Wymbs Marketing Blog » aivnitskaya

12/15 Class

aivnitskaya — Fri, 19 Dec 2008 17:35:04 +0000

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.

12/10 Class

aivnitskaya — Fri, 19 Dec 2008 17:34:41 +0000

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, faster, more accurately, etc.

12/8 Class

aivnitskaya — Sat, 13 Dec 2008 23:07:18 +0000

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.

12/3 Class

aivnitskaya — Sat, 13 Dec 2008 23:04:35 +0000

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.

12/1 Class

aivnitskaya — Tue, 02 Dec 2008 19:01:49 +0000

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 feedback, and in some ways give firms free market research. However, too many problems point to a flaw in the company. This led into a conversation about bloggers who post about these things and how negative opinions can become widespread if a representative from the company doesn’t address the issue at hand.

11/26 Class

aivnitskaya — Tue, 02 Dec 2008 18:56:20 +0000

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.

11/26 Class

aivnitskaya — Mon, 01 Dec 2008 00:53:05 +0000

11/19 Class

aivnitskaya — Fri, 21 Nov 2008 13:50:27 +0000

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 with a look at ten marketspace matrix principles of design.

11/17 Class

aivnitskaya — Fri, 21 Nov 2008 13:50:11 +0000

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 to answer questions in a branding exercise.

11/12 Class

aivnitskaya — Sun, 16 Nov 2008 16:41:29 +0000

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 marketing foundation.