Exam (elaborations)
MKG 420 TEST WITH COMPLETE SOLUTION
- Course
- Institution
MKG 420 TEST WITH COMPLETE SOLUTION...
[Show more]
Content preview
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
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller Smooth. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $10.99. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
75632 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now