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Review for ets exam…
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| bet | 3/48 | | Sana | 24.03.2021 | | Hajmi | 292 Kb. | | #13438 | | Turi | Review |
Marketing Concept
Supply > Demand ... therefore producers need to first understand what consumers wanted, then produce those products, then convince consumers to purchase those products. Target marketing and market segmentation became the new tools to increase company profitability.
One 2 One (Relationship) Marketing Concept
The Marketing era evolved and saw producers further segment their markets, targeting smaller groups of consumers within those markets. With the potential unleashed by the microprocessor and information technology, we are seeing targeting down to the individual, one to one. A commonly cited example is Amazon. Notice, if you make a purchase from this site (or similar) when you return to the site, you will receive recommendations based on your previous purchases. This presentation is based not only on your purchases (data stored in your cookie file allows for this), but on purchases of others who have bought the same book and similar books.
Viral Marketing
An interesting thing is occuring, as we are now in a networked economy. Our consumers are able to "talk" to each other and serve as an extended sales force. This lateral communication and / or transaction between customers and non-customers can serve as an opportunity for companies to leverage. The pioneer of viral marketing was Hotmail. This Wired article HotMale discusses this marketing "accident." Another good example is Bluemountain.com. Since the receiver of the e-card has to visit the site to access the card, this visit serves to promote the service to the receiver.
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