13 & 14. Implementing and monitoring the marketing strategy & Marketing options

Question 1

What four resourcing options are most common for marketing purposes?

Answer 1

1) In-house marketing team - large companies with sufficient budgets.
2) Outsourced - smaller companies with some marketing budget.
3) Undertaken as part of an employee’s role - smallest companies with limited marketing capacity.
4) Trade bodies - any

Question 2

What are the three benefits of a trade body?

Answer 2

1) Group benefits from collective knowledge of all members.
2) Membership fee is cheaper than hiring or undertaking own marketing.
3) Benefit from increased exposure as part of a larger portfolio.

Question 3

Provide an example of a trade body.

Answer 3

Verband Deutscher Prädikatsweingüter, Germany.

Question 4

How might the success of a marketing campaign be measured?

Answer 4

Sales figures, profits, website visits.

Question 5

What is an example of modern, complex tool that tracks marketing success?

Answer 5

Eye-tracking to analyse how consumers look at a website, store layout or advert.

Question 6

What size of company might have their own in-house marketing team?

Answer 6

Large companies with sufficient budgets.

Question 7

What size of company might outsource their marketing?

Answer 7

A smaller companies with some marketing budget.

Question 8

What size of winery might be part of a trade body?

Answer 8

Any

Question 9

At what size company might marketing be part of an employee’s role?

Answer 9

Small companies with limited marketing capacity/budget.

Question 10

What are the objectives (3) of a trade body?

Answer 10

To promote the region, members and their products.