MKTG 311 Exam 2

Blogging sites

- Blog postings and comments are attached to such sites

Marketing Research Process

1. Defining the problem and research objectives 2. Developing the research plan 3. Implementing the research plan 4. Interpreting and reporting the findings

Six Buyer Readiness Stages

1.Awareness of its existence, (2) Knowledge of its benefits, (3) Initial interest, (4) Preference over the competing products, (5) Conviction of its suitability to purpose (6) Purchase.

3) Observation is best suited for ________ research. A) exploratory B) constructive C) experimental D) descriptive E) survey

A) exploratory

AIDA Model

Action Desire Interest Attention

IMC

Carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.

In the communication process, an actual HP printer/fax machine advertisement would be considered ________. A) encoding B) decoding C) the product D) the message E) the medium

D) the message

Which of the following statements is true of direct marketing? A) Direct marketing is also referred to as referral marketing. B) Salespersons are compensated for other salespeople they recruit. C) Direct marketing offers sellers a low-cost alternative for reaching their markets. D) Direct marketing involves two or more intermediaries. E) In direct marketing, consumers earn a commission every time they buy a product.

Direct marketing offers sellers a low-cost alternative for reaching their markets.

4) Which of the following refers to a nonprobability sample in which the researcher selects the easiest population members from which to obtain information? • A) quota sample • B) judgment sample • C) convenience sample • D) stratified random sample • E) simple random sample

C) convenience sample

) A company sent a trained observer to watch and interact with consumers in their natural environments in order to gain deeper insights on consumer needs. This is an example of ________. A) viral marketing B) survey research C) ethnographic research D) experimental research E) niche marketing

C) ethnographic research

) Redrunners Inc., a manufacturer of sports merchandise, is gathering customer opinions about the firm's new sports shoe line. A team of researchers in the company invited eight regular customers to talk about the new line of shoes, asking why they chose to buy the shoe and what they disliked most about its design. Which of the following types of contact methods is Redrunners using? A) individual interviewing B) mail questionnaire C) group interviewing D) mass survey E) mall intercept

C) group interviewing

Runners can compare performances, set up profiles, meet new people, and share information on Nike's Nike+ Web site. Nike+ is an example of a(n) ________. A) podcast B) blog C) online community D) content sponsorship program E) kiosk

online community

2) Randy keeps getting unwanted and annoying emails from several marketing firms unknown to him. The number of these e-mails is alarmingly high in his inbox. Which of the following best describes these e-mails? A) malware B) adware C) Trojan D) firewall E) spam

spam

narrowcasting

targeting media programming at specific populations within society

Marketing Research

the process of planning, collecting, and analyzing data relevant to a marketing decision

Clutter

the saturation of advertisement

Marketing Communication Process

the way in which a sender encodes a marketing idea and conveys it through message and medium so receivers can decode and understand it, and then respond with feedback

A(n) ________ argument is most likely to be effective when the audience is highly educated or likely to hear opposing claims. A) one-sided B) two-sided C) moral D) emotional E) structured

two-sided

descriptive research

• Describes marketing problems

Exploratory

Exploratory - Preliminary information,Define the problem and suggest hypotheses

Steps in Developing Effective Marketing Communication

Identify the target audience 2.Determine the communication objectives 3. Design the message 4. Choose the media to send the message 5. Select message sources and collect feedbacks

Ethical Issues in Digital Marketing

Irritation Unfairness Deception Fraud Customer Privacy

Nonprobability Samples

Judgment samples, Convenience samples, Quota samples

Message Structure

Key decisions are required with respect to three message structure issues

What is a disadvantage of a viral success? A) Many people will see the marketing message. B) The cost per exposure is relatively low. C) Word-of-mouth is strong. D) Publicity is always good. E) Marketers have little control over where the message ends up.

Marketers have little control over where the message ends up.

Mobile Marketing

Marketing messages, promotions, and other content delivered to on- the-go consumers through their mobile devices.

The Changing Environment of Marketing Communications

Mass markets have fragmented, causing marketers to shift away from mass marketing to target marketing - Improvements in information technology are facilitating segmentation - Media fragmentation has occurred with companies doing less broadcasting and more narrowcasting

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Gigi Hadid and offered readers a $2-off coupon when they tried the new makeup. In terms of the communication model, the sender of this message is ________. A) Gigi Hadid B) Ladies' Home Journal C) readers who redeem the $2-off coupon D) Maybelline E) the target market to which Gigi Hadid appeals

Maybelline

Online forums

Members hold conversations by posting messages

Primary Data vs. Secondary Data

Primary data: Information collected for the first time that can be used for solving specific problem under investigation (answers a specific question and data is current)observations, surverys, interviews, etc. Secondary data: Data previously collected for any purpose other than the one at hand (saves time and money and provides direction for primary data collection)news media, business publications, etc

Probability

Probability samples - Simple random samples, Stratified samples

Social Media Platforms vs. Tools

Provide detailed information Be experiential, entertaining, interactive MySpace, YouTube, Facebook, wireless mobile media devices, e-mail

Developing an Social Media Marketing (SMM) Campaign

Set goals Target the audience Develop strategies Produce content Implement the plan Monitor Measure

Digital Marketing

actively promoting products and services using digital distribution channels

The Promotional Mix

advertising, public relations, personal selling, sales promotion, and direct marketing

Causal Research

cause and effect

Traditional Mass Media

communication form one place to be received in many areas by a large audience one way communication known sender anonymous receiver

Message Content

contains appeals or themes designed to produce desired results • Rational appeals • Emotional appeals • Moral appeals

Integrated marketing communications require a company's mass-market advertisements, Web site, e-mail, and personal selling communications to all ________. A) have equal portions of the advertising budget B) use independent communications directors C) develop separate marketing objectives D) engage the same target audience E) deliver a clear, consistent, and compelling message

deliver a clear, consistent, and compelling message

broadcasting

large population

Goals of Social Media Marketing

Build Relationships with customers Strengthen brands Launch new product Enter new market Boost sales

Microblogs

Subscribers get a steady stream of brief updates from others

Viral Marketing

The digital version of word-of-mouth marketing: videos, ads, and other marketing content that is so infectious that customers will seek it out or pass it along to friends. Very popular

Social Marketing

The use of traditional business marketing concepts and tools to encourage behaviors that will create individual and societal well-being.