Marketing 1030
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
Threats
Which Section of the SWOT includes indirect competition? Strengths Opportunities Weaknesses Threats
Desire
According to the Introduction video, in which phase are Customers able to talk more freely? Communication Desire Awareness Action
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
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 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.
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.
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
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
Exploratory
This type of research is used when the topic is not defined. Exploratory All of the above Descriptive Casual
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
Development
What is the first stage of the Product LIfe Cycle Growth Development Maturity Introduction
Awareness
What is the first step in the Marketing Funnel? Awareness Desire Communication Action
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.
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
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
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
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.
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
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
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.
Diffusion
What is a measure of the rate of adoption? Confirmation Diffusion Innovation Implementation
One who studies the practical and philosophical dimensions of ethical choices.
What is an Ethicist? A lawyer One who studies the practical and philosophical dimensions of ethical choices. An assistant to the CEO of a company One who styles food for commercials
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
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.
Promotes honesty, fairness and responsibility in marketing A philosophy that informs all marketing efforts
What is Ethical Marketing? Promotes honesty, fairness and responsibility in marketing A philosophy that informs all marketing efforts Religion-based, value marketing A some-what legal way to promote your product
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
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
Using Terrorist Attacks of 9/11 to sell a product
What is an example of emotional exploitation? Using Terrorist Attacks of 9/11 to sell a product Using Olympic Athletes to sell Wheaties Showing unhealthy dogs to raise money for animal rescue organizations Using children to promote a product
Kendall Jenner's "Black Lives Matter" Pepsi ad
What is an example of insensitive controversy? Well's Fargo's "Same-sex couple adopt a hearing-impaired daughter" ad Public Service Advertisements St. Jude's "Donate" ad featuring differently-abled children Kendall Jenner's "Black Lives Matter" Pepsi ad
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
Create link-worthy, user-driven content that answers relevant questions and provides useful information to prospects
What is one of the best ways to promote engagement on social media? Post vacation pictures and tag your friends "Poke" friends on Facebook Participate in political discussion Create link-worthy, user-driven content that answers relevant questions and provides useful information to prospects
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.
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
YouTube
What is the most viewed entertainment format for Generation Z? NBC HBO YouTube MTV
What is the parent company of Instagram? Google Amazon Facebook Snapchat
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
Stereotypes and sexualizes women
What makes this Carl's Jr. Ad unethical? It features Carl's Jr. at a Farmer's Market Stereotypes and sexualizes women It shows GMO lettuce it features the illusion of nudity
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
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
Millennial
Which demographic is most likely to use Instagram? Silent Generation Gen X Millennial Baby Boomer
Generation Z
Which demographic is most likely to use Snapchat? Baby Boomers Gen X Generation Z Silent Generation
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
Direct Marketing
Which element provides direct communication, and carefully targets individual consumers to obtain an immediate response? Direct Marketing Sales Promotion Advertising Public Relations
Contacting random emails and phone numbers found through White Pages.
Which is NOT an Ethical Marketing Practice? Contacting random emails and phone numbers found through White Pages. Calling people who requested information on your company's product. Contacting former customers who have not shopped with your company for a few years. Contacting people who gave permission to provide their info to use your company's service.
All are data collection techniques
Which is a technique for data collection? All are data collection techniques Personal Interviews Surveys Focus Groups
The company provides proof "A portion of proceeds go to a good cause."
Which is an Ethical Marketing Claim? Carnation Instant Breakfast provides a "Complete nutritional meal" Sugary cereals claiming their product is "Healthy" The company provides proof "A portion of proceeds go to a good cause." Sketchers "Shape-ups" will help your legs get toned
Guest post; creating high-quality content for your target audience
Which is an Ethical Marketing Practice? Setting up websites directing traffic to your company website that contain popular products different from the products your company sells Guest post; creating high-quality content for your target audience Hacking websites to misdirect traffic to your company site Spamming people's comment sections
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
Showing an actual food product without adding anything to enhance the look
Which of the following is an example of ethical marketing? Claiming a product is "sugar-free" when it contains fructose corn syrup Showing an actual food product without adding anything to enhance the look Hiring models to pose as "real models" Making a product look larger than actual size
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
All of the above
Which social media format allows consumers to upload videos? YouTube All of the above Instagram Facebook
Which social media format allows the fewest characters for a post? Twitter Instagram Facebook Blogger
Twitch
Which social media format started with video gamers, but has now attracted influencers? Instagram Snapchat Facebook Twitch
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.
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
The cartoon camel character was created to target cigarette advertising to children
Why were Camel Cigarettes targeted for unethical advertising? The cartoon camel character was created to target cigarette advertising to children People think cigarettes are cool Camel cigarettes were only marketed in rural communities Their promotional items were cheap
Analyze the results of social media campaigns and adjust strategy
You want to know if any of your social media posts are generating engagement. What should you do? Analyze the results of social media campaigns and adjust strategy Send a survey to all your Facebook friends Follow people who like your page Post more cat videos