PRODUCT SERVICES BRAND
When physical product and service come together it creates an opportunity for differentiation around what?
What is The Experience
Inform, Persuade and Remind are 3 goals of what?
What is advertising or communications?
Setting the price based on the cost of a good is what kind of pricing?
What is cost-based pricing?
What function within a company produces the products and makes it available to buyers?
What is the supply chain?
A salesperson greets you as you enter a store and gives you a coupon. Is this a Push or a Pull tactic?
What is Push?
Tom sells Lenovo computers to NYC school districts. His colleague sells same to Northern California school districts. Lenovo leverages what type of selling organization?
What is Territorial.
The measure indicating the percentage of people that clicked on an ad upon seeing it is called:
What is the Click Through Rate
Purchased by the final consumer for personal consumption is what kind of Product?
What is a consumer product?
Limiting the broad number of new product ideas into a few that will go into concept testing is called:
What is Idea Screening?
Pricing increases or decreases impacting the quantity purchased is plotted on what curve?
What is the Demand Curve?
What are two examples of downstream partners in the supply chain?
What are warehouses, distributors, resellers, wholesalers, retailers and customers?
Advertising that uses surprising or bombastic creative tactics has a goal of what:
What is 'Breaking through the clutter".
A SAS salesperson reaches out on LinkedIn to anyone who's profile indicates they work in IT. This salesperson is in what stage of the Selling Process?
What is Prospecting and Qualifying?
What is liking, sharing, and/or commenting.
Nike makes shoes for basketball, running, lifestyle, golf, and more. Managing the length, width and depth of the product line is called what?
What is the Product Mix?
When a new product is launched with competitively low pricing to steal share in a category, the seller is using what pricing strategy?
What is Market Penetration Pricing.
What is Horizontal Marketing System?
For many years V8 juice used an advertisement with a tagline, "I should have had a V8". What was the communication goal of this creative idea?
What is to Remind people to drink V8.
Harley is presenting the WalMart buyer a new line of skincare. The buyers aren't interested given they already carry multiple lines. This is called what:
What is an Objection?
Digital technologies facilitate the continued exchange of value between the marketer and the customer, this long term value relationship is the goal of what?
What is CRM - Customer Relationship Management
The most basic feature of a product is known as its
Core Customer Value
The finance team will be very interested in what step in the new product cycle process?
What is the Business Analytics step?
Pricing at $10.99 vs. $11.00 is capitalizing on what tactic?
What is Psychological Pricing?
What is Tesla? or others tbn
Seeding the idea, features, benefits and branding cues into the subconscious of the consumer is the goal of what?
What is Pull?
A promotion targeted to distributor or retailer partners is considered what type of promotion?
What is Professor McCusker's opinion regarding Digital Marketing as a distinct chapter in the book?
What is...She thinks it is bunk... because all marketing these days is digital marketing!
Attaching meaning to products, connections with consumers and driver of relationships via logos, marks, terms, signs, symbols or designs is __________.
What is Branding?
What is the growth stage?
What type of pricing tactics do Uber and Airbnb use when they move prices relative to situational factors?
What is Dynamic or Personalized Pricing?
What is the goal of an Omnichannel Distribution?
What is: Making your product available in many/multiple channels so as to maximize opportunities for a customer to buy it?
What is a definition of Integrated Marketing?
When all tactics of a marketing mix are aligned around a brand campaign, look or communication goal.
Enter to win a Snowboard on display in a store is considered what kind of consumer promotion?
What is a contest or sweepstakes?
What social media site best leverages influencer content?
What is tik tok or Insta reels?
A banner ad at the top of a website or mobile site is what type of advertising?
What is online advertising?
What word as a major Goal of Marketing does Professor McCusker use the most during the last 12 weeks of this class?
What is Value!
A firm with significant excess inventory can do what with pricing to relieve the overstock?
What is discount or cut prices?
Luxury brands leverage what type of distributions systems to heighten and/or reinforce the brand's equities.
What is Exclusive Distribution?
What is an upside and a downside of audio/radio advertising?
The name of the Giovanni Ribisi Movie referenced during class:
What is the Boiler Room
When a digital consumer 'Converts' what have they done?
What is, they have acted in a that meets the objective set out by the digital marketer. They purchased, signed up, etc.
A product you take time to buy, comparing all the brands and prices is what kind of product?
What is a Shopping Product
What does the Contribution Margin measure?
What is The percentage profit margin that selling one unit generates
The number of product units necessary to sell in order to fully cover costs with zero incremental profit
What is Breakeven Units
Jack spent $5000 to reach 10,000 people one time with his social media ad; what was his CPM?
What is $0.50?
40,000 people visited Jack's website and 1,000 ordered a product. What is the conversion rate?
What is 2.5%
What is Professor McCusker's dog's name?
What is London?
What is the combination of Integrity, Effort, Humanity and Accountability according to professor McCusker?
What is Character!
What is packaging?
What is the contribution per unit?
What is the name of the person who came to speak last week?
Who is Dave Burwick?
Name a product that has Intensive Distribution?
To be named. Most CPG products. FMCG. Gum, water, etc.
PR media is considered earned media. Explain why it is earned?
What is: PR creates events, stories, news, stunts that engage the press and "earns" stories & share impressions.
When a company lowers its prices so low that its competitors can't compete and go out of business, is considered what pricing tactic?
What is predatory pricing?
Brands whose sales are flat and declining after a long growth period are said to be in what stage of the product lifecycle?
What is maturity?