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MGT 301 ( 2nd File For Final Term) > Brand Sponsorship: > Flashcards

Brand Sponsorship: Flashcards

• Manufacturer's Brand • Private Brand • Licensed Brand • Co-Brand

1
Q

Brand Sponsorship:

A
    • Manufacturer’s Brand
    • Private Brand
    • Licensed Brand
    • Co-Brand
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2
Q

Services:

A

Services is an intangible & invisible product which result into value/ benefit & has value
in exchange Such as Transportation, health, education etc..

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3
Q

Services Marketing:

A

Services Marketing:
Characteristic of a Service:
1. Intangibility.
2. Variability.
3. Inseparability
4. Perishability

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4
Q

Price:

A

Price is the amount of money charged for a product or services.
It is the sum of of all values that consumers give up in order to gain the benefits of having
or using a product or services. Price is the only element in the marketing mix that produces
revenue; all others elements represent costs.

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5
Q

Pricing:

A

The process of determining & setting price of a product

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6
Q

Value Based Pricing:

A

uses the buyer’s perception of value, not the seller’s cost as the key to pricing
price is considered before the marketing program is set.

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7
Q

Cost Based Pricing:

A

Sets prices based on the cost for producing , distributing, & selling the product
plus a fair rate of return for effort & risk.

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8
Q

Competition based Pricing:

A

Is setting prices based on competitor’s strategies, costs , prices & market offerings.
1. Good - value Pricing
2. Every day low Pricing
3. High - low Pricing

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9
Q

Market - Skimming Pricing:

A

Strategy sets high initial prices to “skim” revenue layers from the market.

  1. Product quality & image support the price
  2. Buyers must want the product at the price.
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10
Q

Market - Penetration Price:

A

Involves setting a low price for a new product in order to attract a larger number of buyers
and a large market share.

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11
Q

Product Line Pricing:

A

Takes into account the cost differences between products in the line , customer evaluation
of their features, & competitors price.

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12
Q

Optional - Product Pricing:

A

Takes into account optional or accessory products along with the main product.

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13
Q

Captive - Product Pricing:

A

Sets prices of products that must be used along with the main product.

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14
Q

By- Product Pricing:

A

Refers to products with little or no value produced as a result of the main product
Producers will seek little or no profit other than the cost to cover storage & delivery

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15
Q

Product Bundle Pricing:

A

Combine several Products at a reduced price.

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16
Q

Promotion:

A

refers to any type of marketing communication used to inform or persuade target audience
of the relative merits of a product , service brand or issue. The aim of promotion is to increase
awareness create interest, generate sales or create brand loyalty.

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17
Q

Promotion Mix:

A

The promotion mix is the specific blend of advertising , public relations , personal selling
& direct marketing tools that the company uses to persuasively communicate customer value
& build customer relationships.|

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18
Q

Advertising

A

Advertising is any paid form of non-personal presentation & promotion of ideas goods , or services by an identified sponsor.
* Broad cost
* Print
* Online
* Mobile
*Outdoor

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19
Q

Personal Selling:

A

Is the personal interaction by the firm’s sales force for the purpose of engaging customer’s
making sales , & building customer relationship

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20
Q

Public Relation:

A

Public relation involves building good relations with the company’s various publics by obtaining
favorable publicity, building up a good corporate image & handling or heading off unfavorable
rumor’s , stories , & events

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21
Q

Direct & digital Marketing:

A

Direct & digital marketing involves engaging directly with carefully targeted individual consumers & customer communities.

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22
Q

Content Marketing:

A

Creating, inspiring & sharing brand messages & conversations with and among consumers
across a fluid mix of Paid owned earned & shared channels.

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23
Q

IMC ROLE

A

Creating, inspiring & sharing brand messages & conversations with and among consumers
across a fluid mix of Paid owned earned & shared channels

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24
Q

Steps In Developing Effective Marketing Communication:

A
  1. Identify the target audience.
  2. Determine the communication Objectives
  3. Design the Objectives
  4. Choose the Media.
  5. Select the message source.
  6. What will be said
  7. What will be said
  8. When it will be said
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25
Q

Emotional Appeal:
Is an attempt to stir up positive & negative emotions to motivate a purchase.

A

Is an attempt to stir up positive & negative emotions to motivate a purchase.

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26
Q

Moral Appeal:
Directed at the audience’s sense of what is right and proper

A

Directed at the audience’s sense of what is right and proper

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27
Q

Rational Appeal:

A

Relates to the audience’s self interest

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28
Q

Media

A

The term media which is the plural of medium , refers to the communication
channels through which we disseminate news , music , movies , education , promotional messages
& other data.

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29
Q

Types Of Media:

A
  1. Personal such as : Face to Face phone
    Phone
    Mail
    E-Mail
    Internet C
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29
Q

Types Of Media:
2.Non - Personal Such as

A

Tv
Radio
Magazine
Bill board
Etc.

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30
Q

Setting the Total Promotion Budget:

A
  • Affordable budget method
    • Percentage of sale method
    • Objective & task method
      • Competitive - parity
        method
31
Q

Affordable Budget Method:

A

Affordable budget method sets the budget at an affordable level
Ignores the effect of promotion on sales.

32
Q

Percentage Of Sales Method:

A

Percentage of sales method sets the budget at a certain percentage of current or forecasted sales
or unit sales price
Easy to use & helps management think about the relationship between promotion selling price
& profit per unit

33
Q

Object & task Method:

A

sets the budget based on what the firm wants to accomplish with promotion & Includes:
1. Defining promotion Objectives
2. Determining task to achieve the objectives
3. Estimating Cost

34
Q

Competitive - Parity Method:

A

Competitive - Parity methods sets the budget to match competitor outlays
Represent industry standards
Avoid promotion wars.

