MGT 103 (MARKETING EBERHARD) FINAL EXAM WITH GUARANTEED ACCURATE ANSWERS|VERIFIED
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MGT 103
MGT 103 (MARKETING EBERHARD) FINAL EXAM
MGT 103 (MARKETING EBERHARD) FINAL EXAM WITH GUARANTEED ACCURATE ANSWERS|VERIFIED
Lecture 11 - Accurate AnswerMon Nov 5
The "path" to promotional materials/message - Accurate AnswerProduct/service concept
Product/service design
Market Analysis
M...
MGT 103 (MARKETING EBERHARD)
FINAL EXAM
MGT 103 (MARKETING EBERHARD) FINAL EXAM WITH GUARANTEED ACCURATE ANSWERS|
VERIFIED
Lecture 11 - Accurate Answer✅✅Mon Nov 5
The "path" to promotional materials/message - Accurate
Answer✅✅Product/service concept
Product/service design
Market Analysis
Market Research (primary)
SWOT
Positioning Statement
Launch Plan
Launch plan includes - Accurate Answer✅✅Promotional materials & message:
Mettle - Accurate Answer✅✅A person's ability to cope with difficulties or to face
a demanding situation in a spirited and resilient way
The Sales Message - Accurate Answer✅✅I Opener
II Fact Finding/Questions
III FAB (Feature/Advantage/Benefit) - The Message
IV Handling Objections
V Close/Commitment
Making the Sales Call III - Accurate Answer✅✅Presentation (body) of
Product/Service (FAB)
1. Customize based upon your learnings, but
2. Trust the "flow" of the sales piece (tested)
3. Use visuals (always)
4. Features/Advantages/Benefits (FAB)
- creating value in minds of customer (remember - people love to buy, but hate to
be "sold")
Feature/Advantage/Benefit (FAB) - Accurate Answer✅✅Creating value in the
mind of your customer
,Feature (Fact): What the product does.
Advantage (So what?): How is it different/better?
Benefit: What this means for you. Don't sell on price, sell on value/benefit.
Professional salesperson - Accurate Answer✅✅will be in a conversation where
you don't even know there's a sale going on. Listen and fabricate and create values
for them.
prof: didn't buy a tesla for green emissions, he bought it cause that's where the
world's going.
Management Case Study #1: Brook Lodge, MI - Accurate Answer✅✅1993 Health
Care Reform
- Hillary Clinton appointed chiar, Health Care reform (bill clinton was president)
Prof: Upjohn Co. charged him with pulling together educational summit. Get info
in 10 days and come back.
Management Case Study #1: Brook Lodge, MI p2 - Accurate Answer✅✅Who do
we bring?
Keynote speaker- lead MD to Ms. Clinton's task force.
Most important physicians in the country. Pay them, educate them. Cover a very
controversial topic.
Management Case Study #1: Brook Lodge, MI p3 - Accurate Answer✅✅She said:
there are different levels of healthcare, decided by where you trained.
, What's distasteful: foreign physicians flooding into America and treating
Americans with mediocre education.
50% of the audience is foreign...
grumbling.
Boss tells prof that he needs to tell her that she made a mistake and must apologize.
She has two words: screw you.
Management Case Study #1: Brook Lodge, MI p4 - Accurate Answer✅✅Do you
align with the lead MD (who knows Hillary Clinton and could make bad things
happen to us?), or with the customers?
*THE CUSTOMERS*
Lecture 12 - Accurate Answer✅✅Wed Nov 7
Pricing - Accurate Answer✅✅Regardless of the factors involved, the price of a
product or service must *cover the costs* of the product/service as well as *earn a
reasonable profit*
New Product-line extension
The CEO could ask for: - Accurate Answer✅✅- Price as an indicator of value.
- Value pricing.
- Profit equation.
- Pricing objectives.
- Pricing constraints.
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