CCT356H5 Lecture Notes - Psychographic, Customer Retention, Predictive Modelling

• School: UTM
• Department: Communication, Culture and Technology
• Course: CCT356H5
• Professor: Michael Jones

Document Summary

Marketing: total system of business activities, the four p"s & distribution, focus on target market to achieve objectives emarketing, marketing using the internet. To be successful an emarketing strategy should: not be separate from a marketing strategy, focus on target market & budget, be flexible, shift focus as needed. How are you going to obtain information: gather data on a particular product or hypothesis, must be collected from consumers or businesses, examples: Surveys, focus groups, research panels & communities. Survey administration affects response rates: mail: 50% adequate, 60-70% good to very good, phone: 80% good, email: 40% average, 50-60% good to very good, online: 30% average, classroom pager: 50+% good, face to face: 80-85% good. Qualitative: used for exploratory purposes to: Interpret market perspective: consumers" views, opinions & feelings, difficult to quantify, more expensive, & time consuming, examples: Focus group interviews & one-on-one depth interviews.