Integrated Marketing Channels Exam Review

True (A)

Direct and Indirect

<p>facilitators</p> Signup and view all the answers

<p>Merchants = Buy, take title to, and re-sell products Agents = Negotiate on behalf of manufacturers Facilitators = Provide logistical and financial support Retailers = Sell products directly to consumers</p> Signup and view all the answers

<p>To handle logistics and transactions (B)</p> Signup and view all the answers

<p>False (B)</p> Signup and view all the answers

<p>Faster delivery to customers</p> Signup and view all the answers

<p>Intensive distribution (C)</p> Signup and view all the answers

<p>False (B)</p> Signup and view all the answers

<p>Goal incompatibility, unclear roles, disintermediation, profit margin conflict, inadequate attention.</p> Signup and view all the answers

<p>15%</p> Signup and view all the answers

<p>Horizontal channel conflict = Conflict between retailers at the same level Vertical channel conflict = Conflict between different levels of the channel Goal incompatibility = Different goals among channel members Disintermediation = Removal of intermediaries in the supply chain</p> Signup and view all the answers

<p>Cost/Benefit of Channel (C)</p> Signup and view all the answers

<p>300 batches</p> Signup and view all the answers

<p>True (A)</p> Signup and view all the answers

<p>False (B)</p> Signup and view all the answers

<p>False (B)</p> Signup and view all the answers

<p>Internet (D)</p> Signup and view all the answers

<p>Contractual (A)</p> Signup and view all the answers

<p>inform, persuade, and remind</p> Signup and view all the answers

<p>digital</p> Signup and view all the answers

<p>Affordable method = Spending on marketing communications based on what the firm believes it can afford Percentage-of-sales method = Allocating a fixed percentage of sales for marketing communications Competitive-parity method = Setting budgets based on competitors' spending Objective-and-task method = Determining the budget based on specific objectives and the tasks required to achieve them</p> Signup and view all the answers

<p>True (A)</p> Signup and view all the answers

<p>Transformational appeals (B)</p> Signup and view all the answers

<p>False (B)</p> Signup and view all the answers

<p>Affordable method</p> Signup and view all the answers

<p>Corn Flakes</p> Signup and view all the answers

<p>The firm’s CEO = Increase sales of juices A celebrity = Promote unique products An expert = Promote vocational education A real customer = Showcase personal experiences</p> Signup and view all the answers

<p>Negative Appeals (A)</p> Signup and view all the answers

<p>True (A)</p> Signup and view all the answers

<p>Competitive-parity method</p> Signup and view all the answers

<p>Affordable method (B)</p> Signup and view all the answers

<p>False (B)</p> Signup and view all the answers

<p>Tailored messages and traceable results</p> Signup and view all the answers

<p>social media marketing</p> Signup and view all the answers

<p>Bogus clicks (C)</p> Signup and view all the answers

<p>SEO = Improving the visibility of a website in search engines SEM = Advertising placed on search engine results Email marketing = Using emails to promote products or services Content marketing = Creating and distributing valuable content</p> Signup and view all the answers

<p>True (A)</p> Signup and view all the answers

<p>Customer Relationship Management</p> Signup and view all the answers

<p>clicks / impressions (B)</p> Signup and view all the answers

<p>False (B)</p> Signup and view all the answers

<p>An impression is counted each time an ad is shown.</p> Signup and view all the answers

<p>Cost per Action</p> Signup and view all the answers

<p>CPM = Cost per Thousand Impressions CPC = Cost per Click CPA = Cost per Action CTR = Clicks divided by Impressions</p> Signup and view all the answers

<p>CPC (B)</p> Signup and view all the answers

<p>False (B)</p> Signup and view all the answers

<p>4%</p> Signup and view all the answers

Sets of interdependent organizations that make a product or service available to customers.

Merchants (wholesalers, retailers—buy & resell); Agents (brokers, sales agents—search & negotiate); Facilitators (transportation, banks, warehouses—support).

Manufacturer sells directly to the consumer (e.g., internet, sales force, manufacturer-owned stores).

Manufacturer uses intermediaries to reach consumers.

Distribution choices based on customer needs and behaviors (location, service, variety, delivery, etc.).

Level of distribution coverage.

Disagreement among channel members (horizontal or vertical).

Coordination and cooperation among channel members (to improve efficiency).

Channel conflict between members at the same level (e.g., two retailers).

Channel conflict between members at different levels (e.g., manufacturer and retailer).

The sales volume at which the total revenue equals the total cost, resulting in neither profit nor loss.

A comparison between employing a sales team and using a third-party sales agency (e.g., Dunder Mifflin).

Limiting the number of distributors to maintain control and brand image.

Product availability in the maximum number of outlets.

Promoting a product to retailers, who then promote it to consumers.

Marketing communications aim to inform, persuade, and remind consumers about the products and brands they sell.

The IMC Mix includes Advertising, Sales Promotions, Public Relations, Sales Force, Events and Experiences, and Digital marketing (Online, Mobile, Social).

IMC strategies are tailored based on the customer's current stage of readiness to buy the product (e.g., unaware, aware, interested, etc.).

Developing effective marketing communications involves defining the target audience, setting objectives, crafting a creative strategy, and choosing the right message source.

Informational appeals rely on logic and reason to persuade customers.

Transformational appeals try to evoke emotions and connect with customers on a deeper level.

Common IMC budgeting methods include Affordable Method, Percentage-of-Sales Method, Competitive-Parity Method, and Objective-and-Task Method.

IMC strategies adapt to the different stages of a product's life cycle (introduction, growth, maturity, decline).

Showcasing a product's features and benefits through real-life use.

Advertising that identifies a consumer problem and presents the product as the solution.

Emphasizes a product's advantages by comparing it to competitors.

Authentic endorsements of a product by satisfied customers.

Using a famous person to promote a product, hoping to transfer their fame to the brand.

Uses emotions like fear, guilt, or shame to motivate action.

Uses emotions like humor, love, pride, or joy to create positive associations with the product.

Website ranking based solely on its relevance and quality, without paid advertising.

The process of improving a website's ranking in search engine results pages (SERPs) to attract more organic traffic.

The number of times an ad is shown to users, regardless of whether it is clicked.

The percentage of users who click on an ad after seeing it.

The percentage of users who complete a desired action (e.g., purchase) after clicking on an ad.

An advertising payment scheme where the advertiser pays per 1000 impressions.

An advertising payment scheme where the advertiser pays each time someone clicks on their ad.

An online ad auction where the highest bidder wins the ad position but pays only the bid of the second highest bidder.

The placement of an ad on a search engine results page (SERP) or other digital platform.

Different strategies for allocating funds to marketing campaigns, including Affordable, Percentage-of-Sales, Competitive-Parity, and Objective-and-Task.

A budgeting method where marketing expenses are set at a level the company can afford, often based on what's left over after other costs.

A method where marketing expenses are set as a fixed percentage of sales revenue, either current or projected.

A method where marketing expenses are based on what competitors are spending, aiming to match their level of investment.

A method where marketing objectives are set and then specific tasks are identified to achieve those objectives, with budget allocated based on the cost of the tasks.

Digital marketing involves using online technologies like websites, social media, and search engines to reach customers, while traditional marketing relies on offline methods like print ads, TV commercials, and direct mail.

Advantages include targeted reach, measurable results, flexible scheduling and budgeting, and personalized messages.

Disadvantages include potential for ad-blocking, fraudulent clicks, security vulnerabilities, and the need for ongoing maintenance and adaptation.