Chapter 1

Question 1

Exchange

Answer 1

Two or more parties with something of value to one another, with desire and ability to give up something to the other party

Question 2

The focus of market driven companies is

Answer 2

developing and sustaining relationships with their customers

Question 3

Value

Answer 3

The perceived benefits of acquiring something verses the cost to obtain it.

Question 4

The marketing mix is (4P’s)

Answer 4

The Four P’s Product, Place, Price and Promotion

Question 5

Imc ( what does it stand for)

Answer 5

Integrated Marketing Communication

Question 6

Imc what does it mean/ and what is the goal

Answer 6

Coordinating various promotional elements and other marketing activities that communicate with a firms customers. The goal is to achieve maximum communication impact. You want to have all parts of the brand on the same page.

Question 7

Micromarketing

Answer 7

Response to media fragmentation. Using subtle marketing in movies, social networks, focused markets, rather than commercials or internet banners.

Question 8

Brand Identity

Answer 8

All views of the brand, it is the summation of all customer contact with the brand and extends beyond the experience or outcome of using it.

Question 9

Promotional mix what is it

Answer 9

Basic tools used to accomplish an organizations communication objectives

Question 10

Promotion

Answer 10

All seller oriented efforts to set up channels of info to sell goods, services or promote ideas.

Question 11

Advertising***

Answer 11

Any paid form of NON PERSONAL communication by an identified sponsor

Question 12

Direct Marketing

Answer 12

Any direct contact with customers to sell (mail, phone etc)

Question 13

Interactive/Internet Marketing

Answer 13

Allows customers to receive, alter info, ask questions, respond to questions, make purchases. Internet/kiosk/apps

Question 14

Direct response advertising

Answer 14

Prompts customers to buy directly from the ad being shown

Question 15

Sales Promotion

Answer 15

Promotions that ad incentive or value to anyone selling the product.(discounts 2for1)

Question 16

Examples of consumer oriented Sales promotion

Answer 16

Coupons, sampling, premiums, rebates, contests all at POS

Question 17

Public Relations

Answer 17

maintaining a positive company image

Question 18

Touch point

Answer 18

Any chance a customer has had to encounter or experience a brand. It DOES NOT extends past the experience or outcome of using it

Question 19

Internal analysis

Answer 19

How will is the organization able to achieve its objective

Question 20

External analysis

Answer 20

Assesment of outside factors, costumers, competition etc

Question 21

Media advertising

Answer 21

The most cost effective way to reach mass consumers. Builds and manages a brand awareness

Question 22

Publicity

Answer 22

Non personal communication that is not directly paid for (news/magazines/blogs)

Question 23

Steps to the marketing plan 5

Answer 23

Analysis
Objectives
Strategy
Implementing
Evaluating

Question 24

From the prospective of a promotional planner the primary purpose of media is to

Answer 24

provide and environment for the firms marketing communication message