Wymbs Marketing Blog » joana

Extra Notes

joana — Mon, 22 Dec 2008 17:11:24 +0000

basically, the point of the marketspace matrix is to allow firms to take a customer-centric approach with Internet marketing. meaning that the have the customer as their main focus and everything they do is to satisfy them.
since every company has different goals, they choose levers that allow them to reach those goals. they can increase market share, maximize growth, maximize profitability, or become market leaders. each objective requires different levels of investment and investment.
to create awareness, firms can use direct or indirect levers. direct levers are communication-based and firms can control them ( i.e.promotions). indirect levers are controlled by third parties. i.e. having journalists or product reviewers notice your product and writing about so that it creates awareness.
for exploration, levers give the customer some kind of incentive for visiting a website. i.e. when you have targeted promotions for specific people might actually drive them to visit your website so they can read more about the offer. also, linking your website to others that might be of interest for a site visitor will enhance the experience of navigating in your site.
levers that create commitment are those that make 2 parties (buyer and seller) contribute to maintain that existing relationship. on the seller’s side, he/she can provide the buyer a product that’s of good quality and that it provides benefits. from the buyer’s side, he/she can be part of the compnay’s community and “spread” the word about the goodness of the company. it’s a give-and-take relationship. companies and buyers have to maintain a lot of dialogs and communication with each other for this relationship to work out and prosper. they communicate through levers like emails and newsletters.
dissolution takes place wen a company no longer sees a customer as profitable so they must get rid of them. they can do this by reducing advertising to them, reducing emails or newsletters, and even raising prices.

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Analytical CRM includes capturing and storing data in a customer database and developing specialized value propositions.

Which of the following are functions that an automated e-mail management system include Learning from responses made by human agents and Creating personalized e-mail messages.

Elements of customer profiles may include product-related behaviors and data identifying source of customer acquisition

A mortgage application is a good candidate for an automated knowledge management system data can be made available electronically and it involves a great deal of repetitive processing.

Brand Relaunching

joana — Mon, 15 Dec 2008 19:17:12 +0000

The New Pespi

http://www.bevnet.com/news/2008/10-13-20…

This article is about PESPI thinking of undergoing a relaunch of their brand and packaging to bring “NEW LIFE” to their tagline. They are also redesigning their global globe logo as a smile. This happened because of a decrease in sale.

The Importance of Internet.

joana — Sat, 13 Dec 2008 14:50:59 +0000

“Survey Asks: Internet or Sex?”

http://bits.blogs.nytimes.com/2008/12/12…

The article is very interesting. A survey was conducted by Intel and Harris Interactivity to analyze how important Internet is today in the lives of the Americans.

Product Placement.

joana — Fri, 05 Dec 2008 16:26:45 +0000

I found an article in the NYT “Low ratings end show and a product placement.”

http://www.nytimes.com/2008/11/14/busine…

This article is about a partnership between General Motors and NBC. GM thought it was a good idea to market its products differently than they have done in the past and within a troubled economy. They thought that by integrating 2 of their cars in the newest NBC TV show “My Own Worst Enemy”, it will boost their brand image. However, the TV show rated very poorly and NBC decided to cancel the show after 4 episodes only……..As said in the article, brand integration are smart but “they are only as effective as the show itself.”