Marketing strategy

Post your analysis of the readings in Chapters 11 & 12. Be sure to use textbook terminology and add textbook sections that were meaningful to you but not listed as a required question.  Share your knowledge of social media as well as other pertinent sources.

1. Study the key questions marketers should ask before spending to reach a target.  What two areas do you think are especially critical and why.

2. List and explain the 8 steps in developing a mobile web strategy (Exhibit 11.4).

3. Discuss the pros and cons of using Apps for marketing.  Include in your discussion Apple’s rules for developing apps for IOS (Exhibit 11.7).

4. Read the case study Mobile Payments Take Off with Apply Pay.
Describe the technology Apple Pay is using to connect iPhones to store readers.   Do you use mobile payment systems?  What do you think the future is for mobile payment?

5. Discuss the Key Steps to Determine Financial Impact (Exhibit 12.5).

6. Explain media equivalent analysis.  What is the size of the audience given for each medium?  Why might a business choose one medium over another?

7. Why are both financial and non financial metrics important for evaluating performa

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