UGBA 10: Marketing
Old Spice - correct answer Example of how an ad became part of a cultural conversation.
Marketing definition - correct answer Marketing is the process of creating value for customers and
building strong customer relationships in order to capture value ($$) from customers in return
Touchpoints - correct answer places where the consumer interacts with the company. examples:
reputation, advertising, price, reviews, post purchase services, website, etc.
Nike's touchpoint - correct answer Nike's running app provides a touchpoint with the company because
consumers interact on another level
Starbuck touchpoint - correct answer "My Starbucks Barista" a way to order through a siri-like app,
creates new ways to deliver value to consumers leveraging new technologies
Amazon touchpoint - correct answer Amazon at Kohl's: Having Amazon merchandise helps draw new
customers to Kohl's stores, and being located inside Kohl's makes it easier for current Amazon customers
to bring back unwanted items.
Knowing the Customer: - correct answer Wants & needs, attitudes and hopes, expectations, perceptions
of alternatives, behaviours and preferences
What is a market? - correct answer a group of end users with an need and the desire and the means to
fill it
Value Proposition - correct answer Answers three questions:
1. Who are we?
2. What do we do?
3. Why does it matter?
, Customer segmentation - correct answer Grouping customers so that marketers can use the same
messages and media across large numbers of them without sacrificing relevance OR efficiency
Demographic segmentation - correct answer segmenting by age, gender, income, zipcode
Need segmentation - correct answer segmenting by pain points, challenges
psychographic or attitudinal segmentation - correct answer segmenting by personality traits, lifestyle,
interests
behavioral segmentation - correct answer segmenting by purchase frequency, repeating purchase habits,
channel preferences, average spend/order
Example: Segmenting the Avengers - correct answer Demographic: offering therapy for all superheroes
Pyschographic: therapy for superheroes for feel they dont fit in
Sources of Customer Insights - correct answer Internal sources: employees, customer service, sales data
External sources: customer advisory boards, third party research, market research, social media
Example: Dove (used focus group for customer insight) - correct answer Focus group: tapped into how
women thought and felt about themselves.
2004 Campaign for Real Beauty --> Provocative by featuring REAL women who were outside the
stereotypical norms of beauty
Example of Societal Marketing Concept
2006- youtube
Strategy Drives Marketing Investment - correct answer strategy --> insights --> investment
Conversion - correct answer Marketing aims to move potential customers from each stage of the
decision process to the next
Old Spice - correct answer Example of how an ad became part of a cultural conversation.
Marketing definition - correct answer Marketing is the process of creating value for customers and
building strong customer relationships in order to capture value ($$) from customers in return
Touchpoints - correct answer places where the consumer interacts with the company. examples:
reputation, advertising, price, reviews, post purchase services, website, etc.
Nike's touchpoint - correct answer Nike's running app provides a touchpoint with the company because
consumers interact on another level
Starbuck touchpoint - correct answer "My Starbucks Barista" a way to order through a siri-like app,
creates new ways to deliver value to consumers leveraging new technologies
Amazon touchpoint - correct answer Amazon at Kohl's: Having Amazon merchandise helps draw new
customers to Kohl's stores, and being located inside Kohl's makes it easier for current Amazon customers
to bring back unwanted items.
Knowing the Customer: - correct answer Wants & needs, attitudes and hopes, expectations, perceptions
of alternatives, behaviours and preferences
What is a market? - correct answer a group of end users with an need and the desire and the means to
fill it
Value Proposition - correct answer Answers three questions:
1. Who are we?
2. What do we do?
3. Why does it matter?
, Customer segmentation - correct answer Grouping customers so that marketers can use the same
messages and media across large numbers of them without sacrificing relevance OR efficiency
Demographic segmentation - correct answer segmenting by age, gender, income, zipcode
Need segmentation - correct answer segmenting by pain points, challenges
psychographic or attitudinal segmentation - correct answer segmenting by personality traits, lifestyle,
interests
behavioral segmentation - correct answer segmenting by purchase frequency, repeating purchase habits,
channel preferences, average spend/order
Example: Segmenting the Avengers - correct answer Demographic: offering therapy for all superheroes
Pyschographic: therapy for superheroes for feel they dont fit in
Sources of Customer Insights - correct answer Internal sources: employees, customer service, sales data
External sources: customer advisory boards, third party research, market research, social media
Example: Dove (used focus group for customer insight) - correct answer Focus group: tapped into how
women thought and felt about themselves.
2004 Campaign for Real Beauty --> Provocative by featuring REAL women who were outside the
stereotypical norms of beauty
Example of Societal Marketing Concept
2006- youtube
Strategy Drives Marketing Investment - correct answer strategy --> insights --> investment
Conversion - correct answer Marketing aims to move potential customers from each stage of the
decision process to the next
