CHAPTER ONE Flashcards
marketing?
process of planning and excuting the pricing, conception and promotion of an idea that satisfies consumers and organizations.
consumer perceived value?
perception of all benefits of a product against the cost of aquiring it
marketing mix (4 P’s)
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)
IMC
marketing communications planning that
recognizes the added value of a comprehensive plan that
evaluates the strategic roles of a variety of communication
disciplines
IMC seeks to?
have all of the company’s promotion and marketing activities
brand identity consists of?
1- logo
2- symbols
3- image
4- name
5- performance
6- design
7- packaging
marketing communication uses?
1- inform
2- diffrentiate
3- persuade
4- remind
promotional mix consists of?
1- advertising
2- direct marketing
3- digital marketing
4- sales promotion
5- public relations
6- personal selling
1) advertising?
any paid form of non personal communication about the organization, product, service by an identified sponsor
non personal media?
the message is not personalized as it’s send to large number of people (mass audience) and no opportunity of feedback
why is advertising important?
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
advertising classifications?
1- consumer
2- organization
consumer consists of?
1- national
2- retail
3-primary demand ( venus el led)
organizational consists of?
1- b2b (ba3ml e3lan l sherka)
2- professional
3- trade ( ba3ml l retaliers 3ashan yewaz3o el product beta3i)
2)direct marketing?
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)
direct response ad?
tetkalm 3an el sherka aw rakam 3ashan akhod el offer
forms of direct marketing?
1- catalogue
2- direct response ads
3- tele marketing
4- mobile (sms)
5- ecommerce (online shopping)
6- data base management
3) public relations?
strategic communication process that builds mutually benefitial relation between the company and their publics
main public relations objective?
building image of the company such as investors, suppliers, employees and media
public relations involves?
mass audience non personal like advertising but is not directly paid for by the company
public realtions tools?
1- conference ( atkalm 3an el product beta3i)
2- sponsorships
3- corprate events
4- publicity ( yb2a 3andaha shakl ahsan, media)
4) sales promotion?
marketing activities that provide extra value to the sales force, retailers and ultimate consumer to achieve short term actions
sales promotions classifications?
1- consumer oriented like samples, discounts, bonus pack
2- trade oriented like trade allownce, training programs lel retaliers
5) personal selling?
1-person to person communication, flexible, immediate feedback
2- a sller attempts to sell and persuade prospective buyers to make a purchase
6) digital marketing?
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)
target audience features?
1- word of mouth
2- public realtions
3- direct marketing
4- sales promotion
touch point?
refers to each opportonity the consumer has to see or hear about the company and it’s brands ( ay taree2a a3raf beeha el product)
touch point classifications?
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)
IMC planning process?
1- planning
2- excuting
3- evaluating
4- controlling
5- consider which promotional activity to be used
6- how to distribute
IMC planning MODEL?
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)
Describe the role of advertising and promotional elemtnts in the market?
1- increase brand awareness
2- inform persuade remind and diffrentiate
3- increase short term sales
