Podcast
Questions and Answers
What is the primary goal of targeting in marketing?
What is the primary goal of targeting in marketing?
Which of the following is NOT a type of targeting strategy?
Which of the following is NOT a type of targeting strategy?
What is the process of creating a unique and distinctive image of a product in the customer's mind?
What is the process of creating a unique and distinctive image of a product in the customer's mind?
What is the term for a product's life cycle stage where sales decline due to market saturation and competition?
What is the term for a product's life cycle stage where sales decline due to market saturation and competition?
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Which of the following is NOT a component of a company's marketing mix?
Which of the following is NOT a component of a company's marketing mix?
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What is the primary goal of search engine optimization (SEO) in marketing?
What is the primary goal of search engine optimization (SEO) in marketing?
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What is the term for a competitive strategy that involves creating a product that is unique and superior to competitors' products?
What is the term for a competitive strategy that involves creating a product that is unique and superior to competitors' products?
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What is the primary objective of a competitive strategy in terms of market share?
What is the primary objective of a competitive strategy in terms of market share?
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What is the last stage in the product life cycle where sales decline?
What is the last stage in the product life cycle where sales decline?
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What is the primary objective of branding for organizations?
What is the primary objective of branding for organizations?
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What type of repositioning strategy involves using the same product and target market?
What type of repositioning strategy involves using the same product and target market?
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What are the three levels of a product?
What are the three levels of a product?
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What is the primary benefit of E-marketing?
What is the primary benefit of E-marketing?
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What is the last group of individuals to adopt a product?
What is the last group of individuals to adopt a product?
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What constitutes a brand's visual identity?
What constitutes a brand's visual identity?
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What determines the position of a webpage in search engine results?
What determines the position of a webpage in search engine results?
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What is the strategy of positioning a brand as an ingredient of a product?
What is the strategy of positioning a brand as an ingredient of a product?
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In which stage of the product life cycle is the marketer's objective to 'hold' the market share?
In which stage of the product life cycle is the marketer's objective to 'hold' the market share?
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What characterizes a company like Amazon or iTunes?
What characterizes a company like Amazon or iTunes?
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What is the primary goal of a fully integrated marketing communication campaign?
What is the primary goal of a fully integrated marketing communication campaign?
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What prompted Air New Zealand to re-evaluate its communication strategy in 2009?
What prompted Air New Zealand to re-evaluate its communication strategy in 2009?
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What is the primary objective of the 'The great Air New Zealand take off' integrated retail promotion sale?
What is the primary objective of the 'The great Air New Zealand take off' integrated retail promotion sale?
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What aspect of the 'Nothing to Hide' campaign contributed to its global reach?
What aspect of the 'Nothing to Hide' campaign contributed to its global reach?
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What stage of the product life cycle is Air New Zealand's domestic service likely in, given the launch of Jetstar's domestic service?
What stage of the product life cycle is Air New Zealand's domestic service likely in, given the launch of Jetstar's domestic service?
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What is the primary goal of search engine optimization (SEO) in the context of the 'Nothing to Hide' campaign?
What is the primary goal of search engine optimization (SEO) in the context of the 'Nothing to Hide' campaign?
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What is the primary objective of creating a unique brand identity in the 'Nothing to Hide' campaign?
What is the primary objective of creating a unique brand identity in the 'Nothing to Hide' campaign?
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What is the primary goal of competitive strategy in the aviation industry?
What is the primary goal of competitive strategy in the aviation industry?
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What is the primary objective of the Communication Process Model in the context of the 'Nothing to Hide' campaign?
What is the primary objective of the Communication Process Model in the context of the 'Nothing to Hide' campaign?
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What is the primary goal of the 'Bloopers of the safety video' online content?
What is the primary goal of the 'Bloopers of the safety video' online content?
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What is the primary objective of the 'Fair Trading Act 1986' in the context of the 'Nothing to Hide' campaign?
What is the primary objective of the 'Fair Trading Act 1986' in the context of the 'Nothing to Hide' campaign?
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Study Notes
Target Marketing
- Target marketing refers to the choice of specific segments to serve and is a key element in marketing strategy.
- There are four targeting strategies: undifferentiated marketing, differentiated marketing, focused marketing, and customized marketing.
Branding
- Brand assets include symbols, features, taglines, logos, and images that form part of a brand's identity.
- Brand personality refers to the characteristics that a brand takes on, such as being friendly or luxurious.
Product Life Cycle
- The product life cycle consists of four stages: introduction, growth, maturity, and decline.
- In the maturity stage, the marketer's objective is to hold the product's market share.
Marketing Mix
- The width of a product mix refers to the number of product lines an organization offers.
- The depth of a product mix refers to the number of products within a product line.
Online Communication Options
- B2C (business-to-consumer) online communication options include Amazon and iTunes.
Positioning
- Positioning refers to the act of designing a company's offering to occupy a meaningful and distinct image in the target customer's mind.
- The four criteria to evaluate successful positioning are clarity, consistency, credibility, and competitiveness.
Product Repositioning
- Product repositioning involves changing the target market or product features to appeal to a new market.
- Image repositioning involves changing the image or brand personality to appeal to a new market.
E-Marketing
- E-marketing allows companies to create a dialogue with customers.
- The four criteria to evaluate successful e-marketing are clarity, consistency, credibility, and competitiveness.
Integrated Marketing Communication (IMC)
- IMC involves using multiple tools to communicate with customers, including TV commercials, retail promotions, and social media.
- IMC tools used in Air New Zealand's Nothing to Hide campaign include:
- Television commercial
- In-flight safety video
- YouTube videos
- Social media conversation
Service Staff
- Service staff play a crucial role in creating a quality service experience.
- Good service staff can enhance the customer experience, while bad service staff can detract from it.
Pricing for International Markets
- Pricing products for international markets involves considering factors such as currency exchange rates, cultural differences, and competition.
Digital Marketing
- The 5S Model outlines the objectives of digital marketing, including:
- Scope
- Site
- Synergy
- Substance
- Simulation
Communication Process Model
- The Communication Process Model involves five elements:
- Source
- Encoder
- Message
- Channel
- Receiver
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