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MKT Ch.2 (cont.)

  1. "Promotion" includes the integration of what 4 things? (APSP)
    • 1. Advertising
    • 2. Public relations
    • 3. Sales promotion
    • 4. Personal selling
  2. The role of "Promotion" is to bring about exchanges with target markets by doing what 4 things? (IEPR)
    • 1. Informing
    • 2. Educating
    • 3. Persuading
    • 4. Reminding
  3. What a buyer must give up to obtain a product.
    Price
  4. "..." is the most flexible and quickest to change of the 4 P's.
    Price
  5. The formula for Total Revenue.
    Price x Units sold
  6. "Price" can be used as a...
    competitive weapon.
  7. 4 characteristics of a marketing audit. (CSIP)
    • 1. Comprehensive
    • 2. Systematic
    • 3. Independent
    • 4. Periodic
  8. 3 parts of following up on a market plan. (IEM)
    • 1. Implementation
    • 2. Evaluation/Control
    • 3. Marketing audit
  9. 3 post-audit tasks. (PEM) (long)
    • 1. Profile and make recommendations about SWO (doesnt include "T" for threats)
    • 2. Ensure role of the audit has been communicated
    • 3. Make someone accountable for implementing recommendations.
  10. 3 techniques for effective strategic planning. (CCM)
    • 1. Continual attention
    • 2. Creativity
    • 3. Management commitment
Author
Dbadams94
ID
307432
Card Set
MKT Ch.2 (cont.)
Description
MKT
Updated

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