exam 3 marketing

Question 1

Marketing communications before the digital world

Answer 1

Start with a clear and compelling brand positioning.
Build and communicate a clear brand identity.
Integrate marketing communications with one central message

Question 2

marketing communications in a digital world

Answer 2

Start with a clear and compelling brand positioning
Build and communicate a clear brand identity
Integrate marketing communications with one central message

Question 3

what are the different elements of IMC

Answer 3

advertising, personal selling, public relations, on-line banner ads, social media, sales promotion

Question 4

Public relations (PR)

Answer 4

Inexpensive” media attention.
Importance of PR has grown as cost of other media has increased.
Consumers becoming more skeptical about marketing, PR becoming more important

Question 5

Direct marketing

Answer 5

Growing element of IMC.
More popular as database technology improves.
Allows for more personal and customized messages

Question 6

steps. in planning and executing an ad campaign

Answer 6

Identify target audience
Set advertising objectives
Determine the advertising Budget
Convey the message
Evaluate and select media
Create advertisements
Assess impact

Question 7

step one: define the target

Answer 7

define and describe to whom the advertising will be directed

Question 8

Step two: establish objectives

Answer 8

brand/product issues and objectives.
Market/competitive situation

Question 9

step 3: determining advertising budget- rule of thumb or objective and task method

Answer 9

Considerations:
Role advertising plays in their attempt to meet overall promotional objectives
Expenditures vary over the course of the Product Life Cycle
Nature of the market and the product influence the size of the budget

Question 10

step 4: develop the message

Answer 10

define the competitive benefit offered by the brand. It is the promise the brand makes to the consumer. It is the “heart” of the creative strategy

Question 11

select the key benefit

Answer 11

must support the brand and product line positioning

Question 12

media communication

Answer 12

channels through which news, entertainment, education, data, or promotional messages are disseminated

Question 13

The AIDA model

Answer 13

-awareness grab attention, use multiple channels
- interest- “I want to learn more”
-desire
-action

Question 14

step 7: test and track

Answer 14

presenting, tracking, post testing

Question 15

The laggard effect

Answer 15

Advertising does not always have an immediate impact
Multiple exposures are often necessary
It is difficult to determine which exposure led to purchase

Question 16

outbound marketing

Answer 16

marketing where a company initiates the conversation and sends its message out to an audience

Question 16

inbound marketing

Answer 16

marketing in which company attempts to draw visitors and potential companies into a company’s own media

Question 17

content creation

Answer 17

process of generating topic ideas that appeal to a buyer persona, creating written or visual content around those ideas, and making that information accessible to your audience as a blog, video, infographic, or other format

Question 18

social media marketing

Answer 18

digital marketing that involves creating and sharing content on social media networks

Question 19

blogging

Answer 19

Creating content about your product, service or company that will reach your target audience and drive them to your website to begin their journey towards making a purchase. Bloggers write reviews and recommendations that influence your customers

Question 20

search engine optimization

Answer 20

the process of maximizing the number of visitors to a website by ensuring that the site appears high on the list of results returned by a search engine.

Question 21

sentiment analysis

Answer 21

allows marketers to analyze data from these sources to collect consumer comments about companies and their products

Question 22

personal selling and sales management

Answer 22

Describe the value added of personal selling.
Define the steps in the personal selling process.
Describe the key functions involved in managing a sales force.
Describe the ethical and legal issues in personal selling

Question 23

professional selling as a career

Answer 23

-People love the lifestyle
-There is a lot of flexibility
-There is a lot of variety in the job
-Can be very lucrative
-Very visible to management and good for promotions

Question 24

steps in personal selling process

Answer 24

generate and qualify leads, preaproach, sales presentation and overcoming reservations, closing the sale, follow up

Question 25

step one: generate and qualify leads

Answer 25

cold calls, telemarketing

Question 26

step 2: preapproach

Answer 26

do your homework, set goals for what is to be accomplished

Question 27

step 3: sales presentation and overcoming reservations

Answer 27

the presentation, handling objectives

Question 28

step 4: closing the sale

Answer 28

Getting the order
Often most stressful part of sales process
A “no” one day may be the foundation for a “yes” another

Question 29

step 5: follow up

Answer 29

Five Service Quality Dimensions
Reliability
Responsiveness
Assurance
Empathy
Tangibles

Question 30

managing the sales force

Answer 30

sales force structure, recruiting and selecting salespeople, sales training, motivating and compensating salespeople, evaluating salespeople

Question 31

recruiting and selecting salespeople

Answer 31

personality, optimism, resilience, self-motivation, empathy

Question 32

sales training

Answer 32

Selling and negotiation techniques
Products and service knowledge
Technologies used in the selling process
Time and territory management
Company policies and procedures

Question 33

evaluating salespeople

Answer 33

Tied to the reward structure
Evaluation measures can be either objective or subjective