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MKG 420 TEST WITH COMPLETE SOLUTION
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MKG 420 TEST WITH COMPLETE SOLUTION...
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MKG 420 TEST WITH COMPLETESOLUTION
How does the AMA define marketing - ANSWER creating, communicating,
delivering, and exchanging offerings that have value for customers, clients,
partners, and society at large
Definition of Promotion - ANSWER Marketing activities designed to achieve
communications objectives for products/brands
How is promotion linked to marketing - ANSWER It is a part of the marketing
mix
How is promotion linked to communication - ANSWER It accomplishes
communication objectives
What are three main objectives of promotion - ANSWER Inform, Persuade,
Remind
What is CBBE and how is it calculated - ANSWER Customer based brand
equity. Brand elements and brand knowledge
, Describe the promotional mix - ANSWER Promotional tools to achieve
communications objectives
What are the promotional mix elements - ANSWER Advertising, direct
marketing, internet media, sales promotion, promotion, public relations,
corporate advertising, and personal selling
Why would a marketer take an IMC perspective on promotions - ANSWER To
coordinate communications with customers.
To appreciate added value of an integrated plan.
To assure all marketing and promotional activities project a consistent,
unified message.
What does IMC planning involve? - ANSWER Co-ordination and integration
of all marketing communication tools, avenues and sources in a company
into one cohesive program that is designed to have maximum impact on the
customers and other stakeholders.
Describe the first step of the model for marketing and promotions process -
ANSWER Opportunity analysis, competitive analysis, target marketing
Apple enjoys competitive advantage over Nokia in US. What this means?
ANSWER They have an advantage above their competitors
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