Promotion
True or False: There are many different methods used in the promotion mix
What is True
comprises a set of institutions which perform all of the activities utilized to move a product and its title from production to consumption
What is channel of distribution?
strategic process that marketers use to determine the place or “niche” an offering should occupy in a given market, relative to other customer alternatives
What is positioning?
CFA has a mobile app that provides a unique value to consumers over Zaxby's. What definition does this fall under
What is differentiation?
Define Pull Strategy
stimulates demand and motivates customers to actively seek out a specific product.
Much stronger personal relationship with the consumer
Hold a variety of products
Offer consumers credit
Promote and merchandise products
Price the final product
What is a retailer?
To make a product or service stand out from its competitors in ways that provide unique value to the customer
What is differentiation?
McDonalds knowing that they are a fast food restaurant falls under what definition
What is Positioning?
Define Public Relations
process of maintaining a favorable image and building beneficial relationships between an organization and the public communities, groups, and people it serves
occurs between channel members at the same level
What is horizontal conflict?
Two ways to measure implementation
What is
Sales/revenue
Number of new/returning customers
Average spending per transaction
Brand/product awareness or perceptions
Favorability toward product/service/brand
New leads or inquiries from inside and outside your target segments
Web site traffic or social media “buzz”
Media attention
Customer Satisfaction
Return on investment for marketing campaigns and other activities
Walmart is known for having low prices and is known for being the best super store. What definition does this fall under
What is competitive advantage?
What does the D stand for in the AIDA Model?
What is Desire
occurs between channel members at different levels within the same channel
What it is vertical conflict?
Reasons to consider repositioning
What is competition, market environment, consumer trends, and internal environment?
Apple using Twitter and Facebook to promote the new IPhone falls under what definition
What is Social Media Marketing?
Name 3 tactics that are used commonly in guerrilla marketing.
Graffitti, stickers, flash mobs, publicity stunts, treasure hunts, sham events, etc...
Describe a 5 length channel
Pitfalls of Repositioning
What is
Insufficient research
A bridge too far: If brands go too far in a new direction, customers may no longer believe the claims
Underestimating “back to basics”
Overpromising
Confusing positioning
Difference between direct and digital marketing
What is:
Direct marketing activities bypass intermediaries and communicate directly with the individual consumer.
Digital marketing is an umbrella term for using a digital tools to promote and market products, services, organizations and brands.