BUS502 Study Guide

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Study Guide Structure

In this study guide, the sections in each unit (1a., 1b., etc.) are the learning outcomes of that unit. 

Beneath each learning outcome are:

• questions for you to answer independently;
• a brief summary of the learning outcome topic; and
• and resources related to the learning outcome. 

At the end of each unit, there is also a list of suggested vocabulary words.

How to Use this Study Guide

1. Review the entire course by reading the learning outcome summaries and suggested resources.
2. Test your understanding of the course information by answering questions related to each unit learning outcome and defining and memorizing the vocabulary words at the end of each unit.

By clicking on the gear button on the top right of the screen, you can print the study guide. Then you can make notes, highlight, and underline as you work.

Through reviewing and completing the study guide, you should gain a deeper understanding of each learning outcome in the course and be better prepared for the final exam!

Unit 1: Marketing Planning Process

1a. Explain the importance of the marketing planning process for a marketer

• What is the marketing planning process?
• What is included in the marketing planning process?
• What are the steps to create a marketing plan?

Every good marketing strategy begins with a good plan. It is important to create a plan, and there are a few ways to do this. This section includes information on what those processes are and how to create your own marketing plan. In addition, the marketing strategy may also include goals from a corporate strategic plan and may need to be revised based on the changing needs of the business and the marketplace.

The marketing planning process includes the strategic plan, resources needed to complete the plan, and how those goals are aligned with the overall organization. The marketing planning process allows for future growth and sales. It is important to create a strategic marketing plan so you know in what direction the marketing should be focused.

To review, see Marketing Plans and Strategies.

1b. Relate the environmental analysis methods of SWOT and PESTLE to the marketing planning process

• What does SWOT mean?
• What is PESTLE?
• How can you apply SWOT to the marketing planning process?
• How can you use PESTLE in a marketing plan?

There are a few resources that can be used to develop a marketing planning process. Strengths, weaknesses, opportunities, and threats (SWOT) is a resource that is useful when creating a marketing planning process. Reviewing and completing a SWOT analysis will help to give an overall picture of what needs to be accomplished in a marketing plan. It is a great place to begin and will assist in understanding the issues and what needs to be resolved.

A PESTLE analysis is another great resource when beginning the marketing planning process. PESTLE stands for political, economic, social, technological, legal, and environmental. A PESTLE analysis helps to identify and build a strategic marketing plan that will account for these environmental issues that are part of an organization.

To review, see Environmental Analysis.

1c. Apply the 4Ps of marketing (the marketing mix) to plans for marketing a product or service

• What are the four Ps of marketing?
• How can you apply the 4Ps of marketing to a product or service?
• Why is it important to understand the four Ps?

The 4Ps of marketing are product, promotion, place, and price, and each one will guide you in developing a better marketing plan for a product or service. In marketing, it is important to define the 4Ps when creating any marketing plan, as this will create value for the consumer, and in turn, the company will benefit as well. As you read through the next four sections, think about how you might address the needs of each of the 4Ps.

1. Product: Think about the product as it relates to the consumer. What needs and wants does this product address? Why would the consumer be interested in buying the product? What are the benefits of the product? Is the product unique, or does it have a benefit that might stand out from competitors?
2. Price: Is the price in line with similar products, or are the features and benefits so different that a premium price might be appropriate? Will any discounts be available, and if so, how easy will it be for the consumer to obtain any discounts? Can this product be combined with any other product for a discount (for example, buying an iPhone and iPad)?
3. Place: Will this product only be sold online, or can the consumer try it out in person before they buy? If it can only be purchased online, can it be returned if the consumer does not find it useful?
4. Promotion: How can you promote this product? How will the company communicate features and benefits to consumers? How easily can the consumer interact with the company if they have questions about the use of the product? Can influencers promote the product before it is available for sale?

To review, see The Marketing Mix.

1d. Relate segmentation, targeting, positioning, and differentiation to marketing plans for specific groups

• What is an example of how segmentation can be used in marketing?
• Why is it important to understand segmentation?
• How do you use segmentation to reach a specific group of people?

