Module 6: Developing the Marketing Mix Part 2: PLACE AND PROMOTION

Question 1

relates how the company make their offerings accessible to their target market.

Answer 1

Place

Question 2

Place sometimes is being called as

Answer 2

Distribution Channels and/or marketing channel

Question 3

Marketing intermediaries involved in product distribution which include the following:

Answer 3

1. Wholesalers
2. Retailers
3. Distributors
4. Agents
5. Online Sellers

Question 4

these are independently-owned firms that purchase and sell goods in bulk quantities to vendors and businesses

Answer 4

Wholesalers

Question 5

individuals or groups of people who sell goods directly to consumers.

Answer 5

Retailers

Question 6

also sell bulk products

sell non-competing products and product lines.

Answer 6

Distributors

Question 7

platform for manufacturers to sell their products to customers

Answer 7

Online Sellers

Question 8

Types of Distribution Channels

Answer 8

1. Direct Marketing Channel
2. Indirect Marketing Channel

Question 9

two levels,Direct Marketing Channel

Answer 9

the manufacturer and the end consumer.

Question 10

In this structure, the manufacturer sells directly to the consumers.

Answer 10

1. Direct Marketing Channel

Question 11

traditional distribution channel structure implemented by most companies.

structure, the manufacturer sells to the wholesaler, who in turn sells to retailers.

Answer 11

Indirect Marketing Channel

Question 12

first type of indirect channel is composed of four levels:

Answer 12

manufacturer, wholesaler, retailer, and consumers.

Question 13

small retailers such as sari-sari stores sell the products to the end consumers.

Answer 13

first type of indirect channel

Question 14

wholesalers no longer participate in the distribution of products. This role is taken by big retailers such as shopping malls.

Answer 14

second type of indirect marketing channel structure

Question 15

composed of three levels in which big retailers are replaced by online retailers

Answer 15

last type Indirect Marketing Channel

Question 16

first type of indirect channel

Answer 16

Manufacturer Wholesaler Retailer
Consumer

Question 17

second type of indirect marketing channel structure

Answer 17

Manufacturer Big Retailer Consumers

Question 18

last type of indirect channel

Answer 18

Manufacturer Online Retailer Consumers

Question 19

Other Examples of Distribution Channels

Answer 19

1. Vending Machines
2. Sidewalk kiosks and stores
3. Home Services
4. Gray Marketing Channels

Question 20

these machines are commonly found in schools, transport terminals, comfort rooms, and other public places.

Answer 20

Vending Machines

Question 21

allow customers to purchase products on the streets

Answer 21

Sidewalk kiosks and stores

Question 22

it involved personal visits from company personnel to provide services at the customer’s home.

Answer 22

Home Services

Question 23

refer to the unauthorized distribution of genuine products.

offers products at cheaper prices but customers have less assurance that the manufacturing company will address problems

Answer 23

Gray Marketing Channels

Question 24

Intensity of Distribution

Answer 24

1. Exclusive Distribution
2. Selective Distribution
3. Intensive Distribution

Question 25

employs only one intermediary in a specific area. intensity of distribution when they want to maintain control over the production and the selling of their products.

Answer 25

Exclusive Distribution

Question 26

utilizes several intermediaries in specific areas. sold through selective distribution often sold in high-end malls and retail stores.

Answer 26

Selective Distribution

Question 27

involves selling products in as many outlets as possible. ensures that customers can easily access them

Answer 27

Intensive Distribution

Question 28

involves all the intermediaries in selling a product or delivering services under the same manufacturer.

Answer 28

Vertical Marketing System (VMS)

Question 29

two or more separate companies work together to improve their sales performance.

Answer 29

Horizontal Marketing System (HMS)

Question 30

Means of Support for Distribution Channels

Answer 30

1. Online Banking 2. Debit and credit cards 3. Telemarketing

Question 31

allow customers to pay for products and services at the customers’ convenience.

Answer 31

Online Banking

Question 32

allow customers to pay for product and services even without cash on hand.

Answer 32

Debit and credit cards

Question 33

involves the direct contact with potential customers through telephone or internet.

Answer 33

Telemarketing

Question 34

Concerns or Problems in Utilizing Distribution Channels

Answer 34

1. Logistical concerns 2. Failure to meet demand 3. Pressure from channel leaders 4. Presence of franchised chain stores

Question 35

slow delivery of the product, cost of shipping the products.

Answer 35

Logistical concerns

Question 36

it arises when the stores have insufficient supply of the product or insufficient number of employees to deliver a service.

