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100
6 Ps of Marketing
People Product Price Package Place Promotion
100
Value Equation
What is Value = Quality/Price The relationship the customer considers between the price of an iten and its qualities to answer the question "Is it worth it?"
100
TOMA
What is Top of Mind Awareness - the best position to occupy, people are more likely to select the product without conscious thought
100
Maslow's Hierarch of Needs
What is Survival Security Belonging Aesthetic Transcendence
100
MOST
What is Mission Objective Strategies Tactics
200
5 Objectives of Marketing
What is Sell Something Change Behavior Build Awareness Stimulate Trial Drive Interest Brand Reactiviation Stimulate Loyalty
200
6 Filters to Segment an Audience
What is Behavioral Attitudinal Demographic Psychographic Economic Geographic Firmagraphic
200
Up Sale Cross Sale
What is Buying something larger than you intended Buying something outside of the category of your intended purchase
200
Neal's Life Orientation Model
What is Genetics Structures Experiences Beliefs Attitudes Values Behavior Habits Character Destiny
200
PESTE
What is Political implications Economic effect on the bottom line Social - how it affects our reputation Technological Environmental
300
Marketing Matrix
What is Aided/Unaided Recall Repeat Purchases Rentention Rate Click Through Lifetime Value Number of trials RFM - recency, frequency and monetary value Revenue Return on Investment
300
4 Categories of Rewards
What is Functional Emotional Expressive Sensory
300
40-40-20
What is 40% - List - Who am I targeting? 40% - Offer - What are you selling? 20% - Creative - Details behind the sale - How you package it. Success of a marketing campaign is attributed to this.
300
Authors of Positioning
What is Al Ries Jack Trout
300
Team Building
What is Forming Storming Norming Performing
400
Goals of the Class
What is Become a better presenter Think like a marketer Write an IMC plan
400
Creative Brief
What is A tool that allows you to demonstrate understanding, ask questions and get agreement with the client to prevent rework. A blueprint.
400
3 Bonds with a Client
What is Financial - is the product worth what I'm paying for it. Emotion - how does this product make me feel Structural - a physical connection like Amazon Prime, or Exxon Speedpass
400
Find the Gap
What is Cherchez le creneau
400
Reasons why IMC is important
What is Balance of power shift from the companies to the consumers. Consumers can research and learn about the products. Information flow has changed from push to pull. Media Fragmentation - New way to reach people DIY Media - People watch what they want to watch when they want to watch it
500
Awareness Continuum
What is Unaware Aware Interest Consider Try Buy Loyalty Defection Reactivate
500
Define Marketing
What is Marketing is a process that creates conditions that lead to a sale and result in a long-term relationship
500
Types of Media
What is Paid Earned Shared Owned
500
STP
What is Segementation - isolation your market, segmenting your customers Targeting - strategy to target your audience Positioning - the open space in the minds of your segement and putting your product in that space
500
5 Functions of an Agency
What is Account Creative Strategy Media Production