When promoting a product, it is important to understand who you are selling to and how you will reach those people. Using segmentation to understand the demographics of the consumer is crucial when developing a marketing plan. Demographics might include age, race, gender, homeownership, or people in a specific income range. If the target market is females between 25 and 40 years of age, then demographics will allow you to segment the specific market you need to promote a product to.

Understanding who the target market is for a specific product will allow you to focus on that market instead of all people. The more focused you can be about the target market, the more likely it is that you will find appropriate buyers.

Differentiation occurs when you can set your product apart from others in the marketplace. If the product you are promoting has different features or benefits, then it will be important to focus marketing on those features to set this product apart from others. Positioning may occur when the features and benefits of a product are vastly different from others in the marketplace, and then a higher price point may be needed.

To review, see Segmentation, Targeting, Positioning, and Differentiation.

1e. Apply the concepts of ethics and social responsibility to marketing planning to protect people and the environment

• Why is it important to take ethics and social responsibility into consideration in marketing?
• In marketing, how does social responsibility protect people?
• In marketing, why is it important to consider the environment?

Today, being socially responsible and ethical is important to consider when developing a marketing plan. It is important for any marketer to recognize their ethical obligation when it comes to marketing research and communications as well as to promoting products and developing a marketing plan. Since consumers take ethical issues into consideration when purchasing a product, companies must respond with ethically produced products and marketing that focuses on social responsibility.

A good example of ethical social responsibility is when the creator of the Keurig coffee machines did not take into consideration that the initial K-cups were not recyclable. Even though the company worked quickly to make this change to the K-cups, the media frequently questioned this process, and the company was often asked about this oversight. Later, after being frequently questioned about this issue (even though it had been rectified), the Keurig company owner made comments that he wished he had never created the product in the first place. Thinking through the process of ethics and social responsibility is important for any company and any marketing department.

To review, see Ethics and Social Responsibility.

Unit 1 Vocabulary

This vocabulary list includes terms you will need to know to successfully complete the final exam.

• 4Ps of marketing
• differentiation
• marketing planning process
• PESTLE analysis
• positioning
• segmentation
• socially responsible
• SWOT (strengths, weaknesses, opportunities, and threats)
• target market

Unit 2: Marketing Research

2a. Explain the strategic importance of marketing research for making marketing decisions

• Why is it important to use marketing research?
• What might be considered marketing research?
• How can you use research to make marketing decisions?

In marketing, research can be used to help you make strategic marketing decisions. Using internal and external sources to assist in developing a marketing plan can be useful. Your company may conduct their own market research, or you may collect data from other sources. Collecting consumer information is important and key to any marketing plan.

Marketing research may include pilot groups, interviewing consumers, asking consumers to complete surveys, or using existing data from governmental or public websites. The more information you have about the marketplace for a product, the easier it will be to develop appropriate marketing. Research can be used to determine how to properly market a product or create a marketing plan.

To review, see Marketing Research.

2b. Explain the five steps in the marketing research process

• What are the five steps in the marketing process?
• How can you use these five steps to develop a marketing plan?
• What is an example of using the 5-step process to market a product?
• Why is secondary data important in marketing research?

Using a systematic approach in marketing research is important when developing a marketing plan. According to the text, the five steps in the marketing research process include identifying the problem, developing the research plan, conducting research, analyzing and reporting findings, and taking action. As you read through these five steps, think about how you might apply these to your marketing plan.

1. Identify the problem: What problem are you trying to solve? What objectives and goals do you have for this product? What are the research questions you would like to answer?
2. Develop the research plan: What information do you need to conduct this study? How will you analyze the research results and data?
3. Conduct research: How will you collect the research data? What secondary data will you need? What research methods are best suited to the type of data you will collect?
4. Analyze and report findings: How will you analyze the data? How will you interpret the results? How do you plan to report the data? What recommendations will you need?
5. Take action: Evaluate the options, review the results, create a plan to take action, and execute the plan.

To review, see:

• The Marketing Research Process
• Research Design
• Data Evaluation and Analysis

2c. Assess four methods for defining a marketing research problem

• Why is it important to define a marketing research problem?
• What are the four methods to define a marketing research problem?
• How can you write about a marketing research problem?

