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Marketing > promotion > Flashcards

promotion Flashcards

1
Q

2 different types of marketing in drug products,

A

OTC Marketing
Ethical Marketing for Prescription drugs

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2
Q

T/F: Prescription drugs cannot be directly marketed to customers,
it is only directed to physicians

A

true

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3
Q

Managers dictate the price of a product based on the

A

perceived value of the customers

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4
Q

Any paid form of non personal presentation and
promotion of ideas, goods, or services by an
identified sponsors

A

ADVERTISING

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5
Q

Informs and persuades through paid media

A

ADVERTISING

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6
Q

means want to market the product to a
larger perspective customer

A

Mass selling

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7
Q

it is important to
develop a good product based on the market’s
_________ and ___________

A

Needs and Wants

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8
Q

After creating a good product, we have learned the
importance of communicating its value positioning to
the customer through a

A

good pricing strategy

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9
Q

We also need to make the product __________ to the
custom to initiate sale and have the customer try and
experience the product (Place/Channel Strategies).

A

accessible

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10
Q

endowing products with the power of a brand

A

BRANDING

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11
Q

BRANDING is all about

A

creating differences

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12
Q

A _______ answers the question, “Who is the product?”

A

brand

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13
Q

added value endowed on products

A

Brand Equity

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14
Q

It may be reflected in customers’ brand knowledge as
well as in the prices, market share, and profitability
the brand commands

A

Brand Equity

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15
Q

pertains to all the
thoughts, feelings, images, experiences, and beliefs
associated with the brand.

A

BRAND KNOWLEDGE

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16
Q

marketer’s vision of what the brand must be
and do for consumers.

A

BRAND PROMISE

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17
Q

Brand equity arises from differences in

A

Consumer response

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18
Q

If no differences occur, the brand name product is
essentially a ____________, and competition will
probably be based on ________

A

commodity; price

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19
Q

Measures the degree to which a brand is seen as
different from others, and its perceived momentum
and leadership.

A

DIFFERENTIATION

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20
Q

4 KEY CONCEPTS ON BRAND EQUITY

A

Differentiation
Relevance
Esteem
Knowledge

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21
Q

Measures the appropriateness and breadth of a
brand’s appeal

A

RELEVANCE

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22
Q

Measures perceptions of quality and loyalty, or how
well the brand is regarded and respected

A

ESTEEM

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23
Q

Measures how aware and familiar consumers are with
the brand.

A

KNOWLEDGE

24
Q

STAGES OF BRAND DEVELOPMENT

A
  1. Idenity
  2. Meaning
  3. Response
  4. Relationship
25
Q

Establish brand awareness
Answers “Who are you?”

A

Identity

26
Q

Establish points of difference with
competitors.
Answers “What are you?”

A

MEANING

27
Q

Communicate brand solutions to problems
“What about you?”

A

RESPONSE

28
Q

Establish customer’s brand loyalty
“What about you and me?”

A

RELATIONSHIPS

29
Q

There are _______ criteria for choosing brand elements. The criteria can either be brand-________ or
brand-_________

A

SIX; building; defending

30
Q

Intend to build the strength and relevance of the
brand and equip it with characteristics that make it
stand out.

A

BRAND-BUILDING CRITERIA

31
Q

Brand Building criteria

A

Memorable
Meaningful
Likeable

32
Q

Being recognizable and easy to recall

A

Memorable

33
Q

Leverages on the ingredients and target customer’s
tendencies.

A

MEANINGFUL

34
Q

Being aesthetically appealing

A

LIKEABLE

35
Q

Brand Building Criteria of Bioflu

A

Memorable

36
Q

Brand Building Criteria of Oilatum soap, RiteMed

A

Meaningful

37
Q

Brandbuilding criteria of Visine v.s Eye-Mo

A

LIKEABLE

38
Q

Help leverage and preserve brand equity against
challenges

A

BRAND-DEFENDING CRITERIA

39
Q

BRAND-DEFENDING CRITERIA

A

TRANSFERABLE
ADAPTABLE
PROTECTABLE

40
Q

Brand can be applied across product mix

A

TRANSFERABLE

41
Q

Brand is able to be updated and refreshed to adapt
with customer’s liking.

A

ADAPTABLE

42
Q

Brand should be protected from being used
negatively.

A

PROTECTABLE

43
Q

Identify the Brand Defending criteria:

Colgate - Can be toothpaste, mouthwash, toothbrush

A

Transferable

44
Q

Identify the Brand Defending criteria:

Pfizer’s logo refresh from blue oval to DNA
logo

A

Adaptable

45
Q

BUILDING BRAND ELEMENTS

A

MYSTERY
SENSUALITY
INTIMACY

46
Q

Draws together stories, metaphors, dreams, and
symbols

A

MYSTERY

47
Q

Mystery adds to the complexity of the relationships
and experiences because people are naturally drawn
to what they don’t know.

A

MYSTERY

48
Q

Keeps the five senses of sight, hearing,smell, touch
and taste on constant alert for new textures,
intriguing scent and tastes, wonderful music and
other sensory stimuli.

A

SENSUALITY

49
Q

Means empathy, commitment, and passion.

A

INTIMACY

50
Q

The close connections that win intense loyalty.

A

INTIMACY

51
Q

We can use the patterns below to effectively set up
the brand to receive branding elements and
characteristics.

A

BRAND NARRATIVE AND STORYTELLING TECHNIQUES

52
Q

BRAND NARRATIVE AND STORYTELLING TECHNIQUES

A

SETTING
CAST
NARRATIVE ARC
LANGUAGE

53
Q

Choosing the appropriate time, place and context.

A

SETTING

54
Q

Building the brand as a character, including its role in
life of the audience, its relationship and
responsibilities, and its history.

A

CAST

55
Q

Establishing the way the narrative logic unfolds over
time, including actions, desired experiences, and
defining events

A

NARRATIVE ARC

56
Q

The authenticating voice, metaphors, symbols ,
themes used should be aligned and appropriate.

A

LANGUAGE

57
Q
A

Marketing (3 decks)

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