Strategic Marketing Session 2 Quiz

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Questions and Answers

What is the main purpose of driving awareness and trial according to the text?

Maximize profit margins

Focus on fulfilling aspirations and releasing tension points (correct)

Enhance brand loyalty

Increase market share

What is prompted awareness in terms of brand recognition?

Consumers are aware of the brand through social media influencers

Consumers recognize the brand through its logo

Consumers think of the brand among competing brands in a category

Consumers recognize the brand when they are reminded about it (correct)

Which factor is emphasized for creating a 'wow effect' according to the text?

Traditional marketing strategies

Heavy discounts

Unique technology (correct)

High advertising budgets

What should be the focus when building awareness based on the text?

Choose the most relevant and differentiated factor for communication Signup and view all the answers

What does 'mental availability' refer to based on the text?

Prompted awareness where consumers recognize a brand when asked Signup and view all the answers

In terms of distribution channels, what does 'one-offs' and 'subscriptions' refer to?

One-time sales and recurring sales respectively Signup and view all the answers

What is the main driver of brand performance according to the research by Dr. Sharp?

Penetration Signup and view all the answers

Why is it important for brands to constantly recruit new consumers?

To stay relevant and maintain brand health Signup and view all the answers

What is the risk associated with not recruiting new consumers for a brand?

Becoming irrelevant and outdated Signup and view all the answers

What happens if a brand focuses only on loyalty and not recruitment?

The brand is at risk of a crisis Signup and view all the answers

Which factor is emphasized as vital for maintaining brand health throughout all stages of the brand's life?

Recruiting new consumers Signup and view all the answers

How does the text suggest brands should stay relevant and differentiated?

By keeping a constant inflow of new consumers through recruitment Signup and view all the answers

What is one of the product trial options mentioned in the text?

Cross promotions Signup and view all the answers

How can trial be built for services according to the text?

Free + freemium Signup and view all the answers

What is a key thought mentioned for building trial in the text?

Align method with final communication objective Signup and view all the answers

Which option is NOT listed as a service trial option in the text?

Buy backs Signup and view all the answers

What does the text recommend for driving penetration and brand recruitment?

Rewarding referrals in a referral program Signup and view all the answers

Why is leveraging data important when building trial according to the text?

To ensure trial methods align with final objectives Signup and view all the answers

Study Notes

Product trial options include sampling, experiential sampling, cross promotions, and buy backs to build trial for products.
Service trial options involve free trials, freemium models, limited time offers, and referral programs to build trial for services.
When building trial, it is essential to target the right people, choose the right places, and align methods with final communication objectives.
Physical availability is influenced by distribution channels like wholesalers, retailers, and the Internet, while mental availability is driven by prompted and unprompted awareness.
Driving awareness and trial require focusing on the right message, creating a wow effect in marketing, and communicating unique selling points effectively.
Recruitment strategy is crucial for brand health, involving identifying and targeting consumers, creating awareness, and driving trial at different stages of the brand's life.
Penetration is highlighted as a key driver of sales volume, with the need for constant recruitment to avoid brand stagnation and maintain relevance.
Segmentation of the target audience is essential for effective recruitment strategies.

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Description

Explore the importance of recruitment for brand health, targeting available consumers, creating awareness, and trial. Learn about strategies affecting volume, retention, and penetration at different stages of a brand's life.