Chapter 14: Engaging Customers and Communicating Customer Value

Question 1

What are the activities included the promotion/marketing communications mix?

Answer 1

Advertising
Sales Promotion
Personal Selling
Public Relations
Direct and Digital Marketing

Question 2

The advertising framework consists of what elements?

Answer 2

Paid, owed, earned and shared (POES)

Question 3

Describe Omnichannel Marketing

Answer 3

Seamless integration between multiple channels including both digital and offline

Question 4

The different types of Message Content

Answer 4

Rational, emotional, and moral

Question 5

The different types of Message structure

Answer 5

1. Draw conclusions or leave ambiguous
2. Present the strongest answer first for immediate impact or last for a strong climax
3. One-sided (great for Sales impact) Two-sided (great for authenticity)

Question 6

Define Buzz Marketing

Answer 6

Buzz Marketing refers to the cultivating of opinion leaders to a product or services to add influencer prestige and increase its popularity

Question 7

What are the different forms of Online and Digital media?

Answer 7

Email, websites, mobile, and social media

Question 8

Define the Push and pull promotion strategies

Answer 8

The push strategy refers to the personal selling marketing and trade promotion to retailers who in turn push to end consumers through personal selling advertising and sales promotion

The pull strategy refers to the marketing activities directly to consumers including advertising, sales promotion, online and social media,to increase demand from retailers and wholesalers who in turn demand from producers

Question 9

What are the five As of the customer journey?

Answer 9

Awareness
Appeal
Ask
Act
Advocacy

Question 10

What are the nine elements of the communication process?

Answer 10

Sender
Encoding
Message/Media
Noise
Decoding
Receiver
Response
Feedback