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Flashcards in Lecture Notes Deck (63):
1

Glade USP

Scent is tied to emotion

2

Conclusion of Glade

Unique, different and ownable insight is the most powerful asset a brand can have

3

Oreo commercial

Different colors/flavors

Computer generated

4

Yoplait commercial

"lick the lid"

5

Educate a variety of audiences not only the consumer:

Channel

Sales force

Agencies

Stakeholders

Employees

6

You cant control every word someone related to your company says:

but you can influence it

7

Monitor group - integrated marketing video

Think of marketing as hockey, not Football - be ready to adapt when a new media comes up

8

Sales promotion

Get wholesaler and distributor excited about the product to get it on the shelf

9

Point of purchase

Cow display example

You have to adapt your display for each store

10

Integreated Advertising

Combining several media tools under 1 idea for the consumer

Big idea, consumer experience, BRAND navigation

11

2 strategies

Push - against channel to push product into channel

ex. sell sheet

and pull - market heavily into consumer and hopes consumer demand s pgoducts

ex. smuckers- coupon for 3 different flavors so keep all 3 flavors on shelf because customers will be using coupons

12

Issuing coupons to encourage consumers to demand product:

pulling

13

Toshiba advertisement

Pioneering - DVD player was new - happens earlier part of product cycle

Builds primary demand

14

pioneering =>

market introduction

15

Apple Ipod Advertisement

Original ad shows features

new ad shows white headphones

16

Windex vs. Clorox comparatie AD

Windex is mentioned before florox in advertisement

17

When does comparative advertisement work:

Tiny competitors with good USP

Make sure ou have everything to back it up

Coke would not go after a small competitor

18

When doesnt comparative advertisements work?

Internationally does not always work

19

Campbell's vs. Progresso

Campbell's took shot at progresso - shots back and forth

20

Risks of comparrison

Annoy customer and illegal in some countries

21

Advertising regulation

Federal Trade commission regulates deceptive advertising

22

Puffery

OK to use

So excessive that it is not reasonable

*best, better, greatest, finest

23

Weasel word

Designed to say something but not really say something

help control acne

helps, acts, aids, looks like, feels like

24

Deception

If liklihood to confuse many customers

material

Someone likely to be injured or has been

25

worlds best coffee

puffery

26

this wil help you cheat death

deception

27

Listerine - kills germs that.....

puffery

28

Profile Bread - fewer calories each slice

cut slices smaller so deception

29

Rice Krispies - helps boost childs immunity

deception - implying health benefit

30

Nutella ad - made with nice ingredients

deception

31

Mass Selling Examples

Advertising

PR/Social Media

Sales Promotion

32

PR

More cost effective - get media coveage

More longevity

More credile

Larger audience

33

Key notes on advertising video

Old is new

Advertising can be instantly tested

Seedning bto buzz

constant change

34

Sales promotion 2 parts:

 

 

1. consumer promotion - sponsoring concert

2. cutting price to bring foot traffic in

35

Marshall's

Discount store

36

Target

Mass merchandiser

37

Black Friday

Usually the first time in the year a company is profitable

38

TED video about pricing:

Persuasion is often better than compulsion

39

Prices to entire customer:

jewlery priced to the nearedst dollar

40

Leader pricing:

 

 

Legal

Gets you in the door

41

Bait pricing:

bringing custoemr in and not giving rewards

Not ethical but it is legal

42

Behavioral-based pricing:

browse on one

Browser and buy on antother

43

Dynamic pricing

Chicago white sox

44

Surge pricing

Let supply and demand determine the price

45

Uber

Get rides in class

Marketplace for transporation

46

Key learning from uber surge pricing:

 

Market for taxis is inefficeint

Technological efficiency does not mean lower fares

It means paying true market value

Comparrsion shop

What determines the "fair" fare multiple level

47

Supply chain: SCJohnson

Right product, right quantiy, right place, right time

48

Supply chain works cross functionally with:

sales marketing, RD&E and finance

49

Elements of today's supply chain:

Global

Environmental aspect

Flexible

choices

enabled by technology

e-commerce

50

Supply chain works daily with RD&E, sales, finance, and marketing:

 

RD&E - technical specs, bill of materials

Finance- costing

marketing - new products/customer insights

sales-distribution, promotion, customer requirements

51

Seasonal buyers:

buy twice as much in category

and tend to be impulse buyers

52

3 areas SC Johnson wanted to attack

Backroom, shelt and Something else

53

Inventory turnover

Are you keepng an approriate level of inventory

54

Return on assets

NI / Total Assets

55

Rankings of supply chain based on:

Peer opinion

Garther opinion

3 year weighted ROA

Inventory turns

Revenue growth

56

Supply chain = 

sustainability

57

Supply chain management is all about tradeoffs:

Cost - speed - quality

*Triangle

58

ERP 

Real-time view of the business

59

NPR Video: Make a T shirt Video

U.S. cotton is a top export

innovations in how cotton is grown

Bangledash garment industry workers have awful conditions

60

Two big issues with pricing ethics

They would be better off with company there

Will the company take a hit?

61

Coupons are a _________ strategy

pull

*always have a cap to limit promotion

62

Worst promotion: Hoover

Bunch of stock in the warehouse and needed to sell it

2 flights in addition to the Hoover

It is working so let's just keep it going

Customers were not receiving their tickets and reacting negatively

Some companies withdrew their offers

63