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Journalism 320 > Final Review > Flashcards

Final Review Flashcards

1
Q

philosophy, attitude, perspective, management orientation, stressing customer satisfaction

organization function: set of processes used to implement this philosophy

A

marketing

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2
Q

what can be marketed?

A

goods and services

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3
Q

simple and intuitively appealing philosophy that articulates a market orientation

A

marketing orientation

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4
Q

marketing orientation should

A
  • focus on customer wants and needs to distinguish products
  • integrating organizational activities with production to satisfy customer wants
  • achieving long term goals by satisfying customer wants and needs legally and responsibly
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5
Q

extends marketing concept to acknowledge some products consumers may want may not be in their best interest

A

social marketing orientation

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6
Q

value equasion

A

value=benefits-costs

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7
Q

strategy focusing on keeping and improving relationships with current customer

A

relationship marketing

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8
Q

company wide business strategy to optimize profitability, revenue and customer satisfaction b focusing on defined and precise consumer groups

A

customer relationship management

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9
Q

market share equasion

A

total sales or revenue of country/total of industry

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10
Q

profit equasion

A

total revenue - total costs = profit

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11
Q

managerial process of creating and maintaining a fit between the organization’s objectives and resources and the evolving market opportunities

A

strategic plannin

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12
Q

sbu’s

A

large companies may manage a number of very different businesses

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13
Q

elements of a marketing plan (6)

A 
business mission statement
situation or swot analysis 
objectives
marketing strategy (target market strategy)
Marketing mix
Implementation evaluation control
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14
Q

defining a business in terms of goods and services vs. terms of benefits customers seek

A

marketing myopia

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15
Q

statement of the firm’s business based on careful analysis of existing and anticipated environmental conditions

A

mission statement

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16
Q

swot analysis

A

strengths, weaknesses, external opportunities, threats

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17
Q

objectives should be.. (4)

A

realistic, measurable, compared to a benchmark

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18
Q

refers to a unique blend of product, price, placement, promotion, pricing

A

marketing mix

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19
Q

moral principles or values that generally govern the conduct of an individual and group

A

ethics

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20
Q

csr

A

corporate social responsability - businesses concern for society’s welfare

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21
Q

csr stakeholders (6)

A

employee’s, managment, customers, owners/stockholders, suppliers, local community

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22
Q

the idea that socially responsible companies will out preform their peers by focusing on the world’s social probelms and viewing them as opportunities to build profits and help world

A

sustainability

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23
Q

cooperative marketing efforts between a for profit firm and a non profit organization

A

cause related marketing

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24
Q

scan of market and environment to identify external opportunities and threats

A

environmental scan

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25
Q

demographic factors

A

age, race, ethnicity, location

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26
Q

world population

A

7,339,318,160

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27
Q

us population

A

324,480,611

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28
Q

empowered to prevent persons or corporations from unfair methods of competition in commerce

A

ftc

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29
Q

used by researchers to better target advertising to web surfers and use of social engines/media

A

behavioral targeting

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30
Q

remarketing

A

re reaching out to users that have already visited the website

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31
Q

process a consumer uses to make purchase decisions as well as to use and dispose of purchased goods or services including factors influencing purchase decisions and product use

A

consumer behavior

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32
Q

why is consumer behavior importan

A

to make a proper marketing mix for well defined market

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33
Q

buying an unfamiliar expensive product or infrequently bought, requires several criteria for evaluating options and info

A

high involvement

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34
Q

customers spend little time on search and decision before purchase

A

low involvement

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35
Q

customer decision making processes (5)

A
  1. need recognition
  2. information search
  3. evaluation of alternatives
  4. purchase
  5. post purchase behavior
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36
Q

marketers role in need recognition

A

understand needs of customers

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37
Q

marketers role in information search

A

look into how customers search and use to their advantage

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38
Q

marketers role in evaluation of alternatives

A

make sure their produc’s the best

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39
Q

marketers role in post purchase behavior

A

reduce doubts

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40
Q

group of brands resulting from an information search from which a buyer can choose

