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1 Coventry University Digital Marketing

Jaar 3 (hbo)

A website can be either = product-oriented or corporate-oriented
What are the 4 website characteristics? = content, interactivity, design, navigation
Who invented the website characteristics and in which year? = Karayanni and Baltas, 2003
what are the independent factors of web usability? = clarity of goals, downloading speed, ease of navigation, interactivity, trustworthiness, use of color, use of graphics
what is the moderating factor of web usability? = website industries
what is the dependent factor of web usability? = overall web usability
who invented the web usability table and when? = Nathan and Yeow, 2012
What are the 7C's? = context, content, community, communication, collaboration, connection, commerce
who invented the 7C's framework and when? = Rayport and Jaworski, 2001
How to create loyalty from a website? = interactivity, online completeness, ease of use, entertainment, trust
who invented the loyalty from a website model and when? = Kima and Niehmb, 2009
What is E-S-QUAL? = A multiple-item scale for assessing electronic service quality
what are the steps in E-S-QUAL? = efficiency, fulfilment, system availability, privacy
who invented the E-S-QUAL and when? = Parasuraman, Zeithaml, Malhotra, 2005
What is efficiency in ESQUAL? = the ease and speed of accessing and using the site
What is fulfilment in ESQUAL? = the extent to which the sites promises about order delivery and item availability are fulfilled
What is system availability in ESQUAL? = the correct technical functioning of the site
What is privacy in ESQUAL? = the degree to which the site is safe and protects customer information
What is PRACE? = plan, reach, act, convert, engage
What is plan in PRACE? = involved working through the tried and trusted marketing fundamentals of customer research, segmentation, positioning and development of value proportions
What is reach in PRACE? = building awareness of a brand, its products and services on other websites and in offline media in order to build traffic by driving visits to different web presences
what is act in PRACE? = persuading site visitors or prospects to take the next step on their journey when they initially reach your site
what is convert in PRACE? = when the visitor commits to forming a relationship which will generate commercial value for the business
what is engage in PRACE? = building deeper customer relationships through time in order to achieve retention goals
What is MAOSTIC? = business mission, marketing audit, swot analysis, marketing objectives, core strategy, marketing tactics, implementation, control
Who invented the MAOSTIC and when? = Smith, 1990
what is business mission in MAOSTIC? = the reason for existing, outline its goal
what is marketing audit in MAOSTIC? = macro and micro environment, competition, market
what is marketing objectives in MAOSTIC? = sell, serve, speak, save, sizzle
who invented the 5S framework and when? = Chaffey, 2010
what is core strategy in MAOSTIC? = target markets, positioning, online value proposition, mix of digital media channels
what is marketing tactics in MAOSTIC? = who receives the message, content, delivery
who defined the marketing tactics and when? = Fill, 2006
what are digital tools? = websites, email, social media, SEO, apps, QR codes, online advertising
what is the implementation in MAOSTIC? = define target customers and their needs
what is in MAOSTIC? = google analytics, facebook insights
what is 5S framework? = sell, serve, speak, save, sizzle
What is the benefit of sell = grow sales
How is the benefit sell delivered = wider distribution to customers
what is a typical objective of the benefit sell? = achieve 10% of sales online in market
What is the benefit of serve = add value
How is the benefit serve delivered = give customers extra benefits online
what is a typical objective of the benefit serve? = increase numbers of customers using online services
What is the benefit of speak = get closer to customers
How is the benefit speak delivered = conducting online market research through formal surveys
what is a typical objective of the benefit speak? = survey 1000 customers online each month
What is the benefit of save = save costs
How is the benefit save delivered = online mail communications, sales and service transactions to reduce costs
what is a typical objective of the benefit save? = reduce costs of direct marketing by 15% through email
What is the benefit of sizzle = extend the brand online
How is the benefit sizzle delivered = provide new proposition and new experience online while appearing familiar
what is a typical objective of the benefit sizzle? = rework online value proposition

Ingezonden op 16-01-2017 - 1179x bekeken.
Laatst bijgewerkt: 17-01-2017.
Waardering 6.8 (aantal stemmen: 5)

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1 Coventry University Digital Marketing