Marketing of Goods & Services

Question 1

What attributes to Lady Gaga continued success over a decade?

Answer 1

Her ability to use multi-faceted creative marketing strategies that resonate with her target market. She increased her brand-worth and visibility through digitalization and using guerilla marketing, such volunteering her time & effort to organize a digital concerts or supporting WHO

Question 2

What is the definition of marketing?

Answer 2

Marketing is the activity of an institution to create communication process that deliver and exchange the flow of information, specifically products that hold value for clients, customers, partners, and society

Question 3

What are marketing research purpose?

Answer 3

• analyze and evaluate marketing performance
• improve understanding and effectiveness of current marketing process
• make alterations where necessary based on data

Question 4

What are the goals of marketing?

Answer 4

1. Increased brand awareness
   Social media is a platform of engagement for a company’s target audience. To create WOM
2. Lead generation
   combinations of conventional and progressive methods can be used to generate leads, for example, AI plays a key role in gathering information to analyze lead data.
3. Grow and keep thought leadership
4. Increase customer value
   Customers that feel delighted do not just buy again, they become brand ambassador, referring to other people
5. Colleague empowerment

Question 5

What are the types of marketing?

Answer 5

• Social Marketing
  to bring about positive change in a person’s behavior
  ex: a campaign aiming to eradicate polio in children would target parents with young children
• Green marketing
  to market products in a sustainable, conservation & protection of the environment by reducing waste, conserve energy & effectively use limited resources
• Contemporary marketing (holistic marketing)
  to be a comprehensive process, encompassing the economy & society (integrated approach)
• Direct marketing
  directly to the consumer, in turn helping with the relationship building process

Question 6

Describe the extended Marketing Mix!

Answer 6

1. Product
2. Price
3. Place
4. Promotion
5. People
6. Processes
7. Physical Evidence

Question 7

Apply the extended marketing mix to your own example!

Answer 7

Case Study : Gym

Question 8

Mention the 6 categories of environmental data that shape marketing decisions!

Answer 8

1. Cultural & social forces
2. Demographic forces
3. Economic forces
4. Technological forces
5. Political and legal forces
6. Competitive forces