Marketing tactics

Question 1

Marketing tactics

Answer 1

4PS:

Product
Place
Promotion
Price

Question 2

Product

Answer 2

Creating value by satisfying need or solving a problem.

Question 3

Product levels

Answer 3

Core benefit: benefit the customer is really buying
Basic product: elements that deliver the benefit
Expected product: attributes normally expected from this product
Augmented product: attributes that exceed expectations
Potential product: possible upgrades the product might undergo

Question 4

Types of products

Answer 4

Nondurable goods
Durable goods
Services

Question 5

Promotion

Answer 5

Communicating with customers to influence their behavior.

Question 6

Types of promotion

Answer 6

In-store
Contextual
Digital
Advertising
Direct

Question 7

In-store promotion

Answer 7

Promotions
Placement (POS)
Promoters
Sampling

Question 8

Contextual promotion

Answer 8

Events
Sponsorships
High-traffic areas
Sampling

Question 9

Digital promotion

Answer 9

Display
Search
Social media
Email

Question 10

Advertising promotion

Answer 10

TV
Radio
Print
Billboard

Question 11

Direct promotion

Answer 11

Mailing list
Catalogue
Telemarketing
Personal selling

Question 12

Consumer communication modes

Answer 12

Advertising (company-led): low credibility, high cost, high control
PR (media-led): medium credibility, medium cost, medium control
Word of mouth (consumer-led): high credibility, low cost, low control

Question 13

Planning a communications campaign

Answer 13

6Ms:

Mission: what is the objective?
Market: to whom is it adressed?
Message: what are the specific points to be communicated?
Media: which vehicles will be used?
Money: how much will be spent?
Measurement: how will impact be assessed?

Question 14

Place

Answer 14

• Set of pathways a product follows from production, through purchase to consumption by the end user
• Set of organisations participating in the process of making a product available for consumption

Question 15

Price

Answer 15

Monetisation: how to capture value
* Sell goods
* Sell services
* Sell subscriptions
* Charge commission/transaction fees
* License technology/brands
* Leverage advertising
* Leverage sponsorship/donations
* Hybrids (e.g. freemium)
* Others

Pricing: how to set prices
* Pricing objective
* Customer perspective
* Company perspective
* Competitor perspective
* Feasible price range
* Pricing method
* Price adaptation