Summary: Marketing Lessen P1

Read the summary and the most important questions on Marketing lessen P1

• 1 Lecture 1 - customer journey

• 1.1 phases

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• What is the goal of the consideration phase?

  To inform and become top of mind but also to convince. 
  You want to take doubts away.

• What is the goal of the purchase phase?

  To close the deal and take away the last doubts

• What is the goal of the service phase?

  To deliver the product and keep the customer happy during the process.

• What is the goal of the loyalty phase?

  To stimulate repeat purchase and create ambassadors that convince potential customers.

• 1.2 TOMA model

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• What do you call it when you steer the customer in the right direction and then they can recall your brand?

  Brand recall

• 1.3 Above and below the line marketing

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• What is above the line marketing? And what is it used for?

  Marketing that happens before you know the customer. It is therefore untargeted. 
  It is used for creating awareness and goodwill

• What is below the line marketing? And what is it used for?

  Marketing that happens when the customer is already in your data. You focus on a target group. 
  It is used for conversions and direct response.

• 1.5 Mental Model Charles Saunders Piers

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• What are mental sketches? What 2 features does mental sketching have?

  1. Iconic
     
  2. homomorphic

  
  (vb: stick figure > does not represent organs and details)

• What is an architect's blueprint in mental modelling? What 2 features does a mental blueprint have?

  1. Coherent
     
  2. possible

  
  (vb: you can not put a basement above a roof > isn't a coherent possibility)

• What is a diagram in mental modeling? What 2 features does a mental diagram have?

  1. Represent abstract ideas
     
  2. Yield emergent

  
  (vb: a star on a map representing the capital of a city)