Marketing Communications and Promotion
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Questions and Answers

Which of the following best defines the 'Promotion' variable of the marketing mix?

  • The development of new products to meet customer demands.
  • The strategies to set competitive pricing for products.
  • The management of inventory levels to optimize sales.
  • The methods used to inform stakeholders about an organization and its offerings. (correct)

    • What is one major decision that must be made regarding online promotion investment?

  • Investment in customer service versus product delivery.
  • Investment in site promotion versus site creation and maintenance. (correct)
  • Investment in content production versus offline advertising.
  • Investment in competitor analysis versus market research.

    • Which of the following is NOT a tool used in online selling?

  • Site merchandising
  • Live chat assistance
  • Television commercials (correct)
  • Virtual sales staff

    • Which promotional technique involves engaging with customers directly through personalized content?

    <p>Direct mail</p> Signup and view all the answers

    Which of the following represents an element within the sales promotion category?

    <p>Coupons and rewards</p> Signup and view all the answers

    In online marketing, which of the following is most closely associated with influencer outreach?

    <p>Public relations</p> Signup and view all the answers

    What type of online promotional technique is most aligned with customer loyalty programs?

    <p>Sales promotions</p> Signup and view all the answers

    Which of the following statements best describes online merchandising?

    <p>It involves promotions directly on retail sites.</p> Signup and view all the answers

    What is the role of the People variable in the marketing mix?

    <p>It relates to how staff interact with customers and stakeholders.</p> Signup and view all the answers

    Which stage is NOT involved in managing service and quality under the People variable?

    <p>Submission of customer feedback</p> Signup and view all the answers

    What does the Process variable in the marketing mix NOT refer to?

    <p>Technological innovations in production.</p> Signup and view all the answers

    Which option best describes the Physical evidence variable in the marketing mix?

    <p>It refers to the customer's experience through the website.</p> Signup and view all the answers

    Which of the following is a customer contact strategy mentioned in the Process variable?

    <p>Livechat for assisted sales.</p> Signup and view all the answers

    In the context of Physical evidence, what aspect is NOT considered?

    <p>Customer service interactions over the phone.</p> Signup and view all the answers

    Why are the People, Process, and Physical evidence considered crucial elements of the service mix?

    <p>They influence perceived service and customer loyalty.</p> Signup and view all the answers

    What does the Process variable NOT typically integrate?

    <p>Physical store interaction strategies.</p> Signup and view all the answers

    What does price elasticity of demand primarily assess?

    <p>The impact of price changes on product demand</p> Signup and view all the answers

    Which factor is NOT identified as assisting in pricing according to Baker et al.?

    <p>Demand forecasting</p> Signup and view all the answers

    What is described as the band where varying price has little or no impact on sales?

    <p>Price indifference band</p> Signup and view all the answers

    What pricing mechanism allows the item to be purchased from the lowest-bidding supplier?

    <p>Reverse auction</p> Signup and view all the answers

    What pricing approach leverages the internet's capacity for more flexible models?

    <p>Dynamic pricing</p> Signup and view all the answers

    Which of the following is NOT listed as a variation in online pricing options?

    <p>Minimum advertised price</p> Signup and view all the answers

    Which statement best captures the impact of increased competition on pricing?

    <p>It causes downward pressure on prices.</p> Signup and view all the answers

    What aspect of pricing does segmentation refer to?

    <p>Different pricing strategies for various customer groups</p> Signup and view all the answers

    What is disintermediation in the context of digital marketing?

    <p>Eliminating middlemen to sell directly to the customer.</p> Signup and view all the answers

    Which of the following best describes countermediation?

    <p>Using online intermediaries strategically to enhance distribution.</p> Signup and view all the answers

    What is a potential downside of disintermediation?

    <p>Threats to existing partnership distribution arrangements.</p> Signup and view all the answers

    Which statement best characterizes a virtual organization?

    <p>There are flexible production processes involving different parties.</p> Signup and view all the answers

    What implications does the Internet have for the place element of the marketing mix?

    <p>It reduces the need for geographical considerations in sales.</p> Signup and view all the answers

    What is a primary challenge associated with new channel structures in digital marketing?

    <p>Establishing clear roles among different intermediaries.</p> Signup and view all the answers

    Which of the following is an implication of the place variable in digital marketing?

    <p>It involves assessing new intermediaries for possible partnerships.</p> Signup and view all the answers

    Which phenomenon describes the strategic use of online intermediaries?

    <p>Countermediation.</p> Signup and view all the answers

    What defines the concept of brand identity?

