Ktm Case Study
360 STUDY GUIDE
• Chapter 13
Understand the definitions and recognize examples of: promotion mass selling advertising publicity sales promotion personal selling
Understand the three promotion objectives and be able to recognize examples of when you would use each.
Be able to recognize the communication model.
What constitutes “noise”?
What are the objectives of a direct response promotion?
Understand the difference between a “push” and a “pull” strategy.
Know the characteristics of each of the 5 adopter groups.
Understand how marketing strategy may change throughout different phases of the product life cycle.
Understand the strengths and weaknesses associated with different methods of establishing a promotion budget.
• Chapter 14
Know the difference between an order taker, an order getter and a sales support person (including missionary sales people and technical specialists).
Know how to estimate the number of sales people required for a given sales force.
Know what is job description.
Know the advantages and disadvantages of the 3 sales force compensation methods.
Be able to recognize the three basic sales presentation approaches.
• Chapter 15
How much is spent on advertising in the US annually?
What part of advertising comprises the largest part of that expense?
What medium comprised the largest part of that spending?
Be able to distinguish between a good example of an adverting objective and a poor one.
Know the difference between pioneering, competitive and reminder advertising and be able to recognize examples of each.
Know the difference between the 3 types of competitive advertising: direct, indirect and comparative.
What is institutional advertising?
What is cooperative advertising?
What are the advantage and disadvantages between various media choices?
What is meant by copy thrust?
What services can advertising agencies
• Chapter 13
Understand the definitions and recognize examples of: promotion mass selling advertising publicity sales promotion personal selling
Understand the three promotion objectives and be able to recognize examples of when you would use each.
Be able to recognize the communication model.
What constitutes “noise”?
What are the objectives of a direct response promotion?
Understand the difference between a “push” and a “pull” strategy.
Know the characteristics of each of the 5 adopter groups.
Understand how marketing strategy may change throughout different phases of the product life cycle.
Understand the strengths and weaknesses associated with different methods of establishing a promotion budget.
• Chapter 14
Know the difference between an order taker, an order getter and a sales support person (including missionary sales people and technical specialists).
Know how to estimate the number of sales people required for a given sales force.
Know what is job description.
Know the advantages and disadvantages of the 3 sales force compensation methods.
Be able to recognize the three basic sales presentation approaches.
• Chapter 15
How much is spent on advertising in the US annually?
What part of advertising comprises the largest part of that expense?
What medium comprised the largest part of that spending?
Be able to distinguish between a good example of an adverting objective and a poor one.
Know the difference between pioneering, competitive and reminder advertising and be able to recognize examples of each.
Know the difference between the 3 types of competitive advertising: direct, indirect and comparative.
What is institutional advertising?
What is cooperative advertising?
What are the advantage and disadvantages between various media choices?
What is meant by copy thrust?
What services can advertising agencies