MKTG 3340 SMU FINAL VERIFIED ACCURATE STUDY
GUIDE
Multi-channel marketing - Answers - The blending of different communication and
delivery channels that are mutually reinforcing in attracting, retaining, and building
relationships with consumers who shop and buy in the traditional marketplace and
marketspace.
Choiceboard - Answers - Customer designs their own product
Permission marketing - Answers - Buyers willingness to have tailored communication
brought to his/her attention
Collaborative filtering/personalization - Answers - Choiceboard
Permission Marketing
Opt-in customers only receive relevant information; Opt-out option; Privacy
Give customer a reason to respond
Personalize content of e-mail
Offer something that consumer could not get through direct mail or other sources
Showrooming - Answers - A consumer who browses a retail store and then buys online.
They're searching for less expensive prices. more common in appliances and
electronics. (Cross channel shopper)
Webrooming - Answers - A consumer who browses online and then buys in store. They
avoid shipping cost and have immediate ownership. More common in apparel,
automobiles, etc.
Cross channel shopper - Answers - Shops across more than one channel: on line, in
store, etc. Retail sales from these stores are estimated to be 5x greater than online only
shoppers
Omni channel - Answers - Now matter what channel marketers use, message is
seamless
Promotional website - Answers - Interactive Experiences
Support Traditional
Marketing Channel
Separate Websites for Each Brand
Transactional websites - Answers - Cannibalization
Channel Conflict
Social media... - Answers - -cannot make up for a bad product, company, or org
, -will not lead to overnight sales success
-is not free
Social media has - Answers - Low barrier to entry
High popularity among target consumers
But roi is hard to measure
Social media is not free - Answers - -requires consistent, intelligent attention
-growth required maintenance and control
-imp to control content
-corporate level management must be involved
Content marketing - Answers - Content should align with a brand's fundamental brand
story.
People consume content with a bias toward the visual.
Highly visual content is more shareable.
Interactive marketing - Answers - aka consumer engagement strategies
consumer participation, feed back loop, Clutter of content is overwhelming, Increased
pre-purchase research by buyers creates a greater need for useful interactions.
Interactive Engagement Strategies - Answers - voting things, user-created content,
personalized brand experience, test knowledge
Facebook - Answers - -Best for connecting with and engaging your target audience;
brand exposure
-Engage community through status updates, pictures, videos, video links, applications
(contests, giveaway's)
-brand exposure: responsive, transparent, engaging brand
Twitter - Answers - Best for Consumer Insights, Customer Service, and Real-time
Communication (analytics)
ex can tweet about interest of target audience and can respond to consumer criticism
LinkedI - Answers - Best for Recruitment, Retention and Industry Collaboration
-can position company as best in industry
YouTube - Answers - Best for demonstrating corporate culture, product usage, or
company expertise
- analytics, right people not most people, can post videos to other sites, imp key words
Blogs - Answers - Best for connecting more deeply to target audience and being
positioned as the "Thought Leader" of industry
-seo, transparency & conversation with consumer, "the leader"
Traditional vs social media - Answers - traditional - passive
GUIDE
Multi-channel marketing - Answers - The blending of different communication and
delivery channels that are mutually reinforcing in attracting, retaining, and building
relationships with consumers who shop and buy in the traditional marketplace and
marketspace.
Choiceboard - Answers - Customer designs their own product
Permission marketing - Answers - Buyers willingness to have tailored communication
brought to his/her attention
Collaborative filtering/personalization - Answers - Choiceboard
Permission Marketing
Opt-in customers only receive relevant information; Opt-out option; Privacy
Give customer a reason to respond
Personalize content of e-mail
Offer something that consumer could not get through direct mail or other sources
Showrooming - Answers - A consumer who browses a retail store and then buys online.
They're searching for less expensive prices. more common in appliances and
electronics. (Cross channel shopper)
Webrooming - Answers - A consumer who browses online and then buys in store. They
avoid shipping cost and have immediate ownership. More common in apparel,
automobiles, etc.
Cross channel shopper - Answers - Shops across more than one channel: on line, in
store, etc. Retail sales from these stores are estimated to be 5x greater than online only
shoppers
Omni channel - Answers - Now matter what channel marketers use, message is
seamless
Promotional website - Answers - Interactive Experiences
Support Traditional
Marketing Channel
Separate Websites for Each Brand
Transactional websites - Answers - Cannibalization
Channel Conflict
Social media... - Answers - -cannot make up for a bad product, company, or org
, -will not lead to overnight sales success
-is not free
Social media has - Answers - Low barrier to entry
High popularity among target consumers
But roi is hard to measure
Social media is not free - Answers - -requires consistent, intelligent attention
-growth required maintenance and control
-imp to control content
-corporate level management must be involved
Content marketing - Answers - Content should align with a brand's fundamental brand
story.
People consume content with a bias toward the visual.
Highly visual content is more shareable.
Interactive marketing - Answers - aka consumer engagement strategies
consumer participation, feed back loop, Clutter of content is overwhelming, Increased
pre-purchase research by buyers creates a greater need for useful interactions.
Interactive Engagement Strategies - Answers - voting things, user-created content,
personalized brand experience, test knowledge
Facebook - Answers - -Best for connecting with and engaging your target audience;
brand exposure
-Engage community through status updates, pictures, videos, video links, applications
(contests, giveaway's)
-brand exposure: responsive, transparent, engaging brand
Twitter - Answers - Best for Consumer Insights, Customer Service, and Real-time
Communication (analytics)
ex can tweet about interest of target audience and can respond to consumer criticism
LinkedI - Answers - Best for Recruitment, Retention and Industry Collaboration
-can position company as best in industry
YouTube - Answers - Best for demonstrating corporate culture, product usage, or
company expertise
- analytics, right people not most people, can post videos to other sites, imp key words
Blogs - Answers - Best for connecting more deeply to target audience and being
positioned as the "Thought Leader" of industry
-seo, transparency & conversation with consumer, "the leader"
Traditional vs social media - Answers - traditional - passive
