MKT 300 Review Flashcards

Conversion

Which of these three are the best indicator of success?

Sales Promotion Dilemma

Personal Selling

• Advantages
• Personal Selling Process
• Generating vs Qualifying Leads
• Relationship vs. Traditional Selling

Advertising

• Pros and Cons of Advertising
• Evaluating Media
  • Clutter
  • Impact
  • Efficiency
  • Engagement
• Media Selection Considerations
  • Cost per contact (CPM)
  • Reach
  • Frequency
  • Audience Selectivity
• Measuring TV Audiences
  • Ratings vs. Shares - can you tell the difference between these?
• Advertising Campaigns
• Unique Selling Proposition.
• Attributes vs Benefits
• Major Types of Advertising
  • Institutional
  • Product

Unlocked

Advertising

• Product
  • Pioneering
  • Competitive
  • Comparative
• Additional Advertising Types
  • Event Creation
  • Guerilla Marketing
  • Stealth Marketing
  • Branded Entertainment
• Marginal Analysis
  • When should we increase/decrease our spending?
• Advertising/Sales Response Functions.
  • Specifically, the S-Shaped Response Function
• Common Execution Styles
  • Focus on differences between scientific, slice-of-life, and lifestyle
• Message Recall
• Ethical Issues
  • Bait and switch
  • Puffery
• Budget Approaches
  • Arbitrary Allocation Method
  • Percentage of Sales Method
  • Competitive Parity Method
  • Objective and Task Method
• Media Scheduling
  • In particular, Continuous (constant), Flighting, and Pulsing

Customer Value

• 7Ps and 4Cs

Customer Value

• 7Ps and 4Cs

CRM

• Recency-Frequency-Monetary
• Lifetime Value of a Customer

Customer Satisfaction

Complaint Behavior

• Attribution Theory - when are we likely the most upset?

Service Recovery

Power of We

Experiential Marketing

The Number One Thing to Remember from MKT 300