Marketing Communications Overview

<p>Coordinate promotional messages for consistency (A)</p> Signup and view all the answers

<p>Reaching different consumers through multiple channels for the same product (C)</p> Signup and view all the answers

<p>It enhances brand image (C)</p> Signup and view all the answers

<p>A corporate system where the same owner controls production and distribution (C)</p> Signup and view all the answers

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

<p>Consumer sales promotion (B)</p> Signup and view all the answers

<p>Consumer personal preferences (C)</p> Signup and view all the answers

<p>A direct sale by a channel member bypassing another (B)</p> Signup and view all the answers

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

<p>By ensuring timely and accurate product delivery (D)</p> Signup and view all the answers

<p>To provide feedback to the sender (D)</p> Signup and view all the answers

<p>Promotions directed at channel members (B)</p> Signup and view all the answers

<p>Coordination based on the size and influence of a channel member (C)</p> Signup and view all the answers

<p>Delivering personalized promotional materials (D)</p> Signup and view all the answers

<p>Reduce costs and maximize short-term revenue (D)</p> Signup and view all the answers

<p>Promote products to consumers directly (B)</p> Signup and view all the answers

<p>Unique selling proposition (B)</p> Signup and view all the answers

<p>Firms facilitating the movement of products to consumers (C)</p> Signup and view all the answers

<p>The audience for the promotion (C)</p> Signup and view all the answers

<p>Monitoring and refining logistics efficiency (D)</p> Signup and view all the answers

<p>To enhance utility for buyers (B)</p> Signup and view all the answers

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

<p>Direct mail &amp; catalogs (B)</p> Signup and view all the answers

<p>The spread of a company's message through community channels (B)</p> Signup and view all the answers

<p>Useful data collection for improving offerings (C)</p> Signup and view all the answers

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

<p>The ability to control retail prices (C)</p> Signup and view all the answers

<p>Implementing A/B testing (B)</p> Signup and view all the answers

<p>Determining optimal post timing (C)</p> Signup and view all the answers

<p>Slow-loading websites (D)</p> Signup and view all the answers

<p>By analyzing statistics about user behavior (B)</p> Signup and view all the answers

<p>Overly complex landing pages (B)</p> Signup and view all the answers

<p>It provides insights into adjusting marketing strategies (C)</p> Signup and view all the answers

<p>Website and app usability (C)</p> Signup and view all the answers

<p>Integrating information and logistics across firms (A)</p> Signup and view all the answers

<p>Marketing strategies (C)</p> Signup and view all the answers

<p>Exaggeration of changes in inventory based on customer demand variations (A)</p> Signup and view all the answers

<p>Managing total logistics costs (A)</p> Signup and view all the answers

<p>Suppliers determine product amounts and assortments needed by customers (D)</p> Signup and view all the answers

<p>65% (D)</p> Signup and view all the answers

<p>Millennials and Centennials (Gen Z) (C)</p> Signup and view all the answers

<p>An omnichannel strategy across various platforms (D)</p> Signup and view all the answers

The process of communication includes encoding, decoding, field of experience, response, feedback, and noise.

Transforming an idea into communicable information.

Interpreting communicated information into an idea.

The sender/receiver's knowledge & understanding that applies to the message.

Coordinating promotional elements to maintain a consistent brand message across audiences.

Advertising, consumer sales promotions, trade promotions, and public relations.

Paying to spread a brand message to many people.

Short-term incentives like coupons, contests, and rebates to boost sales.

Personalized promotional materials delivered to consumers using direct channels like internet or phone.

Interactive, paid approach with buyer-seller interaction (in-person, phone, etc.).

Promotional activities change as products move through introduction, growth, maturity, and decline.

A channel's ability to move products through distribution channels.

Promotion targeted at channel members (distributors, retailers).

Sequence describing consumer moving from awareness of a product to action.

A specific product benefit that consumers recognize.

Individuals and firms that allow consumers to access products.

Using multiple communication and delivery channels to build relationships and attract consumers.

Using multiple channels to reach different consumer groups for the same product.

One firm's channel used by another firm to sell their product.

Centrally coordinated marketing channels by a single entity, for maximum efficiency.

Disagreements between channel members, horizontal or vertical.

Organizing and managing the flow of products to meet customer needs and efficiently.

Integrating information and logistics across firms for valuable product creation and delivery.

Expenses related to transportation, handling, warehousing, inventory, stockouts, order processing, and product returns.

Meeting customer needs in terms of time, dependability, communication, and convenience during the supply chain.

Exaggerated increases or decreases in inventory due to variations in customer demand.

Finding equilibrium between total logistics costs and customer service levels.

Order cycle, replenishment speed, and inventory delivery systems.

Suppliers manage inventory levels and deliveries for a customer.

Domino's uses digital order taking, delivery systems, and multi-channel platforms like websites, apps, and voice ordering for pizza.

Information and opinions shared verbally, influencing purchase decisions.

The level of word-of-mouth discussion about a product or brand in a market.

A customer consistently buys a product, ignoring competitors' offerings.

A customer prefers or likes a brand, even without always buying it.

Marketing efforts that reward customers for frequent purchases.

Comparing two versions of something (e.g., website design, ad copy) to see which performs better.

Comparing multiple variables simultaneously (e.g., headline, image, button color) to find the optimal combination.

The percentage of website visitors who make a purchase.

Measurable data that tracks the effectiveness of digital marketing efforts.

Difficulties brands face in managing their presence on social media.

Brands cannot directly control what users post about them on social media.

The high volume of messages on social media makes it difficult for brands to stand out.

Factors that hinder customers from completing a purchase on an e-commerce site.