Online/Offline Marketing

Question 1

What is the Marketing Mix?

Answer 1

The combination of tactics used by a business to effectively target its product to the target audience

Question 2

What are the 4Ps?

Answer 2

Marketing Mix: Product, Price, Promotion, Place

Question 3

What is in the extended marketing mix?

Answer 3

4Ps, People, Process, Physical Evidence

Question 4

What is the Promotional Mix?

Answer 4

Tools businesses can use to communicate the benefits of its product to the customers.

Question 5

What tools are in the Promotional Mix?

Answer 5

Advertising, Direct Marketing, Personal Selling, Public Relations, Sales Promotion

Question 6

What is the PAD Formula?

Answer 6

A checklist for a successful campaign which understands the customers needs

Question 7

What does PAD stand for?

Answer 7

Personal Selling, Advertising, Display

Question 8

What are the 7 techniques within the PAD Formula?

Answer 8

Advertising, PR, Sales Promotion, Direct Marketing, Personal Selling, Digital Methods, Social Media

Question 9

What are the 4 promotion techniques?

Answer 9

Market Penetration, Product Development, Market Development, Diversification

Question 10

What 3 areas of collaboration should you measure?

Answer 10

Content, Workflow, Communication

Question 11

When selecting tools for collaboration, what 3 criteria should you consider?

Answer 11

Purpose, Team, Processes

Question 12

What is a moderator? - collaboration

Answer 12

Moderates all activity

Question 13

What is a facilitator? - collaboration

Answer 13

Sets everything up and ensures smooth running

Question 14

What is an archivist? - collaboration

Answer 14

Ensures everything is stored correctly and securely

Question 15

What is an evangelist? - collaboration

Answer 15

Promotes effective and safe use

Question 16

What is a social media trainer? - collaboration

Answer 16

Trains staff

Question 17

What is a specifier? - collaboration

Answer 17

Chooses software

Question 18

What is an organisational structure?

Answer 18

Defines a hierarchy within an organisation

Question 19

What is a Hierarchal Organisational Structure?

Answer 19

Organisational structure which has a tall hierarchy where employees are ranked one above the other.

Question 20

What is a Flat Organisational Strucutre?

Answer 20

Organisational structure which where staff all report to one manager.

Question 21

What is a Team Role?

Answer 21

A tendency to behave, contribute, and interrelate with others in a particular way.

Question 22

What are the 3 groups of team roles that Belbin identified?

Answer 22

Action Oriented, People Oriented, Thought Oriented

Question 23

What are the 3 Action Oriented team roles?

Answer 23

Shaper, Implementer, Complete-finisher

Question 24

What are the 3 People Oriented team roles?

Answer 24

Coordinator, Team Worker, Resource Investigator

Question 25

What are the 3 Thought Oriented team roles?

Answer 25

Plant, Monitor-evaluator, Specialist

Question 26

What is Organisational Behaviour?

Answer 26

The study of the way people interact within groups.

Question 27

What are the 7 stages in The Customer Lifecycle?

Answer 27

Awareness, Nurturing, Desire, Purchase, Support, Loyalty, Advocacy

Question 28

What is SEO?

Answer 28

The process of affecting the visibility of a website in a search engine's organic search results?

Question 29

What are Organic Results?

Answer 29

Results found naturally through good SEO.

Question 30

What are Paid Results?

Answer 30

Resulted generated through Google AdWords.

Question 31

What is On-page SEO?

Answer 31

Action you take on web pages such as keywords.

Question 32

What is Off-page SEO?

Answer 32

Action that takes place elsewhere such as link building.

Question 33

What is Content Marketing?

Answer 33

Good quality content which holds the audiences attention.

Question 34

What is The Funnel?

Answer 34

How we convert engagements into long-term relationships.

Question 35

What are the 3 stages of The Funnel?

Answer 35

Reach, Engage, Amplify

Question 36

What are Digital Touchpoints?

Answer 36

The places businesses can reach customers on social media.

Question 37

What is Content Shock?

Answer 37

Refers to the rising content levels and limited attention making it harder for content to stand out.

Question 38

What are the 4 areas of a Competitor Analysis?

Answer 38

Future goals, Assumptions, Current strategy, capabilities

Question 39

What is a Competitor Response Profile?

Answer 39

Designed to indicate how a competitor is likely to respond in its competitive environment.

Question 40

What is a SWOT Analysis?

Answer 40

A strategic planning technique used to identify Strengths, Weaknesses, Opportunities, and Threats to a business.

Question 41

What is a PESTLE Analysis?

Answer 41

An analytical tool used to analyse something and how each factor will affect it.

Question 42

What does PESTLE stand for?

Answer 42

Political, Economic, Social, Technological, Legal, Environmental

Question 43

What is a Marketing Brief?

Answer 43

Used to lay the framework for a marketing initiative.

Question 44

What is a Value Proposition?

Answer 44

Refers to a business or marketing statement that a company uses to summarise why a consumer should buy the product.

Question 45

What are SMART Targets?

Answer 45

A system for setting goals and outcomes.

Question 46

What does SMART stand for?

Answer 46

Specific, Measurable, Attainable, Relevant, Timely

Question 47

What is ROI?

Answer 47

Return On Investment - a performance measure used to evaluate the efficiency of an investment.

Question 48

What is the ROI calculation?

Answer 48

(gain from investment - cost of investment) ÷ the cost of investment

Question 49

What is Market Segmentation?

Answer 49

The process dividing your potential audience into smaller groups based on their profile (buyer persona)

Question 50

What factors should you consider in market segmentation?

Answer 50

Behavioural, Demographics, Psychographic, Geographic, Needs

Question 51

What is Customer Categorisation?

Answer 51

Dividing a customer base into groups of individuals which are similar, relevant to marketing

Question 52

What is the goal of Customer Relationship Marketing?

Answer 52

To develop loyalty between brand and customers.

Question 53

See different types of Customer Relationship Marketing!

Answer 53

See notes!

Question 54

See Acts and Laws!

Answer 54

See notes!

Question 55

What falls into ASA?

Answer 55

The UK Code of Broadcast Advertising (BCAP Code), CAP Code, and The DMA Code of Practice

Question 56

What is on the ASA content checklist?

Answer 56

Legal, Decent, Honest, Truthful

Question 56

What are the components of a Risk Management Framework?

Answer 56

Social media policy, Reputation management, Confidentiality, Privacy Policy, Corporate Code of Practice

Question 57

What are the components of a Risk Management Framework?

Answer 57

Social Media Policy, Reputation Management, Confidentiality, Privacy Policy, Corporate Code of Practice

Question 58

What is a Contingency Plan?

Answer 58

A course of action designed to help an organisation respond effectively to a hypothetical significant future event.

Question 59

What is a Crisis Management Plan?

Answer 59

A detailed plan that describes the various actions to be taken during a critical situation.

Question 60

What is a Business Continuity Plan (BCP)?

Answer 60

A plan to ensure that business processes can continue during the time of an emergency such as a fire or flood.

Question 61

What is the negotiation process?

Answer 61

Preparation, Discussion, Clarification of Goals, Negotiation towards a win-win outcome, Agreement, Implementation