Conducting market research is an important step in the marketing process that will help to concentrate your efforts. By identifying a specific problem, you will better define your marketing plan. Defining a research problem is one way to focus your marketing and ensure your study will get the results you desire.

When defining a marketing research problem, you must take into consideration business goals, potential trends in the industry, feedback from consumers, competitors in the industry, and any additional research you can gather. It is important to begin with a clear account of the problem or potential prospect you want to research. Then, you will research and learn about the problem, followed by understanding the variables and how they are related to the problem, and then you will develop a problem statement.

To review, see The Marketing Research Process.

2d. Evaluate primary and secondary research approaches for collecting data

• What is an example of primary research?
• What is an example of secondary research?
• How do you know if you need primary or secondary data for marketing research?

Secondary and primary marketing research are important when conducting a marketing study.

Secondary research may include existing internal organizational data, government websites, industry journals or publications, or existing polling information collected by organizations. Secondary research may be needed when primary research does not answer the research question in its entirety or when gaps are found in the data collection.

Primary research includes collecting data that will answer the research question, and it requires more time and effort than secondary research. Primary research may include collecting information from a consumer focus group, conducting case studies, conducting action research, interviewing consumers, or completing consumer questionnaires.

To review, see Primary and Secondary Research.

2e. Describe two quantitative and two qualitative research methods for a marketing research project

• What is an example of a quantitative research method?
• What is an example of a qualitative research method?
• How can quantitative and qualitative research methods be used in one study?

For marketing research, quantitative research might include consumer surveys or questionnaires. A consumer survey or questionnaire may be conducted after or before a purchase and will ask the consumer how they might use the product or service and for their opinion. Quantitative research may ask short closed-ended questions that begin with words like "how much", "how many", or "to what extent do you".

For marketing research, qualitative research might include a consumer focus group or an in-depth interview. Qualitative research explores ideas and concepts; questions would include longer open-ended questions that begin with words such as how and why.

A mixed methods study would include both quantitative and qualitative research and would double the effort and expense to conduct but may provide more in-depth data.

To review, see Research Design.

2f. Differentiate exploratory, descriptive, and causal research designs for marketing research

• What is an example of an exploratory research design?
• What does the term descriptive mean in a research design?
• How might a causal research design be conducted?

Before designing a study, it is important to understand what results are needed; then, the appropriate research design can be chosen. Three different types of research designs are exploratory, descriptive, and casual.

Exploratory research is used to answer research questions that have not been well explored in the past, and they may include a survey, a case study, or a collection of information from other studies. While this type of research is typically qualitative primary research, secondary research methods might be used.

In marketing research, descriptive research attempts to understand and describe a specific population of people or a situation. A descriptive research study may attempt to answer what, where, when, and how questions. This type of research may use observations, panels, or an analysis of previously completed research. This type of research can be primary or secondary and is qualitative.

Casual design research uses experiments as the basis for research and may review the cause and effect between two or more variables. A marketing plan using this type of research may attempt to determine the consumer impact regarding changes to a product or features of a product or service. This is primary research and is typically quantitative in nature,

To review, see Data Evaluation and Analysis and Using Research Results.

2g. Recommend guidelines for analyzing and interpreting research results for data validity and decision-making

• Why is it important to understand how to interpret study results?
• What does data validity mean in marketing research?
• How can research results lead to marketing decision-making?

Understanding how to properly interpret research results is important so that decisions are based on facts. If inappropriate or lower-quality data (for example, blogs vs. industry journals) is used in a research study, then the decision-making process may not be valid. It is important that the data reviewed is of an appropriate quality to prevent any inconsistencies.

Properly interpreting research results is important to determine trends, patterns, or possible correlations in the industry or for specific products and services. This information will be used to complement the marketing plan and make fact-based decisions. Ensuring data validity includes reviewing the quality of data used to ensure that fewer errors are made in the research process and to make informed decisions about the products or services.

To review, see Using Research Results.

Unit 2 Vocabulary

This vocabulary list includes terms you will need to know to successfully complete the final exam.

