MKC1200 Final: Week 11: Other Marketing Topics
Week 11 – Other Marketing Topics
• Explain the methods of digital marketing and its role in extended marketing mix
• Describe the scope and marketing mix of social marketing
• Understand the importance of effective marketing planning in achieving organisational objectives
• Describe how to manage the implementation of a marketing strategy
• Explain the role ongoing evaluation of marketing performance in the marketing cycle
CHAPTER 12: Digital marketing
• Digital marketing - all of the activities involved in planning and implementing marketing in the
electronic environment
• For consumers
o Advantages
▪ No limitation by store opening hours or store location
▪ Interact deeply with the organisation without dealing with an actual person
▪ Control over the marketing interaction
▪ Push advertising - sent from marketer to customer e.g. banner
advertisements on websites
▪ Pull advertising - customer actively seeks it out e.g. opting in to
subscription email, SMS etc.
▪ Easier access to and comparison of prices
o Disadvantages
▪ Inability to physically examine the product before making the purchase decision
▪ Security and privacy issues
• For marketers
o Advantages
▪ Access to the entire global market and more customers
▪ Facilitate interactivity
o Disadvantages
▪ Greater competition
▪ Low rates of access
▪ Payment issues
• Digital marketing methods
Document Summary
Explain the role ongoing evaluation of marketing performance in the marketing cycle. Chapter 12: digital marketing: digital marketing - all of the activities involved in planning and implementing marketing in the electronic environment. For consumers: advantages, no limitation by store opening hours or store location. Interact deeply with the organisation without dealing with an actual person. Push advertising - sent from marketer to customer e. g. banner advertisements on websites. Pull advertising - customer actively seeks it out e. g. opting in to subscription email, sms etc. Easier access to and comparison of prices: disadvantages. Inability to physically examine the product before making the purchase decision. Security and privacy issues: advantages, access to the entire global market and more customers. Payment issues: digital marketing methods, how digital marketing affects the extended marketing mix. Customer relationship management (crm) - using information about customers to produce digital marketing experiences that create, build and sustain long-term relationships.