35
Q

Place:

A

Place:
Includes the use of different channels/ intermediaries of distribution to make available
products for customer such as wholesalers & retailers.

36
Q

Placement:

A

The aim placement is to promote products , connect buyers with producers & physically
distribute products.

37
Q

Upstream Partners:

A

Include row material supplier’s components parts , information finance & expertise to create
a product or service.

38
Q

Downstream:

A

The marketing channels or distribution channels that took toward the customer.

39
Q

Intermediaries:

A

Offer producers greater efficiency in making goods available to target markets.
Therefore their contacts , experience , specialization , & scale of operations.
Intermediaries usually offer the firm more than it can achieve on its own.

40
Q

How Channels Members Add value:

A

First:
From an economic view intermediaries transform the assortment of products into assortment
wanted by consumers

41
Q

Second:

A

channel members add value by bridging the major time , place , & possession gaps that
separate goods and services from those who would see them.

42
Q

How channel Members Add Value:

A
  1. Information.
  2. Promotion
  3. Contact
  4. matching
  5. Negotiation
  6. Physical distribution
  7. Financing
  8. Risk taking
43
Q

Marketing Channel:

A

consists of firms that have partnered for their common goods with each member playing a
specialized role.

44
Q

Conventional Distribution:

A

Consists of one or more independent producers , wholesalers , & retailers Each seek to maximize
its own profits.

45
Q

VMS ( Vertical Marketing System)

A

VMS ( Vertical Marketing System)
Provide Channel leadership & consists of producers, wholesaler , & retailers.

46
Q

Corporate Vertical System: (CVS)

A

integrates successive stages of production & distribution under ownership.

47
Q

Contractual Vertical Marketing System (CVMS)

A

Consists of independent firms at different levels of production & distribution who join
together through contracts to obtain more economics or sales impact

Franchise Organization links several stages in the production distribution process

48
Q

Administered Vertical Marketing System:
(AVMS)

A

Has a few dominate channel members without common owner ship Leadership comes
from size & Power.

49
Q
A
50
Q

Multi- Channel Distribution Systems ( Hybrid Marketing Channels)

A

Are when a single firm sets up two or more marketing channels to reach one or more customer
segments.

51
Q

Horizontal Marketing System:
(HMS)

A

Are when two or more companies at one level joint together to follow a new marketing
Opportunity. Companies combine financial , production , or marketing resources to accomplish
more than any one company could alone.

52
Q

Types Of Distribution:
1. Intensive Distribution.

A

A company sells through as many outlets as possible Supermarkets , drug store , gas , stations
& the like soft drinks are generally made available through intensive distribution

53
Q

Types Of Distribution:
2.Exclusive Distribution.

A

Distribution is exclusive when only certain retailers are given the option of carrying a product
in its stores. Exclusive distribution is an agreement between a supplier & a retailer granting
the retailer exclusive rights within a specific geographical area to carry the supplier’s product

54
Q

Types of Distribution
3. Selective Distribution.

A

Type of distribution strategy that lies & operates between intensive and exclusive distribution
Selective distribution involves using more than one , but lesser than all the intermediaries &
distributors who carry the company’s products on a basis of a company specific set of rules.

55
Q

Channel Management Decisions:

A
  1. Selecting Channel Members
  2. Managing Channel Members
  3. Motivating Channel Members
  4. Evaluating Channel Members.
56
Q

Exclusive Distribution:

A

Seller allows only certain outlets to carry its products

57
Q

Exclusive dealing

A

The seller requires that the seller not handle the competitor’s product.

58
Q

Exclusive Territorial Agreements:

A

Producer or seller limit territory

59
Q

Tying agreements:

A

Agreements where the dealer must take all or most of the line.

60
Q

Sustainable Marketing:

A

Meeting needs of consumers while preserving the ability of future generations to meet their
needs.

61
Q

Consumerism:

A

Is the Organized movement of citizens & government agencies to improve the rights & power
of buyers in relation to seller

62
Q

Consumer Right:

A
  1. Right not to buy.
  2. Right to expect safe product
  3. Right to expect well Performing product as claimed
63
Q

Environmentalisms:

A

Environmentalism is an organized movement of concerned citizens , business & government
agencies to protect & improve People’s living environment.

64
Q

Types OF Environmentalism
1. Pollution Prevention

A

Involves not just cleaning up waste but also eliminating or minimizing waste before it is created.

65
Q

Types OF Environmentalism
2. Product stewardship

A

Involves minimizing the pollution from production & all environmental impact through the full
product life cycle.

66
Q
  1. Design for environment (DFE)
A

Involves thinking ahead to design products that are easier to recover, reuse , or recycle

67
Q
  1. New clean Technology
A

Involve looking ahead & planning new technologies for competitive advantage

68
Q
  1. Sustainability vision
    Consumer - Oriented Marketing
A

A company should view & organized its marketing activities from the consumer’s point of view

69
Q

Customer Value Marketing

A

Put most of its resources into customer value - building marketing investment.

70
Q

Innovative Marketing

A

A company should seek real product & marketing improvements

71
Q

Sense of Mission Marketing

A

Define its mission in broad social terms rather than narrow product terms.

72
Q

Societal Marketing

A

Marketing decisions by considering consumer’s wants

73
Q

Deficient Products:

A

Products that have neither immediate appeal nor long-run benefits

74
Q

Pleasing Products:

A

High immediate satisfaction but may hurt consumers in long run

75
Q

Salutary Products

A

Low immediate appeal but may benefit consumers in the long run

76
Q

Desirable Products:

A

Products that give both high immediate satisfaction & high long-run benefits

MGT 301 ( 2nd File For Final Term) (1 decks)

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