Marketing in the Digital Era D373 WGU OA
Customers based on a predefined geographic boundary - ✔✔Target customers
Dividing a market through variables such as age, gender, education level, family
size, occupation, income, and more - ✔✔Market segmentation
Focus on the intrinsic traits the target customer has, such as values,
personalities, interests, attitudes, conscious and subconscious motivators,
lifestyles, and opinions - ✔✔Psychographic
The way customers go through their decision making and buying processes,
including attitudes towards the brand, the way they use it, and their knowledge
base - ✔✔Behavioral
The set of institutions and processes for creating, communicating, delivering, and
exchanging offers that have value for customers, clients, partners, and society -
✔✔What is marketing?
Entry-level marketing position responsible for planning, executing, and managing
a variety of functions to deliver value to the customer and the organization (1-3
years). - ✔✔Marketing Coordinator
Mid-level marketing position responsible for planning, executing, and managing a
variety of functions to deliver value to the customer and the organization, with
7-10 years of experience - ✔✔Marketing Director
Senior-level marketing position responsible for planning, executing, and
managing a variety of functions to deliver value to the customer and the
organization, with 11-15 years of experience - ✔✔Vice President
Top-level marketing position responsible for planning, executing, and managing a
variety of functions to deliver value to the customer and the organization, with
20+ years of experience - ✔✔Chief Marketing Officer
Chief marketing officer - ✔✔Who is responsible for ROI? (return on investments)
, Product, price, place, promotion - ✔✔What is the traditional marketing mix?
Product, price, place, promotion people,process, physical evidence - ✔✔What is
the expanded marketing mix?
Represents what the company intends to do - ✔✔Strategy
Represents how the company intends to do it - ✔✔Execution
Potential customers who haven't bought from the company yet - ✔✔Prospects
People who have bought from the company - ✔✔Customers
The culmination of the products, services, and experiences that a brand provides
to convey value and meet customer wants, needs, and expectations -
✔✔Positioning
Occurs when different companies or competitors have conflicting goals -
✔✔Conflict
The process a buyer goes through from recognizing a need or opportunity to
making a purchase decision and evaluating the post-purchase experience -
✔✔Buyer's Journey
An identifiable and differentiated product, service, person, movement, etc. -
✔✔Brand
What a brand promises to deliver to a customer - ✔✔Brand promise
Awareness of the existence of a brand - ✔✔Brand awareness
The unique place the brand occupies in the consumer's mind, linked to benefits
received - ✔✔Brand positioning
Occurs when there is only one relevant choice, making all other brands irrelevant
- ✔✔Brand relevance
