Week 8-11: Execution (Communications)

Question 1

What are the 7ps of marketing

Answer 1

Product, price, place, promotion, people, process and physical evidence

Question 2

Stages do consumer go through in adopting a NEW product.

Answer 2

Awareness - Interest - Evaluation - Trail - Adoption

Question 3

Name three things associated with product

Answer 3

1. core: understand the core customer need
2. actual: identify what kinds of product attributes and features are critical to deliver on the core need
3. augmented: determine what are the non-essential things that would add extra value to your offering

Question 4

4 elements of service

Answer 4

• intangible
• inseparable
• perishable
• variable

Question 5

Three main roles of price?

Answer 5

1. To communicate value
2. To support the brand
3. To deliver financial results

Question 6

Name the 4 pricing strategies

Answer 6

1. customer value based pricing
2. cost based pricing
3. competitor based pricing
4. price adjustment

Question 7

What are the two broad strategies for pricing new products?

Answer 7

1. market skimming
2. market penetration

Question 8

Provide examples of place

Answer 8

• online
• vending machines
• convenience stores
• supermarkets
• omni channel
• door to door
• referral marketing

Question 9

What are the stages in the consumer decision making process?

Answer 9

Question 10

Relevant consumer psychological processes

Answer 10

Question 11

Clement talks communication. Please explain:

Question 12

What users are most effect for agency

Answer 12

• light & media users consume more

Question 13

State the loyalty loop

Answer 13

• total addressable market (TAM) how many people sell to, share of the market, where do we actually have somewhere to sell
• below the line - activation, experience, test drive
• owned, paid, shared, earned media (how brand is communicate)

Question 14

state the same promotion options

Answer 14

advertising, PR, sales promotion (coupons), personal selling, digital tools

Question 15

Constructing your promotion mix

Answer 15

Question 16

What are the 3E’s framework

Answer 16

1. Expression - vision - employee centric
2. Experience - customer journey
3. Enablement - interactions/transaction

Question 17

How is marketing dynamic

Answer 17

1. traditional marketing
2. digital marketing
3. ecommerce
4. customer experience

Question 18

Explain the customer touch point

Answer 18

• Awareness (events i.e black fri, media)
• Consideration (social i.e. insta/FB, reviews)
• Conversion (SEM, affilates)
• Loyalty (APP, email, rewards)
• Advocacy (NPS, UCG)

Question 19

Explain: Ecommerce is not an industry; ecommerce is a tactic.

Answer 19

1. Customer centric approach: Begin with the customer, the channel (channel is the output) & Prioritize understanding your audience.
2. Data driven decision making.
3. Customer tailored content
4. 3 clicks max more =NPS
5. Streamline the user experience & personalisation

Question 20

Marketing is knowing what to do with data

Answer 20

1. Email Marketing and Automated Journeys
2. Referral Marketing
3. Offers and Discounts
4. Sticky Customer Engagement
5. A/B Testing
6. SMS Marketing
   · Reach customer through text messaging.
   · Use SMS for timely promotion and updates.

Question 21

Paid vs Organic

Answer 21

Organic marketing focuses on attracting traffic for free while paid marketing involves paying for traffic.

Question 22

What is sticky customer?

Answer 22

consumer uses business for many avenues - helps build relationships

Question 23

Sales & marketing

Answer 23

sale side: our brand vs

Question 24

customer, category, shopper

Answer 24

consumer - unique selling, primary target
shopper - might not be same as consumer ie. buy meds for parents
customer - i.e. woolies has business objectives - align brand with customer

Question 25

differentiate marketing, sales and suppy

Answer 25

marketing: understand consumer and shopper
sales: what products to sell to which customer
supply: shipping in time and enough stock