A

consideration set

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41
Q

inner tensions consumer gets after recognising a inconsistency between behavior and values or opinons

A

cognitive dissonance

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42
Q

circumstances of purchase that may temporarily make a low involvement decision high such as when previeved risk

A

situational involvement

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43
Q

influential early adopters vocal members of society

A

opinon leaders

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44
Q

most important social influence for consumers is…

A

family

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45
Q

individual influences

A

life cycle stage and age

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46
Q

psychological influences 4

A

perception, selective exposure, selective distorition, selective retention

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47
Q

process by which people select, organize and interpret stimuli into a meaningful and coherent picture.

A

perception

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48
Q

the process whereby a consumer notices certain stimuli and ignores others

A

selective exposure

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49
Q

proces whereby a consumer changes or distorts info that conflicts with beliefs

A

selective distortion

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50
Q

a process where consumer remembers only the info that support his beliefs

A

selective retention

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51
Q

3 components of attitude

A

feel, think, intend to do

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52
Q

business to business sales have…

A

higher quantities, fewer customers, geographic concentration, focus on personal selling and relationships

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53
Q

process of dividing a market into meaningful, relatively similar and identifiable segments or groups

A

market segmentation

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54
Q

market segmentation benefits… 3

A
  1. identify groups w similar needs and figure out characteristics and buying behavior
  2. marketing mixes can be designed to match
  3. consistent with marketing concept of satisfying customer while meeting organizations objectives
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55
Q

segmenting customers into neighborhood lifestyle categories

A

geodemographic segmentation

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56
Q

80/20 principle

A

20% of consumers generate 80% of demand

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57
Q

views market as one big market no segmentation and one marketing mix

A

undifferentiated targeting

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58
Q

selecting one segment of a market for targeting

A

concentrated or niche targeting

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59
Q

choosing two or more well defined market segments and develops a distinct marketing mix for each

A

multisegment targeting

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60
Q

4 benefits of crm as targeting tool

A

personalization
time saving
loyalty
technology

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61
Q

developing a specific marketing mix to influence consumers’ overall perception of the brand, product line or organization in general

A

positionsing

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62
Q

place of product or such occupied in consumers mind versus the competition

A

position

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63
Q

displaying or graphing in two dimensions or more, location of products or such in customer’s minds

A

perceptual mapping

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64
Q

positioning bases for perceptual mapping

A

attribute, price and quality, use or appplication, product user, product class, competitor, emotion.

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65
Q

changing consumers’ perceptions of a brand in relation to competing brand

A

repositioning

66
Q

process of planning, collecting, and analyzing data relevant to a marketing decision

A

marketing research

67
Q

purpose of marketing research -

A

gives decision makers data on effectiveness of current marketing mix and insight for change

68
Q

content analysis; themes, nuggest

A

qualitative research

69
Q

data/states

A

quantitative researach

70
Q

watching what people do, to understand behaviors

A

observation

71
Q

marketing research to get facts, opinions, attitude

A

interviews

72
Q

gauge reactions to products and actual household usage of products

A

focus groups

73
Q

usually quantitative, descriptive most popular research

A

survey

74
Q

observing manipulation of one variables impact on another variable

A

experiments

75
Q

research watching what people do in actual context

A

ethnography

76
Q

7 steps of marketing research process

A
  1. identify problem or opportunity
  2. plan research design and get secondary data
  3. specify sampling procedure
  4. collect primary data
  5. analyze data
  6. prepare and present report.
  7. follow up
77
Q

3 sampling decision

A

population, size, selection method

78
Q

probability sample

A

everyone has same statistical likelihood of selection

79
Q

nonprobability sample

A

little or no attempt to get representation of population

80
Q

heart and start of marketing mix

A

product

81
Q

whats the importance of a well balanced portfolio…

A

dont want to over extend, cannibalization

82
Q

group of closely related products a company makes

A

product line

83
Q

name, term, symbol, design, or combination that identifies a seller’s product and differentiates them form compeitiors

