Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

Communication Final > Things from Carlos his list > Flashcards

Things from Carlos his list Flashcards

1
Q

What are the 4 Ps of the marketing Mix

A

Product
Place
Price
Promotion

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

What does ‘product’ mean within the marketing mix

A

The Product should fit the task consumers want it for, it should work and it should be what the consumers are expecting to get.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

What does ‘place’ mean within the marketing mix

A

The product should be available from where your target consumer finds it easiest to shop. This may be High Street, Mail Order or the more current option via e-commerce or an online shop.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

What does ‘price’ mean within the marketing mix

A

The Product should always be seen as representing good value for money. This does not necessarily mean it should be the cheapest available; one of the main tenets of the marketing concept is that customers are usually happy to pay a little more for something that works really well for them.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

What does ‘promotion’ mean within the marketing mix

A

Advertising, PR, Sales Promotion, Personal Selling and, in more recent times, Social Media are all key communication tools for an organisation. These tools should be used to put across the organisation’s message to the correct audiences in the manner they would most like to hear, whether it be informative or appealing to their emotions.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

What are the 7ps of the marketing mix

A

Product
Place
Price
Promotion
People
Processes
Physical Evidence

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

What does ‘people’ mean within the marketing mix

A

All companies are reliant on the people who run them from front line Sales staff to the Managing Director. Having the right people is essential because they are as much a part of your business offering as the products/services you are offering.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

What does ‘processes’ mean within the marketing mix

A

The delivery of your service is usually done with the customer present so how the service is delivered is once again part of what the consumer is paying for.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

What does ‘physical evidence’ mean within the marketing mix

A

Almost all services include some physical elements even if the bulk of what the consumer is paying for is intangible.

For example, a hair salon would provide their client with a completed hairdo and an insurance company would give their customers some form of printed material. Even if the material is not physically printed (in the case of PDFs) they are still receiving a “physical product” by this definition.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

What is inbound marketing

A

Attracts the attention of prospects and new customers via strategic content creation and experiences that are tailored to their unique needs and buying journey.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

What is inbound marketing about

A

about forming connections, answering questions and solving problems

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

What is outbound marketing

A

More traditional marketing methods, usually more aggressive. Radio, tv ads, running print. Pushing out marketing messages to a given audience hoping for a response, a lead and new business

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

What is a lobbygroup

A

a group of individuals or companies that use their influence over public officials. It also means the action of trying to exert influence over other individuals.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

What are things an interest group does? (7)

A
  • Speak on behalf of members
  • Mobilize citizens
  • Keep citizens informed
  • Hold officials accountable
  • Litigate on behalf of individuals
  • Individuals cannot do these tasks on their own
  • Time, access to policymakers
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

What are actions undertaken by lobbygroups? (4)

A
  • Creation of opinion groups that facilitate access to the company and contribute to its general objectives
  • Review of legislation that may affect the company
  • Preparation of “position paper” on key issues
  • Opening and maintenance of communication channels with institutions
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

What are interest groups?

A

groups of market actors who come together to collaborate on a similar vision of change for the market system.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

What are the 3 stages of crisis management

A
  1. Pre-crisis
  2. Crisis
  3. Post Crisis
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

What 3 things do you do in the pre-crisis stage

A
  • monitor crisis risks
  • make decision about how to manage potential crises
  • train people who will be involved in crisis
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

What 2 things do you do in a crisis

A
  • collect and process information for crisis team decision making
  • create a disseminate crisis message
20
Q

What 2 things do you do in the post-crisis stage

A
  • assess the crisis management effort
  • provide follow-up crisis messages as needed
21
Q

What 4 steps does the crisis communication plan exist out of

A
  1. decide on your overarching objectives
  2. define your target audience
  3. choose your key messages
  4. select channels of communication
22
Q

Why is it important to have a crisis management plan?

A

Having a crisis management plan is critical because, without one, people under stress may make poor decisions and may unintentionally extend or worsen a crisis

23
Q

What is a corporate identity

A

The manner in which a corporation, firm, or business enterprise presents itself to the public (such as customers and investors as well as employees). The corporate identity is typically visualized by branding and with the use of trademarks, but it can also include things like product design, advertising, public relations, etc

24
Q

What is a corporate identity manual

A

It constitutes the basic guide for the application of the company’s representative signs and constitutes a fundamental working and consultation tool for the people involved. In the design and implementation of any element of corporate communication
It fulfils the function of communication code because: creates and defines code elements establish usage, relationships and norms

25
Q

What is another name for a corporate identity manual

A

Brand book

26
Q

What things are in a corporate identity manual? (16)

A
  • Introduction
  • Corporate design elements
  • Brand architecture
  • Corporate colors
  • Fonts
  • Design and layout standards
  • Language standards
  • Photo and illustration style
  • Usage examples
  • PPT presentations other templates
  • Flagging of buildings
  • Signage
  • Packaging
  • Uniformity
  • Stands
  • Merchandising
27
Q

What does sponsoring mean?

A

Total or partial financing situation of an activity for the purpose of economic or image return (I pay you and you name me)

28
Q

What is audience segmentation

A

a marketing strategy based on identifying subgroups within the target audience in order to deliver more tailored messaging and build stronger connections.

29
Q

What are the 4 main types of audience segmentation

A

demographic
geographic
psychographic
behavioral

30
Q

What is demographic segmentation

A

It refers to splitting up audiences based on observable, people-based differences. These qualities include things like age, sex, marital status, family size, occupation, education level, income, race, nationality and religion.

31
Q

What types of behavioral segmentation can you do? (5)

A

Online shopping habits
Benefits sought
Actions taken on a website
Usage Rate
Loyalty

32
Q

Why is it smart to use behavioral segmentation

A

Allows you to create messaging that caters to those behaviors.

33
Q

What is geographic segmentation

A

splitting up your market based on their location

34
Q

What is important to keep in mind when using geographic segmentation

A

you might need to change the language of your message

35
Q

What is psychographic segmentation

A

Deals with characteristics that are more mental and emotional

36
Q

Examples of psychographic characteristics (6)

A
  • Personality traits
  • Interests
  • Beliefs
  • Values
  • Attitudes
  • Lifestyles
37
Q

What are 5 benefits of market segmentation?

A
  • improves campaign performance
  • informs product development
  • reveals areas to expand
  • improves business focus
  • informs other business decisions
38
Q

What is another name for inbound marketing

A

pull marketing

39
Q

What is another name for outbound marketing

A

push marketing

40
Q

What is the aim of inbound marekting?

A

To gently nurture potential customers through the marketing funnel, exposing them to relevant content and brand experiences when they are ready

41
Q

What are the 5 stages of the sales funnel

A

Awareness
Consideration
Preference
Purchase
Retention

42
Q

What is the difference between inbound and outbound marketing (2)

A
  • Instead of advertising blindly to a large audience who may not be interested in your product or receptive to your messages, inbound marketing brings customers to you because you’re targeting audiences who are interested in or actively looking for, your services or products.
    *outbound marketing uses both offline and online tactics, inbound focuses primarily on the online realm.
43
Q

What is crisis management?

A

the application of strategies designed to help an organization deal with a sudden and significant negative event.

44
Q

Are the 4ps focused on product or service?

A

Product

45
Q

Are the 7ps focused on product or service?

A

Service

Communication Final (1 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions