Identifying Customers Flashcards
___ is the process of dividing broad marketing into groups based on certain predefined characteristics that often relate to consumer behavior.
Segmentation
____ firms rely on relationships to build their business and social media can facilitate these relationships.
Business-to-Business
B2B segmentation with clients
- Individual or company behavior
- Size and composition of the decision-making team
- Potential for profitability
- Firm lifetime customer value
- Desired benefits of the product/service
- Use or application of the product/service
- Final customers in the marketing channel
- Price/quality demands
- Competitors in the market
In _____, marketers must consider a broad range of possible consumer groups in order to hone in on the people who are most receptive to the brand and who will deliver company profits.
Business-to-Consumers markets
Consumers in the most successful target markets have the following characteristics:
- Ability and willingness to purchase
- Receptiveness to marketing messages and products
- Potential to deliver profitability (with revenues over expenses)
Factors influencing B2C segmentation in Social Media or Mobile Technology
- Preferences for particular social networks
- Online activities such as content developing, spectating, or criticizing
- Media viewing and response habits
- Social Media influence and interactions
- Use of particular devices
- Level of online risk tolerance/aversion
- Likelihood of engaging and sharing
- Shopping and buying habits
Facebook recognizes that marketers may have different goals and encourage marketers to select from the following campaign objectives:
- Increasing page likes
- Generating website clicks and conversions
- Installing and engaging with applications
- Responding to events
- Claiming offers
- Gaining video views
___ consumers who are highly engaged with their brands communicate with their connections through social media and mobile properties and may affect others’ attitudes and behaviors.
Influencers
___ are highly involved with a product/service and enjoy sharing information on the category with friends and family.
Opinion Leaders
___ are professionals who may share product category information online.
Endorsers
___ are those with professional knowledge regarding products/services.
Experts
Research has found that _____ is strongest when the persuaded is credible and knowledgable and does not intend to persuade.
Influence
___ measure the likeability of celebrities, icons, and people’s emotional connections to them.
Q Scores
____refers to dividing the market of consumers into groups based on how much of the product/service they buy or consume.
Usage Rate Segmentation
___ is the practice of mining information on consumer behavior and analyzing the data to provide insights, which can help marketers determine optimal targets for a brand with incredible precision.
Data Analytics
The five methods of digital targeting:
- Behavioral
- Contextual
- Geographic
- Day Part
- Affinity
____ marketers determine the consumer’s online actions, and when the person visits a website online or on a mobile device, an ad server delivers an advertisement that is targeted to that individual’s behavior, regardless of the type of website the person is viewing.
Behavioral Targeting
____ occurs when marketers reach consumers with ads on websites, mobile sites, or social media because the site is directly related to the product/service category.
Contextual Targeting
Serving ads in specific locations can ___…
… reduce media costs for marketers who only seek consumers in a specific area.
____ assumes that consumers act a certain way at a particular time of the day.
Day Part Targeting
______ is when they want to reach fans of particulate television shows, movies, celebrities, or sports teams.
Affinity Targeting
_____ assumes that individuals who visit the same user-generated social media content have a relationship and may buy similar types of products and services.
Affinity Targeting
____ refers to a marketer’s attempt to create an image for a brand in the minds of customers relative to the competition.
Positioning
____ is a meaning that when the segmentation process is underway, the people doing the segmentation refrain from considering the possible target markets.
“Target-Blind”
____ is a much better predictor of the likelihood of purchase than a person’s gender or age.
A persons search behavior
