Lesson 9: Marketing Flashcards
Domain I
- Your management team has decided to expand the number of exhibitors (by 20%; the current number is 50 exhibitors) at the annual trade show (attached to a conference for 2,000 attendees). You’ve been instructed to find out what current exhibitors find the most attractive at your trade show, to help you develop effective promotional materials. Which of the following tools will help you accomplish this task?
a. informally talking to a couple of exhibitors, who happen to be your friends
b. focus groups with a selected cross-section of current exhibitors
c. a quick survey sent to exhibitors who didn’t exhibit last year, with an incentive to respond
d. a survey sent to attendees
b. focus groups with a selected cross-section of current exhibitors
- A cost-effective marketing campaign to reach 5,000 potential meeting attendees across the world uses which of the following methods for marketing?
a. electronic methods, including VOIP, email, and web sites
b. print methods in English, sent by mail, primarily
c. broadcast methods, including radio and television, primarily
d. word of mouth
a. electronic methods, including VOIP, email, and web sites
- If features tell us the meeting’s core statistics, and benefits tell us what the meeting offers the attendees, pick out the “benefit” statement below.
a. The meeting will be held in Las Vegas on June 12, 2007
b. This meeting hosts at least 2,000 professional widget makers, just like you
c. Network with your colleagues while gaining cutting-edge technological skills in a relaxing atmosphere
d. The meeting hosts 1,000 exhibitors
c. Network with your colleagues while gaining cutting-edge technological skills in a relaxing atmosphere
- The effective meeting marketing plan should contain which of the following items?
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a. the ESG
b. an evaluation plan for the meeting
c. samples of promotional strategies from competitors with meetings
d. a competitive analysis
d. a competitive analysis
- When selecting a distribution channel for your marketing, all of these are examples of direct marketing except:
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a. Email messages
b. Text messages
c. Blog posts
d. Post card mailer
c. Blog posts
- The “Five C’s” of marketing are:
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a. Customer, communication, cash flow, constraints and contingency
b. Customer, company, competition, collaboration and context
c. Consumer, connectivity, collaboration, communication and constraints
d. Communication, collaboration, context, contingency and competition
b. Customer, company, competition, collaboration and context
- When selecting promotional products for your meeting, which one of these factors is least important?
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a. Shelf life
b. Usefulness
c. Cost
d. Applicability to your customer
c. Cost
- Your organization is thinking about adding a trade show component to your meeting but you know that competing organization already has a trade show component and you are not sure if your trade show can draw exhibitors. What’s the first thing you should do before making a decision to add the trade show?
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a. Attend the competitors show and ask a few exhibitors if they would be interested in exhibiting at your hypothetical show
b. Send out hypothetical exhibitor prospectus and see if you get any responses
c. Do a SWOT analysis as part of your situational analysis
d. Develop a budget to present to the stakeholders to gain their buy-in
c. Do a SWOT analysis as part of your situational analysis
You have a very specific timeline for marketing your event and your graphics designer is waiting for the procurement officer to finalize the hotel contract so you can approve the online registration site and content. The procurement officer has put your timeline at least a week behind schedule. What did the procurement officer miss?
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a. A Key Performance Indicator
b. A milestone
c. A critical path
d. A timestamp
b. A milestone
- What’s the difference between “marketing materials” and “promotional products”?
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a. Marketing materials are printed and promotional products are giveaways
b. Marketing materials align with the event branding but promotional products do not
c. Marketing materials are giveaways and promotional products are anything used to promote the branding of the event
d. Marketing materials include anything that is used to communicate the marketing message and promotional products specifically refer to giveaways
d. Marketing materials include anything that is used to communicate the marketing message and promotional products specifically refer to giveaways
- When marketing your event to an international audience, you should make sure to do all of the following except:
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a. Use on-line translation services to create a marketing piece in multiple languages
b. Include any information for required visa’s or letters of invitation to the country
c. Adapt your marketing to the specific culture or customs of the audience you are marketing to.
d. Plan your promotion well in advance to account for any international mailing delays
a. Use on-line translation services to create a marketing piece in multiple languages
Marketing Encompasses
Promoting
Planning
Materials
Public Relations
Merchandising
Advertising
Branding and Sales
Marketing Plan
Marketing Mix
4 P’s: Product, Place, Price, Promotions
5 C’s: Customer, Company, Competition, Collaborators and Context
SWOT Analysis
Define Target Market
Managing the Marketing Plan
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Conduct Situational Analysis - Define Target Market - Select Marketing Channel - Implement Plan
Marketing Distribution
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Advertising, Direct Marketing, Online, Be aware of special marketing for international environment
