Introduction To Marketing: Chapter 14

1. Define: Promotion Mix Strategies?

Intensive Strategy: Focusing on saturating the market with the product

Push Strategy:Thisis how you promote your product, your marketing activities is for the retailersand wholesalers, not for the consumers (sales people do not go to theclients) -Your problem to sell it to the next level (retailer e.g. IGA, METRO etc.)
Pull Strategy: Theproducer goes to the consumer FIRST-You have negotiation power

Pull Strategy: The producer goes to the consumer FIRST

Selective Strategy: Targeting specific market segments with customized promotions

The correct answer explains the difference between push and pull strategies in the promotion mix. Pull strategy involves targeting consumers first, while push strategy involves promoting to retailers and wholesalers to sell the product to consumers.

Explanation

The correct answer explains the difference between push and pull strategies in the promotion mix. Pull strategy involves targeting consumers first, while push strategy involves promoting to retailers and wholesalers to sell the product to consumers.

2. What is included in the Marketing Communication Mix?

The five aspects ofpromotion = advertising, sales promotion, public relations, personal sellingand direct marketing

The two S's of marketing = strategy, segmentation

The four P's of marketing = product, price, place, promotion

The three C's of marketing = customer, cost, competition

3. Define all five aspects of marketing communication mix. Which one is better to use?

Print media advertising is outdated and ineffective compared to other aspects of marketing communication mix.

- Advertising= something we deal with everyday (e.g. advertising on a bus) - Personalselling = when a sales person goes door-to-door to promote a product- PublicRelations = if there is a new article in a magazine about your new product, itworks a thousand times better than you advertising your product yourself- DirectMarketing = when the companies directly communicate with you (e.g. by mail)- Salespromotion = bring people to you --> promotes yourproduct (e.g. coupons)
(Youcan use different ways of promoting your product, as long as all of these(marketing communication mix) give the same message to clients. There are manytimes where the messages from each different marketing communication mix isdifferent from one another. )

Email marketing is not reliable and should be avoided in marketing strategies.

Social Media Marketing is the most effective aspect of marketing communication mix.

The effectiveness of each aspect of marketing communication mix depends on the target audience, product/service being promoted, and overall marketing strategy. There is no one-size-fits-all 'better' aspect, as each serves a specific purpose in reaching and engaging with consumers.

Explanation

The effectiveness of each aspect of marketing communication mix depends on the target audience, product/service being promoted, and overall marketing strategy. There is no one-size-fits-all 'better' aspect, as each serves a specific purpose in reaching and engaging with consumers.

4. What are the steps in developing effective communication?

Step 1: Ignoring the Audience, Step 2: Using Complex Jargon, Step 3: Not Seeking Feedback

Step 1: Using Multiple Communication Channels, Step 2: Constantly Changing the Message, Step 3: Focusing Only on the Sender

Step 1: Identifying the Target AudienceStep 2: Determining Communication Objectives Step 3: Designing a MessageStep 4: Choosing Media Step 5: Selecting the Message Source Step 6: Collecting Feedback

Step 1: Writing the Message, Step 2: Sending the Message, Step 3: Wait for a Response

Effective communication involves a structured approach that includes identifying the target audience, setting communication objectives, designing a message, choosing appropriate media, selecting the message source thoughtfully, and collecting feedback to ensure the communication is successful.

Explanation

Effective communication involves a structured approach that includes identifying the target audience, setting communication objectives, designing a message, choosing appropriate media, selecting the message source thoughtfully, and collecting feedback to ensure the communication is successful.

5. Define: Step 1: Identifying the Target Audience.

- Affects what, how, when, and where messagewill be said - Whatare their needs ?

- What are their demographic characteristics?

- How much budget should be allocated for marketing campaigns?

- Who is your competition?

Identifying the target audience involves understanding who the message is intended for and tailoring it according to their needs and preferences.

Explanation

Identifying the target audience involves understanding who the message is intended for and tailoring it according to their needs and preferences.

6. Define: Step 2: Determining Communication Objectives.

Creating a timeline for the communication strategies.

Setting financial goals for the marketing campaign.

Six Buyer Readiness Stages :
- Awareness:knowing about the product- Knowledge:aware before, now you will do more research to know about the product - Like:you have to like the product in order to want to purchase it - Preference:you are interest, and find it is a better option then other products out there- Conviction:you must be convinced that your decision is the right decision - Purchase:if you pass all these stages you want to purchase this product

Evaluating the effectiveness of the marketing channels.

Determining Communication Objectives involves identifying the six Buyer Readiness Stages, not setting financial goals, creating a timeline, or evaluating effectiveness of marketing channels.

Explanation

Determining Communication Objectives involves identifying the six Buyer Readiness Stages, not setting financial goals, creating a timeline, or evaluating effectiveness of marketing channels.

7. Define: Step 3: Designing a Message.

- Message content contains appeals or themesdesigned to produce desired results

- Step 3 focuses on analyzing feedback from previous messages

- Step 3 involves selecting the font and color scheme for the message

- Step 3 is about deciding on the delivery method of the message

Step 3: Designing a Message in communication strategies refers to crafting the content in a way that it appeals to the target audience and motivates them to take the desired action. It is not solely about visual elements or feedback analysis.

Explanation

Step 3: Designing a Message in communication strategies refers to crafting the content in a way that it appeals to the target audience and motivates them to take the desired action. It is not solely about visual elements or feedback analysis.

8. What are three appeals for designing a message?

Thereare three types of message appeal:1)Rational (you canconvince people why one product is better than the other by listingcharacteristics etc.)2)Emotional (triggeremotions in order to buy the product)3)Moral
Rational are alwaysbetter than emotional in designing an ad

Attractive, Unique, Modern

Logical, Stylish, Trendy

Comical, Luxurious, Ambiguous

The correct answer lists three types of appeals for designing a message which are Rational, Emotional, and Moral. These appeals are used to influence the audience in different ways, such as convincing them logically, appealing to their emotions, or appealing to their sense of morality.

Explanation

The correct answer lists three types of appeals for designing a message which are Rational, Emotional, and Moral. These appeals are used to influence the audience in different ways, such as convincing them logically, appealing to their emotions, or appealing to their sense of morality.