COB300 - Marketing Final Exam Questions With 100% Pass
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COB300 -
Institution
COB300 -
COB300 - Marketing Final Exam Questions With 100% Pass
Integrated Marketing Communications (IMC) - AnswerExposing your *consistent* message through multiple media.
Maximizing the message's impact.
/.There must be inventory on shelves __________ advertisements come out - Answerbefore
/.Wh...
COB300 - Marketing Final Exam
Questions With 100% Pass
Integrated Marketing Communications (IMC) - AnswerExposing your *consistent*
message through multiple media.
Maximizing the message's impact.
/.There must be inventory on shelves __________ advertisements come out -
Answerbefore
/.What does POP stand for? - AnswerPoint of Purchase
/.What does FSI stand for? - AnswerFree Standing Insert
/.What was the traditional approach to marcom? - AnswerMedia advertising was always
the most important when trying to reach markets
/.What are the phases of the communication process? - AnswerSource --> Encode -->
Message --> Decode --> Receive
/.What is something that marketers must account for during the communication
process? - AnswerNoise
/.Noise - AnswerAnything that distracts people from understanding the message. Ex:
phones, getting up to get food, preoccupied thoughts, friends, ish like that
/.What are the 5 promotional objectives? - Answer1) Awareness/Interest
2) Trial
3) Brand Image
4) Sales
5) Loyalty
/.Awareness/Interest - AnswerObjective is just to have consumers be aware of your
product. Its very rare that a promotional plan is only based on awareness.
/.Trial - AnswerObjective is to have consumers give your product a chance...become of
consumers' *evoked set*
Ex: New fish fillet from Wendy's, coupons, sampling, ads
/.Brand Image - AnswerObjective is to enhance the image of your brand in consumers'
minds.
Ex: M&M and Coldplay commercials from class.
/.Sales - AnswerObjective is to increase the sales of the product
,/.Loyalty - AnswerObjective is to have customer-loyalty with your brand
/.What question should you ask when deciding which objective to use for your
promotional plan? - AnswerHow do you define success?
/.What are the 6 parts of a promotional mix? - Answer1) Advertising
2) Public Relations
3) Sales Promotion
4) Personal Selling
5) Website
6) Word of Mouth (WOM)
/.Which part of a promotional mix is the most powerful? - AnswerWord of Mouth bc its
uncontrollable. Peeps can easily spread really good things and really bad things about
your product/brand....especially with social media!!
/.Advertising - Answer-Non-personal communication about an organization
-Sponsor is identified
-Major Media (TV, Print, Radio, Internet, Social Media)
-They'll put that stuff wherever you'll see it (Message in shopping cards, billboards, on
the side of busses)
/.Public Relations - AnswerObjective = imagery with customers and stakeholders. They
want to create or maintain a positive image of a firm and its products. This can be super
powerful.
/.Sales Promotion - AnswerNumber 1 Primary Purpose = create the final sale...choose
my stuff over everyone else's stuff. Companies often get addicted to this.
Ex: Samples, Coupons, Rebates, Premiums
/.Personal Selling - AnswerPaid personal communications that seeks to persuade
customers to purchase products. This usually happens when selling expensive or
complex products. Very limited reach and is the least cost-effective.
/.Website - AnswerSuper accessible, cheap, but not all sites and information is credible.
/.Product Placement - AnswerStrategic locations to gain increased exposure.
Ex: BMW in James Bond movie
/.Guerilla Marketing - AnswerActivities that ambush consumers with promotional content
in places where it's not expected. Show up in ways that aren't expected so its
memorable.
Ex: White-out costume person-thing walking around streets from class video
, /.Supply Chain - AnswerAll of the activities necessary to turn raw materials into goods or
services and put it in the hands of the customer.
/.Marketing Channel - AnswerIndividuals and firms involved in the process of making a
product or service available for use or consumption by consumers or industrial users.
/.What are the 3 types of functions of intermediaries? - Answer1) Transactional
2) Logistical
3) Facilitating
/.Transactional Function - AnswerPurchasing products for resale as an agent and
contacting potential customers
/.Logistical Function - AnswerCreating product assortments from several sources to
serve customers. Sorting occurs by purchasing large quantities and breaking them into
smaller amts
/.Facilitating Function - AnswerInspecting, testing, or judging products and assigning
them quality grades.
/.Channel Functions - Answer-Wholesalers add value so if you want to get rid of them,
you have to replicate value.
-Exchange efficiencies
/.What are the 2 types of exchange efficiencies? - Answer1) Sorting
2) Assorting
/.Sorting - AnswerBreaking down bulk
Ex: Kroger buys millions of boxes of cereal from Kellogs, and Kroger separates bulk &
distributes to all their stores.
/.Assorting - AnswerProviding a variety of products
Ex: Sephora providing many options for red lipstick
/.What are the 4 Distribution Channels for B2C? - Answer1) Producer --> Consumer
2) Producer --> Retailer --> Consumer
3) Producer --> Wholesaler --> Retailer --> Consumer
4) Producer --> Agent --> Wholesaler --> Retailer --> Consumer
/.Producer --> Consumer - AnswerDirect Channel.
Producer can replicate or improve upon value added by other channel members.
Creates a better control of brand and consumer relationships.
/.Producer --> Retailer --> Consumer - AnswerIndirect Channel.
This is most common when the retailer is large and can buy in large quantities.
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