Discovering marketing final exam revision s1 2016

Discovering Marketing Revision for Final Exam  hours  Closed book exam  chapters ONLY  Marked out of 100% Format  Define, Apply, Example  sections:  (1) 60 MCQ  (2) 10 Fill-in-the Blanks  (3) Short Answer questions (pick out of to answer) Reminders Write and Spell your own name Bring your Student ID Name of your TUTOR (he/she will be marking your exam – please write on cover page of exam) Tutorial time Not to forget to write your name and student ID on exam cover page  Chapter 12: Services and non-profit organization marketing Chapters (READ YOUR TEXTBOOK)  Chapter 16: Marketing communications  Chapter 17: Advertising, PR and sales promotion  Chapter 19: Social media and marketing MKTG7 If you are using MKTG or MKTG8 Chapter 16 MKTG9 Services & Nonprofit Organization Marketing Services & Nonprofit Organization Marketing Services & Nonprofit Organization Marketing Chapter 15: Marketing Communications Chapter 12 MKTG8 Chapter 15: Marketing Communications Advertising, PR, and Sales Promotion Advertising, PR, and Sales Promotion Chapter 17 Chapter 19 Marketing Communications Advertising, PR, and Sales Promotion Chapter 18: Social Media and Marketing Chapter 18: Social Media and Marketing Social Media and Marketing Chapter 12  Intangibility  Inseparability  Heterogeneity  Perishability  Responsiveness  Assurance  Empathy Chapter 12 – Key definitions  Tangibles  Core service  Supplementary service  Mass customization  Nonprofit organization  People processing  Possession processing  Mental stimulus processing  Information processing  Credence quality  Experience quality  Search quality  The Importance of Services  How Services Differ from Goods  Service Quality Chapter 12  Marketing Mixes for Services  What is Nonprofit Organization Marketing? 12-1 The Importance of Services Discuss the importance of services to the economy Services involve: The Importance of Services • Deeds • Performances • Efforts LocationBased Social Networking Sites Web sites that combine the fun of social networking with the utility of location-based GPS technology Review Sites Web sites that allow consumers to post, read, rate, and comment on opinions regarding all kinds of products and services • Virtual worlds and online gaming include massive multiplayer online games (The Elder Scrolls Online) and online communities (Poptropica) Virtual Worlds and Online Gaming • Almost 800 million people participate in some sort of virtual world experience • Annual revenue is near $1 billion • Nearly 25 percent of people play games within social networking sites or on mobile devices 19-6 Social Media and Mobile Technology Describe the impact of mobile technology on social media Mobile and Smartphone Technology • Worldwide, there are more than billion mobile phones in use, 17 percent of which are smartphones • The mobile platform is such an effective marketing tool—especially when targeting a younger audience There is a low barrier to entry Reasons for Mobile Marketing Popularity Consumers are acclimating to mobile privacy and pricing standards It is effective at garnering consumer attention in real time Mobile marketing is measurable It has a higher response rate than traditional media types SMS MMS Common Mobile Marketing Tools Mobile Web Sites Mobile ads Bluetooth Smartphone Apps Apps Widgets • • Applications and Widgets Harness mobile technology • • Platform-specific or convert existing content to mobile format • Can generate buzz and customer engagement • • Also called “gadgets” and “badges” Run within existing online platforms Cheaper to develop Extend reach beyond existing platforms The following questions should be considered before investing in a marketing-oriented widget • Applications and Widgets Does my organization regularly publish compelling content? • Does my content engage individuals or appeal to customer needs? • Is my content likely to inspire conversations? • Will customers want to share my content? 19-7 The Social Media Plan Understand the aspects of developing a social media plan Listen The Social Media Plan Set social media objectives Define strategies Identify the target audience Select tools and platforms Implement and monitor the strategy The Changing World of Social Media The rate of change in social media is astonishing—usage statistics often change daily 19.3 Social Media Trends  ONLINE Mock Final Exam  Available end of Week 12  10 MCQ + Fill in the Blanks + Short Answers  Unlimited re-do GOOD LUCK!!!