A

brand/branding

84
Q

product identification is a benefit of

A

branding

85
Q

repeat sales can be benefited by

A

branding

86
Q

new product sales can be benefited by

A

branding

87
Q

higher return on investment can be a benefit of

A

branding

88
Q

preceived quality people will pay more because of a …

A

brand

89
Q

2 or more brand names on a product or its package

A

cobranding

90
Q

exclusive right to use a brand or part of a brand

A

trademark

91
Q

communicaton by marketers that informs, persuades, and reminds potential buyers of a product in order to influence and opinion or elicit a response

A

promotion

92
Q

promotional mix (5)

A

advertising, pr, sales promotion, personal selling, social media

93
Q

deisrieable, unique, exclusive believable advertising appeal selected as theme for campaign

A

usp

94
Q

usp

A

unique selling proposition

95
Q

marketing communication targets: 4

A

customers, viewers/listeners, news media, clients

96
Q

direct, face to face communication between two or more people

A

interpersonal communication

97
Q

communication of a concept or message to large audience

A

mass communication

98
Q

goals of promotion 4

A

inform persuade remind connect

99
Q

promotional tactic based on traditional advertising model where brand pays for media space

A

paid media

100
Q

paid media exmples

A

tv, magazine, outdoor, radio, newspaper

101
Q

based on public relations or publicity model that gets customers talking about products or services

A

earned media

102
Q

examples of earned media

A

media coverage, word of mouth, people talking about or sharing your content

103
Q

promotional tactic based on brand becoming publishers of own content to maximize brand value to customers

A

websites, social media presence, blogs

104
Q

aida stands for..

A

attention, interest, desire, action

105
Q

model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message

A

aida

106
Q 
focus on getting conusmer attention
creating an interest
how it will achieve consumer needs 
arouses desire
offers strong sales pitch
obtain purchase action
A

aida concept

107
Q

difference between high and low involvement with aida concept

A

high - go through all steps usually.

108
Q

coordination of all promotional messages for a product or a service ot assure the consistency of messages at every contact point where company meets consumer

A

imc

109
Q

impersonal, one way communication about a product or organization that is paid for by the marketer

A

advertising

110
Q

role of advertising

A

inform about products and services influencing their attitudes, beliefs and ultimately purchases

111
Q

ad agency jobs 5

A

account managment, account planning ,creative, media, interactive marketing

112
Q

roadmap for agency creative team to create messages on strategy and target

A

role of creative brief

113
Q

sections of creative brief

A

why are we? who are we talking to? what do they thing? what do we want them to thing? what is the most persuasive idea we can convey? why should they believe? creative guidelines?

114
Q

who writes or uses a creative brief

A

written by account managers and planners with guidance of client
used by creative team

115
Q

are benefits or attributes more important

A

benefits

116
Q

a reason for a person to buy a product

A

ad appeals

117
Q

way a company portray’s it’s message

A

execution

118
Q

media decision in advertising

A

monitored (newspapers) versus unmonitored media (coupons)

119
Q

series of decision advertisers make regarding selection and use of media, allowing marketer to optimally and cost effectively communicate message to target audience

A

media planning

120
Q

when do you create a media plan

A

before anything else

121
Q

ultimate goal of media planning

A

most cost-effective and optimal way to communicate the message to the target audience

122
Q

media you use to reach an audience

A

media vehicle

123
Q

characteristics of a media vehicle (4)

A

audience selectivity, flexibility, noise level, lifespan

124
Q

media selection criteria: 5

A 
budget and objectives
audience profile
media plan
buy and place media
evaluate and optimize plan
125
Q

combination of media use for promotional campaign

A

media mix

126
Q

cost of reaching one member of a target market

A

cost per contact

127
Q

cost per thousand calculation

A

advertising cost/(impressions generated/1000)

