Positioning
Branding
Pricing
Packaging
Distribution
Promotions
100
Positioning is where your company is
Compared to your competitors
In the minds of your consumers
100
Name 1 famous slogan
a memorable catchphrase representing a product and a company
100
Price = __________ + __________
Price = Cost of Doing Business + Profit
100
Name 2 functions of packaging
Consolidation
Protection
Information and labels
Brand identification
Promotion
100
When is a marketer successful in distribution
if a customer can get a product
100
Loyalty marketing programs reward consumers for what?
multiple purchases
200
Why is thinking about the long term important for positioning
Repositioning is expensive (product development, promotion, distribution, etc.)
200
Name a product that is co-branded by two or more companies
various
200
What's the difference between a fixed cost and a variable cost? Give an example of each
Fixed = pay no matter what, pay once
Variable = the more you sell, the more you need to purchase
200
What colour is most associated with high quality, expensive branding?
Black
200
How does integrated distribution work?
manufacturers own means of distribution
200
What persuasive technique does this as use?
Ethos
300
What is a company's unique selling position?
What your company does better than competitor to meet consumer needs
300
what type of logo is this?
wordmark
300
Name 2 pricing strategies (policies)
psychological pricing, loss leader, price lining, combo pricing, every day low, interest free, volume/early payment discounts
300
What type of characteristics are associated with the use of the colour red in a brand logo
Danger
Speed
Heat
Stop
Assertive
Exciting
300
Explain intensive distribution and a product that uses it
- available everywhere
- Coca Cola
300
A McDonalds Happy Meal is an example of which promotional method?
product tie-in
400
What does relevance mean with regards to positioning?
Message and position has to make sense to the consumer; uses something important to them
400
What is product dominant branding?
Company name is in the background; the product name is forefront in marketing
400
Describe economy pricing
This is a no frills low price; economy brands
400
Name an advantage or disadvantage of glass as packaging
Pros: see through, lasts a long time, easy to design, recyclable
Cons:fragile, costly, difficult to brand
400
Why would a brand use selective distribution?
control the distribution of their product
May seek to avoid conflicts in positioning/brand image
400
What are two examples of a premiums promotional strategy
coupons, in-packs, traffic builders, coupon plans
500
What is service positioning and what is one issue with it?
Provide extra service/convenience
Can’t go back once service is offered and becomes part of the brand’s positioning
500
Name and describe 1 of the 8 things great brands do (from the article)
A great brand is in it for the long haul.
A great brand can be anything
A great brand knows itself
A great brand invents or reinvents an entire category
A great brand taps into emotions
A great brand is a story that’s never completely told
A great brand has design consistency
A great brand is relevant
500
If the selling price is $7.50 and the product cost is $2.50, what is the markup % and the margin %
Markup = $ seller adds/cost = 5.00/2.50 = 200%
Margin = amount seller adds/selling price = 5.00/7.50 = 66%
500
What packaging material is characterized by its low price, ease of customization and a weakness to moisture
paper
500
Why might a retailer use a wholesaler
Breaking bulk
Risk bearing
Financing
Buying
Transporting
Managing
Promoting
Providing market information
500
Ethos, pathos and logos are persuasive techniques used by advertisers. What do they mean?
ethos - ethics/credibility (celeb or other endorsements)
logos - logic/reason (facts and figures)
pathos - emotion/feeling