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SEM141 > Internet Marketing TYRONE Week 1-4 > Flashcards

Internet Marketing TYRONE Week 1-4 Flashcards

1
Q

What is PESTEL+C?

A

This is a tool to analysis external environment factors such as:
Political, Economical, Social, Technological, Environmental, Legal and Competitors

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2
Q

What is SOSTAC Planning?

A

Is a framework in marketing to organize an effective marketing strategy from start to finish.
Situational analysis, Objectives, Strategy, Tactics, Actions and, Controls

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3
Q

What is an Intranet?

A

localized network for a small group of people to use. Only members of this group have access to the information inside

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4
Q

What is an Extranet?

A

Allows some outsiders to access limited information that would not be regularly available on the internet. These include, membership logins and hold customer specific information.

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5
Q

What is the Internet?

A

This is the world wide web, all computers have access to this. Tends not to be exclusive like extranets and intranets.

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6
Q

Explain Cross Platform

A

Is how a specific application can be used to take advantage of each kind of platform. This is usually done with advanced coding techniques. For example I create a website and make it so that the experience is enjoyable and user friendly across large screens and small screen such as mobile.

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7
Q

What are the 5’s?

A

Sell, Serve, Speak, Save, Sizzle

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8
Q

Target marketing

A

A market strategy aimed at a particular individual or group rater than to mass media. A marketing mix is tailored to fit some specific target customers.

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9
Q

What are Demographics?

A

This segmentation includes information about the AGE, GENDER, RACE. Physical facts about the person

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10
Q

What are Geo-Demographics?

A

Census data that can be append to a household file once it has been geocoded. The use of demographic variables to identify where consumers with similar buying patterns are geographically concentrated. Income, education, home type, neighborhood. This is apart of demographics

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11
Q

What are Psychographics?

A

Elements of the lifestyles of consumers, usually measured in terms of their activities, interests and opinions. A basis for segmenting consumer markets based on social class, lifestyles, and personality.

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12
Q

What is Customer acquisition?

A

The rate by which new customers are acquired,or existing customers are retained. A key selling point to potential marquis partners.

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13
Q

Name the four Internet Marketing Mix (P’s)

A

Product, Price, Promotion, Placement

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14
Q

Name the four market and product development strategies

A
  1. Market Penetration
  2. Market Development
  3. Product Development
  4. Diversification
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15
Q

What is target marketing strategy

A
  • Segmentation/ targeting

- Positioning and differentiation

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16
Q

Explain Decision 1 - Which are appropriate for the life stage of your business?

A

Market and product development strategic choices:

  • Market development strategies
  • Diversifications strategies
  • Market Penetration Strategies
  • Product development
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17
Q

Explain Decision 2 - Business and revenue models strategies

A

Related to Internet marketing mix

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18
Q

Explain Decision 3: Target Market strategy

A
  • Demographics
  • Geographics
  • Psychographics
  • Use/behavior
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19
Q

Social Technoraphics ladder

A
  • Creators
  • Conversationists
  • Critics
  • Joiners
  • Spectators
  • Inactives
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20
Q

Explain Decision 4 - Positioning & Differentiation strategies

A
  • Several approaches to consider
  • customer value/ brand perception
  • Product performance
  • Price Performance
  • Transactional excellence
  • Relationship excellence
  • Attack e-tailing
  • Defend e-trailing
  • end to end integration
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21
Q

Decision 6 and 7 - Multi-channel communication strategy and online communications mix

A
  1. Customer acquisition
  2. Customer conversion, proposition and experience development
  3. Customer retention and growth
22
Q

What is a PPC?

A

(Pay per Click) the amount paid by an advertiser for a click on their sponsored search (AKA SEM)

23
Q

What are some options for varying the core product?

A
  • Additional services and information

- Personisation (Colours)

24
Q

Why is podcasting useful to connect with shoppers?

A
  • Gives shoppers control of when & how they interact with your brand
25
Q

What are some options for varying a product?

A
  • attract new segment by repackaging
  • Create new business propositions to diversify
  • Use database capability to bundle products
26
Q

What are some options for offering digital products?

