Marketing Final

Front 1

The strategies that lead to successful marketing plans have remained surprisingly consistent over time. T:F

Back 1

True

Front 2

Effective marketing campaigns are the handiwork of:

Back 2

Skilled and trained marketing professionals

Front 3

A good marketing plan consist of five areas of focus. What are four?

Back 3

Promotions, pricing, placement, products

Front 4

What are the outcomes of all great marketing campaigns:

Back 4

1. Communicate how their product / services are different, better and special versus competition.

2. Showcase the product / service in relevant yet unexpected ways

3. Delight and drive the customer to purchase

4. They engage the consumer

Front 5

What are direct responsibilities of the marketing brand team

Back 5

1. Packaging

2. Consumer and Trade Promotions

3. Brand Positioning Strategy

4. Advertising

Front 6

T/F : The Tactics uses to execute marketing plans constantly evolve.

Back 6

true

Front 7

Great Marketers perform four essential tasks for their business, what are they?

Back 7

1. They create a strategic, actionable plan to guide the branding, marketing and communications of ther products and services.

2. They use creative ideas to build marketing plans to grow long-term profits.

3. They identify the essence of their brand story - and how to tell it with passion

4. They develop and foster interaction with their customers wherever they are.

Front 8

A few timeless principles guide marketers, what are a few?

Back 8

1. They find ways to interact with people wherever they are.

2. They tell their brand story with passion.

3. They develop a strategy with clear business objectives and identify clear marketing goals.

4. They make creativity profitable

Front 9

This class is designed to provide you with the tools and expertise to:

Back 9

1. Generate customer interest and sales

2. Effectively brand your products and services

3. Build and execute effective marketing plans

4. Tilt the table in your favor to sell more products/services using less time, money, and effort

Front 10

What is included in the marketer's toolbox

Back 10

1. Marketing and Communications

2. Branding and strategy

3. Social Media

4. Web Marketing

Front 11

What would be classified as quantitative reasearch?

Back 11

1. Government Data

2. Survery Data

3. Ratings and Rankings

4. Sales and Financial Data

Front 12

What costs more primary or secondary research

Back 12

Primary

Front 13

Market research is

Back 13

Systematic and objective

Front 14

T/F: Top Marketing companies get better information by teaching their marketing personnel to gain strategic insight through every-day life.

Back 14

True

Front 15

The Market Research technique that is used to determine how sensitive customers are to price changes is called:

Back 15

Price Elasticity Testing

Front 16

What are some typical characteristics of a test market?

Back 16

1. Real products, real customers, real sales data,

2. Allows you to test your marketing program/advertising levels

3. Lastas a short time 3-6 months

Front 17

What is qualitative research?

Back 17

Generally used for exploratory purposes, Usually includes a small number of respondents, it is not protectable, statistical significance and confidence are not calculated.

Front 18

What is quantitative research?

Back 18

Generally used to draw conclusions, test a specific idea, Uses random sampling techniques, involves a large number of respondents.

Front 19

What is the best way to develop intellectual competitive advantage?

Back 19

By observing the competitive marketplace and doing your own analysis.

Front 20

Commercial eye-tracking research

Back 20

The market research technique that predicts in-market performance of a television advertisement before it airs by analyzing audience levels of attention, brand linkage, motivation, entertainment and communication values .

Front 21

What are some of the advantages of having a working mission statement and operating charter?

Back 21

1. Defines management and employee expectations of your business goals and paint a vision of the road to sccess

2. Set parameters and define authority that individuals in your department have the right to exert within the organization as a whole

3. Focus everyone's time, energy and resources on single-mindedly improving the business

Front 22

What are one of the three steps to building a working mission statement?

Back 22

1. Listing two or three ideas that you think sum up your job activities

2. Listing a core principle for which you will stand

3. Writing down who you are working to help

Front 23

An operating charter does what?

Back 23

1. Define areas in which your department has authority to operate

2. Lists the tasks you will accomplish

3. Defines your aspirations

4. Specifies how you will measure success

Front 24

The world's best marketing companies have all developed secret internal missions that are called:

Back 24

Working mission statements

Front 25

What represents the view of your business from 20,000 feet, outlining the "big picture" for your work group?

Back 25

Operating Charter

Front 26

T/F: The departmental mission and operating charter becomes a single document that precisely delineates what everyone within each department in the organization is ultimately trying to achieve

Back 26

True

Front 27

What are some different types of mission statement that was discussed in the book?

Back 27

1. Departmental mission

2. Personal Mission

3. Corporate Mission

4. Working Mission

Front 28

What are benefits that comes from creating and using an operating charter?

Back 28

1. Define management and employee expectations of your business goals and paint a vision of the road to success.

2. Set parameters and define authority that individuals in your department have the right to exert within the organization as a whole.

3. Focus everyone's time , energy, and resources on single-sidedly accomplishing the stated goal

Front 29

Dr. Edward Deming, the father of quality management system engineering, noted that what percentage of problems in most corporations are due to poor systems designs?

Back 29

94%

Front 30

What should be the foundation of your business plan?

Back 30

Operating Charter

Front 31

A brand is a _________ living at the intersection of promise and expectation.

Back 31

Experience

Front 32

Branding is:

Back 32

1. Is the act of managing consumer's expectations so as to condition your target audience to see your offering as the only answer to a specific need.

2. The backbone of modern business strategy

Front 33

What are some true statements about brands?

Back 33

1. Effective companies develop their brands as tools that allow their messaging to cut through the noise of an overcrowded marketplace.

2. Consumers use brands as a. Way to identify preferred products.

3. Brands provide a method of classification, differentiations, and identification that allow the consumer to simplify buying decisions.

Front 34

T/F: A marketing strategy uses the brand strategy as the cornerstone in developing "what it will say" to the target audience of consumers.

Back 34

True

Front 35

Brands are built on trust

And what is promised but the brand and expected by the consumer are one and the same.

Back 35

True

Front 36

What are some guiding principles of the concept of Unique selling proposition?

Back 36

1. Clearly stated benefit - buy this product, get this benefit

2. Must be unique and not offered by competitors.

3. Must be powerful enough to attract new customers

Front 37

T/F: Improving competitive advantage is a major aspect of successful branding

Back 37

True

Front 38

A brand strategy:

Back 38

Defines the unique benefits your brand offers to the consumer.

Front 39

What company invented the business strategy of Brand Management?

Back 39

Procter & Gamble

Front 40

T/F: the term "brand" is often confused with advertising, marketing, naming or a design.

Back 40

True

Front 41

The key to developing a strong brand positioning is:

Back 41

1. Offering benefits that competitors do not, cannot, or will not offer

2. Being relevant yet unexpected

3. Knowing how the consumer "feels" about your product

Front 42

T/F: Everything the consumer knows and believes about a product is driven form the brand positioning statement

Back 42

True

Front 43

A brand positioning statement:

Back 43

1. Is the single most important task of a brand manager.

2. Is the foundation of all marketing activities