Developing its key messages to its target market

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Reference no: EM132272204

Principles of marketing

1. Burt is strategizing and planning an IMC marketing campaign for the company where he is employed as marketing specialist. If he is to execute an effective IMC campaign, which aspects should he consider? Select all that apply:

identify which tools are the best fit for the audience and marketing objectives

consider the stage of the product life cycle of the company product or service

determine how to deliver a unified message and coordinated approach across the marketing tools

2 Low Debt, a student loan company, is developing its key messages to its target market: college and university students. These key messages explain the services it provides helping students refinance their loans by helping them find money for school. Low Debt has more than 30 years of experience helping students. What is the role these key messages fulfill for students?

They resonate enough to grab the students’ attention and interest.

They obscure a company’s differentiation and value making it blend in with its competitors.

They express multiple ideas in a variety of ways to fill the students

3. Hugo has been working on his company’s new marketing campaign for the past few weeks. He is now looking at the target market and the message, trying to decide between using an email marketing campaign or a guerilla marketing campaign. Which step of the marketing planning process is Hugo struggling with at the moment?

the fourth step: defining the message

the eighth step: measuring the results and refining the approach as needed

the sixth step: determining the promotional mix: which tools to use, when, and how much

4. A dish soap company’s marketing campaign goal is to increase the sales of its new spring-fresh-scented product in grocery stores. The company’s objective drives it to select a point-of-sale enticement as the most effective strategy. Which communication method would most likely work best to meet the company’s goal?

sales promotions

personal selling

public relation

5. The Paralympic committee’s marketing team developed a mass-communication TV spot to raise awareness of the Paralympic brand. This type of TV spot is an example of ________.

digital marketing

guerilla marketing

advertising

6. Karen is a marketer for a pump manufacturer. The company has excess inventory of a particular kind of water pump and wants to move the inventory. Karen is tasked with repositioning the pump and creating marketing materials to support the new positioning. In order for her to better understand the pumps’ selling process, she talks with a few of the company’s top sales people and discovers that one of the difficulties in selling this particular pump type is that there is little supporting material for salespeople. At this stage, what is Karen’s responsibility as a marketer to support the sales process?

She needs to let the customer going through the decision-making process be influenced primarily by the salespeople.

She needs to provide tools to the salespeople in order to assist them in closing deals.

She needs to provide motivational coaching for salespeople to do their

7. The marketing team for an audio equipment company pulled information out of their CRM system and identified the target segment of professional audio studios and sound engineers to receive the company’s social media and email campaign that showed its latest high-end mixing board product. The campaign ran for a week and the marketing team then needed to see how effective the various tools had been, who seemed interested, and other data to identify potential customers for this product. Identify all of the ways the CRM system can assist the marketing team with their campaign effectiveness report.

The CRM system reports overall campaign metrics like lead generation, clicks, likes, revenue, and deals closed.

The CRM system makes it possible to measure the effectiveness of multichannel campaigns such as email, social media, telephone, direct mail, and search.

The CRM system makes it possible to monitor in great details responses, clicks and participation in calls to actions

8. The Pendleton clothing company sells clothing for men and women and is also known for its wool blankets. Pendleton uses a CRM system that uses marketing automation and sales force automation to help its salespeople streamline their communication with prospective corporate customers when they are working to land new accounts. When a potential corporate customer contacts the company requesting information, the customer is sent an automatic email requesting to set up a virtual meeting between a salesperson and the customer. What type of support does the sales force automation function of the CRM system offer Pendleton’s salespeople?

It streamlines each phase of the sales process and minimizes the time salespeople need to spend in each step.

It enables businesses to use more salespeople to manage clients.

It manages contacts by tracking and recording only the final two stages of the sales process for prospective clients

9. A ceiling fan company launched a new website featuring product pictures and relevant articles. New content included installation templates, best practices for decorating and designing with ceiling fans, design examples, and comparisons of the various fan features. Along with the new website launch, the company released new tools to measure the metrics of various areas of the site. The ceiling fan company’s marketing team wanted to know how much the content section was being used by customers. They pulled some KPI numbers for the content, such as page views per article, number of social media shares, and number of PDF downloads. This is an example of what level of a company’s KPIs?

campaign-level KPIs

team-level KPIs

marketing tactic-level KPIs

10. George is starting the campaign plan for his specialty chocolate company, Sucre. He remembers from his previous marketing experiences that there are a few critical pieces of information he needs to know before launching into the action plan. What does George need to know at the beginning of his communication action plan?

the campaign deadline dates, date conflicts, and people’s time limitations and availabilities

the budget, the accounting method, and the fiscal reporting template

the IMC tools and methods the campaign will be using

Reference no: EM132272204

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