Marketing 1030- final

Public Relations

Which element builds a favorable image through heading off unfavorable rumors and media? Public Relations Advertising Personal Selling Direct Marketing

Advertising

Which element describes any paid form of nonpersonal presentation and promotion of ideas? Advertising Sales Promotion Public Relations Direct Marketing

Sale Promotion

Which element is a Short-Term incentive to encourage purchase? Sales Promotion Advertising Direct Marketing Public Relations

Exploratory

This type of research is used when the topic is not defined. Exploratory All of the above Descriptive Casual

Direct Marketing

Which element provides direct communication, and carefully targets individual consumers to obtain an immediate response? Direct Marketing Sales Promotion Advertising Public Relations

All are data collection techniques

Which is a technique for data collection? All are data collection techniques Personal Interviews Surveys Focus Groups

Gender

Which is an example of Targeting: Position Price Gender Coca Cola

Coca-Cola print and video ads featuring friend's names on Coca-Cola labels with the theme "Share Coca-Cola, Share Memories".

Which is an example of an IMC campaign? Coca-Cola print and video ads featuring friend's names on Coca-Cola labels with the theme "Share Coca-Cola, Share Memories". Family-oriented video ad and a sexy radio ad for Tobasco Seven Spice Chili Rub. Party-themed Instagram campaign and romantic Facebook Campaign for Dove chocolates Date night commercial for Beauty Rest and a print advertisement highlighting a peaceful sleep.

All are marketing channels

Which is not a marketing channel for IMC NBC advertisements YouTube Door-to-Door All are marketing channels

Viral video of women playing sports; using Secret deodorant to smell fresh and an advertisement of a mother passing Secret deodorant to her daughter.

Which is not an IMC campaign? Viral video of women playing sports; using Secret deodorant to smell fresh and an advertisement of a mother passing Secret deodorant to her daughter. Television spot of children unboxing and playing with Disney toys and a viral video of a child using a Disney toy to take him on an adventure. Tesla car print ad featuring energy efficiency and a print ad promoting how many miles Tesla cars get per charge. Apple iPad commercial featuring long battery life and an iPad in a television series that lasts through a three-day adventure in the desert.

Purchasing

Which is not one of the elements of the Marketing Communications Mix? Purchasing Advertising Personal Selling Public Relations

Advertising

Which is not part of the five primary states of a Product Life Cycle? Maturity Decline Advertising Growth

Action

Which is the Marketing Funnel stage where you reassure your customer they have made the right decision? Awareness Communication Desire Action

Segmentation

Which option divides the population into groups with similar characteristics? Segmentation Strategic Messaging Targeting Positioning

Targeting

Which option evaluates the profits of a group and decides which group to focus on? Targeting Positioning Segmentation Strategic Messaging

Positioning

Which option implements the focused actions for a product? Targeting Psychographics Positioning Segmentation

Strategic Messaging

Which option s a clear VALUE communication framework that company uses in all interactions with employees, prospects, customers, partners, investors, and other stakeholders. Targeting Segmentation Strategic Messaging Positioning

Analyzing Data

Which part of the process involves creating graphs and spreadsheets? Running Focus Groups Determining Problem Analyzing Data Field Trials

Invigorate

Which product launch step gives your team time to familiarize themselves with the product and set attainable goals ? Establish Metrics Invigorate Feedback Test

Strengths

Which section of the SWOT Analysis contains features that add value to your company? Threats Weaknesses Strengths Opportunities

Weaknesses

Which section of the SWOT internal areas that need improvement? Strengths Threats Opportunities Weaknesses

Geographics

Which segmentation option focuses on consumer and market location? Demographics Behavioral Psychographics Geographics

Psychographics

Which segmentation option focuses on consumer attitudes and aspirations? Demographics Geographics Psychographics Behavioral

Behavioral

Which segmentation option focuses on consumer buying patterns? Behavioral Demographics Psychographics Geographics

To stand out from the competition

Why Brand? To stand out from the competition. To make a profit To look cool. To be creative

It is the embodiment of almost everything your company says and does. It is the face of your business It is the template for advertising impressions

Why is Brand Identity so important? (check all that apply) It is the embodiment of almost everything your company says and does. It is the face of your business It is the template for advertising impressions It is a way to control the flow of cash.

The brand focus is giving back to communities

Why is Tom's Shoes a purpose-driven brand? The brand focus is to beat Nike The brand focus is giving back to communities The brand is named after a philanthropist The brand focus is on profit.

