MKG 420 TEST WITH COMPLETE
SOLUTION
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
SOLUTION
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
