L7: Communication Channel Strategy

Question 1

What is a marketing channel?

Answer 1

A set of interdependent organizations that help make a product or service available for use or consumption for the consumers by the business owner

Question 2

What is an indirect marketing channel?

Answer 2

A marketing channel that contains one or more intermediary levels

Question 3

What is a direct marketing channel?

Answer 3

A marketing channel without intermediary levels

Question 4

What are the different functions of marketing channels?

Answer 4

1. Creating utility
2. Exchange efficiency
3. Alleviating discrepancies through sorting
4. Standardizing transactions

Question 5

What is a channel conflict?

Answer 5

Disagreements among marketing channel members on goalsm roles and rewards –> this disrupts the value

Question 6

What are vertical marketing systems?

Answer 6

Producers, retailers and wholesalers work together to help the customers, instead of working as seperate organizations.
A channel structure in which producers, wholesalers and retailers act as a unified system. One channel member owns the others, has contracts with them or has so much power that they all cooperate

Question 7

What is a conventional distribution channel?

Answer 7

A channel that consists of more independent producers/wholesalers/retailers each as a seperate business seaking to maximixe its own profits

Question 8

What are multichannel distribution channels?

Answer 8

A distribution system in whcih a single firm sets up two or more marketing channels to reach one or more customer segments

Question 9

What is supply chain management?

Answer 9

Managing upstream and downstream alue-added flows or materials, final goods and related information from points of origin to point if consumption to meet customer requirements at a profit

Question 10

What is the marketing funnel?

Answer 10

1. Awareness
2. Interest
3. Evaluation
4. Trial
5. Adaption

Question 11

What is a promotional mix?

Answer 11

A mix of different promotion tools to promote a product.

An example is a notification on a phone, it consist of different promotion tools.

Question 12

What are some examples of promotion tools?

Answer 12

• Advertising
• Personal selling
• Public relations
• Direct and digital marketing
• Sales promotion

Question 13

What is a push strategy?

Answer 13

A push strategy is a promotion strategy that uses the sales force and promotion to push the product through channels.
Producer -> Retailer/wholesailer -> consumer

Question 14

What is a pull-strategy?

Answer 14

A promotion strategy that calls for spending a lot in consumer advertising and promotion to induce final customers to buy the product, creating a demand vacuum, that pulls the product through the channel.

Consumer - ask for demand -> retailers/wholesailers - ask for demand -> producer

Question 15

What are the pros and cons of traditional marketing communication tools?

Answer 15

Pros:
- Impactful
- Permanent
- Memorable
Cons:
- Hard to measure
- expensive
- constantly evolving

Question 16

What are exmaples of traditional marketing communication tools?

Answer 16

Newspaper
Phone calls
Television adds
billboards

Question 17

What are examples of modern marketing tools?

Answer 17

• Instagram (and social media)
• Email
• Online ads
• Tiktok
• Cookies

Question 18

What is digital marketing?

Answer 18

the use of modern (digital) channels to promote products and services to consumers/businesses

Question 19

What are the pros and cons of digital marketing tools?

Answer 19

Pros;

• Engagement
• Measurable
• Targeted

Cons:

• Potentially annoying
• less permanent
• contstantly envovling

Question 20

What is the RACE apporach to diital marketing?

Answer 20

Reach -> Increase brand awareness
Acquire -> Increase brand interaction -
Convert -> get leads and build new connections to drive sales and psrtnerships
Engage -> Build brand loyalty, advocay and delight customer

Question 21

What is search enging marketing (SEM)?

Answer 21

Gaining listings in search engine results pages of search engines (google, yahoo etc.)
This includes advertising on third-party publisher sites, which are part of the search display

Question 22

What is the difference between SEM and SEO?

Answer 22

SEM describes how SEO is implemented
SEM dictates how the company would return its SEO
SEO is required for every online firm

Question 23

What is online PR?

Answer 23

Uses influencer outreach to maximize favorable mentions of a compnay, brand or website.
This is crucial for managing reputation
Uses own media and news blogs
Leverages third-party bloggers and content creators

Question 24

What are online partnerships?

Answer 24

Create and manage long-term arrangements to promote online services on third-party websites or trhough email coomunication
(co-marketing, affiliate branding, Aggregators (price comparing websites))

Question 25

What is social media marketing?

Answer 25

Social media marketing includes the organic social media marketing, but also the paid ads and sposnoring. It is a form of electronig word of mouth

Question 26

What is opt-in email?

Answer 26

A permission-based email system. The emails are sent to prospective or existing customers.
These emails contain new feutures or special offers.

Question 27

What is interactive display?

Answer 27

• Usually in the form of banners and videos ads on publisher and social network websites
• Encourages click-through go a target website
• Also connected to SEM