general questions
What is marketing?
The act of promoting and selling, its how you get your message out
Steps of the understanding process
Research customers and the marketing environment. Manage customer data and information
6 marketing management orientations
1.Production concept
2. Product concept
3. The selling concept
4. The marketing concept
5. The societal marketing concept
6. The holistic concept
Which are 4 of C’s
Customer
convenience
communication
cost
Explain media mix and planning
Media mix-using different channels with different platforms
media planning-process, price, expected results with specific platforms
What is branding?
The act of communicating your positioning. Creats the context for how you are perceived
What is the marketing environment?
the forces outside marketing that affects marketing managements ability to build successful relationships with target customers.
4 major steps in designing a strategy
2. Targeting
3. Differentiation
4. Positioning
Product and service clasifications
Convenience product
shopping products
speciality product
unsought product
Media strategy influenced by:
Technology
economy
media consumption
Name the marketing process
Understanding, developing, creating, engaging customers and capture value
Some examples of MICRO level
Business management
research and development
stekeholders
sales policy
mission and vision
finance and accounting
Which are marketing segmentation and examples
1. Consumer markets
2. Business markets
-geographical
-demographic
-pshychographic
-behavioral
Elements of the marketing communication mix
1. Advertising
2. Public relations
3. Personal selling
4. Sales promotion
5. Direct marketing
What is IMC
Integrated marketing communications
Name the marketing environment levels?
MICRO internal, MESO External and MACRO external
Some examples of MESO level
Customers
challenger
suppliers
intermediaries
which are 2 levels of positioning
Marketing level
marketing communications level
Changing media consumption habits-name 3 of them
Lean-back behavior
lean-in behavior
lean-out behavior
Costumer journey
Need recognition-information searching and processing-identification and evaluation of alternatives-purchase decisions-post purchase behavior
Some examples of MACRO level
DESTEP factors
What does PESO model means
Paid media
earned media
shares media
owned media