, hits, impressions, page views, campaign measures, email programs, products/offers, search effectiveness, site audiences, visitors, unique visitors, and identified visitors. We concluded the semester by evaluating it.
Today we covered chapter 13 of the book. There are two types of knowledge – explicit knowledge is formally stated and potentially available in published form, whereas tacit knowledge is subconscious and therefore difficult to articulate. It is shared through personal communication. The role of knowledge in marketing is to enable people to work better, [...]
After watching an AT&T cell phone video, we talked about product factors that affect the diffusion of innovations, namely relative advantage, compatibility, complexity, divisibility, and communicability.
Today we talked more about customer service themes, which include: long term commitment (management and resources), technology can improve customer service, customer want the option of human contact, and improve overall customer experience. Customer care is a key marketing discipline.
We began the lecture by talking about the final project. We then went into more detail on buyer-seller relationships and analyzed customer service. We discussed how companies would rather have dissatisfied users complain rather than silently switching to another brand. Complaints can be positive in that they can help address a particular issue, they provide [...]
Today we spent the majority of the class watching a video about marketing, particularly direct marketing. The focus was teaching fellow marketers to think more proactively about the Internet and reaching out to customers and meeting their needs.
Today we spent the majority of the class watching a video about marketing, particularly direct marketing. The focus was teaching fellow marketers to think more proactively about the Internet and reaching out to customers and meeting their needs.
Today we presented the answers to the branding questions assigned on Monday. We discussed Amazon, the type of person who shops there, five key words we associate with the brand, et.. After that we talked about the lever selection processes, which includes the objective, positioning, the current relationship phase, the segment, and targeting. We concluded [...]
We finished up our discussion on distribution and branding – a brand being a name, term, sign, symbol, or design, or a combination of these intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competition. We then broke out into our groups [...]
Today we finished talking about community and communication and also talked about distribution. The marketspace matrix, which is composed of product, pricing, communication, community, and distribution, allows for the development and maintenance of customer relationships. When a company can segment and target the market effectively and create good positioning, it helps them build a solid [...]
After talking about the group project, we continued discussing the marketspace matrix. We finished talking about the product and pricing portions, using eBay as an example. In theory, a company can put any price point on a product, but consumers might not buy it. The seller has to choose a competitive price that still speaks [...]
Today we discussed communication and product. The importance of integrated communication is expressed in the following ways: the goal of marketing and communication is to convey relevant messages to the right consumers at the right time; synergy between messages is integrated communications; and traditional and interactive marketing methods are converging. It can be mass offline [...]
Today we finished up talking about customer relationships. There can be two kinds of customer relationships: type and involvement. Relationship type ranges from communal to exchange based. A purely communal relationship is altruistic in that each person is focused on meeting the needs and wants of the other(s) in the relationship (parent and child). An [...]
Today’s lecture covered chapters 6 and 9 of the textbook, having to do with acquisition marketing (branding and online advertising). We talked about the advertising playbook, customer relationships, and the marketplace matrix.
With the Internet rapidly becoming one of the most (if not the most) used media and an increasing number of media formats (such as [...]
We finished the group presentations. Websites for Adidas, Best Buy, and Armani Exchange were presented. We then voted on the best presentations and when people voted for their own groups, Nintendo won. When people couldn’t vote for their own groups, Armani Exchange won. Personally, I think my group (Amazon) was the best and I’m not [...]