Principle of online and off line marketing

Question 1

what are the 4 original marketing mix

Answer 1

product, price, place promotion

Question 2

3 added marketing mix

Answer 2

people, process, physical evidence

Question 3

product

Answer 3

this is your ‘offer’. Either goods or services depending on company. Businesses may use ‘product approach’

Question 4

price

Answer 4

The amount a product costs. Covers discounts, special offers, and payment terms. Anything to do with how a customer purchases your product.

Question 5

place

Answer 5

where and how customers purchases your product.

Question 6

Promotion

Answer 6

How we tell the world about us and what we offer. Branding, advertising, social media, exhibitions, PR, corporate identity - all main factors.

Question 7

people

Answer 7

‘people buy form people’. Customers should enjoy every interaction they have with staff and your previous customers.

Question 8

Process

Answer 8

buying a product shouldn’t be stressful. Invest in people and systems for success.

Question 9

Physical evidence

Answer 9

Ensuring you project the right impression to your customers, addressing any issues they may have. ‘seeing is believing’

Question 10

Align

Answer 10

complement or help achieve in some way

Question 11

Company Vision

Answer 11

what your company’s main purpose is. Often expressed as a mission statement.

Question 12

SMART stand for

Answer 12

Specific, Measurable, Achievable, Realistic and Time-bound.

Question 13

what’s a mission statement

Answer 13

A mission statement is created to explain why an organisation exists. Guides company priorities, activities and responsibilities.

Question 14

Vision

Answer 14

Often we use a company due to the value they demonstrate and stand for. These are outlined in the company’s vison.

Question 15

Value

Answer 15

Value proposition will explain how your products solves customer’ problems, delivers specific benefits and tells the customer why they should buy form you and not the competitor. The value will solve customer problems.

Question 16

Collaboration

Answer 16

when two or more parties come together to achieve a shared objective.

Question 17

What are the nine team roles

Answer 17

Resourceful investigator
Teamwork
Co-ordinator
Plant
Monitor evaluator
Specialists
Shaper
Implementer
Completer finisher

Question 18

Resource investigator

Answer 18

Uses their inquisitive nature to find ideas to bring back to the team.
Strengths: outgoing, enthusiastic, explores opportunities and develops contacts.
Weaknesses: over-optimistic, loses interest once initial enthusiasm has passed.
May forget to follow up on leads.

Question 19

Teamworker

Answer 19

Helps team to gel, using versatility to identify what needs to be completed
Strengths: co-operative, perceptive, diplomatic, listened and averts friction.
Weaknesses: indecisive, avoid confrontation
Hesitates to make unpopular decisions.

Question 20

Co-ordinator

Answer 20

Needed to focus on the team’s objectives, draw out team members and delegate work appropriately. Strengths: mature, confident, identifies talent, clarifies goals.
Weaknesses: manipulative, offloads work onto others - over delegate leaving themselves little to do

Question 21

Plant

Answer 21

Tends to be highly creative and good at solving problems in unconventional ways.
Strengths: creative, imaginative, free-thinking, generates ideas, solves difficult problems. Weaknesses: ignore incidentals, too preoccupied to communicate effectively.
can be absent-minded or forgetful.

Question 22

Monitor evaluator

Answer 22

Provides a logical eye, making impartial judgement where required and weighs up the teams options and judges accurately.
Strengths: sover, strategic and discerning, sees all options and judges accurately.
Weaknesses: lacks drive and ability to inspire others, overly critical. - slow to come to decisions

Question 23

Specialists

Answer 23

Brings in depth knowledge of a key area to the team. Strengths: single-minded, self starting and dedicated, provide specific knowledge and skills.
Weaknesses: contributes on a narrow font, dwells on technicalities. - overload you with information

Question 24

Shaper

Answer 24

Provides necessary dive to ensure that the team keeps moving and does not lose focus or momentum. Strengths: challenging, dynamic, thrives on pressure, drives and courage to overcome obstacles. Weaknesses: provocation, offends people’s feelings. - risk becoming aggressive and bad humoured in their attempts to get things done.

Question 25

Implementer

Answer 25

Needed to plan a workable strategy and carry it out as effectively as possible.
Strengths: practical, reliable, efficient, turns ideas into action and organises work that needs to be done.
Weaknesses: inflexible, slow to respond to new possibilities. - slow to relinquish plans in favour of positive change.

Question 26

Completer finisher

Answer 26

Most effectively used at the end of the task to polish and scrutinise the work for errors, subjecting it to the highest standard of quality control.
Strengths: painstaking, conscientious, anxious, searches out errors, polish and perfect.
Weaknesses: worry unduly, reluctant to delegate. - taking their perfectionism to extreme.

Question 27

Thought leader

Answer 27

Influencer

Professional influence: dentist adverts - someone who is a professional in the industry

Peer to peer influence: targeting those who post a positive message to social following - like an amazing stay somewhere in a hotel/ restaurants - don’t always know them, they are your peers on socials.

Buzz/ viral marketing is creating an event or experience that yields conversations about the product/brand. Viral marketing is the process of consumers marketing the product/brand on your behalf. Often through engaging content.

Question 28

Interdisciplinary

Answer 28

Relating to more than one branch of knowledge. Don’t have to be unrelated e.g. two sciences (bio and chem)

Question 29

Explanatory

Answer 29

serving to explain something

Question 30

4 phases of negotiation:

Answer 30

preparation
propose
bargain
commit

Question 31

Preparation

Answer 31

know what you want – may use the WIN analogy – Want to get (best result), Intend to get (what you think is achievable), Need to get (minimum). May refer to these as gold, silver and bronze targets.

Question 32

Propose

Answer 32

Make the first proposal whenever you can (normally the successful negotiator proposes first) – keep the offer brief and aim high (gold). Be ready for a counter proposal.

Question 33

Bargain

Answer 33

Begin the negotiation – try adding value to your offer – rather than removing price. Conditional offers (if you do this, I will do this…)

Question 34

Commit

Answer 34

Essentially this phase is when a deal is struck. Thinking back to the WIN analogy – all three outcomes are positive.

Question 35

What should Feedback

Answer 35

Immediate
Descriptive
Specific

Question 36

Immediate

Answer 36

The immediate feedback makes learning more meaningful. In this way, the results are more efficient.

Question 37

Descriptive

Answer 37

Defining well what they have done and how they have done it without evaluations or prejudice.

Question 38

Specific

Answer 38

It has to be appropriate, adjusted to the task that the student is doing.

Question 39

What is customer lifecycle

Answer 39

this is the various stages customers go through before, during and after they complete a transaction

Question 40

What are the stages of a customer lifecycle

Answer 40

Awareness
Nurturing
Desire
Purchase
Support
Loyalty
Advocacy

Question 41

Awareness

Answer 41

first stage getting customer interest, usually through standard marketing tools.

Question 42

Nurturing

Answer 42

involves building relationships with potential customers. (signing up for mailing list/ following socials)

Question 43

Desire

Answer 43

this means their in the buy sate. They are actively looking for a product/service.

Question 44

Purchase

Question 44

Purchase