Basic Marketing Test 3 Student Notes Set 6

Front 1

news papers have which kind of closing date?

Back 1

late closing date

Front 2

tv and magazines have what kind of closing date?

Back 2

early closing date

Front 3

what are the two types of cost associated with promoting

Back 3

absolute (how much it costs to get in game), effective (the cost of reaching each individual in the target market)

Front 4

closing date, costs, production quality, effect time, communication capability, product, media habits, selectivity, coverage

Back 4

characteristics of various media mixes

Front 5

Marketing centered on obtaining customer consent to receive information
Necessitated by ineffective interruption marketing due to information overload
Offer an incentive for developing relationship (opt-in)
Builds on-going relationships
Builds deep relationships
2-way exchange of information

Back 5

permission marketing

Front 6

using informal sales forces to sell our products

Back 6

guerilla marketing

Front 7

icons like aflac duck and energizer bunny are measure with a -----which rates the characters familiarity and appeal

Back 7

q score

Front 8

Identify & analyze target audience
Nissan, Hispanics, Spanish TV
Define advertising objectives
“Increase sales from $450K to 540K within 12 months”
Create advertising platform
Selling points important to consumers
Determine advertising appropriation
“Spend $20m on x campaign for y time period
Develop media plan
Vehicle, reach, frequency (19.2)
Create advertising message
Features, uses, benefits, target audience
Execute campaign
Scheduling
Evaluate advertising effectiveness
Meet objectives? Complicated

Back 8

steps in developing and implementing an ad campaign

Front 9

does not use intermediaries to deliver final goods to consumers

Back 9

direct channel

Front 10

most producers use ------- ------ and work with intermediaries

Back 10

indirect channel

Front 11

pricing, promotion, packaging and displaying, inventory control, customer service, credit, exchanges

Back 11

marketing functions in distribution

Front 12

what are the 3 major levels and degrees of distribution? (driven by the type of product)

Back 12

intensive distribution, selective distriubtion, exclusive distribution.

Front 13

one of the important fucntions of the supply chain

Back 13

supplying materials to producers

Front 14

include all costs involved in the transport of all supplies from suppliers to producers and transport of all goods to consumers

Back 14

total logistics cost

Front 15

include companies involved in getting the product from the manufacturer to the consumer.

Back 15

supply channel dynamics

Front 16

channel captains are strongest interms of

Back 16

consumer loyalty, financial strength, access to consumers

Front 17

focus groups are

Back 17

qualitative (looking for emotional responses from small group), exploratory (trying to find nuggets of truth), small sample

Front 18

what is the most critical variable in a focus group

Back 18

moderator

Front 19

what are the advantages of focus group interviews?

Back 19

synergy (whole of what the group says is better than one individual), observation (client can see potential customers talking about their brand)

Front 20

what are the disadvantages of focus groups?

Back 20

central time and location, not represenative, expensive