What people say about you when you are not in the room.

According to Jeff Bezos, CEO of Amazon, Branding is " _____ " Taking another company's logo and making it your own. The second most important thing a company can do. Many different commercials targeting many different demographics What people say about you when you are not in the room.

Gauge the success of your efforts and communicate consumer's level of satisfaction

According to the Forbes article, what can a well-constructed funnel help you do? Speed up delivery service Gauge the success of your efforts and communicate consumer's level of satisfaction Boost sales Track consumer spending

Desire

According to the Introduction video, in which phase are Customers able to talk more freely? Communication Desire Awareness Action

Companies need to understand how their customers perceive their business in order to find the best way to communicate to them.

According to the Introduction video, what is the main idea behind the Marketing Funnel? Marketing Funnel focuses on direct sales to consumers Companies need to understand how their customers perceive their business in order to find the best way to communicate to them. Marketing Funnel is a price strategy to boost profits The Marketing Funnel the best way to streamline customer service

Find where the leads (Traffic) are coming from

According to the Marketing Funnel video, what is step 1? Find where the leads (Traffic) are coming from. Evaluate consumer feedback Track profit margins Strategize a product's marketing mix

Provides a clearer understanding to a complex situation

An Insight... Walks consumers through the life-cycle of a product May also be called Transience Is a sneak-peak at a new product Provides a clearer understanding to a complex situation

1

At what stage of new product implementation would you test the product before launching it? 2 4 1 3

Tesla

Based on the SWOT Analysis, which company recommends foreign expansion? Nissan Tesla

6

Based on the article for product launch, at what stage of new product implementation would a company most likely request feedback? 5 2 4 6

Tesla

Compare Nissan's Weaknesses with Tesla's. Which brand is limited due to dealership regulations? Tesla Nissan

Nissan

Compare Tesla's Swot Strengths with Nissan's. Which had effective R&D spending resulting into the best-selling electric vehicle in the world? Nissan Tesla

The ad campaign is so strong, whether there are literal wings or metaphoric wings, everyone can recall or relate to the tagline.

Consider Red Bull's "Red Bull Gives You Wings" campaign. Why does it qualify as an IMC campaign? The ad campaign is so strong, whether there are literal wings or metaphoric wings, everyone can recall or relate to the tagline. Red Bull Stratos is an example of a well-produced ad. Red Bull provides free product wherever the Red Bull Truck appears. Red Bull has creative artwork on its print ads.

Measurements are challenging

Describe the cons of IMC. Measurements are challenging It sends the same message through all communication channels. It's what your customers want The budget goes further.

Competition Brand Image Longevity Maximizing Profits

Describe the four steps of new product implementation (select all that apply) Competition Brand Image Longevity Maximizing Profits

The budget goes further You develop more trust

Describe the pros of IMC in marketing success. The budget goes further You develop more trust Measurements are challenging You have to do your homework

The process of establishing the image or identity of a brand.

Describe the role of Positioning Breaks the market into segments and focuses efforts on to one or a few key segments. Divide your customers into groups of people with common characteristics and needs. Sending coupons to customers The process of establishing the image or identity of a brand.

Breaks the market into segments and focuses efforts on to one or a few key segments.

Describe the role of Targeting Divide your customers into groups of people with common characteristics and needs. Breaks the market into segments and focuses efforts on to one or a few key segments. The process of establishing the image or identity of a brand. Sending coupons to customers.

Reposition

Disney's acquisition of Star Wars gave new life to both the Disney brand and Star Wars licensed merchandise. The merger allowed both companies to ______ their brand and products to new target markets. Analyze Shelf Reposition Discount

Collecting Data

Focus Groups, Field Trials and Surveys are part of what process? Communicating Results Analyzing Data Preparing Research Tools Collecting Data

Discipline

Focusing on processes means channeling ________ to ensure marketing concepts are playing an integral role in all marketing practices. Consumer Behavior Supply Chains Advertising Ideas Discipline

It can boost sales while saving time and stress.

How can IMC create a competitive advantage? It can boost sales while saving time and stress. It reaches a wide demographic, with many different campaign messages It increases marketer creativity through the use of different ad campaigns with different themes. Sticking with one marketing channel in the media mix saves money.

They have a reason for existing beyond selling

How do brands become meaningful? They are colorful They have a reason for existing beyond selling They focus on profit They are trendy

They make up a business plan for the company

How do the elements of the marketing mix influence each other? They make up a business plan for the company They influence consumer purchasing habits. They work together to define lifestyle marketing tactics. They target a demographic.

