UGBA 10 Marketing questions with complete solution 2023/2024

UGBA 10 MarketingOld Spice - correct answer Example of how an ad became part of a cultural conversation. Marketing definition - correct answer Marketing is the process of creating value for customers and building strong customer relationships in order to capture value ($$) from customers in return Touchpoints - correct answer places where the consumer interacts with the company. examples: reputation, advertising, price, reviews, post purchase services, website, etc. Nike's touchpoint - correct answer Nike's running app provides a touchpoint with the company because consumers interact on another level Starbuck touchpoint - correct answer "My Starbucks Barista" a way to order through a siri-like app, creates new ways to deliver value to consumers leveraging new technologies Amazon touchpoint - correct answer Amazon at Kohl's: Having Amazon merchandise helps draw new customers to Kohl's stores, and being located inside Kohl's makes it easier for current Amazon customers to bring back unwanted items. Knowing the Customer: - correct answer Wants & needs, attitudes and hopes, expectations, perceptions of alternatives, behaviours and preferences What is a market? - correct answer a group of end users with an need and the desire and the means to fill it Value Proposition - correct answer Answers three questions: 1. Who are we? 2. What do we do? 3. Why does it matter? Customer segmentation - correct answer Grouping customers so that marketers can use the same messages and media across large numbers of them without sacrificing relevance OR efficiency Demographic segmentation - correct answer segmenting by age, gender, income, zipcode Need segmentation - correct answer segmenting by pain points, challenges psychographic or attitudinal segmentation - correct answer segmenting by personality traits, lifestyle, interests behavioral segmentation - correct answer segmenting by purchase frequency, repeating purchase habits, channel preferences, average spend/order Example: Segmenting the Avengers - correct answer Demographic: offering therapy for all superheroes Pyschographic: therapy for superheroes for feel they dont fit in Sources of Customer Insights - correct answer Internal sources: employees, customer service, sales data External sources: customer advisory boards, third party research, market research, social media Example: Dove (used focus group for customer insight) - correct answer Focus group: tapped into how women thought and felt about themselves. 2004 Campaign for Real Beauty --> Provocative by featuring REAL women who were outside the stereotypical norms of beauty Example of Societal Marketing Concept 2006- youtube Strategy Drives Marketing Investment - correct answer strategy --> insights --> investment Conversion - correct answer Marketing aims to move potential customers from each stage of the decision process to the next