Marketing

Question 1

what are the 4 alternative approaches?

Answer 1

Education, Persuasion, Behavioural Modification, Social Influence

Question 2

Persuasion

Answer 2

Facts and motivation, more about selling, finding motivational moments/statements. Emotional messages.

Question 3

behavioural modification

Answer 3

minimize thoughts and make outcome more motivating. positive reinforcements. setting up an environment to predispose choice; change behaviour. (discounts…. more bike racks)

Question 4

social influence

Answer 4

change and influence community norm so theres pressure to conform!!! e.g. recycle

Question 5

educational

Answer 5

health professionals; if they only know; all about knowledge… “if they know, they’ll do”

Question 6

What are the key features of social marketing?

Answer 6

Consumer behaviour is bottomline; Cost effective; all strategies begin wit the consumer; 4 P’s, markets are segmented; competition recognized

Question 7

what are the 4 P’s ?

Answer 7

product, price, place, promotion

Question 8

what are the other 2 P’s?

Answer 8

principles and public

Question 9

what are principles?

Answer 9

ensuring that your marketing strategy is congruent with your philosophical framework… And filter

Question 10

what is under philosophical framework?

Answer 10

under principles: values, vision, beliefs, mission, plan

Question 11

what is filter?

Answer 11

under principles: inclusive, accessibility

Question 12

what does product start with?

Answer 12

pose the right product for customers and beings with research ei analytical, targets

Question 13

Characteristics of the product?

Answer 13

diffusion of innovation IMPORTANT

Question 14

what is relative advantage?

Answer 14

Part of qualities of product: better when the do now; time,cost, convenience, fun.

Question 15

what is compatibility?

Answer 15

Under qualities of product: values, beliefs, needs… biking to help planet (even tho you hate exercising), end up doing you good.

Question 16

what is complexity?

Answer 16

Under qualities of product: thin of apple. keep it simple. people will like it better when they know how to use it. more practical.

Question 17

what is Trialability?

Answer 17

under quality of product: the extent to which the product can be experimented with limited basis before making a firm decision

Question 18

what is observability?

Answer 18

under product quality: the product needs to show results

Question 19

what is minimal risk?

Answer 19

part of product quality: modest commitment; minimal uncertainty, ex) money time and health

Question 20

what is under market position?

Answer 20

low-cost leader; technology leader; quality leader; service leader

Question 21

what is the price? (SM)

Answer 21

the cost that the target market associates with the behaviour

Question 22

what is the price in traditional aspect?

Answer 22

the amount of money charged for a product or service

Question 23

wha tare the 2 types of price?

Answer 23

monetary and non moneTARY

Question 24

WHAT IS MONETARY?

Answer 24

tangible - physical factors: fees… price for charges for product and services

Question 25

what is non monetary?

Answer 25

intangible eg) time, effort, energy, psychological risks And losses - non physical factors

Question 26

what is pricing objective?

Answer 26

Exchange Theory: what we offer the target market (benefits) has to be equal to or greater than what they have to give (costs)

Question 27

what are types of costs?

Answer 27

exit/entry/monetary/non-monerary

Question 28

what are exit costs?

Answer 28

costs associated with chucking out old behaviour

Question 29

what are entry costs?

Answer 29

costs associated with adopting new behaviour

Question 30

what are some types of decreasing monetary costs?

Answer 30

bulk discounts, coupons, seasonal discounts, promotions, etc

Question 31

how to decrease costs in non monetary aspect?

Answer 31

usage time and effort/ psychological and physical

Question 32

how to decrease non monetary costs of usage time and effort?

Answer 32

do two things at once to save time (super sets)

Question 33

how to decrease psychological costs?

Answer 33

free trial, endorsement from credible source, enhance rewards

Question 34

how to decrease physical cost?

Answer 34

certificate of approval from "authority"?

Question 35

How to increase monetary benefits?

Answer 35

Rebates/allowances/cash incentives/price adjustments

Question 36

how to increase non monetary rewards?

Answer 36

recognition and appreciation

Question 37

hypothetical question: if a poster is advertising something, where is the placement? (IMPORTANT FOR EXAM)

Answer 37

the placement of advertising is not the place where the poster is but rather the place the poster tells people to get more information at that destination

Question 38

what is place and positioning?

Answer 38

"making access convenient" | - where the target market will perform the behaviour, acquire the product or services

Question 39

what is the objective for placement?

Answer 39

develop strategies that make it as convenient and pleasant as possible to perform the behaviour or get the service and make the competing behaviour less convenient

Question 40

what are some ways to enhance product convenience ?

Answer 40

- closer location - extend hours - more appealing location - be on site - increase adoptive behaviour

Question 41

what is promotion?

Answer 41

persuasive communications designed to highlight product benefits, features and tangible objects or services

Question 42

what is message creation part of?

Answer 42

main part of promotion

Question 43

what does message creation consist of?

Answer 43

meaningful (pointing out benefits) believable (deliver promise) distinctive (better than competition)

Question 44

what is pretesting?

Answer 44

focus groups/personal interviews/professional review/ theatre or natural exposure testing ... basically trying to put out a certain message

Question 45

what is the diffusion of innovations theory?

Answer 45

It is best to use as many channels of promotion as possible to create awareness of and interest in your program, because different channels reach different people... basically be more diverse to reach more people

Question 46

what is advertising?

Answer 46

a paid message in mass media

Question 47

what is publicity?

Answer 47

a free message in mass media ex) stories, service announcements, news releases

Question 48

what are sales promotions?

Answer 48

open houses, bumper stickers, "coupons", t-shirts, fridge magnets... really gimmicky techniques