week 1

Question 1

what are the four segment dimensions?

Answer 1

• demographic variables
• geographic variables
• psychographic variables
• behavioural variables

Question 2

what are the four P’s of marketing

Answer 2

• product
• price
• place
• promotion

Question 3

what are the four objective stages

Answer 3

introduction
growth
maturity
decline

Question 4

advertising techniques in objective stage: introduction

Answer 4

• build product awareness
• informative advertising
• features/ benefits

Question 5

advertising techniques in objective stage: growth

Answer 5

• build brand loyalty
• aggressive advertising
• inform/ persuade

Question 6

advertising techniques in objective stage: maturity

Answer 6

• persuasive/ comparative advertising
• attract non users
• increase usage/ frequency

Question 7

advertising techniques in objective stage: decline

Answer 7

• reminding advertising

- often low budget

Question 8

list the smart objectives

Answer 8

• Specific
• measurable
• achievable
• relevant
• time bound

Question 9

define the SMART objective: specific

Answer 9

• the goals are clearly defined and outlined so the whole team understands the objective and why its important

Question 10

define the SMART objective: measurable

Answer 10

: the goals have key performance indicators (KPI) and benchmarks that allow you to measure your success

Question 11

define the SMART objective: achievable

Answer 11

the goals are within the ability of your company and team. While you want to set a high bar, you may also need to remember to set goals within your means, so you don’t set your team up for failure.

Question 12

define the SMART objective: relevant

Answer 12

the goals are relevant to your brand mission and direction of your business. You should have good reasons for each of your marketing objectives.

Question 13

define the SMART objective: time bound

Answer 13

the goals need to have a timeline that indicates when the objectives begin and end.