Integrated Marketing Communications uses the same communication tools to reinforce to reinforce each other and improve marketing effectiveness.

How does IMC add value to a Marketing Strategy? Integrated Marketing Communications uses the same communication tools to reinforce to reinforce each other and improve marketing effectiveness. IMC creates many different communication campaigns reaching many different demographics. IMC allows marketers to be more creative in their campaigns by incorporating several different messages. IMC uses one channel of communication in their marketing mix.

Integrated Marketing Communication

In context with this course, what does the acronym IMC stand for? Integrated Marketing Communication Inner Marketing Communication Inter Marketing Communication Intermountain Medical Center

Threats

In which section of the SWOT Analysis would you analyze the features your competitors offer that you cannot compete with? Weaknesses Opportunities Strengths Threats

Begin with the end in mind Set the timeframe Set your budget

Name three steps to creating a marketing campaign (select all that apply) Begin with the end in mind Set the timeframe Set your budget Find your talent

Is a way for businesses to adapt to market changes

Opportunities in a SWOT Analysis Analyzes weaker values of a business Identifies the Strengths in a business Is a way for businesses to adapt to market changes Can only happen when the market is saturated

Acquiring benefits/satisfaction, showing an interest in symbols/ ideas and creating positive expectations about the future.

People are not just buying a product that solves one of their basic needs. They are doing the following: Acquiring benefits/satisfaction, showing an interest in symbols/ ideas and creating positive expectations about the future. Purchasing products through ecommerce, direct mail catalogs and retail stores. Buying products based on texture and fashion. Selecting products to resell to segmented markets.

Segment Builder

Psychographics are a part of... Webcrawler Nest Container Geo Tracker Target Browser Segment Builder

Their processes and logistics

What are Walmart and Amazon's successes contributed to? Having many brick and mortar retail locations. Low cost, high quality products Their processes and logistics Two-day shipping

Geographic, Demographic, Firmographic, Behavioral, Psychographic

What are the five types of Market Segmentation? Geographic, Demographic, Firmographic, Behavioral, Psychographic Geographic, Psychographic, Behavioral, Micrographic, Macrographic Geographic, Demographic, Behavioral, Firmographic, Micrographic Geographic, Demographic, Behavioral, Psychographic, Macrographic

Product, Price, Place, Promotion

What are the four categories that make up a typical Marketing Mix? Promotions, Events, Public Relations, Social Media Product, Price, Place, Promotion Television, Print, Social Media, Radio People, Product, Place, Promotion

Promotion Price Product

What are three elements of the Marketing Mix? (choose all that apply) Promotion Principles Price Product

Value-based pricing Cost-plus pricing

What are two different Pricing Strategies? (select two) Discount-based pricing Manufacturer's Suggested Retail Price Value-based pricing Cost-plus pricing

Primary and Secondary

What are two main components of the Marketing Research Process? First Tier and Second Tier Introduction and Mastery Cause and Effect Primary and Secondary

The customers are active stakeholders; investing time and attention in the brands they love.

What do purpose-driven brands do to drive success? Making money is the core value and central focus. They have many different logos to establish themselves from the competition. Children are the target demographic. The customers are active stakeholders; investing time and attention in the brands they love.

The need for human intervention

What does Enterprise Resource Planning (ERP) systems reduce? The time it takes for the product to ship. Additional promotion The need for human intervention. The overall cost of the product

Competitive Strategy

What does Pricing have to be coherent with? Promotion Consumers Place Competitive Strategy

The commercial value of a brand; derived from consumer perception of the company.

What is Brand Equity? Equal opportunity for brands Equal marketshare Shareholders in a company The commercial value of a brand; derived from consumer perception of the company.

Search Engine

What is Google's competitive advantage? Google Maps Advertising Search Engine Google Earth

Sales Funnel or Conversion Funnel

What is a Marketing Funnel also called? Money Funnel Advertising Pyramid Sales Funnel or Conversion Funnel Consumer Feedback Pyramid

Diffusion

What is a measure of the rate of adoption? Confirmation Diffusion Innovation Implementation

A radio and television ad featuring an emotional advertisement about family

What is an example of IMC A radio and television ad featuring an emotional advertisement about family A radio ad featuring an emotional advertisement about family and a television ad featuring a luxury lifestyle A viral video marketed to women and a print ad marketed to men Coupons

Marketing a clothing label as luxury

What is an example of Positioning? Selling a high-society lifestyle in a music video Placing ads on YouTube Focusing on low-income demographics to sell a product Marketing a clothing label as luxury

Scheduling a meeting

What is an example of micro-commitment? All of the Above Scheduling a meeting Clicking through a product's website link Requesting more information

Research Design

What is another way to describe a marketing plan of attack? Communicating Results Data Analysis Research Design Survey

What makes your brand different from the competition The continuous process of evaluating your company's position in the marketplace.

