Module 4

Question 1

Marketing: product

Answer 1

• quality
• performance
• design
• novelty
• colours
• size
• customisation
• packaging
• continence

Question 2

Marketing: price

Answer 2

• list price
• discounts
• auction
• negotiations
• payment terms
• special offered
• segment pricing

Question 3

Marketing: promotion

Answer 3

• comms
• ads
• PR
• word of mouth
• social media
• fairs
• competition
• point of service
• brand

Question 4

Marketing: place

Answer 4

• location
• layout
• distribution channel
• retail
• wholesale
• internet
• telephone
• face to face selling

Question 5

Marketing: people

Answer 5

• relationship
• service
• advice
• support
• partnership

Question 6

Communication tools

Answer 6

• word of mouth
• relationship and networks
• social networking
• blogging
• guerilla marketing
• newspaper
• tv

ECT

Question 7

Communication campaign

Answer 7

1) launch
- create brand awareness, stimulate purchase
2) take off
- create brand attitude, facilitate purchase
3) growth
- continue to facilitate purchase, restate brand attitude and identity
4) create brand advocacy
- cement customer relationship

Question 8

Advantages and disadvantages of distribution channel and supply push

Answer 8

Advantages:

• fewer buyers to communicate with
• less capital needed to invest in direct consumer communication
• potential to leverage market with distribution channels gaining wider market coverage quicker

Disadvantages:

• high value Infrequent buyers are high-risk need for ID and details info about buyer Incentives
• Lack of direct influence and control over end consumer
• buyer may have a dominant negotiating position regarding price
• By May deemphasise brand and not cement consumer loyalty