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Integrated Marketing > Intro > Flashcards

Intro Flashcards

1
Q

Give points of marketing

A
  • a state of mind and a professional practice
  • consider the ‘value chain’
  • deals primarily with customer communications
  • guiding principle of how an organisation should operate
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2
Q

What does the marketing concept state

A
  • Every aspect of a firms operation should be based on the importance of the customer
  • Firm must make an adequate profit
  • All parts of business must cooperate willingly and enthusiastically
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3
Q

What does the marketing concept emphasise

A
  • Importance of customer
  • Importance of proft
  • Importance of management, good communications and an organisation wide approach
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4
Q

Marketing Orientation 3 main points

A
  • The best way to manage a business is for it to face outwards
  • Businesses must make what they can sell, not sell what they like making
  • Successful operations are governed by the wants and needs of users
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5
Q

What are the 3 stages of Marketing

A
  • Production/product orientation - potential for ‘marketing myopia’
  • Sales orientation
  • User orientation
    (always remember: the product is what the consumer sees, hears, perceives and believes - user values are important
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6
Q

Key relationship drivers for relationship marketing

A
  • Customer care, commitment and contact
  • Value exchange
  • Customer communications
  • Persuasive product quality
    This leads to successful practice, increased spend, loyalty, responsiveness, brand affinity and advocacy
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7
Q

Marketing strategy combination

A
  • Product, including people, process and physical evidence
  • Price
  • Place
  • Promotion
    ^ The marketing mix
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8
Q

Marketing strategy key points

A
  • The nature of the product will influence the balance
  • One element cant cover for problems with the rest
  • Chosen strategy should see aims reached at minimum cost
  • Strategy is not static and responds to environmental change
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9
Q

What is success in marketing judged by

A
  • Anticipating customer needs and behaviour and achieving profitable sales
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10
Q

What is success in marketing dependant on

A
  • Senior management encouraging and leading staff by example

- Dialogue (with staff and customers) linked to internal exchange, not isolation

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11
Q

What is Marketing Communications defined as?

A

1EXAMPLE

‘An audience centred activity, designed to engage audiences and promote conversation’. (Fill & Turnball)

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12
Q

What are marketing communication techniques

A

-Advertising
-Sponsorship
-Design/Packaging
-Sales Promotion
-P.R/Publicity
-Direct/Digital Marketing
-Word of Mouth
WORKS BEST TOGETHER^

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13
Q

Different media types

A

-Interactive/Social
-Press
-TV
-Outdoor
-Radio
-Cinema
-Ambient
Digital impacts all of these

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14
Q

Marketing Communications (books)

A
  • Organisations communicate in many ways
  • Image and impressions have a profound effect on success (The ‘Branson’ Factor)
  • Who do they target? Interactional model of communications (Fill & Turnball 2016 pg49)
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15
Q

What does the marketing communications introduce

A

Opinion leaders, opinion formers (influencers) and listeners rather than the mass audience - also mass media, electronic sources, personal sources.

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16
Q

What does effective communication involve

A

sending a stimulus to the senses and gaining a response - a two way process

17
Q

how are messages recieved

A

depends on the sender, the tone and the language

18
Q

What does message persuasiveness affect

A

response

19
Q

Where does response and understanding stem from

A

existing knowledge and attitude

20
Q

Repositioning and reinforcement

A

repositioning - more difficult

reinforcement - more effective than conversion

21
Q

Low credibility

A

marketers have low credibility as they are expected to be biased

22
Q

Senders - Key issues:

A
  • Credible information sources
  • Understanding the advertising/communications process
  • Determining the encoding process
23
Q

The Message - Key issues:

A
  • Content, creativity and interpretation
  • Reaching the desired target
  • Avoiding rejection or distortion i.e. selective perception
  • Persuasiveness
  • ‘Stickiness’ and ‘dwell time’
  • Format and structure
24
Q

Stimulus and Response

A
  • Effective communications demand perception overlap to give a common basis for dialogue and understanding
  • Take account of the receivers and level of involvement
  • Stimuli should conform to experience and beliefs, match needs and avoid anxieties
25
Q

Recievers - Key issues:

A
  • How many, what kind and where (and their media habits)?
  • Level of aggregation, awareness and knowledge
  • Effectiveness depends on countervailing forces, e.g. competitors’ communications, reference groups, previous experience etc.
26
Q

How communication work

A
  • push-pull
  • raising profile
  • persuasion model
  • recency model
  • low involvement processing
    a combination of all of these^^^^^
27
Q

Name communication objectives

A
  • building awareness, knowledge and understanding
  • creating favourable attitudes
  • generating trial
  • maintaining loyalty
28
Q

define drip

A

differentiating
reinforcing
informing
persuading

29
Q

define how the communications models chain of processes must be initiated

A
  • creating a cognitive structure (i.e. message considered and understood)
  • creating a motivational (affective) structure (i.e. changes attitudes)
  • creating a behavioural (cognitive) structure (i.e. brings about action)

complex, interrelated, sometimes incomplete or in a different order

30
Q

what does the communication campaign superior communications involve

A
  • intimate knowledge of customers, competitors and media habits
  • clear, competitive, consistent, efficient, closely targeted, well branded, creative messages
  • adequate funding / business capability
  • teamwork and cooperation / planning
  • measuring communication effectiveness
31
Q

what does corporate image stem from

A 
- products/services (including 
  branding and heritage)
- social responsibility / 
  corporate citizenship
- personal experience / 
  impersonal contact
- environments / performance 
- staff behaviour and 
  appearance 
- communications
32
Q

what are the promotional mix factors

A
  • resources available
  • promotional message / level of engagement
  • complexity of product / service
  • market type / size / location
  • distribution
  • marketing strategy / life-cycle stage
  • state of buyer readiness
  • competitors actions
33
Q

what are the budget determinants

A
  • affordability…do you have to buy in the skills?
  • percentage of sales
  • competitive parity
  • objective tasks
34
Q

integrated marketing communications

A
  • deliver strong relationships/consistency
  • reduce wastage / increase profits
  • require long term, strategic outlook
  • put customers first
  • depend on an effective overall marketing mix

Integrated Marketing (1 decks)

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