STUDY GUIDE for Marketing 351 FINAL EXAMS Sloan May 6 Sec 2 and May 8 Sec 3 2014 Final Exam 100 questions value 350 points I view this guide as quite timely and expect high grades The exam will be made up of topics drawn as follows approximate 20 MT I 20 MT II Plus Chapter 10 16 10 17 10 19 10 20 10 21 10 23 100 There also will be a 5 point BONUS question that is based upon our guest s lectures weight 1 4 Possible score with BONUS 355 350 101 4 Recall you are in fact responsible for all material in all chapters covered or assigned This includes posted materials in Blackboard and materials covered in class NOT in the text per se Please review the BB postings You have Study Guides for MT I and MT II Correct copies of the exam and your Scantron may be reviewed in several sessions that will be offered this coming week Note No photos transcribing copying or removal of old exams They will not be available as some material is de facto copyrighted by Ole Miss or by publishers The following STUDY GUIDE frames interest areas for the FINAL EXAM beyond previous material Please review and master the following beyond MT s I and II as a minimum Value Equation Net benefit a consumer receives from a product less the price pad for it and the hassle or effort expended to acquire it value determined by customer Personal value equation benefits received price hassle Supply Chain flows members of SC main source s of revenue Supply chains all of the organizations that participate in the production promotion and delivery of a product or service from the producer to the end consumer SCM supply chain management the process of managing and refining supply chains sso as to make them as efficient as possible Logistics physical flow of materials in the supply chain Reverse logic sending broken pieces back through supply chain to extract value The CRM principles and goals Consumer Relationship Management Principle technology should be used to enable customer relationships not replace meaningful relationships Goals The CRM cycle o Increase revenue generated by each customer o Increase number of customers o Reduce costs of acquiring a customer o A combo of all three Determine what problems potential customers might have Ongoing service maintains the relationship with the customer Present solutions to those problems Solutions implemented The types of CRM Operational supporting front office business processes includes customer contracts Analytical software assists businesses in building relationships and analyzes ways to improve them Sales force automation software manages sales cycles and collects customer sales data Collaborative umbrella terms for all interactive options for serving customers Why keeping existing customers value is a more fruitful effort than recruiting new customers costs Relationship value revenue generated by customer cost of acquiring maintaining relationship Costs less to maintain then acquire Web development process What is web success for a business How is it measured and on what metrics Web success can be measured through ad servers o Some have ability to check the click through rate CTR to see how many times the advertisement is clicked o Some ads also have the ability to keep track of CTR and what the consumers do after they click through the ad download sale etc o Web success Chapter 17 The several varieties of web advertising and the payment models e g CPM Interstitial banners banners that are shown between pages on a website Pop ups unrequested window that opens on top of the currently viewed window Pop unders unrequested window that opens under the currently viewed window Map advertisement advertisement placed within the online mapping solutions such as google maps Floating advertisement shows the advertisement in a layer over the content but not in a separate window Wallpaper advertisement changes the background of a web page being displayed Banner advertisement graphic image or animation displayed on a web site for advertising purposes PAYMENT MODELS CPI cost per impression advertiser pays each time the advertisement appears on the publishers page CPM cost per mile cost per thousand ad impressions and advertiser pays each time a thousand impressions of their ad are shown CPC cost per click advertiser only pays when an advertisement is clicked on by an interested party CPA cost per action advertiser only pays when an advertisement delivers an acquisition new customer Flat rate owner of lower traffic sites sell banner space at a fixed cost per month regardless of the amount of traffic or impressions Good for testing online campaign Cost per engagement advertisers pay for the rollover advertisements placed in videos or applications based on the interactions with that advertisement How ads are handled in getting to your screen Ad server delivery of ads by a server to an end users computer on which the ads are then displayed by a browser or cached o Facilitate ad trafficking and provide reports on advertisement performance Solutions to competitive ad conflicts and viewer exposure fatigue chp 17 Frequency capping network will limit the number of time a user sees the same advertisement in a session Ad network means of deciding which ads to show in user visits Advertising network group of web sites on which advertisements can be purchased through a single sales entity Ways online advertisers target o Geotargeting location o Operating systems and browser types mac dell firefox etc o Connection type dial up or broadband o Day and time o Social serving websites gather personal data about users and then serve each user with targeted and relevant advertising o Behavioral targeting uses built up info of past websites o Contextual advertising ad based on the content of the page Used in several ad venues what is a Call to Action Phrase written to motivate the reader to take action Advantages and disadvantages of on line ads ADVANTAGES Have images rather than plain text offers rich branding o Click tracking tracks click through rates allowing you to see how many people respond to o Digital shadowing Interactivity Measurability and data gathering your call to action DISADVANTAGES Technical obstacles o Pop up blockers Connection speed Advertising fatigue when consumers ignore advertising because there is too much and its repeatitive Chapter 19 Understand Reputation Management and tools such as monitoring and press releases ORM online reputation management ensuring that you know what is being