Mktg 4500 - Study guides, Class notes & Summaries

Customer Loyalty willingness to continue patronizing firm over the long run Why is building loyalty beneficial for a firm? -retaining "right" customers" -customer loyalty helps beyond purchasing behavior *preference *liking *future intentions *referring other customers -will contribute to the growing volume of firm's business in the future Defector customers who transfer their purchases to another supplier Signals of rising defection rate 1) quality problem 2) competitors offer better val...

MKTG 4500 Exam 2 | With complete Questions and answers | RATED A+

E-commerce sites should have - easy to follow navigation - good images of products - fast loading times - theme and approach that is appealing to target customers - shopping cart, search bar, sign in, all conveniently placed and easy to use - contact information - special offers - payment options clearly specified - store finder function of the site is for a multichannel retailer Roles of a website increase sales (commerce) and generate sales leads Increase awareness and knowledge abou...

Early Adopters of the Internet - -University instructors and researchers -The US Military *The Internet did not become publicly popular until 1994, its 25th anniversary 1960s - Theoretical work on the Internet began in the early ________. National Science Foundation - The Internet was governed initially by the __________, which prohibited all commercial transactions. -"deregulatory" big bang happened in the early 1990s Public internet - Publicly accessible system of networks that conne...

MKTG 4500 (SERVISS) - FINAL EXAM NEWEST UPDATED QUESTIONS WITH CORRECT ANSWERS

d. Email marketing presents a small but very reliable ROI. The estimated ROI is 4300% Which of the following is NOT true about email marketing? a. Email marketing plays a big role in mobile marketing. b. Most marketers are planning to increase spending on email marketing. c. Email marketing methods are similar to direct mail. d. Email marketing presents a small but very reliable ROI. b. False It can be 2 to 3 times the RIO on direct mail Email marketing is cheaper than direct mail but offers a ...

Media Plan Development Process Market Analysis > Establishment of media objectives > Media strategy development and implementation > Evaluation and follow-up Media Index number index number is considered a good indicator of the potential of the market. An index number over 100 means use of the product is proportionately greater in that segment than in one that is average (100) or less than 100. Media Index Formula (% of users in demographic/% of population in the same demographic)*100...

3 phases to the marketing development path Mass Communication Database Marketing Integrated Marketing Database Marketing Form of direct response marketing that uses customer data to personalize the communication to promote products and services Supported by statistical models Predicts and attempts to change consumer behavior Operational Data Store (ODS) type of database designed to contain a limited amount of info. Has near real-time updates and quick read and write capacity. It is integrated ...