Marketing Communication (Question and Answer)
Question 1
a) Examine and review critically the four areas of marketing communication. Provide examples where necessary. (10 marks)
b) Explain in detail the basic pricing strategies. Give examples to support your answers. (10 marks)
Question 2
Identify and describe the most often used sources of differentiation.
Give examples to support your answers. (20 marks)
Question 3
Ursula is a marketing manager for a bathroom tile company. She is trying to figure out if her firm needs to utilize a push or pull strategy. What are the differences between a push and pull strategy. (20 marks)
Question 4
Jessica has just been hired as a manager for a new retail store. She is working on creating an effective retail strategy, but has forgotten some of the steps. Walk Jessica through steps of creating an effective retail strategy. (20 marks)
Question 5
Discuss the seven key success factors in personal selling. Provide examples where necessary. (20 marks)
Question 1 (a)
The four areas of marketing communication are as follows;
i) Advertising
Advertising is bringing a product or service to the attention of potential and current customers. Advertising is focused on one particular product or service. Thus, an advertising plan for one product might be very different than that for another product. Advertising is typically done with signs, brochures, commercials, direct mailings or e-mail messages, personal contact, for example New Media Advertising (Internet), TV, radio, newspaper and magazine. ii) Personal Selling
Personal selling is oral communication with potential buyers of a product with the intention of making a sale. The personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to "close the sale". Personal selling is one of the oldest forms of promotion. It involves the use of a sales force to support a push strategy (encouraging intermediaries to buy the
a) Examine and review critically the four areas of marketing communication. Provide examples where necessary. (10 marks)
b) Explain in detail the basic pricing strategies. Give examples to support your answers. (10 marks)
Question 2
Identify and describe the most often used sources of differentiation.
Give examples to support your answers. (20 marks)
Question 3
Ursula is a marketing manager for a bathroom tile company. She is trying to figure out if her firm needs to utilize a push or pull strategy. What are the differences between a push and pull strategy. (20 marks)
Question 4
Jessica has just been hired as a manager for a new retail store. She is working on creating an effective retail strategy, but has forgotten some of the steps. Walk Jessica through steps of creating an effective retail strategy. (20 marks)
Question 5
Discuss the seven key success factors in personal selling. Provide examples where necessary. (20 marks)
Question 1 (a)
The four areas of marketing communication are as follows;
i) Advertising
Advertising is bringing a product or service to the attention of potential and current customers. Advertising is focused on one particular product or service. Thus, an advertising plan for one product might be very different than that for another product. Advertising is typically done with signs, brochures, commercials, direct mailings or e-mail messages, personal contact, for example New Media Advertising (Internet), TV, radio, newspaper and magazine. ii) Personal Selling
Personal selling is oral communication with potential buyers of a product with the intention of making a sale. The personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to "close the sale". Personal selling is one of the oldest forms of promotion. It involves the use of a sales force to support a push strategy (encouraging intermediaries to buy the
References: 1. Baker, S. and Mitchell, H. (2000) Integrated Marketing Communications: Implications for Managers. European Society for Opinion Market Research, November. Broedrick ang Kitchen, 2001. 2. Duncan, T.R. and Everett, S.E. (1993) Client Perceptions of Integrated Marketing Communications. Journal of Advertising Research, 33 (3), 30-39 3. Pickton, D 4. Shimp, T.A. (1997) Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications, 4th ed. The Dryden Press. 5. Fill, C. (2002) Marketing Communications:Contexts, Strategies and Applications. Pearson Education. 6. Don E. Schultz and William A. Robinson, Sales Promotion Management (Lincolnwood;III.:NTC Business Books,1986),436-445.