MKT 3401 Chapter Notes - Chapter 7: North American Industry Classification System, Original Equipment Manufacturer, Search Engine Optimization
Document Summary
Business/industrial marketing organizations for purposes other than personal consumption. : the marketing of goods and services to individuals and. Internet to facilitate the exchange of goods, services, and information between organizations. Social media usage needs content and community-building applications. Offline marketing is expensive, difficult to measure. Content marketing: developing valuable content to interested audience members through video, images, newsletters, blog posts, or search engine optimization. Social media better suited for b2c, and not luxury brands. B2b use social media for relationship and collecting data. Web analytics (google) are used to determine what activities generate the most views: recency, frequency, monetary value, conversion rate: marketing that leads to purchases, conversion task: behavior marketer wants consumers to make. : a measure of a web site"s e frequency x duration x number of pages viewed during each visit (site reach) Sites attract, interest, satisfy, inform, and retain customers. Sites provide customer info, lower costs, increase supply chain efficiency, enhance customer retention and loyalty.
