Mrkt586 6 - MRKT 586 study guide PDF

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MRKT 586 study guide...

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the best customer model called RFM

- helps marketers determine what kinds of new customers to acquire - is a multiplicative model composed of recency, frequency and monetary value developing and using a customer database allowed Harrah's to develop a model of how much a customer might be expected to spend NIKEiD is an example of product customization! among the factors that have created consumer expectations for on-demand media include

- smartphone and tablets - the internet itself which of the following is a true statement about online display advertising? it is effective in acquiring customers and making sales what is the name for the concept that describes the degree of positive or negative feelings about a brand brand image effective brand building on the internet requires combining interactivity and information-driven direct-response marketing! effective brand building requires

- balancing the online and offline media mix - ensuring the best customer experience the concept of a vook is embed high-quality video in textual content a true statement about marketer use of video is marketers need to make video available on whatever devices users desire

elements of video marketing strategy include optimization! one way to develop consumer-relevant content is to tell engaging stories about product use and benefits! optimizing videos for visibility requires! use of relevant key words wherever possible! consumers are most likely to share videos that are posted on facebook small businesses can utilize video advertising by creating their own video channel! which of the following is a true statement about acquisition of online customers! acquisition of online customers can make use of both offline and online techniques ! internet customer acquisition tools include!

- affiliate programs - online display ads...