Final (chatgpt) Flashcards
(85 cards)
1
Q
- What type of purchase involves lots of research, review reading, and comparison?
A
Cognitive
2
Q
- True or False: Strategies for successful marketing plans have remained consistent over time.
A
True
3
Q
- What type of quantitative research is used to test the acceptance of a new idea not yet produced?
A
Concept Testing
4
Q
- What are the key features of market research?
A
Systematic, data-driven, objective, uses primary and secondary research, can be qualitative or quantitative.
5
Q
- What is research called that is collected originally to solve a specific problem?
A
Primary Research
6
Q
- Which forms of research are qualitative?
A
Focus groups, one-on-one interviews, customer satisfaction research
7
Q
- What document outlines scope of influence, objectives, success measures, and constraints?
A
Operating Charter
8
Q
- What tool did P&G use to identify consumer needs like ‘Sensitive Skin’ or ‘Color Protection’?
A
Segmentation Analysis
9
Q
- What are the 3 steps to creating a working mission statement?
A
1) List core job ideas. 2) List a guiding principle. 3) Identify who you help.
10
Q
- True or False: Product superiority is the key to success according to Al Ries and Jack Trout.
A
False
11
Q
11a. Is Positioning a branding or marketing function?
A
Branding
12
Q
11b. Is Packaging Strategy a branding or marketing function?
A
Branding
13
Q
11c. Is Communication Strategy a branding or marketing function?
A
Marketing
14
Q
11d. Are Consumer Promotions branding or marketing?
A
Marketing
15
Q
11e. Is Social Media branding or marketing?
A
Marketing
16
Q
11f. Is Advertising branding or marketing?
A
Marketing
17
Q
12a. What is Paid Search?
A
Companies pay to appear at the top of search results for specific keywords.
18
Q
12b. What is Pay-Per-Click (PPC)?
A
Advertisers pay only when someone clicks on their ad.
19
Q
12c. What is SEO?
A
Techniques used to increase a site’s ranking in organic search results.
20
Q
12d. What is Organic Search?
A
Unpaid search results based on relevance and SEO.
21
Q
12e. What is Contextual Targeting?
A
Serving ads based on the type of content the user consumes online.
22
Q
- What strategy is used when Gillette expands into body wash and deodorant?
A
Brand Extension
23
Q
- What strategy is used when Cheerios releases new flavors like Banana Nut?
A
Line Extension
24
Q
- True or False: Network targeting describes Google’s tracking behavior.
A
False
25
16. What reduces failure rates by 50% during concept testing?
Rapid cycle. Plan do study act
26
17. What are the two key measures of a concept’s success in testing?
Purchase likelihood and perceived newness/difference
27
18. What pricing strategy is used when retailers sell below cost to attract traffic?
Loss-Leader
28
19. What pricing strategy did Apple use when launching iPhone X at $999?
Premium Pricing
29
20. What is Walmart’s pricing strategy called?
Everyday Low Pricing (EDLP)
30
21. What tool do marketers use to understand pricing sensitivity?
Price Elasticity Analysis
31
22. What are the 12 Life Currencies?
Money, Info, Time, Energy, Space, Fun, Fear, Stress, Convenience, Love, Quality, Expertise
32
23. When products are nearly identical, what should marketers focus on to differentiate?
Packaging to make the product feel different, better, and special.
33
24. What merchandising strategy does Campbell Soup use for consistent brand display?
Permanent Displays
34
25. What’s the strategy of selling in different retailers like grocery, restaurants, schools?
Channel Strategy or Distribution Strategy
35
26. True or False: Programmatic advertising uses software and algorithms to serve contextual ads.
True
36
27. What is a purchase based on an ad or recommendation called?
Responsive Purchase
37
28. What do marketers call the mix of product/package/size/benefit options?
Product Mix
38
29. What analysis helps brands cover all consumer needs within a portfolio?
Segmentation Analysis
39
30. What is the tool for growing product consumption in underdeveloped markets?
Product Analysis
40
31. What’s it called when you pay for 10,000 ad views, regardless of clicks?
PPV (Pay-Per-View)
41
32. What are the Six Deadly Sins of Advertising?
Pride, Gluttony, Envy, Greed, Sloth, Wrath
42
33. What do we call marketing terms like 'money-back guarantee' or '100% satisfaction'?
Guarantee or Assurance Program
43
34a. What does Yellow thinking style represent?
Creative
44
34b. What does Blue thinking style represent?
Analytical
45
34c. What does Red thinking style represent?
