Marketing BCOR 3610 Final

Which of the following is the BEST way for Discover Card to use social media to promote their new rewards card to build a relationship with customers and go viral?

Ask followers to tag pictures of themselves using their new Discover card with the hashtag #HowIDiscover.

Which of the following is the BEST example of owned media?

The Facebook page created and managed by FitBody Bootcamp to stay connected with members and let them know about social events and promotions.

Gasoline is a classic example of a product with inelastic demand because _____.

consumer demand will not change much with fluctuations in price

Julie is a pharmaceutical sales representative employed by a major pharma manufacturer. While Julie never takes title to goods, she does receive a commission for bringing the manufacturer and the physician together for negotiations. Which role in marketing channel does Julie represent?

Agent

You are marketing a product that is just entering the growth stage of the product life cycle. Which consumers should you primarily communicate to? Hint: think about how the product life cycle overlaps the new product adoption curve (i.e. diffusion of innovation).

Early majority because these adopters offer the greatest growth potential.

After Popeyes launched its new chicken sandwich, Business Insider food critic Irene Jiang wrote an ariticle gushing about how much better The Popeye's sandwich was compared to Ckick-fil-A. What followed was a full on Twitter war with consumers comparing the two sandwiches. Which of the three types of social media does this represent? Hint: Think about our class discussion.

Earned media because Popeyes did not create or pay for the comparison media.

You are an entry level marketing manager and you land your first account for a small local candle manufacturer who sells a subscription product. Every month, each subscriber is sent 4 candles based on a self-created consumer profile. You recommend the company use social media influencers to post unboxing videos and show consumers how the subscription works and why it's a great product. This is an example of which part of the advertising campaign design process?

Executing the message because the marketers use a demonstration approach with the social media influencers as the vehicle.

111Skin's Celestial Black Diamond Cream is a highly concentrated facial cream, touting the holy grail of skin care. The product is available for $995 for a 1.7oz jar. When promoting the product, the company is mostly concerned with the informing consumers of the complexity of the facial cream and why it works. Which promotional tool would be most effective in selling this product?

Personal Selling

From a PR perspective, would the Popeye's vs. Chick-fil-A sandwich Twitter war be considered public relations or publicity?

Publicity because the "buzz" does not originate with the company.

Chipotle's advertising campaign, "For Real," highlights itself as a purpose driven lifestyle brand, and includes the tagline: "For real foods. For real actions. For real change" to signal to consumers something that not "a lot of other brands could or would do." In these ads, Chipotle distinguishes itself without naming other brands. This is an example of _____ advertising.

competitive

Every year towards the end of November, Home Depot begins releasing promotional materials for its Christmas trees. These promotions typically end sometime towards the end of December. This is an example of _____.

a seasonal media schedule

Rolex watches wants to enter a new region, but they cannot put showrooms everywhere because it will dilute the brand equity. So, Rolex appoints a single distributor to sell Rolex watches in select boutiques owned by this distributor. In return, this distributor cannot sell any other brands. This is an example of a(n) _____ distribution strategy.

exclusive

Products with truly loyal consumers typically have

inelastic demand because regardless of changes in price, the customer will still buy it.

Honda runs promotional ads that show them as the Helpful Honda Dealers intending to close the trust gap between consumers and car dealerships. The campaign was meant to send the message that the people behind the Honda brand are helpful and trustworthy. This is an example of _____.

institutional advertising

Digital Cookware produces skillets. What would be an example of a sales trade promotion?

offering the sales associates at Macy's stores a bonus for each Digital Cookware skillet they sell.

SoftBank Robotics is planning to introduce Pepper, the humanoid robot, to the general public with a hefty price tag of $1,599 plus yearly subscription fees. SoftBank Robotics knows that once competitors hit the market, they will have to gradually reduce the price. However, they want to recoup some of their cost with a high starting price. The pricing strategy SoftBank Robotics has chosen is a ______ strategy.

price-skimming

Amazon's owns a series of smart speakers like the Echo Show, Echo Dot, and Echo Studio. This is an example of a

product line

A print advertisement in a trade magazine targeted to veterinarians urges them to prescribe Hepato for cats and dogs with damaged livers. This ad was placed by the product's manufacturer. This ad is an example of how manufacturers use a(n) _____ strategy.

push

When Kia automobiles first entered the U.S. market, they were small and not very durable. However, over the years, Kia has modified its automobiles to be one of the most dependable cars on the market. This change in dependability and durability that makes the same features perform better is representative of which type of product modification?

quality modification

John visited a local jewelry retailer that sells multiple brands in search for an engagement ring for his girlfriend. The jeweler did not have what John was looking for in stock, but he recommended a perfect ring John loved which was a special order from the manufacturer. Because it is a special order, the jeweler would receive a lower profit margin than had he sold one of his in-stock rings. The jeweler's action is an example of ______.

relationship selling because the jeweler is sacrificing revenue which builds greater trust with the customer.

Gerald wants to open his own business selling eco-friendly cutlery to local coffee shops and restaurants. He is having a tough time deciding whether to base his pricing objectives on market share, dollar sales, or unit sales. Regardless of which he chooses, his pricing objective can be categorized as _____.

sales oriented

Vivian is the owner of a new local coffee shop. Her shop is on a high traffic corner in DTLA, but she is also directly across the street from Starbucks. Strategizing with her store manager on ways to encourage people to try her coffee, they decided on a sales promotion strategy and will

set up a table outside of the shop with free samples during the grand opening.

Apple's iPhone is a cash cow for the company, owning a large share of the mobile phone market and requiring very little investment to sustain. Apple has decided to use some of its iPhone profits to fund the new HomePod mini, a smart speaker to be released in 2022. According to the product life cycle,

the iPhone is in the maturity stage and the HomePod is in the introductory stage.

Healthy Dog is a specialty dog food manufacturer (Producer) who sells fresh human grade dog food. The company uses a retail channel with selective distribution because

they have a niche target market who typically buy dog food at luxury pet boutiques.

During the introductory stage of a complex product's life cycle, companies often choose to invest heavily in personal selling. The primary promotional goal in this situation is likely

to inform the customer about the product's benefits.