CHAPTER ONE

Question 1

marketing?

Answer 1

process of planning and excuting the pricing, conception and promotion of an idea that satisfies consumers and organizations.

Question 2

consumer perceived value?

Answer 2

perception of all benefits of a product against the cost of aquiring it

Question 3

marketing mix (4 P’s)

Answer 3

1- product ( satisfies needs)
2- price ( offering it at a certain price)
3- place ( making it available through a channel or distribution
4- promotion ( creating awarness about the product)

Question 4

IMC

Answer 4

marketing communications planning that
recognizes the added value of a comprehensive plan that
evaluates the strategic roles of a variety of communication
disciplines

Question 5

IMC seeks to?

Answer 5

have all of the company’s promotion and marketing activities

Question 6

brand identity consists of?

Answer 6

1- logo
2- symbols
3- image
4- name
5- performance
6- design
7- packaging

Question 7

marketing communication uses?

Answer 7

1- inform
2- diffrentiate
3- persuade
4- remind

Question 8

promotional mix consists of?

Answer 8

1- advertising
2- direct marketing
3- digital marketing
4- sales promotion
5- public relations
6- personal selling

Question 9

1) advertising?

Answer 9

any paid form of non personal communication about the organization, product, service by an identified sponsor

Question 10

non personal media?

Answer 10

the message is not personalized as it’s send to large number of people (mass audience) and no opportunity of feedback

Question 11

why is advertising important?

Answer 11

1-Emotional effectiveness
2-Image/Brand building (Awareness and associations)
3-Large audiences
4-Cost effectiveness (for reaching mass number of people)
5- short term sales
6- attitude change

Question 12

advertising classifications?

Answer 12

1- consumer
2- organization

Question 13

consumer consists of?

Answer 13

1- national
2- retail
3-primary demand ( venus el led)

Question 14

organizational consists of?

Answer 14

1- b2b (ba3ml e3lan l sherka)
2- professional
3- trade ( ba3ml l retaliers 3ashan yewaz3o el product beta3i)

Question 15

2)direct marketing?

Answer 15

utilitizing a direct communication channel and exchange between the company and it’s customers.
Generally not intended for mass
communications.
- Usually Traceable and Measurable ( bab3at l nas mo3ayana)

Question 16

direct response ad?

Answer 16

tetkalm 3an el sherka aw rakam 3ashan akhod el offer

Question 17

forms of direct marketing?

Answer 17

1- catalogue
2- direct response ads
3- tele marketing
4- mobile (sms)
5- ecommerce (online shopping)
6- data base management

Question 18

3) public relations?

Answer 18

strategic communication process that builds mutually benefitial relation between the company and their publics

Question 19

main public relations objective?

Answer 19

building image of the company such as investors, suppliers, employees and media

Question 20

public relations involves?

Answer 20

mass audience non personal like advertising but is not directly paid for by the company

Question 21

public realtions tools?

Answer 21

1- conference ( atkalm 3an el product beta3i)
2- sponsorships
3- corprate events
4- publicity ( yb2a 3andaha shakl ahsan, media)

Question 22

4) sales promotion?

Answer 22

marketing activities that provide extra value to the sales force, retailers and ultimate consumer to achieve short term actions

Question 23

sales promotions classifications?

Answer 23

1- consumer oriented like samples, discounts, bonus pack
2- trade oriented like trade allownce, training programs lel retaliers

Question 24

5) personal selling?

Answer 24

1-person to person communication, flexible, immediate feedback
2- a sller attempts to sell and persuade prospective buyers to make a purchase

Question 25

6) digital marketing?

Answer 25

1- interent
2- platform where all promotional mix elemts can be itilized ( bas msh lazm kol el elements)
3- social media
4- user generated content ( amr el hady)

Question 26

target audience features?

Answer 26

1- word of mouth
2- public realtions
3- direct marketing
4- sales promotion

Question 27

touch point?

Answer 27

refers to each opportonity the consumer has to see or hear about the company and it’s brands ( ay taree2a a3raf beeha el product)

Question 28

touch point classifications?

Answer 28

1- paid ( magazines, news paper, online ads) ana badfa3 floos 3ashan el nas te3raf 3ano
2- owned ( websites, facebook, snapchat) hagat beta3ti
3- earned ( WOM, social media comments, shared videos)

Question 29

IMC planning process?

Answer 29

1- planning
2- excuting
3- evaluating
4- controlling
5- consider which promotional activity to be used
6- how to distribute

Question 30

IMC planning MODEL?

Answer 30

1- review the marketing plan ( the current position in the market, where it intents to go)
2- promotional program analysis ( review the promotional activities and their results)
3- analysis of communication process ( comm. goals and obj.)
4- budget determination
5- developing an IMC program
6- monitering and controlling ( problem corrction, feedbacks)

Question 31

Describe the role of advertising and promotional elemtnts in the market?

Answer 31

1- increase brand awareness
2- inform persuade remind and diffrentiate
3- increase short term sales