TOUR 312_FINAL EXAM_REVIEW SESSION Flashcards
What is a customer journey?
The path of interactions an individual has with your brand, product, and/or services.
What is a customer journey map?
A visual storyline of every engagement a customer has with a service, brand, or product.
What does the customer journey mapping process aim to achieve?
To better understand the customer’s processes, needs, and perceptions.
What are the stages of the customer journey?
- Travel Inspiration
- Research
- Booking
- On Property
- Post Stay
What is strategic planning?
The process of documenting and establishing a direction for your small business.
What elements does a strategic plan include?
- Mission
- Vision
- Values
- Long-term goals
- Action plans
What is the SWOT strategy?
- Strengths
- Weaknesses
- Opportunities
- Threats
What role does the consumer play in marketing?
- Decision Maker
- Need Identifier
- Information Seeker
- Influencer
- Evaluator
- Trend Setter
- Brand Advocate or Critic
- Economic Contributor
What is the consumer decision-making process?
- Problem recognition
- Information search
- Evaluation of alternatives
- Purchase decision
- Post-purchase behavior
What should marketers do to engage effectively with consumers?
- Conduct thorough market research
- Develop customer-centric products and services
- Tailor marketing messages
- Build long-term relationships
Fill in the blank: Influencer marketing is also known as _______.
[branded content]
What are the elements of an influencer marketing strategy?
- Determine your goals
- Know your target audience
- Understand the rules
- Consider the three Rs of influence
- Compile a list of influencers
- Do your research
- Reach out personally
- Collaborate to develop content
- Measure your results
What are the elements of a media strategy?
- market (Definition of target audiences, how to weight them)
- media (Nature of the message,media types to be used)
- methodology (Reach, frequency,and continuity goals)
- money (Budget for each medium,plus effect of restrictions)
- mechanics (Size, timing, position of message units)
What is the purpose of a Creative Brief in marketing?
To outline the overall idea based on identified opportunities and marketing strategy.
What is the main idea behind SWOT analysis?
To assess internal strengths and weaknesses, and external opportunities and threats.
What are the typical touchpoints in the customer journey?
- Digital coupons
- Social media
- User-friendly website
- Travel agencies
- Reviews
True or False: Consumers only act as decision makers in the marketing process.
False
What is the significance of consumer behavior in marketing?
It influences marketing strategies and shapes cultural and social norms.
What can satisfied consumers become in terms of brand interaction?
Brand advocates.
What factors do consumers consider when evaluating alternatives?
- Quality
- Price
- Brand reputation
- Personal values
What is the role of a trend setter in consumer behavior?
To influence broader market trends, especially as early adopters.
What does the customer experience include?
All interactions and engagements a consumer has with a brand or service.