• casual design
• data validity
• descriptive research
• exploratory research
• interpreting research results
• marketing research
• marketing research problem
• marketing research process
• primary research
• qualitative research
• quantitative research
• secondary research

Unit 3: Consumer Behavior

3a. Explain the importance of consumer behavior for developing marketing strategies

• From a marketing perspective, why is it important to understand consumer behavior?
• How can consumer behavior be studied?
• How is consumer behavior related to marketing?

In marketing, consumer behavior is important to understand because it will give you a better understanding of how a product or service is being used, and this information is useful when developing a marketing plan for that product. Conducting research to observe or understand consumer behavior is an important part of the marketing process.

Part of understanding behavior is identifying the consumer's wants and needs that may lead to a purchase. Wants and needs will influence the consumer to make or refuse a purchase. A marketer may determine wants and needs by interviewing consumers or conducting a focus group of potential customers for a specific product or service.

To review, see Consumer Behavior.

3b. Assess cultural, social, and personal factors that influence consumer behavior

• How might cultural influences affect consumer behavior?
• Why would social and personal factors influence consumer behavior?
• Is timing an influence on buying a product?

Many factors may influence a consumer's behavior when it comes to making a purchasing decision, and these may include cultural differences, social aspects, and personal influences. In addition, timing, reasons for a purchase, the social situation involving the purchase, and their lifestyle may also influence if the consumer makes or does not make a purchase.

For example, when deciding to purchase a new phone, a consumer may be having problems with their current phone, their friends may have purchased the latest version of the phone, and the consumer wants the same phone, they may not have enough money at the time of purchase and may decide on an older or refurbished model, or they know they need to finance the new phone. As you can see, many factors may influence consumer behavior. Understanding the factors that may affect consumer behavior is important when putting together a marketing plan.

To review, see Influences on Consumer Behavior and Social Influences.

3c. Relate the motivation theories of Freud, Maslow, and Herzberg to consumer behavior

• How can Maslow's motivation theory be applied to consumer behavior?
• What is an example of how Freud's work can be applied to consumer behavior?
• Why is it important to understand motivation theories as it relates to consumer behavior?

Motivational theories are another way to better understand consumer behavior. Maslow's Hierarchy of Needs may influence consumer behavior as basic needs are met and make room for higher-level needs, which include buying products. Herzberg's Two-Factor Theory may include how satisfied or dissatisfied a consumer is with their job, and this may have an impact on their employment motivation level. This theory can be used to relate to the consumer buying process.

Another motivational theory is Freud's motivational theory. He believed that unconscious factors may shape the behavior of the individual. An example of using these motivational theories may be when a salesperson focuses on the safety factor for first-time homeowners when they purchase furniture for their new home. This feeling of safety may be met when they purchase furniture that is comfortable and homey.

To review, see Psychological Influences.

3d. Explain the five steps in the consumer buying decision process

• What are the five stages/steps in the consumer buying process?
• How can the five steps in the consumer buying process be used in marketing?
• Why is it important to understand the five steps in the consumer buying decision-making process?

There are five stages/steps in the consumer buying decision-making process. These steps include recognizing that there is a problem, completing research about the problem, reviewing potential alternatives, making a purchasing decision, and evaluating the product after purchase. Depending on the consumer and the expense of the potential solution, these stages may take place quickly (choosing a soda flavor) or may take months (car buying process).

From a marketing perspective, these steps are important to understand because a marketer may be able to influence the buying decision by focusing on one of these stages in the consumer buying decision process. For example, if a product that might solve the consumer's problem shows up higher in an online search, then the consumer may be more likely to buy that product.

To review, see The Buying Process.

3e. Differentiate low, limited, and high levels of consumer involvement in the buying process

• Why is it important to understand the level of consumer involvement?
• How can you better understand the level of consumer involvement in the buying process?
• What are the low, limited, and high levels of consumer involvement?

Consumers may have different levels of involvement based on their needs and the possible expense of the product that may solve their needs. These levels may include low, limited, and high levels. From a marketing perspective, it is important to understand this level of involvement and any risks associated with the decision-making process.

