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Marketing > Lecture Notes > Flashcards

Lecture Notes Flashcards

1
Q

Glade USP

A

Scent is tied to emotion

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2
Q

Conclusion of Glade

A

Unique, different and ownable insight is the most powerful asset a brand can have

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3
Q

Oreo commercial

A

Different colors/flavors

Computer generated

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4
Q

Yoplait commercial

A

“lick the lid”

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5
Q

Educate a variety of audiences not only the consumer:

A

Channel

Sales force

Agencies

Stakeholders

Employees

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6
Q

You cant control every word someone related to your company says:

A

but you can influence it

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7
Q

Monitor group - integrated marketing video

A

Think of marketing as hockey, not Football - be ready to adapt when a new media comes up

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8
Q

Sales promotion

A

Get wholesaler and distributor excited about the product to get it on the shelf

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9
Q

Point of purchase

A

Cow display example

You have to adapt your display for each store

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10
Q

Integreated Advertising

A

Combining several media tools under 1 idea for the consumer

Big idea, consumer experience, BRAND navigation

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11
Q

2 strategies

A

Push - against channel to push product into channel

ex. sell sheet

and pull - market heavily into consumer and hopes consumer demand s pgoducts

ex. smuckers- coupon for 3 different flavors so keep all 3 flavors on shelf because customers will be using coupons

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12
Q

Issuing coupons to encourage consumers to demand product:

A

pulling

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13
Q

Toshiba advertisement

A

Pioneering - DVD player was new - happens earlier part of product cycle

Builds primary demand

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14
Q

pioneering =>

A

market introduction

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15
Q

Apple Ipod Advertisement

A

Original ad shows features

new ad shows white headphones

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16
Q

Windex vs. Clorox comparatie AD

A

Windex is mentioned before florox in advertisement

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17
Q

When does comparative advertisement work:

A

Tiny competitors with good USP

Make sure ou have everything to back it up

Coke would not go after a small competitor

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18
Q

When doesnt comparative advertisements work?

A

Internationally does not always work

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19
Q

Campbell’s vs. Progresso

A

Campbell’s took shot at progresso - shots back and forth

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20
Q

Risks of comparrison

A

Annoy customer and illegal in some countries

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21
Q

Advertising regulation

A

Federal Trade commission regulates deceptive advertising

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22
Q

Puffery

A

OK to use

So excessive that it is not reasonable

*best, better, greatest, finest

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23
Q

Weasel word

A

Designed to say something but not really say something

help control acne

helps, acts, aids, looks like, feels like

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24
Q

Deception

A

If liklihood to confuse many customers

material

Someone likely to be injured or has been

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25
Q

worlds best coffee

A

puffery

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26
Q

this wil help you cheat death

A

deception

27
Q

Listerine - kills germs that…..

A

puffery

28
Q

Profile Bread - fewer calories each slice

A

cut slices smaller so deception

29
Q

Rice Krispies - helps boost childs immunity

A

deception - implying health benefit

30
Q

Nutella ad - made with nice ingredients

A

deception

31
Q

Mass Selling Examples

A

Advertising

PR/Social Media

Sales Promotion

32
Q

PR

A

More cost effective - get media coveage

More longevity

More credile

Larger audience

33
Q

Key notes on advertising video

A

Old is new

Advertising can be instantly tested

Seedning bto buzz

constant change

34
Q

Sales promotion 2 parts:

A
  1. consumer promotion - sponsoring concert
  2. cutting price to bring foot traffic in
35
Q

Marshall’s

A

Discount store

36
Q

Target

A

Mass merchandiser

37
Q

Black Friday

A

Usually the first time in the year a company is profitable

38
Q

TED video about pricing:

A

Persuasion is often better than compulsion

39
Q

Prices to entire customer:

A

jewlery priced to the nearedst dollar

40
Q

Leader pricing:

A

Legal

Gets you in the door

41
Q

Bait pricing:

A

bringing custoemr in and not giving rewards

Not ethical but it is legal

42
Q

Behavioral-based pricing:

A

browse on one

Browser and buy on antother

43
Q

Dynamic pricing

A

Chicago white sox

44
Q

Surge pricing

A

Let supply and demand determine the price

45
Q

Uber

A

Get rides in class

Marketplace for transporation

46
Q

Key learning from uber surge pricing:

A

Market for taxis is inefficeint

Technological efficiency does not mean lower fares

It means paying true market value

Comparrsion shop

What determines the “fair” fare multiple level

47
Q

Supply chain: SCJohnson

A

Right product, right quantiy, right place, right time

48
Q

Supply chain works cross functionally with:

A

sales marketing, RD&E and finance

49
Q

Elements of today’s supply chain:

A

Global

Environmental aspect

Flexible

choices

enabled by technology

e-commerce

50
Q

Supply chain works daily with RD&E, sales, finance, and marketing:

A

RD&E - technical specs, bill of materials

Finance- costing

marketing - new products/customer insights

sales-distribution, promotion, customer requirements

51
Q

Seasonal buyers:

A

buy twice as much in category

and tend to be impulse buyers

52
Q

3 areas SC Johnson wanted to attack

A

Backroom, shelt and Something else

53
Q

Inventory turnover

A

Are you keepng an approriate level of inventory

54
Q

Return on assets

A

NI / Total Assets

55
Q

Rankings of supply chain based on:

A

Peer opinion

Garther opinion

3 year weighted ROA

Inventory turns

Revenue growth

56
Q

Supply chain =

A

sustainability

57
Q

Supply chain management is all about tradeoffs:

A

Cost - speed - quality

*Triangle

58
Q

ERP

A

Real-time view of the business

59
Q

NPR Video: Make a T shirt Video

A

U.S. cotton is a top export

innovations in how cotton is grown

Bangledash garment industry workers have awful conditions

60
Q

Two big issues with pricing ethics

A

They would be better off with company there

Will the company take a hit?

61
Q

Coupons are a _________ strategy

A

pull

*always have a cap to limit promotion

62
Q

Worst promotion: Hoover

A

Bunch of stock in the warehouse and needed to sell it

2 flights in addition to the Hoover

It is working so let’s just keep it going

Customers were not receiving their tickets and reacting negatively

Some companies withdrew their offers

63
Q
A

Marketing (15 decks)

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