Lecture Notes

Question 1

Glade USP

Answer 1

Scent is tied to emotion

Question 2

Conclusion of Glade

Answer 2

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

Question 3

Oreo commercial

Answer 3

Different colors/flavors

Computer generated

Question 4

Yoplait commercial

Answer 4

“lick the lid”

Question 5

Educate a variety of audiences not only the consumer:

Answer 5

Channel

Sales force

Agencies

Stakeholders

Employees

Question 6

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

Answer 6

but you can influence it

Question 7

Monitor group - integrated marketing video

Answer 7

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

Question 8

Sales promotion

Answer 8

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

Question 9

Point of purchase

Answer 9

Cow display example

You have to adapt your display for each store

Question 10

Integreated Advertising

Answer 10

Combining several media tools under 1 idea for the consumer

Big idea, consumer experience, BRAND navigation

Question 11

2 strategies

Answer 11

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

Question 12

Issuing coupons to encourage consumers to demand product:

Answer 12

pulling

Question 13

Toshiba advertisement

Answer 13

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

Builds primary demand

Question 14

pioneering =>

Answer 14

market introduction

Question 15

Apple Ipod Advertisement

Answer 15

Original ad shows features

new ad shows white headphones

Question 16

Windex vs. Clorox comparatie AD

Answer 16

Windex is mentioned before florox in advertisement

Question 17

When does comparative advertisement work:

Answer 17

Tiny competitors with good USP

Make sure ou have everything to back it up

Coke would not go after a small competitor

Question 18

When doesnt comparative advertisements work?

Answer 18

Internationally does not always work

Question 19

Campbell’s vs. Progresso

Answer 19

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

Question 20

Risks of comparrison

Answer 20

Annoy customer and illegal in some countries

Question 21

Advertising regulation

Answer 21

Federal Trade commission regulates deceptive advertising

Question 22

Puffery

Answer 22

OK to use

So excessive that it is not reasonable

*best, better, greatest, finest

Question 23

Weasel word

Answer 23

Designed to say something but not really say something

help control acne

helps, acts, aids, looks like, feels like

Question 24

Deception

Answer 24

If liklihood to confuse many customers

material

Someone likely to be injured or has been

Question 25

worlds best coffee

Answer 25

puffery

Question 26

this wil help you cheat death

Answer 26

deception

Question 27

Listerine - kills germs that.....

Answer 27

puffery

Question 28

Profile Bread - fewer calories each slice

Answer 28

cut slices smaller so deception

Question 29

Rice Krispies - helps boost childs immunity

Answer 29

deception - implying health benefit

Question 30

Nutella ad - made with nice ingredients

Answer 30

deception

Question 31

Mass Selling Examples

Answer 31

Advertising PR/Social Media Sales Promotion

Question 32

PR

Answer 32

More cost effective - get media coveage More longevity More credile Larger audience

Question 33

Key notes on advertising video

Answer 33

Old is new Advertising can be instantly tested Seedning bto buzz constant change

Question 34

Sales promotion 2 parts:

Answer 34

1. consumer promotion - sponsoring concert 2. cutting price to bring foot traffic in

Question 35

Marshall's

Answer 35

Discount store

Question 36

Target

Answer 36

Mass merchandiser

Question 37

Black Friday

Answer 37

Usually the first time in the year a company is profitable

Question 38

TED video about pricing:

Answer 38

Persuasion is often better than compulsion

Question 39

Prices to entire customer:

Answer 39

jewlery priced to the nearedst dollar

Question 40

Leader pricing:

Answer 40

## Footnote Legal Gets you in the door

Question 41

Bait pricing:

Answer 41

bringing custoemr in and not giving rewards Not ethical but it is legal

Question 42

Behavioral-based pricing:

Answer 42

browse on one Browser and buy on antother

Question 43

Dynamic pricing

Answer 43

Chicago white sox

Question 44

Surge pricing

Answer 44

Let supply and demand determine the price

Question 45

Uber

Answer 45

Get rides in class Marketplace for transporation

Question 46

Key learning from uber surge pricing:

Answer 46

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

Question 47

Supply chain: SCJohnson

Answer 47

Right product, right quantiy, right place, right time

Question 48

Supply chain works cross functionally with:

Answer 48

sales marketing, RD&E and finance

Question 49

Elements of today's supply chain:

Answer 49

Global Environmental aspect Flexible choices enabled by technology e-commerce

Question 50

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

Answer 50

RD&E - technical specs, bill of materials Finance- costing marketing - new products/customer insights sales-distribution, promotion, customer requirements

Question 51

Seasonal buyers:

Answer 51

buy twice as much in category and tend to be impulse buyers

Question 52

3 areas SC Johnson wanted to attack

Answer 52

Backroom, shelt and Something else

Question 53

Inventory turnover

Answer 53

Are you keepng an approriate level of inventory

Question 54

Return on assets

Answer 54

NI / Total Assets

Question 55

Rankings of supply chain based on:

Answer 55

Peer opinion Garther opinion 3 year weighted ROA Inventory turns Revenue growth

Question 56

Supply chain =

Answer 56

sustainability

Question 57

Supply chain management is all about tradeoffs:

Answer 57

Cost - speed - quality \*Triangle

Question 58

ERP

Answer 58

Real-time view of the business

Question 59

NPR Video: Make a T shirt Video

Answer 59

U.S. cotton is a top export innovations in how cotton is grown Bangledash garment industry workers have awful conditions

Question 60

Two big issues with pricing ethics

Answer 60

They would be better off with company there Will the company take a hit?

Question 61

Coupons are a _________ strategy

Answer 61

pull \*always have a cap to limit promotion

Question 62

Worst promotion: Hoover

Answer 62

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