MKTG Final

Question 1

what are the determinates of salesperson performance

Answer 1

motivation
skill level
aptitude - personal traits
role perceptions

Question 2

what is the expectancy model of motvation

Answer 2

effort -> performance -> rewards. <- p value of rewrds
^ ^
expectancy: likelyhood |
increaed efforts will. |
lead to greater |
performance |
Instrumentality:
likelyhood that greater performance will lead to greater rewards

Question 3

what skills do winners have

Answer 3

connect with people
convince
collaborate

Question 4

what is the purpose of marketing channels

Answer 4

convenient time
convenient place
form customers want
transferring ownership to customer

Question 5

what are the branches of channel performance

Answer 5

customer reach
operating efficiency
service quality

Question 6

what are the two types of channels

Answer 6

direct to the customers
indirect to someone else who will sell

Question 7

what are the three levels of distribution

Answer 7

intensive: all possible outlets
selective: limited outlets
exclusive: one or very few outlets

Question 8

what is the priary casue of confilt in channel behavior

Answer 8

how to distribute profit

Question 9

what is the goal of retail

Answer 9

maximize product exposure and interaction

Question 10

what are the moments of truth

Answer 10

• first moment of truth
  
  • 3-7 seconds when the shopper notices an item on a store shelf
• second moment of truth
  
  • when you use the product at your house

Question 11

how are poeple affected by colors

Answer 11

warm - drawn to them but rate them poorly
cool- not drawn to them but rate them better

Question 12

how do you go from a good idea to profitablilty

Answer 12

find new idea
evaluate with Wow focus groups
develop compeditive angle
execute best practices

Question 13

what are the start up marketing essentials

Answer 13

have to use low cost tactics
embrae constraints
play to strengths

Question 14

how finding new ideas

Answer 14

solve everyday pain
ride wave of interest
stretch or entertain to extreme
build on common place product
cool hunting

Question 15

what is consumer insight

Answer 15

noticing womthing a consumer wants but can’t obtain because of a hurdle

Question 16

how do you make consumer insights actionable

Answer 16

identify the persons in need
deliniate the usage situation
define the need
describe the hurdle

Question 17

what is a startup plan

Answer 17

define total addressable market
highlighting uniqueness
demonstating exceptional value
building believability features
sustain product claims with quanitfiable support

Question 18

what are the five launching tactics

Answer 18

1. use marketing events to create buzz
2. make the demonstation compelling
3. create a catch phrase and/or jingle
4. select the channel
5. close the deal

Question 19

what kind of moment do you want to create at marketing events

Answer 19

haha or ah ha

Question 20

what are the five rules of markting events

Answer 20

1. destict product features take center stage
2. quality/personality match product
3. connect even with local cause
4. target specific audience
5. send home souvenier