Answer 36

Failure to meet demand

Question 37

channel leaders are large-scale organizations or companies that have greater control over the marketing actions of small businesses For example: the owner of mall may ask their tenants to financially invest or spend money for the mall’s expansion,

Answer 37

Pressure from channel leaders

Question 38

for example 7/11 convenience stores can offer stiff competition to local stores since 7/11 stores are already established in the market.

Answer 38

Presence of franchised chain stores

Question 39

Two Categories in Supply Chain Activities

Answer 39

1. Upstream activities 2. Downstream activities

Question 40

managing raw materials, inbound logistics, and storage facilities are performed by suppliers.

Answer 40

1. Upstream activities

Question 41

performed by intermediaries such as wholesalers and retailers and the activities involve more immediate and direct interactions with customers.

Answer 41

Downstream activities

Question 42

is the communicative element of the marketing mix.

Answer 42

promotion

Question 43

inform, persuade,

Answer 43

promotion

Question 44

The Role of Promotion in the Marketing Mix

Answer 44

1. Building awareness and creating interest 2. Reinforcing a brand 3. Persuading customers and enhancing sales 4. Improving the performance of a declining product

Question 45

Targets of Promotional Activities

Answer 45

1. Actual Audience 2. Influencers 3. Individuals in Distribution Channels 4. Other companies

Question 46

people who purchase the product from retailers.

Answer 46

Actual audience

Question 47

people and organizations that have an impact on the purchasing decisions of the actual audience.

Answer 47

influencers

Question 48

involved in supplying and handling products before they reach the end consumers.

Answer 48

Individuals in Distribution Channels

Question 49

collaborate with the company to promote their product. Joint promotions involve one or more products which may or may not be related.

Answer 49

Other companies

Question 50

mix of tools used by the company to coordinate its promotional elements to deliver a clear and consistent message about the organization

Answer 50

Promotional mix

Question 51

Promotional mix is also known as

Answer 51

Marketing communications mix

Question 52

Marketing Communications Mix (Kotler 2013) and it consists of

Answer 52

advertising, sales promotion, public relations, personal selling, direct marketing tools.

Question 53

any paid, non-personal form of promoting products, services, and ideas by a company or organization.

Answer 53

advertising

Question 54

can also be used in advertising a product

Answer 54

Product placement

Question 55

Advantages of Advertising

Answer 55

easier for companies to communicate their products to more potential customers in a shorter period allows continuous communication of the message about a product.

Question 56

Disadvantages of Advertising

Answer 56

can be expensive especially on television tends to be non-personal and one-way because of lack of direct personal contact with the customers.

Question 57

Several Purposes of Advertising

Answer 57

a. Brand Advertising b. Institutional Advertising c. Promotional Advertising d. Advocacy Advertising e. Classified Advertising

Question 58

aims to stimulate demand for a particular brand.

Answer 58

Brand Advertising

Question 59

aims to develop goodwill for a company or industry.

Answer 59

Institutional Advertising

Question 60

aims to inform prospects about promotional activities

Answer 60

Promotional Advertising

Question 61

aims to convince audiences regarding a particular cause

Answer 61

Advocacy Advertising

Question 62

aims to inform prospects regarding opportunities

Answer 62

Classified Advertising

Question 63

Advertising Objectives To inform target customers about: (What is the specific goal)

Answer 63

1. New Product 2. Product Function 3. Correct Usage 4. New Uses 5. New Distribution 6. Price Adjustment

Question 64

Advertising objectives To persuade target customers about: (What are the specific goals)

Answer 64

1. Brand Preference 2. Brand Switching 3. Urgency to Buy Now 4. Action to be Taken (like phone-in inquiry)

Question 65

Advertising Mix What to say How to say it Where to say it When to say it How much to spend How to measure effectiveness of results

Answer 65

Message positioning Copy execution Media selection Media scheduling Budget evaluation

Question 66

Types of Advertising Appeals

Answer 66

a. Emotional Appeal b. Sex Appeal c. Humor Appeal d. Fear Appeal e. Rational Appeal

Question 67

it attempts to achieve the advertiser’s objectives by evoking strong emotional feelings.

Answer 67

Emotional appeal

Question 68

appealing to their sexual desires and fantasies

Answer 68

Sex appeal

Question 69

persuade customers to buy product or service by making them laugh and feel good.

Answer 69

Humor appeal

Question 70

attempts to scare the intended audience by describing a serious threat to them

Answer 70

Fear appeal

Question 71

attempts to persuade customers to buy product or service by providing information

Answer 71

Rational appeal

Question 72

refers to short-term strategies and incentives that help improve a product’s sales performance.

Answer 72

Sales promotion

Question 73

Advantages of Sales Promotion