BMA208_10_tutorial_5

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People
• Part of the 7 Ps - related to the interaction of staff with customers and stakeholders • What skills and experience do your staff need to service your customers • How do you integrate your human resources with your automated processes
______ refers to a model for assessing the quality of the online customer experience.
• • • • • The Long Tail SERVQUAL The Tipping Point -Price transparency None of the above.
• Promotion 1.personal promotion 2. direct marketing
• Place 1.Direct distribution channel 2. new intermediary
2. Critically evaluate the impact of the Internet on the marketing mix for an industry sector of your choice.
Tipping point 倾卸点
Ghosh (1998) describes methods of creating digital value by adding to the ______ element of the mix by asking questions such as, "can I offer additional information or transaction services to my existing customer base?" • • • • • Place Product Promotion Price None of the above.
Processes
• Part of the 7 Ps – related to methods and procedures companies use to achieve its marketing functions • Increase customer’s satisfaction and to minimise costs by increase efficiency, productivity and moral/motivation
Physical evidence
• Part of the 7 Ps – often referred to as the tangible expression of a product and how it’s purchased and used • In an online context – it’s refers to as the customer’s experience of the company through the website
The ______ customer concern from the 4Cs is equivalent to the Price element of the marketing mix.
• • • • • needs and wants convenience cost communications techniques None of the above.
• How customer interactions are managed
process
• Where the products are delivered or distributed to place • Different product pricing for different categories
______ refers to how word of mouth communication has a tremendous impact on the rate of adoption of new products • • • • • The Long Tail SERVQUAL The Tipping Point -Price transparency None of the above
______ refers to the impact of comparison websites and aggregator intermediaries.
• • • • • The Long Tail SERVQUAL The Tipping Point 倾卸点 Price transparency None of the above.
Extended Product
Additional
DHL
1.Core benefit: 2.deliver parcels 3.Basic product: 4.collect parcels form sender and deliver parcels to receivers 5.extened product: 6.tracking system make the customers know where their parcels have been delivered.
• Product: new digital products and valueadds. • Price: price reduction, new pricing models. • Place: new representation on intermediaries, direct-selling. • Promotion: integration of online and offline techniques.
price
The ______ customer concern from the 4Cs is equivalent to the Place element of the marketing mix
• • • • • needs and wants convenience cost communications techniques None of the above.
4C
• • • • Customer needs and wants (from product) Cost to the customer (price) Convenience (relative to place) Communication (promotion)
1. Select the two most important changes introduced by the Internet for each of the 4Ps.
• • • • • Disintermediation Countermediation Star Alliance Localisation None of the above.
Match the definition to the issue relating to Place in the online marketing mix. ______ refers to 'cutting out the middleman' through selling-direct.
Explain two applications of dynamic pricing on the Internet.
• selling ‘distressed inventory’, for example, flight tickets, which must be used by a fixed date. • varying prices for different segments.
BMA208
Tutorial 5 Toby
What is marketing mix?
• • • • • • • • • Traditional marketing mix is 4P But for internet marketing mix is 7P Product How are the marketing mix Promotion varied online? Price Place People better reflect Process service delivery Physical evidence
How word of mouth communication has a tremendous impact on the rate of adoption of new products, Using the science of social epidemics explains principles that underpin the rapid spread of ideas, products through a population. Domino effect
Match the definition to the issue relating to Place in the online marketing mix. ______ refers to the creation of country or region-specific content (often involving translation).
Product Price Place Promotion People Physical evidence Process
• A. How the brand is presented. Physical evidence • B. The mix of traditional and online Promotion communications • C. Opportunities for modifying the core or extended product Product • D. How customer service affects the experience people