What is brand differentiation? (check all that apply) Using social media to market your brand. What makes your brand different from the competition Making your brand similar to your competitor's The continuous process of evaluating your company's position in the marketplace.

Lululemon

What is not an example of a purpose-driven brand? The Walt Disney Company Lululemon KIND Lego

Freaky Fast Delivery

What is the IMC theme for Jimmy John's IMC Campaign? Freaky Fast Delivery Fresh Delivery Great Tasting Sandwiches Service with a Smil

18-year-old males

What is the Primary Target Audience for Mountain Dew? 18-year-old males Everyone Athletes 35-year-old Adventurists

Promotion

What is the art of communicating the product's benefits to consumers called? Promotion Segmenting Loyalty Program Target Marketing

The set of actions or tactics that a company uses to promote is brand or product in the market

What is the definition of Marketing Mix? A mix of promotional tactics to get people to buy The set of actions or tactics that a company uses to promote is brand or product in the market Product, Price, Promotion, People A series of different advertisements promoting the same products.

Development

What is the first stage of the Product LIfe Cycle Growth Development Maturity Introduction

Define the objective and the problem

What is the first step in Marketing Research? Advertise Define the objective and the problem Determine Target Audience Create a Marketing Funnel

Awareness

What is the first step in the Marketing Funnel? Awareness Desire Communication Action

Adoption

What is the process by which a user begins and continues to use a product? Confirmation Innovation Adoption Diffusion

Diffusion of Innovation

What is the process by which new products are adopted (or not) by their intended audiences Segmentation Life Cycle Diffusion of Innovation Product Implementation

It is a source of of income and profits

What is the role of Pricing in the Marketing Mix? It is a source of income and profits It indicates whether or not people should buy It sets an industry cost trend It is a cost generator

Divide your customers into groups of people with common characteristics and needs.

What is the role of Segmentation Sending coupons to customers. Divide your customers into groups of people with common characteristics and needs. The process of establishing the image or identity of a brand. Breaks the market into segments and focuses efforts on to one or a few key segments.

Differentiation

What makes brands more inelastic (customers more easily tolerate price difference)? Differentiation IMC Running ad campaigns on Facebook

Targeting

What option involves focusing on the customer needs? (Focal Point of Marketing Efforts) Positioning Targeting Segmentation Behavioral

Focus Groups and Personal Interviews

What research technique(s) provide more subjective data than surveys? Field Trials and Observation Focus Groups and Observation Personal Interviews and Field Trials Focus Groups and Personal Interviews

All of the above

What should you consider in creating an Advertising Campaign? All of the above Budget Target Audience Frequency of Ad

Warm Lead

When a person expresses interest in your product and provides personal information, what does that person become? Customer Service Provider Easy Money Warm Lead

Hot

When a warm lead buys, what do they become? Cold A Paycheck Loyal Hot

Field Trials

Which Marketing Research technique involves placing new products in stores to test customer response? Survey Field Trials Observation Focus Group

Observation

Which Marketing Research technique involves recording customers while shopping? Survey Observation Focus Group Field Trials

Threats

Which Section of the SWOT includes indirect competition? Strengths Opportunities Weaknesses Threats

Fragment Market, Block Competition, Increase Profitability

Which answer contains three major reasons a firm would need to create new products? Deliver growth, Enter Low Markets, Take Advantage of Excess Capacity Reposition the Organization, Meet the Needs of New Segments, Find Cheaper Manufacturing Locations Fragment Market, Block Competition, Increase Profitability Meet Needs of Existing Consumers, Meet Internal Goals, Legal Purposes

Nissan

Which company had 8.5% market share in the U.S.? Tesla Nissan

Baby Boomers

Which demographic is most likely to use Facebook? Baby Boomers Millennial Generation Z Silent Generation

It provides valuable company insights and helps companies adapt to market changes

Why is a SWOT Analysis important? It provides valuable company insights and helps companies adapt to market changes It is only used to determine demographics for a product It is only used to promote a company It is a way to display advertising