For example, if the consumer needs a product that may cost $20 or less, then the level of involvement may be low because of the cost and risk incurred in making that purchase. But when the consumer is deciding to buy a home, then a high level of involvement will be required. The more risk involved in the decision-making process, a higher level of consumer involvement will be needed. Another type of involvement is limited, and this falls somewhere in between low and high consumer involvement. For example, a limited involvement might include buying a higher-priced vacuum cleaner. A consumer might spend several hours of research before committing to a specific product, and while it cannot be compared to purchasing a car, it would demand more time than a $20 low-involvement item.

To review, see Situational Influences.

3f. Recommend four marketing strategies for influencing consumer behavior

• What are some marketing strategies that a marketer may use to influence consumer behavior?
• Why do you need to influence consumer behavior?
• From a marketing perspective, what is an example of influencing consumer behavior?

From a marketing perspective, it will be important to determine why and how you might influence consumer behavior. There are a few marketing strategies that may be useful, and by using these strategies, a company can better service the consumer and build loyalty.

These include engaging with the consumer (targeted ads, solving a problem they have), understanding needs (here is a resolution to your problem), using visually appealing marketing, starting with a small request (completing a survey, asking for more information), or ensuring your company is available to quickly respond to consumer questions.

To review, see Influences on Consumer Behavior.

Unit 3 Vocabulary

This vocabulary list includes terms you will need to know to successfully complete the final exam.

• consumer behavior
• consumer buying decision-making process
• Freud's motivational theory
• Herzberg's Two-Factor Theory
• influence
• levels of involvement
• Maslow's Hierarchy of Needs
• motivational theories

Unit 4: Brand Strategy

4a. Explain the role of brands in creating value for businesses and consumers

• How do brands create value?
• What is an example of how a brand creates value?
• What is the difference between value creation for the business and the consumer?

Brands create value for both the business and the consumer. When the marketing communication is appropriate, the brand will communicate trust and what the consumer can expect from the product or service. For example, a brand may help to simplify a consumer's choice. They may also remove barriers, make a consumer's life easier, or reduce fears and/or frustrations. All these examples may create value for the consumer.

A brand may create value for a business by being profitable, increasing their overall reputation, or increase the number of consumers who may purchase products from the brand. This is why it is important to understand and promote the brand in a way that not only promotes the brand, but demonstrates how important the product(s) may be to the consumer.

To review, see Brand.

4b. Define brand equity and the related Brand Asset Valuator and Aaker models

• What is brand equity?
• What are the Brand Asset Valuator and Aaker models?
• How can brand equity be improved?

According to the text, the value of a brand based on consumer awareness is brand equity. Successful brand equity leads to consumer loyalty. It is important to assess brand equity and a consumer's awareness of a brand.

The Aaker model states that the awareness of the brand, the loyalty of the consumer, and apparent quality are business assets that allow a company to increase their value.

The Brand Asset Valuator is one way to measure brand value and the brand's ability to make consumers happy and satisfied. When the brand uses appropriate marketing to promote products, the brand may create value and loyalty with consumers.

To review, see Brand Equity, Recognition, and Loyalty.

4c. Explain the concepts of brand equity, brand recognition, and brand loyalty

• What is brand recognition?
• How is brand loyalty related to marketing?
• How might brand equity be applied to brand recognition?

As stated in the last section, the value of a brand based on consumer awareness is brand equity. By building brand equity, the consumer may be more aware of the brand, and eventually, they may become loyal to the brand.

Brand recognition occurs when the consumer is aware of the brand or brand-related products. The consumer may be aware of other brands but should be able to distinctly recognize products that belong to the brand for brand recognition to occur.

Brand loyalty occurs when the consumer returns to buy products from the brand after the initial purchase. Businesses may create loyalty-based applications and rewards programs that allow consumers to return, and they are rewarded for their loyalty.

To review, see Brand Equity, Recognition, and Loyalty.

4d. Evaluate strategies to build a brand, including positioning and differentiation

• How do you build a brand?
• What is an example of brand positioning?
• From a marketing perspective, how can you differentiate a product?

Numerous marketing strategies can be used to build a brand, and these may include the voice and tone of the brand, core values, and a positioning statement. By building the brand, value is added for the business and the consumer.

