Exam Flashcards
(56 cards)
1
Q
define lateral communication
A
communication between managers of the same level
2
Q
What are the two method of communications
A
verbal and non verbal communications
3
Q
what are the 4 forms of communication
A
- oral
- written
- body language
- visual imagery
4
Q
define body language
A
- a form of non verbal communications that conveys a message through the use of facial expressions, tone and gestures
5
Q
define manual
A
About policies and procedures of the organization ( check )
6
Q
list 3 examples of oral communications
A
- interviews
- telemarketing
- phone calls
- meetings
- speeches
- lectures
7
Q
list 2 examples of combination communication
A
- brochures/phamplets
- business cards
- newsletter
8
Q
define communication
A
- sender conveying a message to receiver in a form that the receiver could understand therefore acting on desired manner.
- a process of creating and exhanging information between individuals that produces the required response and understanding
9
Q
the meaning of a brand
A
ABCVPT
- Attributes - characteristics that the product protrayed
- Benefits - e.g. functional and social status
- Cultural - display the country’s culture
- Value- shows manufacturer’s value
- Personality
- Type of people that would buy the product
10
Q
Product placement
A
the method to gain consumer’s reognition by strategically placing infront of their eye. (e.g. tvs)
11
Q
What are some ways to protect your brand?
A
- monopolising the color used by your brand
- a symbol that could allow consumer to readiy identify
12
Q
Generic brand
A
- generic brand is the brand attach to the retailer rather than the manufcturer
- produce by a group of unacknowledge manufacturer
less promotion
plain packaging- cheaper cost
13
Q
Internal public
A
the public that consist of the business’s stakeholder. For example, employees, management and stock holder
14
Q
External public
A
Public that consist of the business’s potential stakeholder. For example, consumer, cuppliers, competitors, media and local trade union
15
Q
Upwards communication
A
infromation flows from the lower level to the higher level
16
Q
Examples of upward communication
A
- staff meetings
- shaing of information and feedback
- staff participation in perfomance appraisals
- staff participation in democratic decision making.
17
Q
Downwards communication
A
- information that flows from the higher level to teh lower level. common in organization with a hierachical structure
18
Q
examples of downward communications
A
- dissemination of information
- delegation of tasks
- performance appraisals
- staff counceling.
19
Q
why is it important to be aware of your body language when communicating?
A
- need to make sure that your body language and tone is suitable for the message that your are conveying
- need to be aware of different cultural values as well as some gestures might be seen as offensive to other culture.
20
Q
controllable crisis
A
- a set of situation that could be prevented or controlled by the company, such as cunstomer accidents and product deflects
21
Q
define uncontrollable crisis
A
- a set of situation that is not within the contol of the company. It is usually caused by some outside force. For example, product sabotage, natural disaster and terrorism
22
Q
how can the internet be used as a branding strategy?
A
websites of businesses offer so much more than product information nowadays, they also offer opportunities for consumer to partcipate (e.g. games, live chat…..) . This aims to gain commitment from consumer by building a virtual community around the product.
23
Q
Define memo
A
- A short brief note send within the organization to inform or provoked an individual into action
- informal or formal
- easy way of disseminating information
24
Q
difference between marketing and advertising
A
- advertising is only a small part of marketing
- marketing involves the deliberate and systematic planning intended to bring consumer and business together for the exchange of products
- where else advertising is a paid persuasive message to the public, it aims to get the word out to the public.
25
Marketing mix
- price
- place
- product
- promotion
26
define product
anythign that can be offered to the market to satisfy a need or want
27
define brand
- is a distinguishing symbol or letter head that is attached to the product or the packaging
- used to identify one product from the competition's product
- aims to give more information about the product and its organization (e.g. food ingredients)
28
List 5 types of pricing strategies
- penetration pricing
- market skimming pricing
- loss leader
- psychological pricing
- competition based pricing
- cost based pricing
- market pricing
29
what is the aim of packaging?
- to provide protection
- build brand image
- to advertise
- differentiate from other products
30
how are the pricing strategies determined?
- marketign objectives
| - or to suit the product's life cycle
31
What are the two types of distribution channel?
