Quiz #1

Question 1

4 P’s (Marketing Mix)

Answer 1

Product
Price
Place
Promotion

Question 2

Integrated Marketing Communications (IMC)

“Promotional Tools”

Answer 2

1) Advertising
2) Public Relations (PR)
3) Direct Marketing
4) Events and Experiences
5) Interactive and Digital Marketing
6) Sales Promotions
7) Personal Selling

Question 3

Marketing Tools

Answer 3

~Product development and promo strategies

~Advertising, Direct Marketing, The Web, Sales Promotion

Question 4

Marketing Tactics

Answer 4

~Set of methods to promote goods and services
~(Advertising) TV spot, radio spot, newspaper ad, magazine ad
~(Direct Mark) Direct mail, email, catalogue, infomercial
~(The Web) Website, banner ad and pop up, Facebook page
~(Sales Promo) Coupon, free gifts and samples, sales, bonus packs

Question 5

Target Market

Answer 5

~Group that you focus on

~Honing in on a specific group

Question 6

Segmentation Definition

Answer 6

~Helps define your audience and target market

Question 7

Types of Segmentation

Answer 7

1) Demographic
2) Psychographic
3) Geographic
4) Behavior

Question 8

Demographic

Answer 8

~Age, gender, generation, income

~job, education, ethnicity, religion, social class

Question 9

Psychographic

Answer 9

~Attitudes, beliefs, interests

~Activities, opinions, values

Question 10

Geographic

Answer 10

~Country, city, state, region, population

~Metro area, Neighborhood, Climate

Question 11

Behavior

Answer 11

~Benefits sought out
~Price sensitivity
~Readiness to buy
~Usage rate
~User status
~Brand loyalty

Question 12

Value Concept (Two-Way Street)

Answer 12

~Pay for what you think you will get

~If you aren’t getting value you think you deserve, you move on

Question 13

Creative Brief

Answer 13

~Keeps the team on the same page

~Helps to clarify, decide, and execute objectives and messages

Question 14

Branding

Answer 14

~Differentiating from the competition
~Expectations
~Bigger picture that bleeds into its products

Question 15

Persona

Answer 15

~Helps bring the Target Market to life (Gives it a face)

~More you know about the persona, the more you know about the info and messaging

Question 16

Strategy and Execution (Two Sides of the Same Coin)

Answer 16

~Can’t have one with out the other

Question 17

Positioning

Answer 17

Creating a unique place in customer’s minds that tells the story