Brand positioning may include how the brand is presented to the consumer, and this may allow the consumer to feel connected to the brand or its products. This process is a marketing strategy created to establish the brand's identity. Brand differentiation occurs when the brand is distinguished from other brands. This may occur through differences in brand qualities, features, or benefits.

By understanding the differences between building a brand, positioning, and differentiating the brand, marketing can be created that will better position the brand to be successful and build the brand's reputation.

To review, see Brand Management Strategies.

4e. Compare brand management strategies through the product life cycle of introduction, growth, maturity, and decline

• What is the product life cycle?
• From a marketing perspective, why are brand management strategies needed?
• What stages does the product life cycle include?

Brand management strategies assist marketing to improve brand recognition, increase sales, and meet organizational goals. It is important these strategies be implemented to build brand equity and consumer loyalty.

The product life cycle includes the following stages: product development, market introduction, growth, maturity, and decline. Each of these stages is part of the life cycle; the entire process includes the amount of time the product exists. It is important that marketing considers brand management strategies that will continue to build a product through the entire product life cycle. These strategies will continue and adjust as the product moves through each stage of the life cycle.

To review, see Brand Management Through the Product Life Cycle.

4f. Relate four strategies to managing the brand reputation, including through media platforms

• What is an example of a strategy to manage brand reputation?
• How can media platforms be used to build brand reputation?
• Why is it important to manage brand reputation?

In addition to building the brand, it is also important to manage the brand reputation. Brand reputation is the public perception of a brand, and it is important that all brands manage their reputation. This is key to building consumer loyalty and can be accomplished through several strategies. These include being open and honest with consumers, listening to consumer feedback, and acting on any consumer issues that may arise.

It is also important to engage with customers through media platforms and manage those social media pages. Engaging with customers might include answering questions, creating videos that demonstrate how to use or show features of a product, or running contests. Consumers love to engage with brands they are loyal to, and social media platforms are a great way to show interaction.

To review, see Brand Reputation.

Unit 4 Vocabulary

This vocabulary list includes terms you will need to know to successfully complete the final exam.

• Aaker model
• Brand Asset Valuator
• brand differentiation
• brand equity
• brand loyalty
• brand management strategies
• brand positioning
• brand recognition
• brand reputation
• build a brand
• creating value
• media platforms
• product life cycle

Unit 5: Marketing Communications

5a. Describe eight types of digital marketing strategies

• What is digital marketing?
• How can digital marketing be used in a brand marketing plan?
• What are some examples of digital marketing strategies?

Digital marketing is used to connect with consumers to promote and market the brand, products, or services. Examples of digital marketing might include email, website marketing, content marketing, targeted ads on social media, video creation, search engine optimization (SEO), mobile device marketing, or a text message offering a sales discount when the loyal consumer is in the area.

By managing and targeting consumers in a way that may prove to be interactive, marketing may be used in a way that does not feel like a sales pitch. For example, if a consumer searches for carpet cleaning on their mobile device in the morning and then logs in to Facebook later in the day, they may find carpet cleaning ads (with a discount) on their page. If they are still looking for carpet cleaning, they may find this information useful and click on the ad. This type of interaction is beneficial for the consumer and the business.

To review, see Digital Marketing.

5b. Identify six metrics for measuring the success of digital marketing strategies

• Why is it important to build a content marketing strategy?
• Should all brand or product marketing be digital? Why or why not?
• How do you know if digital marketing is successful?

Digital marketing is important to consider as part of your brand or product marketing plan. As mentioned in the previous section, there are numerous types of digital marketing. It is important to manage the various types of digital marketing and to measure how successful (or unsuccessful) they are.

Successful digital marketing considerations include:

• Pick content assets.
  • Will you use only one or three social media websites? Will you have a website? Will you write a blog?
• Choose your content planning software.
• Choose the social media platforms you will use.
  • Do not use them all, but focus on those that are best for your brand.
• Create an avatar that demonstrates your brand and use it on all sites.
• Interact with consumers on these platforms.
• Measure results by using Google Analytics or another type of measurement.
  • Eliminate those sites that are not as popular then focus on the ones that your consumers use.
• Create a website blog and add long content regularly (minimum of 2,000 words).
• Use hub and spoke marketing (for example, keep all content in the hub and create links back to the original content or another social media site).
• Keep all content organized and relevant.