A
  • Pay per view
  • Ad supported content
  • Subscriptions
  • Bundling
27
Q

What are some options for changing the extended product?

A
  • Testimonials

- Tools for product selection assistance

28
Q

What are the key implications of price?

A
  • Increase transparency
  • Implications for differential pricing
  • Elasticity of demand
  • Downward pressure
  • no bricks and mortar cost structure to support
  • Commoditisation
  • Electrical goods
29
Q

What are the four Traditional pricing methods still apply?

A
  1. Cost-plus pricing
  2. Target profit pricing
  3. Competition based pricing
  4. Market-oriented pricing
30
Q

What are some alternatives in pricing?

A
  • Basic price
  • Discounts
  • Add-ons and extra products/services
  • Refund and order cancellation terms
31
Q

What are some of the new pricing approaches

A
  • Auctions
  • Dynamic pricing & price testing
  • Shipping fees
32
Q

What is the multi-channel distribution model about?

A

Shows the relationship between placement of products in three stages

  1. Bricks and mortar
  2. Bricks and Clicks
  3. Majority clicks
33
Q

What are the two types of place in internet marketing?

A
  1. Seller-controled e.g. vendor sites

2. Seller-oriented e.g. intermediaries controlled by third parties to the seller

34
Q

What are another two types of place in internet marketing?

A
  1. Neutral -
    - Intermediaries not controlled by buyers
    - product specific search engines
    - comparison sites
    - Auction Space
  2. Buyer Oriented
    - Discount sites for consumers such as voucher code sites
35
Q

What are the four Channel Conflict types?

A
  • No internet sales
  • Internet Sales by reseller only
  • Internet sales by manufacturer only
  • Internet sales by all
36
Q

What is brand?

A

A brand is a persons gut feeling about a product, service or organization.

37
Q

What is the first rule about brand

A

A BRAND IS NOT A LOGO

38
Q

What is the second rule about brand?

A

A BRAND IS NOT AN IDENTITY

39
Q

What is the Third rule about brand?

A

A BRAND IS NOT A PRODUCT

40
Q

What are three reasons why we have branding?

A
  1. People have too many choices and too little time
  2. Most offerings have similar quality and features
  3. We tend to base our buying voices on trust.
41
Q

What is the main purpose of branding?

A

The main purpose of branding is to get more people to buy more stuff for more years at a higher price

42
Q

What makes branding so important?

A 
- Investing in a brand provides
\+ Increasing recognition
\+ Establishing trust
\+ Building brand loyalty
- Brands must evolve over time with consumer expectations
43
Q

What are the elements of Brand?

A
  1. Promise
  2. Personality
  3. Unique selling proposition
  4. Image
44
Q

Explain the brand promise

A
  • Benefit the brand will deliver to consumers
  • That promise must be fulfilled
  • Brand promises is all we initially have (Assume it will be fulfilled)
  • If fulfilled, the brand is strengthened
45
Q

What is a brand promise based on?

A
  • Quality
  • Convenience
  • Image
  • Status
  • Usage
  • Not necessarily expressly stated
46
Q

Explain the brand personality?

A
  • Reflect the consumers personality
  • Interpret based on its visual elements
  • Logos
  • watermarks
  • fonts
  • colours
  • images
  • Vital to foreign an emotional bond
47
Q

What is Unique Selling proposition

A
  • The product or service must be not copyable by another brand.
  • offer a benefit no one else does
  • Satisfy a need
  • Must be potent!
48
Q

What are some elements you can change to have a customize brand?

A

Logos, taglines, colors, fonts, imagery, tone/language style

49
Q

What is a logo?

A

unique, visual means to instantly recognize and understand company’s product, promise and personality

50
Q

What is the AIDA model?

A

Attention
Interest
Desire
Action

51
Q

What is content no longer king?

A

Communities are
- more than just the ability to market on a one-to-on basis
- tribal effect - common likes and interests and consumption patterns
Online enables consumer interaction/dialogue

SEM141 (9 decks)

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