Intro

Question 1

Give points of marketing

Answer 1

• a state of mind and a professional practice
• consider the ‘value chain’
• deals primarily with customer communications
• guiding principle of how an organisation should operate

Question 2

What does the marketing concept state

Answer 2

• Every aspect of a firms operation should be based on the importance of the customer
• Firm must make an adequate profit
• All parts of business must cooperate willingly and enthusiastically

Question 3

What does the marketing concept emphasise

Answer 3

• Importance of customer
• Importance of proft
• Importance of management, good communications and an organisation wide approach

Question 4

Marketing Orientation 3 main points

Answer 4

• The best way to manage a business is for it to face outwards
• Businesses must make what they can sell, not sell what they like making
• Successful operations are governed by the wants and needs of users

Question 5

What are the 3 stages of Marketing

Answer 5

• Production/product orientation - potential for ‘marketing myopia’
• Sales orientation
• User orientation
  (always remember: the product is what the consumer sees, hears, perceives and believes - user values are important

Question 6

Key relationship drivers for relationship marketing

Answer 6

• Customer care, commitment and contact
• Value exchange
• Customer communications
• Persuasive product quality
  This leads to successful practice, increased spend, loyalty, responsiveness, brand affinity and advocacy

Question 7

Marketing strategy combination

Answer 7

• Product, including people, process and physical evidence
• Price
• Place
• Promotion
  ^ The marketing mix

Question 8

Marketing strategy key points

Answer 8

• The nature of the product will influence the balance
• One element cant cover for problems with the rest
• Chosen strategy should see aims reached at minimum cost
• Strategy is not static and responds to environmental change

Question 9

What is success in marketing judged by

Answer 9

• Anticipating customer needs and behaviour and achieving profitable sales

Question 10

What is success in marketing dependant on

Answer 10

• Senior management encouraging and leading staff by example

- Dialogue (with staff and customers) linked to internal exchange, not isolation

Question 11

What is Marketing Communications defined as?

Answer 11

1EXAMPLE

‘An audience centred activity, designed to engage audiences and promote conversation’. (Fill & Turnball)

Question 12

What are marketing communication techniques

Answer 12

-Advertising
-Sponsorship
-Design/Packaging
-Sales Promotion
-P.R/Publicity
-Direct/Digital Marketing
-Word of Mouth
WORKS BEST TOGETHER^

Question 13

Different media types

Answer 13

-Interactive/Social
-Press
-TV
-Outdoor
-Radio
-Cinema
-Ambient
Digital impacts all of these

Question 14

Marketing Communications (books)

Answer 14

• Organisations communicate in many ways
• Image and impressions have a profound effect on success (The ‘Branson’ Factor)
• Who do they target? Interactional model of communications (Fill & Turnball 2016 pg49)

Question 15

What does the marketing communications introduce

Answer 15

Opinion leaders, opinion formers (influencers) and listeners rather than the mass audience - also mass media, electronic sources, personal sources.

Question 16

What does effective communication involve

Answer 16

sending a stimulus to the senses and gaining a response - a two way process

Question 17

how are messages recieved

Answer 17

depends on the sender, the tone and the language

Question 18

What does message persuasiveness affect

Answer 18

response

Question 19

Where does response and understanding stem from

Answer 19

existing knowledge and attitude

Question 20

Repositioning and reinforcement

Answer 20

repositioning - more difficult

reinforcement - more effective than conversion

Question 21

Low credibility

Answer 21

marketers have low credibility as they are expected to be biased

Question 22

Senders - Key issues:

Answer 22

• Credible information sources
• Understanding the advertising/communications process
• Determining the encoding process

Question 23

The Message - Key issues:

Answer 23

• Content, creativity and interpretation
• Reaching the desired target
• Avoiding rejection or distortion i.e. selective perception
• Persuasiveness
• ‘Stickiness’ and ‘dwell time’
• Format and structure

Question 24

Stimulus and Response

Answer 24

• Effective communications demand perception overlap to give a common basis for dialogue and understanding
• Take account of the receivers and level of involvement
• Stimuli should conform to experience and beliefs, match needs and avoid anxieties

Question 25

Recievers - Key issues:

Answer 25

- How many, what kind and where (and their media habits)? - Level of aggregation, awareness and knowledge - Effectiveness depends on countervailing forces, e.g. competitors' communications, reference groups, previous experience etc.

Question 26

How communication work

Answer 26

- push-pull - raising profile - persuasion model - recency model - low involvement processing a combination of all of these^^^^^

Question 27

Name communication objectives

Answer 27

- building awareness, knowledge and understanding - creating favourable attitudes - generating trial - maintaining loyalty

Question 28

define drip

Answer 28

differentiating reinforcing informing persuading

Question 29

define how the communications models chain of processes must be initiated

Answer 29

- creating a cognitive structure (i.e. message considered and understood) - creating a motivational (affective) structure (i.e. changes attitudes) - creating a behavioural (cognitive) structure (i.e. brings about action) complex, interrelated, sometimes incomplete or in a different order

Question 30

what does the communication campaign superior communications involve

Answer 30

- intimate knowledge of customers, competitors and media habits - clear, competitive, consistent, efficient, closely targeted, well branded, creative messages - adequate funding / business capability - teamwork and cooperation / planning - measuring communication effectiveness

Question 31

what does corporate image stem from

Answer 31

``` - products/services (including branding and heritage) - social responsibility / corporate citizenship - personal experience / impersonal contact - environments / performance - staff behaviour and appearance - communications ```

Question 32

what are the promotional mix factors

Answer 32

- resources available - promotional message / level of engagement - complexity of product / service - market type / size / location - distribution - marketing strategy / life-cycle stage - state of buyer readiness - competitors actions

Question 33

what are the budget determinants

Answer 33

- affordability...do you have to buy in the skills? - percentage of sales - competitive parity - objective tasks

Question 34

integrated marketing communications

Answer 34

- deliver strong relationships/consistency - reduce wastage / increase profits - require long term, strategic outlook - put customers first - depend on an effective overall marketing mix