To review, see Content Marketing and Email Marketing.

5c. Relate cultural and legal factors to developing digital marketing strategies

• Why is it important to consider cultural factors in digital marketing?
• Why do you need to consider legal factors when developing digital marketing?
• What considerations are needed to create cultural content for digital marketing?

There are numerous reasons to consider cultural factors in digital marketing; you may need to use marketing across various cultures or even globally. Cultural factors might include beliefs, values, language, or traditions. It is important to consider digital marketing content that will be appropriate for all the cultures you want to target.

Another consideration is legal factors that might be included in digital marketing. Legal factors might include health and safety issues, consumer rights, appropriate product labeling, and advertising standards. Ensuring digital advertising complies with all legal factors is important so laws are not broken, and the reputation of the brand is not damaged.

To review, see Cultural and Legal Matters.

5d. Justify why a company should use social media to connect with customers and potential customers

• Why is it important to use social media to connect with customers?
• How can social media marketing connect with potential customers?
• What type of interaction do customers want on social media?

Social media are interactive applications that allow people and organizations to share information and collaborate. This is a great way to connect with customers and potential customers. Using the same social media sites that your customers use is a great way to answer product questions, promote the brand, show videos that demonstrate the products of the brand, or conduct consumer contests. Companies that have brand Facebook pages are now commonplace.

Over the last decade, it has become imperative to use social media platforms to connect with consumers. It is important that a brand does not try to be on all social media platforms but that the social media sites are carefully chosen. The social media sites that brand-specific consumers use the most are the best sites for a brand to use.

To review, see Social Media.

5e. Compare six major social media platforms and their attributes for marketing purposes

• What is an example of how a social media platform might be matched with a specific brand?
• Why is it important for a brand to appear on social media?
• What are the different types of social media platforms?

Businesses today must engage with their customers on social media. The main social media platforms that businesses might participate in include Facebook, LinkedIn, TikTok, Instagram, Pinterest, Snapchat, Twitter (X), YouTube, and WhatsApp.

It is important to match the brand with the social media platform. For example, if a company is looking for employees, they may post job openings on LinkedIn, and they would most likely not post the job on Snapchat. A clothing designer might post their clothing line on Pinterest. A company that produces movie shorts might use YouTube as their platform to show and market their products. By reviewing the specific social media platform with the brand or type of business to be conducted, marketing can be more product and brand-specific.

To review, see Social Media.

5f. Examine content marketing options through text, visuals, and consumer interactions

• Why is it important to focus brand marketing on text and visuals?
• How can consumer interaction affect brand marketing?
• How can content marketing connect with consumers?

Content marketing is used to appeal to, retain, and create loyal brand consumers, and it may include videos, podcasts, social media, or research. Content marketing should be specific to the brand, which will help to create consumer engagement and interaction. Once created, this type of marketing may also be displayed on social media platforms to better align the brand.

By creating visually appealing content marketing, a brand can better engage with customers and potential customers and create higher brand loyalty. This type of marketing can also build brand awareness and reputation. This is useful when it comes to promoting products or the brand itself.

To review, see Content Marketing and Email Marketing.

5g. Assess the use of email marketing in building relationships with customers and potential customers

• What is an example of how email marketing might be used?
• How can email marketing be used to build customer relationships?
• Why might a company focus more on email marketing than social media?

The use of email marketing has been around for a few decades. Consumers may like a product or brand and want to keep in touch, and email is a great way to inform customers about sales or promotions. Once the visual content for email is created, it may also be used on social media. Email marketing can also utilize short video content as well.

Like social media, email is another way to interact with customers and potential customers. Email can be scheduled to be sent once a month or only during certain promotional phases. Some customers may only check email, and not social media platforms, so including some type of email marketing in the marketing plans is a good idea.

To review, see Content Marketing and Email Marketing.

Unit 5 Vocabulary

This vocabulary list includes terms you will need to know to successfully complete the final exam.

• content marketing
• cultural factors
• digital marketing
• email marketing
• legal factors
• social media
• social media platforms