technology

Question 1

what are methods of obtaining, storing and analysing information about customers?

Answer 1

• electronic point of sale (EPOS)
• online surveys
• databases

Question 2

electronic point of sale (EPOS)

Answer 2

allows companies to gather information on customers buying habits such as:
- regular purchases
- any effect the change of price or promotion would have on sales

Question 3

what can electronic point of sale systems be?

Answer 3

• expensive to set up
• used alongside customer loyalty cards to monitor consumers buying habits
• produce information which can be used to target promotional campaigns to the appropriate customers

Question 4

online survey

Answer 4

surveys carried out online are:
- cost effective
- often easy to develop
- customers can be asked to take a quick online survey when they are visiting the company website
- surveys can be sent directly to customer via e-mail
- software can be used to analyse the results of the surveys, which can then be used to monitor customer buying habits or the effectiveness of company marketing strategies

Question 5

databases

Answer 5

• information on customers can be stored in databases
• these can be searched to find customers with specific characteristics
  THIS CAN THEN BE USED FOR :
• target marketing
• promotional campaigns.
• the information in databases can also be merged with advertising materials to be sent out to customers

Question 6

what are six technologies in marketing?

Answer 6

• e-commerce
• internet advertising
• e-mail
• social media
• apps
• quick response (QR) codes

Question 7

what is e-commerce?

Answer 7

• this is the buying and selling of goods online
• the marketing department can use e-commerce to reach the global market who will be able to shop 24/7

Question 8

internet advertising

Answer 8

• advertising on the internet is a cost effective way to allow a company to access a wide audience
• internet advertising can target specific market segments by using customer browser histories

Question 9

e-mail

Answer 9

this can be used to send surveys or marketing materials to customers. this method of marketing is:
- quick
- cost effective

Question 10

social media

Answer 10

• facebook, instagram and snapchat can all be used to interact with customers
• products can be advertised at any time and they allow access to a wide range of customers
  social media allows customers to:
• respond to adverts
• ask questions to the company

Question 11

apps

Answer 11

• apps can be used to give customers easier access to products and services
• they can also be used to advertise products, for example ‘in-app’ advertising when playing games

Question 12

quick response (QR) codes

Answer 12

• when a customer scans a QR code it will take them directly to a company website
• they are often shown on promotional advertising billboards and magazines
• it enables the customer to access the goods quickly and easily
• this could increase sales