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CHAPTER 16
CHAPTER 16
OTHER IMPORTANT STUFF
OTHER IMPORTANT STUFF 2
OTHER IMPORTANT STUFF 3
100
Websites designed to engage consumers in an interaction that will move them closer to a purchase or other marketing outcome.
MARKETING WEB SITE
100
Text-based ads and links that appear alongside search engine results on sites such as Google and Yahoo!
SEARCH-RELATED ADS (CONTEXTUAL ADVERTISING)
100
Company executives, hotel owners and managers, and contact personnel are all part of
INTERNAL MARKETING INTELLIGENCE
100
What are the 4 factors that influence consumer behaviour?
CULTURAL - SOCIAL - PERSONAL - PSYCHOLOGICAL
100
What are the 6 steps in the PR process?
1) Research 2) Establishing the marketing objectives 3) Defining the target audience 4) Choosing the PR message & vehicles 5) Implementing the Marketing PR Plan 6) Evaluating PR results
200
Advertising that appears while consumers are surfing the Web, including display ads, search-related ads, online classifieds, and other forms.
ONLINE ADVERTISING
200
Using the telephone to sell directly to customers.
TELEPHONE MARKETING
200
Macro market information, competitive information, and new innovation & trends are all part of
EXTERNAL MARKETING INTELLIGENCE
200
What are the 5 premises to consumer behaviour?
1) Purposeful & goal-oriented 2) Has free choice 3) Is a process 4) Can be influenced 5) Need for consumer education
200
What are the 4 uses for databases?
1) Identify prospects 2) Match customers & offers 3) Deepen customer loyalty 4) Reactivate customers
300
Company efforts to market products and services and build customer relationships over the Internet.
ONLINE MARKETING
300
The Internet version of word-of-mouth marketing - websites, videos, email messages, or other marketing events that are so infectious that customers will want to pass them along to friends.
VIRAL MARKETING
300
Give a few examples of competitive information
Competitors annual reports, trade magazines, press releases, advertisements...
300
What 3 sources can information be obtained from?
PERSONAL - COMMERCIAL - PUBLIC
300
What are the 3 benefits of Internet marketing?
CONVENIENCE - INFORMATION - PRICE
400
New windows that evade pop-up blockers by appearing behind the page being viewed.
POP-UNDERS
400
Booking patterns, Cancellations, Conversion percentages, Overbooking patterns, Historical occupancy trends and Yield pattern by season are all examples of
GUEST INFORMATION TRENDS
400
What are the four steps of the marketing research process?
1) Define the problem & research objectives 2) Develop the research plan 3) Implement the research plan 4) Interpret & report the findings
400
What are the 4 requirements for effective segmentation?
MEASURABILITY - ACCESSIBILITY - SUBSTANTIALITY - ACTIONABILITY
400
What are the 4 reasons for growth of direct marketing?
1) Precision targeting 2) Personalization 3) Privacy 4) Measurability
500
Online ads that appear suddenly in a new window in front of the window being viewed.
POP-UPS
500
Guest comment cards, Listening to and speaking with guests, Automated systems, Mystery shoppers, Company records, Point-of-sale information and Corporate customer & marketing intermediary information are all part of
GUEST INFORMATION MANAGEMENT
500
What 3 researches are part of THE FIRST STEP of the marketing research process
Exploratory, Descriptive, & Causal
500
What are the 6 steps in developing effective communications?
1) Identifying the target audience 2) Determining the communication objective 3) Designing the message 4) Selecting communication channels 5) Selecting the message source 6) Measuring the results of the communication
500
What is the point of this course?
IDK I HAVEN'T LEARNED ANYTHING SOMEBODY GET ME OUT OF HERE