    <p>The totality of brand associations including name and symbols</p> Signup and view all the answers

    Which law suggests that generic names are not distinctive for online brands?

    <p>The Law of the Common Name</p> Signup and view all the answers

    What is a significant implication of increased price transparency in the marketing mix?

    <p>Differential pricing based on consumer segments</p> Signup and view all the answers

    What does 'price elasticity of demand' measure?

    <p>The change in demand in response to price changes</p> Signup and view all the answers

    Which of the following describes the idea of downward pressure on price?

    <p>Increased competition leading to lower prices</p> Signup and view all the answers

    Which of the following pricing approaches allows for real-time adjustments based on market conditions?

    <p>Dynamic pricing</p> Signup and view all the answers

    What does the term 'differential pricing' refer to?

    <p>Pricing identical products differently based on various factors</p> Signup and view all the answers

    What is a potential outcome of price commoditization?

    <p>Reduced profit margins for businesses</p> Signup and view all the answers

    Study Notes

    Promotion in Marketing Mix

    • Promotion involves marketing communications to inform stakeholders about an organization and its products.
    • Key tools for online promotion include:
      • Advertising: Interactive display ads, pay-per-click, targeted social network ads.
      • Selling: Virtual sales staff, live chat support, affiliate marketing.
      • Sales Promotion: Offers such as coupons, rewards, and online loyalty schemes.
      • Public Relations: Online PR, influencer outreach, and digital newsletters.
      • Sponsorship: Supporting online events or services.
      • Direct Mail: Opt-in email marketing strategies.
      • Exhibitions: Webinars and virtual exhibitions for engagement.
      • Merchandising: Personalized recommendations, promotional ad-serving.
      • Physical Evidence: Virtual tours and real packaging showcased online.
      • Word of Mouth: Utilizes social media and affiliate marketing.

    Investment Decisions in Promotion

    • Essential choices in enhancing online promotion include:
      • Comparison of investment in site promotion versus site creation and upkeep.
      • Assessing online versus offline promotion investment.
      • Diversifying investments across different online promotion methods.

    People, Process, and Physical Evidence

    • These elements collectively referred to as 'service elements' impact customer loyalty and recommendations.
    • People: Staff interactions with customers are crucial during all sales phases.
    • Customer service management requires structured responses at key interaction points such as:
      • Recognition of support queries.
      • Email receipt and acknowledgment.
      • Effective routing and composing responses.
      • Follow-ups on service interactions.
    • Process: Encompasses methods for executing marketing functions including sales and customer service.
    • Integrating web and email support involves customer-preferred channels and live chat options.
    • Physical Evidence: Tangible representations of a product, online experience quality, navigability, and performance greatly influence customer perception.

    Brand Identity in a Digital Environment

    • Effective branding requires distinct names and symbols to enhance identity.
    • Law of Common Name: Generic names can dilute online presence (e.g., Art.com).
    • Law of Proper Name: Unique names (e.g., PinkMoods.com) provide a distinct identity online.

    Price Variability in Marketing Mix

    • Pricing strategies define pricing models, influencing brand differentiation.
    • Internet impacts on pricing include:
      • Increased price transparency leading to differential pricing.
      • Price elasticity of demand measures how demand shifts with price changes.
      • Downward pressure on prices due to competitive pricing environments.
      • Innovative pricing approaches utilize resources like auctions and dynamic pricing.

    Pricing Mechanisms

    • Forward Auctions: Highest bidder wins the item.
    • Reverse Auctions: Lowest-bidding supplier is selected for item procurement.
    • Potential pricing options available online include discounts, guarantees, cancellation policies, and add-ons.

    Distribution Strategies (Place)

    • Distribution involves efficiently delivering products to meet customer demand while minimizing costs.
    • Digital implications in distribution include:
      • Concept of Place of Purchase: Essential in a global online marketplace.
      • New Channel Structures:
        • Disintermediation: Direct sales strategies to customers.
        • Reintermediation: New intermediaries for partnerships.
        • Countermediation: Optimizing existing online intermediaries for efficiency.
    • Channel Conflicts: Direct sales may disrupt existing distribution arrangements.
    • Virtual Organizations: Characterized by flexible production processes and geographic dispersion across different parties.

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    Related Documents

    Digital Marketing Strategy, Implementation, and Practice (Pearson)

    Description

    This quiz explores the promotion variable of the marketing mix and its relationship with telecommunications and data networks. Understanding how marketing communications inform customers and stakeholders about an organization and its products is crucial for effective promotion in today's digital landscape.

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