Final (ch. 10-12) Flashcards
Push strategy
- Focuses on the distributors of a product
* Incentives offered to wholesalers or retailers to carry and promote a product
Frito-Lay offers buybacks of unsold products to grocery stores who stock their products. What strategy is this (push/pull)?
Push strategy. Incentives to retailers
Pull strategy
- Focuses on the end user
* Dependence on sales promotions and advertising
When a product is widely used by customers, the product is simple, and consumers typically buy the product for themselves, which marketing strategy should be used?
Pull
When a firm has difficulty transferring their (push/pull) strategy abroad, they may resort to a (push/pull) strategy and target the distributor?
Pull; push
What was wrong with the Bill Cosby example from the PR video?
Bill Cosby did not immediately respond to the allegations and tried to squash an interview where the interviewer asked him. Eventually issued a response from his legal team. He should have responded PERSONALLY.
How did the responses from the NFL and NBA differ in times of crises (PR video)?
- NFL suspended Ray Rice for two games when allegations of beating emerged, suspended indefinitely once the video was released. Slow and lackluster.
- NBA swiftly responded to Clippers owner’s racist remarks and forced a sale of the team.
What is the Microsoft example? What is the suggested fix (PR video)?
- Satya Nadella said that women shouldn’t ask for raises but instead wait to be recognized.
- Before making comments, think about how you’re communicating to your audience.
What is the worst PR Blunder given in the PR video?
GM. Their cars had an ignition switch failure that cost the lives of 13 people. Mary Barr, GM CEO, said that it was the old GM and they’re now the new GM.
What were the takeaways from the GM example (PR video)?
Think about your business decisions from a cultural perspective and how it will impact people, not simply from an operational perspective.
What was the CVS example given in the PR video?
CVS stopped selling cigarettes, a $2B/year business, because they are trying to become a health center and it goes against their mission.
How did Starbucks respond to an automated scheduling issue reported by the NY Times?
The company changed the scheduling issue the next day.
What was the Malaysia example given in the PR video?
Malaysia Air tweeted “Want to go somewhere but don’t know where?” soon after the two MA plane crashes.
If customer needs differ within a market, what sort of advertising strategy should you use?
More adapted, localized approach
HP is advertising a new consumer printer line while Hammermill wants to advertise its quality paper. Which co should have a more localized approach?
HP because different consumers have different printer/scanner needs, but all printers use the same paper!
If each market Subway enters has different competitors, how should Subway advertise?
More adapted, localized approach
Spain’s city centers are not very drive-able while the US’s are. How should a US company moving into Spain advertise?
With a more localized approach
Is Apple’s marketing strategy more localized or standardized?
Standardized. Most ads have the same look and feel throughout the world.
Rational advertising approach
Depend on logic and speak to the consumer’s intellect
Emotional advertising approach
Make consumer feel emotion (think Sinek)
Does Apple use a rational or emotional advertising approach?
Emotional
Is Google’s “Parisian love” ad emotional or rational?
Emotional
Spotify marketing campaign (Ch. 11)
Spotify created localized billboard ads with users’ listening data