MGT 140 Lecture Notes - Lecture 5: Data Mining, Retail
Document Summary
Marketing successful if mapping to each stage of buyer adoption model. Need rich set of marketing tools: all 4 p"s. Messaging & positioning must map to expectations & needs of target audience. Promotional assets + delivery medium = promotional mix. Promotional offer: marketing offer must be created, main marketing stuff. Delivery medium: how marketing offer gets delivered, medium used to deliver the marketing, tactical delivery of assets, includes: Paid method to deliver marketing communications, messages, campaigns and/or branding. Well balanced campaign = have multiple advertising media. Conveys higher credibility and believability- better influence than company paid communications. Company sponsored/independent marketing activities spread viral over internet. Companies use youtube for training & marketing content. Social networking: linkedin, facebook for data mining of user preferences, is very targeted marketing by advertisers specialty forums/blogs/tweets, user-defined information sharing groups, plenty of opinions available. Efficient method to share info and sell products/services. Is major source of competitive info bc what customers see competitors also sees.