Indirect distibution channel
- sell product to consumer through the use of an intermedaries
- manufacturer- warehouse/retailer- consumer
Direct distibution channel
- manufacturer sells its product directly to its consumer
- e.g. Direct factory outlet
32
what is the logistics
- transportation
- warehousing
- storing goods
33
Types of promotion list 5
- advertising
- internet maketing
- telemarketing
- personal selling
- direct selling (e.g. direct mails)
- promotion sales
- Public relations
34
define public relation
- a deliberate and planned effort to sustain and develop a positive image to the organization's public
35
Public relations strategies (list 5)
- sponsorship
- lobbying
- public information
- open day
- annual report
- seminar
- press release/conference
- media release
36
how does technology contributes in marketing?
- due to the increasing use of internet, it is essential for business to incorporate into its promotion strategies
- to assess and locate suppliers
- to purchase and sell
- advantage: able to assess effectiveness by recording the number of hits on website and how many of them actual turned into sales.
- disadvantage: unauthorised figure hacked in and steals confidential infromation
37
technology in public relations
- news travels so quickly
- Pr should be an integral part of organizations's technologu procedures and policies
- blog
38
how does blog assist in pr
- allow business to increase media profiles and image within the community
- profiling successful case studies - how the organization has benefited the consumer
- testimonials/personal recommendation- establish business relationship with customers and potential customers
39
what is the purpose of market research
- to assist in making decisions that would most benefit the marketing plan
- reduce the risk of launching a new product
- assess the progress of an established product and what needed to be changed
- predict future trends
40
what is to be considered during market research
- market research needs to be constructed in a systematic and unbiased manner
- needs to be ethical make sure that market research is not just an excuse to sell a product to the customer
41
the 6 steps of market research
1. identify the problem and develop research objectives
2. determine research design - exploratory, descriptive and casual
3. identify information types and resource - primary or secondary data
4. approach to collect date - questionnaire, experiment, observation, focus group.... etc
5. analyse and collect data - trhough the phone, tv habits through black monitoring box
6. prepare and present information collected - report fromat, pie charts
42
what is primary data?
- primary resource is when information is gathered by the owner and researchers themselves
- e.g. surveys, questionnaire, focus group, experiment etc
43
what is secondary data
- when information is collected through previous records
| - comes from internal records of business or an external source such as magazines, newspapers etc...
44
disadvantage and advantage of primary data
disadvantage
- expensive
- time consuming
advantage:
- up to date
- most beneficial in making decisions
45
ways to obtain primary data
- phones
- surveys
- focus group
- questionnaire
- door to ddor interviews
- shopping centre interviews
- direct observation
- experiment
46
disadvantage and advatage of secondary data
disadvantage
- not useful for providing specific data about individuals business product
- not up to date
advantage
- cost efficient
- useful in establishing market size and trends
47
ways to obtain secondary data
- magazines
- new papers
- business records
- libraries
- computer database
- yellow page
- trade association
- internet
- government agencies
48
seminar
- a good way to diseminate information quickly to a wide audience
- usually only interested parties would attend
- internal public - train staff
- inform customers and potentail customers about product
- info are presented visually
- ask questions
49
open day
- allow pubic to see organization in action
- increase knowledge of organization
- to reinforce or improve image
50
media release
- news worthy media release - exposure
- inform the public of an achievement/ product/ organization or interesting stories
- in an ateempt to influence the media to write favourable on the organization
- free publicity plus getting its sepcific message out
- inexpensive
51
- sponsorship
- to bring awareness
- financial support in return for branding rights
- positive PR
- creates awarenss and positive image on organization
52
public information
- provide a service while getting free publicity
| - release information that are beneficial to the public
53
build relatonships with community
- a sports clinic - to increase interest on sports
| - public information session- increase knowledge on company
54
lobbying
- related to government activities
- an attempt to persuade or pressure a public body to change or proposed a law so that it would in the organization's interest
- protests and campaigns
- designed to increase public awareness
55
elements of marketing
1. what is our present situation?
2. objectives
3. strategies
4. monitor the success
56
format of markting plan
1. executive summary
2. introduction and situation analysis - market trend, market research
3. target market - demographics
4. objectives
5. strategies - the 4Ps
6. budget
7. audit and contol procedures
