Class 1

Question 1

Three components of marketing strategy:

Answer 1

Analysis of market opportunity and threats
Target marketing decisions
The firms value proposition

Question 2

What is the Integrated marketing program and what will it do?

Answer 2

it is: a strategy for delivering a unified message across all the marketing channels your brand uses

it will:will actually deliver the intended value to target customers.

Question 3

For major marketing mix tools:

Answer 3

Price, product, place(Channel), promotion(Communication)

-Promotion, other wise known as brand communication, is affected by the three other P’s.

Marketing mix tools should be blended into a comprehensive integrated marketing program

Question 4

Promotion:

Answer 4

any type of marketing communication used to inform target audience of relative merits for its P/S in a persuasive nature

Question 5

Advertising:

Answer 5

is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
Broadcast
Print
Online
Mobile
Outdoor

Question 6

What are the four key components of advertising:

Answer 6

1. Strategy (the logic behind adv stated in an objective)
2. Message (concept of the message, how consumers receive it)
3. Media (match target audience to media channels)
   4.Evaluation (Based on strategic objectives and prof standards)