Week 6 Marketing Communication in Not-For-Profit Organizations

Question 1

What is Business Marketing (Industrial/ B2B) ?

Answer 1

Marketing of goods and services to individuals and organisations for purposes other personal consumption.

Question 2

An example of B2B?

Answer 2

Sale of pc to a college/uni

Question 3

What are Business products for?

Answer 3

1. Used to manufacture other products
2. Facilitate an organisation’s purpose
3. Resold to other customers

Question 4

What are Consumer products?

Answer 4

Bought to satisfy an individual’s personal wants or needs.

Question 5

What is the key characteristic distinguishing business products from consumer products?

Answer 5

Intended use and not physical form

Question 6

What are the ways in which B2B firms use the internet?

Answer 6

• Company website to facilitate communication and orders
• Digital marketing to increase brand awareness and to position their businesses as thought leaders so as to generate sales leads.

Question 7

Benefits of new applications?

Answer 7

• Provide additional info about customers
• Help lower costs
• increase supply chain efficiency
• Enhance customer retention, loyalty and trust.

Question 8

Define Content Marketing.

Answer 8

Strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content.

Question 9

Define Goal.

Answer 9

To attract and retain a clearly defined audience and drive profitable customer action.

Question 10

What is the key to social media-based content marketing?

Answer 10

Creating compelling and useful content for customers

Question 11

What are the metrics that are useful for increasing the success of a social media campaign?

Answer 11

• Awareness
• Engagement
• Conversion

Question 12

Define Awareness.

Answer 12

Attention that social media attracts.

Question 13

Define Engagement.

Answer 13

Interactions between brands and audience through comments, retweets, shares, and searches.

Question 14

Define Conversion.

Answer 14

Occurs when action is taken.

Question 15

Why has Relationship Marketing become important?

Answer 15

1. Customers have become more demanding
2. Competition has become more intense
3. Business suppliers use social networking sites to advertise themselves to businesses

Question 16

How to gain repeat business?

Answer 16

Steady dialogue between the supplier and the customer needs to be maintained

Question 17

List the types of Strategic Alliance.

Answer 17

1. Licensing or distribution agreements
2. Joint ventures
3. Research and development consortia
4. Partnerships

Question 18

What is essential for an alliance to succeed?

Answer 18

commitment and trust

Question 19

Define Relationship commitment.

Answer 19

Means that a firm believes an ongoing relationship with some other firms is so important that it warrants maximum efforts at maintaining indefinitely.

Question 20

Define Trust.

Answer 20

Exists when one party has confidence in an exchange partner’s reliability and integrity.

Question 21

Define Keiretsu.

Answer 21

Network of interlocking corporate affiliates.

Question 22

What are the Major Categories of Business Customers?

Answer 22

1. Producers
2. Resellers
3. Governments
4. Institutions

Question 23

Define producers.

Answer 23

Construction, manufacturing, transportation, finance, real estate, and food service firms

Question 24

Define resellers.

Answer 24

Wholesalers and retailers

Question 25

Define Governments.

Answer 25

Federal, state, and local buying units

Question 26

Define Institutions.

Answer 26

Educational institutions, hospitals, churches, labor unions, fraternal organisations, civic clubs, foundations, and other nonbusiness organisations.

Question 27

List the nature of demand in business.

Answer 27

1. Derived 2. Inelastic 3. Joint 4. Fluctuating

Question 28

Define Derived.

Answer 28

Demand for business products results from demand for consumer products.

Question 29

Define Inelastic.

Answer 29

Demand for product not significantly affected by change in price.

Question 30

Define Joint.

Answer 30

Demand for multiple items used together in final product.

Question 31

Define Fluctuating.

Answer 31

Demand for business products is more volatile than for consumer products.

Question 32

Business vs. Consumer Markets.

Answer 32

Refer to Lecture Slides

Question 33

List the types of Major Business Products.

Answer 33

1. Major equipment 2. Accessory equipment 3. Raw materials 4. Component parts 5. Processed materials 6. Supplies 7. Business services

Question 34

Define Major equipment.

Answer 34

Capital goods such as large or expensive machines, mainframe computers, airplanes, and buildings.

Question 35

Characteristics of Major equipment.

Answer 35

- Depreciates over time and often custom-designed. | - Personal selling is an impt marketing strategy.

Question 36

Define Accessory equipment.

Answer 36

Less expensive and shorter-lived than major equipment.

Question 37

Characteristics of Accessory equipment.

Answer 37

- Portable drills, power tools, microcomputers, and computer software - Advertising is an important promotional tool

Question 38

Define Raw Materials.

Answer 38

Unprocessed extractive or agricultural products, such as mineral one, lumber, wheat, corn, fruits, vegetables, and fish.

Question 39

Characteristics of Raw Materials.

Answer 39

-Promotion is almost always via personal selling, and distribution channels are usually direct from producer to business user.

Question 40

Define Component parts.

Answer 40

Either finished items ready for assembly or that need very little processing.

Question 41

Characteristics of Component parts.

Answer 41

There are 2 important markets for many component parts: the OEM market and the replacement market.

Question 42

Define Processed materials.

Answer 42

Used directly in manufacturing other products and do not retain their identity in final products. -Sheet metals, chemicals and lumber.

Question 43

Define Supplies.

Answer 43

Consumable items that do not become part of the final product. -Fall into categories of maintenance, repair, or operating supplies (MRO)

Question 44

Define Business services.

Answer 44

Expense items that do not become part of the final product. -Includes janitorial, advertising, management consulting, marketing research, maintenance, and other services.

Question 45

List the aspects of business buying behaviour.

Answer 45

1. Buying centres 2. Evaluative criteria 3. Buying situations 4. Business ethics 5. Customer service

Question 46

Who are the buying centres?

Answer 46

People in an organisation who become involved in the purchase decision.

Question 47

What are the roles in buying centres?

Answer 47

1. Initiator 2. Influencer/evaluator 3. Gatekeeper 4. Decider 5. Purchaser 6. User

Question 48

Define initiator.

Answer 48

suggest making a purchasing first

Question 49

Define influencer/evaluator.

Answer 49

helps define specifications and provide info for evaluating options.

Question 50

Define gatekeeper.

Answer 50

member of group members that regulates the flow of info.

Question 51

Define decider.

Answer 51

Person who has the formal or informal power to choose or approve the selection of the supplier or brand.

Question 52

Define purchaser.

Answer 52

Person who negotiates the purchase.

Question 53

Define user.

Answer 53

Member of the organisation that will actually use the product.

Question 54

What are the 3 evaluative criterias?

Answer 54

1. Quality - technical suitability 2. Service - prepurchase, postsale, and dependability of supply 3. Price - business buyers want to buy at low prices

Question 55

What are the 3 buying situations?

Answer 55

1. New buy - purchase of a product for the first time 2. Modified rebuy - purchase involving some change in the og good or service 3. Straight rebuy - purchase of the same goods or services without looking for new info or investigating other supplies

Question 56

To ensure superior customer service, firms must:

Answer 56

- Divide customers into groups based on their value | - Create policies that govern how service will be allocated among groups

Question 57

Define chaos scenario.

Answer 57

A mass exodus from the traditional broadcast media due to: - audience fragmentation - consumer's desire to control their information environment - availability of ad-avoidance technology (pop-up blockers; netflix type subscription models)

Question 58

Refer the lecture slides

Answer 58

for everything else.