Marketing Ch 11-16
list one of the three categories for how marketing teams embrace analytics
"vanity" analytics process, real analytics process, and no analytics process
the pew research center social media use in 2018 study shows more than __ of US adults are now on at least 1 social media platform
70%
which of the following is not discussed by the chapter as an advantage of indirect channels
ability to compete
what factors encourage firms to opt for indirect distribution
added value, market presence, and order size
which of the following is an example of out of home advertising
billboards
this piece of the marketing plan answers the following questions: "Who are we? Why do we exist?"
brand identity
in which stage of personal selling do you obtain the sale
close
remarketing relies on the use of
cookies
which of the following is a reason why direct channels are prevalent
customers insist on it, customers are large, and sales process delivers value
which factor in the external environment includes all factors that influence the wealth or buying power of customers
economic
which class of metrics measure how well marketing got things done?
efficiency metrics
under what category does distribution through a single channel partner in a market fall on the spectrum
exclusive
T/F it is not possible to use one platform for one type of interaction and another platform for the same company to fill a different function
false
T/F: customers purchasing patterns will always match a companies' preferred channel for selling its products
false
T/F: opportunities and threats are both internally focused
false
what are some examples of sales promotions used to encourage short term sales
gift premiums, coupons, and contests
clicks are usually a small subset of the number of
impressions
which of the following is a benefit of social media marketing
improving customer service, improving brand image, and cutting marketing costs
what are possible sources for external environment scanning
industry experts, census data, industry and government reports; employee feedback customer feedback, customer insight research; social media, trade associations, and magazines
what social media platform is well suited for causes that can be expressed visually and artistically
__ help get the product to customers and can help fulfill functions such as sales and distribution
intermediaries
in most cases a distribution channel is an __ between the products a brand manufactures and the customers that buy the product
intermediary
which social media platform is well suited for personal branding for the job market
what is a function of public relations
manage publicity, build trust, promote positive brand image
what includes all the forces that affect a company's ability to do business
marketing environment
what are some practical ways to add emotions into promotional messages
music, lighting, and images
what is the first step for scanning the environment
observe
search engine optimization
one of the most important elements of digital marketing is
which marketing metric type shows the business impact of the marketing's work?
outcome
which social media platform is well suited for anything that can be planned for or given instructions for
pintrest
what are the seven elements of the marketing mix?
product, price, place, promotion, process, people, physical evidence
design
providing a greater user or visitor experience begins with
which analytic process links marketing's work to revenue?
real analytic process
which of the following is considered a general social media marketing tip
remember to create and share value, remember to interact on social media, and remember to represent your brand identity
what is SEO
search engine optimization
when figuring out the _____ _____ part of the marketing plan, you ask these questions: "What is happening in the immediate environment? Are there any key players that might affect future company strategy?"
situation analysis
which factor in the external environment is the customer base
social
what is an example of an external environment force
social, economic, and political
positioning Statement Template: For (_____ _____), product/service is (concise description). It is ideal for (best use or application) because (primary benefit or differentiation).
target market
which external environment factor includes anything that affects innovation
technological
what is the last step of the PPC ad campaign
test the ad
reach
the number of people who are exposed to an ad, either by viewing a visual ad or hearing an ad are called
advertising media
the various means by which promotional messages are communicated to the public using words, speech, and pictures
T/F: a team of sales representatives is an example of a channel
true
T/F: differentiation, access to new markets, economies of scale, efficiency, and creating barriers to competition are all reasons why channels are needed
true
T/F: the marketing plan is grouped into sections
true
T/F: youtube is the second largest search engine behind google
true
natural backlink
what are the links from external sites that occur because someone who found web content on the linked to page useful
quality score
what is a google metric that considers keyword quality, ads, and landing page experience
channel
what is a path to market for goods and services
Advertising
what is an external communication that is paid for by the seller and promotes a product to potential customers
waste coverage
what is it called when advertising reaches people who are not part of the target market and are not potential customers
bounce rate
what is the rate of incidents called of someone visiting a single page and then exiting the site from the page without visiting other page on the site
impression
what occurs each time an ad is displayed
what social media platform has the largest user base of the traditional social media platforms
the key is that a marketer researches and thinks through all the elements in the marketing plan, _____ the market plan for each individual product.
customizing
T/F: running last minute ads is typically an option in magazines
false
what are attributes of a company that give it a competitive advantage or superior positin
strengths
T/F: channels can create efficiency for customers and brands
true
augmented reality
what social media trend basically means "adding to"
