Questions and Answers
What is a primary goal of managing pricing decisions?
Which of the following is a characteristic of simple pricing?
What is an essential factor that influences pricing decisions?
Complex pricing primarily depends on which of the following?
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What can be considered a disadvantage of simple pricing?
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What is a primary goal of using persuasion in promotional strategy?
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Which responsibility is NOT included in the marketing manager's role in promotional strategy?
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Why is understanding promotional elements crucial for marketing managers?
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What is one of the reasons for reminding customers in a promotional strategy?
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Which element is NOT involved in setting the promotional mix?
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What is the primary role of wholesalers in the supply chain?
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Which channel type involves intermediaries to facilitate sales?
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What is a key focus of supply chain management (SCM)?
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What does demand planning primarily involve?
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What is a characteristic of Just-in-Time (JIT) inventory strategy?
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Which supply chain strategy emphasizes minimizing waste?
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What role do retailers play in the supply chain?
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Which of the following is NOT a key component of supply chain management?
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What type of media involves channels that a marketer's organization controls completely?
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Which type of digital content is primarily aimed at educating and engaging audiences?
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What distinguishes paid media from other types of media?
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Which of the following is NOT an example of digital options for marketing information sharing?
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How is the performance of digital advertising typically measured?
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What does earned media involve?
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Which digital marketing option is best for quickly conveying complex information?
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Which component allows marketers to drive specific customer actions through digital ads?
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What is a potential drawback of digital and social media marketing?
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Which of the following is a downside to advertising?
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What is one advantage of personal selling?
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What is a key characteristic of a push promotional strategy?
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Which of the following highlights a disadvantage of sales promotions?
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Why might public relations be considered labor-intensive?
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What is a potential problem with relying on customer relationship management (CRM) in digital marketing?
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How can over-reliance on advertising negatively impact a brand?
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Study Notes
Manage Pricing Decisions
- Involves determining and adjusting the cost of goods/services to achieve company objectives like increasing revenue and market share.
- Factors impacting pricing include profit margins, raw material costs, and manufacturing expenses.
Simple Pricing
- Based on competitor pricing for similar goods/services.
- Used frequently by retailers and wholesalers to increase sales through competitive changes like discounts and allowances.
Complex Pricing
- Depends on the uniqueness of products/services and consumer willingness to pay.
- Often involves negotiation, common in custom-made items like artwork and furniture.
Factors Influencing Pricing
- Pricing is affected by numerous variables including retail, e-commerce, and direct sales channels.
Channel Members
- Wholesalers: Buy in bulk from manufacturers and sell to retailers.
- Distributors: Manage logistics and distribution to retailers or consumers.
- Retailers: Sell directly to end consumers.
Channel Design and Management
- Channel Structure: Determines the number of intermediaries and their roles.
- Channel Relationships: Focus on collaboration with partners to meet business goals.
- Channel Strategy: Formulates tactics for market coverage and competitive advantages.
Supply Chain Management (SCM)
- Encompasses all activities from sourcing to distribution of goods.
Key Components of SCM
- Sourcing and Procurement: Involves supplier management and contract negotiation.
- Production: Covers quality control and inventory management.
- Logistics: Manages transportation, warehousing, and distribution.
- Demand Planning: Forecasts customer demand to align supply chain functions.
- Order Fulfillment: Ensures efficient processing and delivery of customer orders.
Supply Chain Strategies
- Just-in-Time (JIT): Inventory is received only as needed in production.
- Just-in-Case (JIC): Higher inventory levels are maintained to avoid shortages.
- Lean Supply Chain: Focuses on minimizing waste and maximizing efficiency.
- Agile Supply Chain: Adapts quickly to changing market demands.
Marketing People Roles in Promotional Strategy
- Marketing managers need a comprehensive understanding of promotional elements, often coordinating with outsourced agencies.
- Responsibilities include targeting, setting goals, crafting messages, selecting media channels, budgeting, and measuring results.
Selected Pros and Cons of Promotion Mix Elements
-
Digital and Social Media Marketing:
- Pros: Customization and relationship building.
- Cons: Risk of spam and need for constant database updates.
-
Advertising:
- Pros: Broad outreach and creative flexibility.
- Cons: Ineffective targeting and high production costs.
-
Sales Promotion:
- Pros: Direct purchase stimulation and support for other promotions.
- Cons: May encourage waiting for discounts and impact brand perception.
-
Public Relations:
- Pros: Credibility and association with quality outlets.
- Cons: Low message control and high labor costs.
-
Personal Selling:
- Pros: Effective two-way communication and purchase persuasion.
- Cons: High costs per contact and message inconsistencies.
Push and Pull Promotional Strategies
- Push Strategy: Focuses on persuading distributors/retailers to promote products to consumers using sales strategies.
- Pull Strategy: Directly generates consumer demand through advertising and promotions to encourage retailers to stock products.
Digital Options for Marketing Information Sharing
- Infographics: Capture complex information visually.
- Webinars: Educate and engage audiences.
- Videos: Showcase products or concepts dynamically.
- Blog Posts: Provide in-depth insights.
- FAQs: Address common customer queries.
- Testimonials: Build credibility through customer feedback.
Three Types of Digital Media
- Paid Media: Marketing channels that require payment for customer access.
- Owned Media: Channels completely controlled by the organization, like company websites.
- Earned Media: Marketing communication channels that are organically shared by customers or media without direct cost.
Digital Advertising
- Creation and execution of ads via digital platforms benefiting from data analytics.
- Effectiveness is measured by customer engagement and conversion rates linked to specific actions on a website.
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Description
Test your knowledge on the strategies and processes involved in managing pricing decisions for goods and services. This quiz covers key concepts such as revenue enhancement, market share, and the various factors influencing pricing. Perfect for students and professionals looking to strengthen their understanding of pricing management.