128
Q

number of target consumers exposed to a commercial over a certain period of time

A

reach

129
Q

number of times an individual is exposed to a given message during a specific period

A

frequency

130
Q

reaching a consumer as close to the purchase

A

recency planning

131
Q

role of mobile ads

A

most important in reaching customer as close to point of purchase as possible

132
Q

element in promotional mix evaluating public attitudes, identifies issues that may elicit public concern, executes program to gain public understanding and acceptace

A

public relations

133
Q

public relations role in promo mix

A

fit in overall marketing plan and focus on target audience and maintain positive image

134
Q

effort to capture media attention, often initiated through press releases furthering corporations public relations plan

A

publicity

135
Q

4 major pr tools

A

publicity, product placement, media kids, experiential marketing

136
Q

pr department duties

A

press relation, product publicity, corporate communication, public affairs, lobbying, employee and investor relations, crisis managment

137
Q

marketing communication strategies other tan advertising and pr, short term incentives motivates consumers to purchase immediately by lowering price or adding value

A

sales promotion

138
Q

role of sales promotions

A

get people to go out and buy

139
Q

3 targets of sales promotions

A

distributors, employers, consumers

140
Q

push strategy goes from

A

manufacturer - wholesaler - retailer- consumer- buy

141
Q

pull strategy…

A

manufacturer-consumer-retailer-wholesaler-manufacturer

142
Q

types of sales promotions

A 
coupons and rebates 
premiums
loyalty marketing program
contests 
sweepstakes 
sampling
point of purchase promotion
143
Q

purchase situation involving a personal, paid for communication between two people

A

personal selling

144
Q

giving a detailed explaination and product demonstration is an advantage of…

A

personal selling

145
Q

customized to motivate and interest buyer is a benefit of

A

personal selling

146
Q

sales involving building maintaining and advancing interactions with consumers to develop long term, mutually beneficial partnerships

A

relationship selling

147
Q

philosophy under which company customizes products and services offerings based on what consumer wants based on interactions with customer and company

A

customer centric

148
Q

process where learned information from customers in centralized and shared to improve relationships between customer and company

A

knowledge managment

149
Q

importance of sales

A

fuel of corporations

150
Q

setting goals and quotas is important because…

A

just like any other aspect of marketing, goals are needed

151
Q

quota is based on…

A

sales volume, sometimes key accounts, new accounts, repeat sales and specific products

152
Q

geographic regions, product line, marketing function preformed, market, industry, individual client and account are…

A

configurations for organizing sales force

153
Q

how is sales force compensated

A

profitability achieved and customer satisfaction

154
Q

how is sales force motivated

A

recognition and rewards

155
Q

how has technology impacted sales and managment

A

helps!

156
Q

how is social media than mass media?

A

more one to one way to meed with consumers

157
Q

implications of social media: 5

A
  1. often dont control social media content
  2. ability to share quick so amplifies word of mouth
  3. allows marketers to listen
  4. more advanced measures how marketers meet and interact with customers.
  5. allows more direct and meaningful relationships avaliable
158
Q

purpose of social media training -

A

building fluency and understand disclosure and who to contact through awareness, empowerment and excellence

159
Q

steps in creating a social media campaign

A

listen, develop list of objectives

160
Q

how to leverage all 3 media types

A

maximize owned media
recognize public media relationships no longer = earned media, must listen to and respond
understand paid media serves as catalyst to get consumers and reach all channels

161
Q

how is social media evaluated and measured?

A

all dependent on context- rate of accumulation, investment per fan, follower compared to company similar

162
Q

most effective metrics of measuring social media (7)

A 
buzz
interest
participation
search engine ranks and results
influence 
sentiment analysis
web site metrics

Journalism 320 (1 decks)

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