Marketing 3 Flashcards
What are the elements of the communications process?
Sender, encoding, message, media, decoding, receiver, response, feedback, noise.
What are the five major promotional tools?
Personal/and personal selling, direct connections, special inducements, public relations.
What are the three types of appeals in message content?
Rational, emotional, moral.
What are the four common methods used to set a promotional budget?
Affordability, percentage of sales, competition to parity, task/objective.
What are the two basic promotion mix strategies?
Push: promote through channels. Pull: demand through channels.
What are the three basic advertising objectives?
Informative: introduce new category, persuasive: competition comparative, reminder: maturity; relationships.
What are the various types of message execution styles in advertising?
Slice of life, lifestyle, fantasy, mood/image, musical, personality symbol, technical expertise, testimonial evidence.
What are the options and media timing?
How to schedule: seasonal, holidays, cold/flu. Pattern: continuity versus pulsing.
What are the major tools used by public-relations?
News, special events, written materials, audiovisual materials, corporate identity materials, public service activities, web.
What are the four basic options in designing the companies sales force structure?
Territorial, product, customer, complex.
What are the goals of a typical training program for sales people?
Teach about different kinds of customers needs/buying motives/habits
What is involved in supervising salespeople?
Setting a call plan and time and duty analysis
What are the steps in the personal selling process?
Prospecting and qualifying, pre-approach, approach, presentation and demonstration, handling objections, closing, follow up.
What are the main consumer promotion tools?
Samples, coupons, refunds, premiums, point-of-purchase displays, contest, sweepstakes, event sponsorships.
What are the benefits of direct marketing to buyers and sellers?
Buyers: convenient, easy, private, exes to wealth of products anywhere. Accessed while the comparative info, and media and interactive. Sellers: builds customers relationships, low-cost, efficient, speedy alternative for reaching markets. Access to customers They couldn’t reach through other channels, more flexible real time.
What are the strengths and weaknesses of web-based catalog marketing?
Strengths: unlimited printed and mailing costs, offer broader range of products, real-time merchandising. Weaknesses: doesn’t reach directly if people won’t check online, creates emotional bond, drives online sales.
What forms may direct response television marketing take?
Direct response TV advertising, interactive TV.
How can companies set up an online marketing presence?
Creating websites, putting ads/promos online, sending email, creating/participating in online social networking, using mobile marketing.
How my companies engage in online advertising?
Search related ads, display ads, online classifieds. Content sponsorships, viral marketing.
What is meant by competitor myopia?
Becoming obsolete: buried by latent, competitors than current ones
What distinguishes “good” competitors from “bad” competitors?
Role players versus real breakers.
What are the three value disciplines of Traecy & Weirsema?
Operations excellence, customer intimacy, product leadership
What are strategies that might be utilized by market leaders?
Expands total market, protect marketshare, expand market share.
In what ways going to market nicher specialize?
And user, customer size, specific customers, geographic market, quality price, service nichers
