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Question 1

WHAT IS MARKETING?

Answer 1

Marketing is about identifying and meeting human and social needs. One of the
shortest good definitions of marketing is “meeting needs profitably.”

Question 2

The American Marketing
Association offers the
following formal definition:

Answer 2

“Marketing is the activity, set of
institutions, and processes for
creating, communicating,
delivering, and exchanging
offerings that have value for
customers, clients, partners, and
society at large.”

Question 3

WHAT IS MARKETED?

Marketers market 10 main types of
entities:

Answer 3

goods, services, events,
experiences, persons, places, properties,
organizations, information, and ideas.

Question 4

Core Marketing Concepts

Answer 4

NEEDS

WANTS

DEMANDS

Question 5

Stated needs

Answer 5

(The customer wants an inexpensive
car.)

Question 6

Real needs

Answer 6

(The customer wants a car whose
operating cost, not initial price, is low.)

Question 7

Unstated needs

Answer 7

(The customer expects good service
from the dealer.)

Question 8

Delight needs

Answer 8

(The customer would like the dealer to
include an onboard GPS system.)

Question 9

Secret needs

Answer 9

(The customer wants friends to see him
or her as a savvy consumer.)

Question 10

Negative demand

Answer 10

consumenrs dont like the product and dont want to pay for it

Question 11

Nonexistent demand

Answer 11

cons dont know about or not interested in product.

Question 12

Latent Demand

Answer 12

Strong need, cant be satisfies by excisting product.

Question 13

Declining Demand

Answer 13

cons startt buying the product less

Question 14

Irregular Demand

Answer 14

seasonal, weekly, montthly purchases

Question 15

Full demand

Answer 15

adequately buying

Question 16

Overfull demand

Answer 16

more consumers willng to buy

Question 17

Unwholesome demand

Answer 17

product that has undesirable social consequences

Question 18

Marketing

Answer 18

Is the process by which companies create
value for customers and build strong customer
relationships in order to capture value from
customer in return

Question 19

Marketing Process:

Answer 19

1- Understand the marketplace and
customer needs and wants
2- Design a customer value-driven
marketing strategy
3- Construct an integrated marketing
program that delivers superior value
4- Build profitable relationships and create
customer delight
5- Capture value from customers to create
profits and customer equity

Question 20

So what is the main objective
of business?

Answer 20

Be profitable

Question 21

Be profitable: 1

Answer 21

1- sell more products
- More quantity of physical products
- More quantity of service provided
- More content sold

Question 22

Be profitable: 2

Answer 22

2- sell more to one customer
- Increase the check per customer
- Ex: average check per customer in coffee
shop is 200 KGS and you try to increase it up
to 500 KGS

Question 23

Be profitable: 3

Answer 23

3- make your customers return
- Make more sales per customer in long term
- Make products/service that are repetitive

Question 24

Up-sell

Answer 24

Offer Bigger size coffee serving
to customers

Question 25

Cross-sell

Answer 25

Offer additional syrups and toppings for coffee

Question 26

AIDA

Answer 26

attention/awereness, interest/information, desire/decision, action

Question 27

Attention

Answer 27

Who is your target reader? What problems are they interested in tackling? What solutions can your content piece offer? What are the most effective and popular ways of getting your message across?

Question 28

I=Interest

Answer 28

Once you’ve lured a people in, the next challenge is to maintain their interest. Generating interest in the benefits of your product or service, and sufficient interest to encourage the buyer to start to research further.One of the best ways of doing this is persuading them that you have an in-depth understanding of the problems or issues. Use research statistics, expert analysis, to move forward.

Question 29

D= Desire

Answer 29

Desire: for your product or service through an 'emotional connection', showing your brand personality. Move the consumer from 'liking' it to 'wanting it'.

Question 30

A= Action

Answer 30

Move the buyer to interact with your company and taking the next step ie. downloading a brochure, making the phone call, joining your newsletter, or engaging in live chat, etc.

Question 31

Advertising

Answer 31

is a means of communication with the users of a product or service. Advertisements are messages paid for by those who send them and are intended to inform or influence people who receive them, as defined by the Advertising Association of the UK.

Question 32

ATL stands for:

Answer 32

“Above the Line” marketing, which refers to a form of marketing that targets a wide audience through mass media such as television, radio, and newspapers.

Question 33

BTL stands for:

Answer 33

“Below the Line” marketing, which is a more targeted and direct approach to marketing. BTL marketing activities include promotional events, direct mail campaigns, and targeted advertising.

Question 34

TTL stands for:

Answer 34

“Through the Line” marketing, which combines the above two methods. It involves using both ATL and BTL marketing strategies to create a comprehensive, integrated campaign that targets a wide range of consumers across multiple channels.

Question 35

Types of advertising

Answer 35

Online Advertising,SMS advertising,Television Ads,Ads in Theatres, Product Placement, Radio, Print, Magazine advertising, Brochures or handouts, Newspaper,Outdoor, Global, Outdoor Blank Space Advertising, Online E-mailers,

Question 36

Guerrilla marketing

Answer 36

Guerrilla marketing is a marketing tactic in which a company uses surprise and/or unconventional interactions in order to promote a product or service. Guerrilla marketing is different than traditional marketing in that it often relies on personal interaction, has a smaller budget, and focuses on smaller groups of promoters that are responsible for getting the word out in a particular location rather than through widespread media campaigns.

Question 37

KEY TAKEAWAYS Guerrilla marketing

Answer 37

Guerrilla marketing is the creating use of novel or unconventional methods in order to boost sales or attract interest in a brand or business. These methods are often low- or no-cost and involve the widespread use of more personal interactions or through viral social media messaging. This marketing method has increased in popularity with the rise of ubiquitous mobile and connected technologies that can amplify messaging and focus on target groups of consumers.

Question 38

Logo Types

Answer 38

Symbols Wordmark Lettermark Combination Emblem