MKTG 415 Midterm – Bergeron Guaranteed A+
business-to-business marketing ️markets for products and services, local to international, bought by
businesses, government bodies and institutions (such as hospitals) for incorporation, for consumption,
for use or for resale; the only markets not...
MKTG 415 Midterm – Bergeron Guaranteed A+
business-to-business marketing ✔️markets for products and services, local to international, bought by
businesses, government bodies and institutions (such as hospitals) for incorporation, for consumption,
for use or for resale; the only markets not of direct interest are those dealing with products or services
that are principally directed at personal use or consumptions such as packaged grocery products, home
appliances or consumer banking
demographic ✔️statistical makeup of populations, including: age, sex, gender, ethnicity, race, etc.
firmographic ✔️descriptive attributes of firms that can be used to aggregate individual firms into
meaningful market segments
vendor ✔️an enterprise that contributes goods or services
campaign and program metrics ✔️a way to measure the effectiveness of a campaign across marketing
channels
KPI ✔️Key Performance Indicator
digital marketing ✔️the use of new media or digital technology to achieve marketing goals
marketing automation ✔️the automated processes via technology that help you identify, nurture, and
convert prospective customers
what is the biggest part of marketing automation? ✔️email
email marketing ✔️a commercial channel used to deliver advertisements, offers, education, and other
marketing content directly to an interested user's email inbox
, subscriber list ✔️the contact information for all of the users who have requested emails and are
allowed to be emailed
inbound marketing ✔️-used to attract highly qualified leads organically
-targets specific buyers, easier to personalize, low cost/ high return channel, generates high ROI, fast
effective measurable results
ESP ✔️Email Service Provider
email service providers ✔️operate and maintain the software and hardware for delivering bulk emails -
provide a platform for managing and segmenting your contact lists, building email templates, and
sending and tracking your campaigns on a large scale
what are some examples of ESPs? ✔️Gmail, Yahoo, ConstantContact, MailChimp
what are the 7 trends shaping marketing today? ✔️1) rapidly changing buyer
2) exponential growth in data
3) more channels & platforms
4) more revenue responsibility
5) doing more with less
6) need for speed & agility
7) new tools & technologies
explain the importance of strategy first ✔️marketers must identify the goal and then create a strategy
to achieve that goal. They must use technology and other tools that support the given strategy. They
also need to constantly revisit the strategy and make sure that the marketing tools being used are
working in their favor
what are 3 things marketers need to know to fully understand about strategy first? ✔️what is
happening?
why it is happening?
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