Chapter 4 Flashcards
1
Q
Marketing Mix
A
4 P’s:
Product, Price, Promotion, Place
2
Q
Strategic Marketing Process
A
- Vision
- Situational Analysis
- Objectives
- Strategies and Tactics
- Implementation
- Evaluation and Control
3
Q
Where does Internet Marketing fit into the strategic marketing mix?
A
Strategies and Tactics
4
Q
7Ps?
A
- Price
- Promotion
- Place
- Product
- —- - People
- Process
- Physical Evidence (ex: experience)
5
Q
Changes in Products (in terms of Internet marketing)
A
- More customized
- Digital format
- More targeted (“long-tail marketing”)
6
Q
Example of customized products
A
Ex. Nike: customized shoes
7
Q
Example of digital format products
A
- books
- music
- movies
- software
- various online services
8
Q
Changes in Price (in terms of Internet marketing)
A
- greater competition
- more flexible, dynamic pricing
- more interactive, customized pricing
- lower costs (overhead, communication costs)
- online auctions
- other strategies (tips/donations)
- FREE products/services
9
Q
Changes in Place/Distribution (in terms of Internet marketing)
A
- Digital delivery (books, consulting, seminar, training, music)
- Internet enables creation of new markets (ie. selling internationally)
- More direct (ie. Apple sells indirectly/directly online and offline
10
Q
Changes in Promotion (in terms of Internet marketing)
A
- More interactive
- More personalized
- More permission based
- More creative, versatile
- More direct
- More social/viral marketing
11
Q
Three categories of website promotion
A
- promote your website off your site
- Promoting your website on your site
- Promoting your site offline.
12
Q
Ways to promote your website off your site
A
- Keyword advertising
- email markting
- e-Newsletter marketing
- Online adds
- Link building & directories
- Blogs and forum participation
- e-Mail signature
- Free articles, reports
- Online press releases
- Create webinars
- Referral programs
- Craiglists ads
- Ebay ads
- Mobile apps
- Loyalty Programs
13
Q
Ways to promoting your website on your own site (auto-promotion)
A
- Search engine optimization (SEO)
- Interesting, updated CONTENT
- NEWS
- Share this
- FAQ
- Free products services, downloads
- Virtual tours, galleries
- Tip/fact/photo of the dat
- Calendar
- Database of companies
- Contests
- Live chat
- Survey/poll
- Interactive features (login, upload, comment)
- Micro websites
- Facebook page
- Twitter page
- Google Plus Page
- Blog
- LinkedIn Page
- Youtube
14
Q
Ways of promoting your site offline
A
- Promotional materials/mugs, t-shirts, magnets, pens)
- Promoting URL on companies business docs
- Ads on radio,TV, newspaper and mentioning website