Personal
46
34d. What does Green thinking style represent?
Practical (print thinking)
47
34e. What does White thinking style represent?
Natural and organic
48
35. True or False: The customer path to purchase involves 6–8 digital touchpoints.
True
49
36. True or False: Social media is best described as an entertainment and communication channel.
True
50
37. Which businesses benefit most from social media?
Businesses in categories people already love talking about.
51
38. What makes ofr effective social media marketing?
It must be Timely, Relevant, or Actionable
52
39. What benefits does McCormick get from their in-store spice displays?
Visibility, sales, brand territory, and consistent presentation.
53
40. What subliminal tactics do retailers use to influence shopping behavior?
Lighting, music, layout, scent, and visuals to reinforce brand and drive sales.
54
41. How much can off-shelf displays increase sales even at regular price?
4x increase
55
42. True or False: Esports and gaming are growing forces in social media.
True
56
43. What are the 3 ingredients of a great consumer promotion?
1) Unique prize. 2) Believable chance to win. 3) Easy to enter.
57
44. What are the 3 main PR roles?
Corporate PR, Defensive PR, Marketing PR
58
45. True or False: Content marketing raises awareness and educates customers.
True
59
46. Why do we use mindless marketing?
To build meaningful customer relationships.
60
47. What metrics evaluate email marketing?
Open Rate, Click-Through Rate, Bounce Rate
61
48. True or False: Higher satisfaction leads to higher profits and stock prices.
True
62
49. What do TV Ratings measure?
Percent of US TV households watching a program.
63
50. What’s a walled garden? Is Pinterest one?
Ad-controlled social platforms. Yes, Pinterest is one.
64
51. How are Gross Rating Points (GRPs) calculated?
Reach × Frequency
65
52. What does a BDI of 82 mean?
The brand is underperforming in that market vs. average.
66
53. What is a permissible use of Marketing Development Funds (MDF)?
Support brand awareness, retail promotions, or local marketing activities.
67
54. What is it called when a customer buys out of habit?
Reflexive Purchase
68
55. Who on the brand team can give creative feedback to the agency?
The most senior person
69
56. What % of marketing budget goes to agency services?
20%
70
57. How long does it usually take to launch a full ad campaign?
6–8 months
71
58. How much more are consumers willing to pay for their favorite brand?
20–25%
72
59. What is the centerpiece of PR and influencer marketing?
The Brand Story
73
60. What are the checkout coupons printed on your receipt called?
Catalina Coupons
74
61. What are the 13 Virtues of Meaningful Marketing?
Learn Innocently: Read-Talk-Try. Being open to letting go of where you are.
2.Pioneer: Lead your marketplace and leave copying to those without the brains or courage to be original.
3.Overtness: Let a customer say NO because what you offer doesn’t apply to them. But NEVER let a customer say NO because they don’t understand what OVERT BENEFIT you’re offering.
4.Clarity:Strive for self-evident clarity in all communications.
5. .Focus:Eliminate the irrelevant
6.Credibility:Continuously enhance customer trust in you, your company and your brand.
7.Authenticity:Communicate with honesty and integrity
8.Demonstrate:Let your product, service or idea talk for itself.
19.Persistence:Never, ever, ever give up when you are pursuing the right thing in the right way. It takes 3 exposures to sell.
10..Measurement:Quantify goals and systems. 94% of all problems are due to poor systems.
11.Service:Dedicate yourself to serving the genuine needs of your customers.
12.Write: Use the written word to define and refine your thinking.
13.Courage: Be Bold. Be Brave. Leave a Legacy.
75
62. What are the benefits of a well-written P&G One-Page Memo?
Professional, Precise, Concise
76
63. What do all world-class ads have in common?
1) Product is the hero. 2) Relevant + unexpected delivery. 3) Emotional connection.
77
64. What is it called when a brand partners with a nonprofit for marketing?
Cause-Related Marketing
78
65. What 5 things make an event-marketing plan effective?
VIP housing, ambush protection, brand activation, signage, distribution points
79
66. True or False: Licensing makes the most sense if you already make and distribute products.
True
80
67a. Who is the licensee?
The one who buys rights to use a trademark.
81
67b. Who is the licensor?
The one who owns the trademark.
82
68. What are key parts of a licensing agreement?
Non-compete clause, creative approval, royalty, fee, performance guarantee
83
69. What are the 3 parts of a brand positioning statement?
Target Audience, Benefit, Compelling Reason
84
70. What is the 'North Star' marketers are trying to build with customers?
Trust
85
