Test 2 Flashcards Preview

Services Marketing > Test 2 > Flashcards

Flashcards in Test 2 Deck (31)
Loading flashcards...
1
Q

Advertising research categories

A

Advertising strategy research (define the product concept)
Creative concept research
Protesting ads
Posttesting ads

2
Q

Advertising strategy research requires a clear understanding of what?

A

Product concept
Target audience
Media selection
Message element selection

3
Q

BrandAsset Valuator measures brands in terms of

A

Differentation
Relevance
Esteem
Familiarity

4
Q

Steps in the research process

A
Problem definition 
Secondary research
Research objectives
Primary research 
Report findings
5
Q

Methods of qualitative research

A
Projective techniques (understands people's underlying feelings and motives)
Intensive techniques (IDI, focus group, ethnographic research)
6
Q

What is ethnographic research

A

Trying to understand culture by going out and talking to people and following them around

7
Q

Methods of quantitative research

A

Observation
Experiment
Survey

8
Q

What is the universal product code?

A

Reading codes to tell which products are selling and how well

9
Q

Methods for testing ads (prestests)

A

Pretesting

Direct questioning, central location tests, clutter tests

10
Q

Central location tests

A

Test commercials are shown to respondents in a shopping center

11
Q

Clutter tests

A

Commercials are grouped with non competitive control commercials

12
Q

Posttesting techniques (5)

A
Aided recall
Unaided recall
Attitude tests
Inquiry tests
Sales tests
13
Q

Considerations in conducting primary research

A

Validity and reliability
Sampling methods
How questionnaires are designed
Dats tabulation and analysis

14
Q

For a test to be valid…

A

Results must be free of bias and reflect the true status of the market

15
Q

For a test to be reliable…

A

It must be repeatable

16
Q

Effective survey questions have three important attributes

A

Focus
Brevity
Clarity

17
Q

Common types of questions

A

Open ended
Dichotomous
Multiple choice
Scale

18
Q

Top down marketing plan elements

A

Situation analysis
Marketing objectives
Marketing strategy
Marketing tactics

19
Q

Marketing objectives (2)

A

Goals of the marketing effort that may be expressed in needs and sales objectives

20
Q

Need satisfying objectives

A

Shifts managements view of a producer of a satisfier of target market needs

21
Q

Steps in the marketing strategy

A

Defining the target market
Positioning the product
Developing a marketing mix

22
Q

Developing a positioning strategy (7)

A
Product attribute
Price/quality
Product class
Product user
Competitor
Use/application
Cultural symbol 
Category (inventing a new product)
23
Q

Bottom up marketing

A

Marketing tactics
Marketing strategy
Marketing results

24
Q

Importance of relationships

A

Cost of lost customers
Cost of acquiring new customers
Value of loyal customers

25
Q

Levels of relationships

A
Basic transactional
Reactive
Accountable 
Proactive
Partnership
26
Q

Four sources of brand messages

A

Planned
Product
Service
Unplanned

27
Q

Integration triangle

A

Say (planned)
Do (product, service)
Confirm (unplanned)

28
Q

Constructive integration.

A

When brand does what it says it’ll do and others confirm it

29
Q

Dimensions of IMC

A

Ensure consistent positioning
Facilitate interactions between the company
Incorporate socially responsible mission

30
Q

What is in the advertising plan?

A

Reviewing the marketing plan
Setting objectives
Advertising strategy
Allocating funds

31
Q

Methods for allocating funds

A

Percentage of sales
Share of market (mountain dew 8 percent of market share spend 8 percent)
Objective/task method