M2

   B   What is a SERP?

  • Search Engine Results Page which is a page that is returned after a user searches something

    • This includes Pay-Per-Click, organic search results, videos, and images. 

What are Online Social Networks

  • In other words, social media marketing is the practice of strategically creating/sharing content & engaging the audience on platforms 

    • Ex.) Facebook, TikTok, Instagram

  • Online Social Communities (Blogs / Online Social Media / Online Forums) Where people socialize and exchange information and opinions

What is the concept of GRP (gross rating points)?

  • GRP is a metric used to measure the reach/exposure of an ad campaign. 

  • GRP = Reach (%) * Frequency

  • Reach = % of people exposed to your advertising

  • Frequency = How many times are they going to see it in that time period?

  • Example: If an ad reached 30% of the target audience and each person sees the ad 4 times; the GRP would be 30*4=120  

 What is Reach in Advertising

  • Reach in advertising is the %  of people within the target audience who have seen the campaign/ad at least once within a certain period of time

What are the objectives of advertising & what are you trying to accomplish in the advertisement 

  •  You want to inform, persuade, and remind; meaning to create awareness about a product or brand, convince customers to choose it over competitors, and keep the product top-of-mind for potential buyers 

  • An advertising objective is a specific communication task to be accomplished with a specific target  during a specific time

Every single company will always have a sales & marketing department -> one of the risks you have as a company is that the two departments don’t communicate enough, , as a leader of that organization you should find ways to get them to talk together and plan. They become “silos” if they don’t communicate (because nothing goes in or out of silos [like info]

Silos refers to the separation of different departments or teams within an organization

  • Marketing & Sales Departments will always have the risk of miscommunication. 

Under what circumstances would you decide NOT to do test marketing

  • When creating a NEW product line, copy of a competitor product, low cost, management confidence, and when it’s considered a low risk product.  

What is direct marketing  & what' s necessary to do it? You need a few critical things to do direct marketing, so what is it?

  • Marketing directly to consumers using channels like emails, catalogs, and telemarketing.

    • You need to identify the target, personalize the message, choose the right channel to reach them, and the call to action before tracking the results.


What is cost plus pricing & other pricing strategies?

  • Cost Plus Pricing: A pricing method you add a fixed percentage (a markup or desired profit %) to the TOTAL PRODUCTION  cost it takes to produce one unit of a product (unit cost)

  • Product line pricing: strategy businesses use to set prices for different products within a product range. Involves adjusting prices based on features, quality, or size of items in the product line. This creates a price ladder.(Ex An example of this would be coffee shops may charge differently based on the free size of the drink. Or the iPad lineup; iPad, iPad mini, iPad Air, iPad Pro)

  • Optional product pricing: Sales strategy where a company sells a base product at a lower price and offers additional upgrades for an extra cost. (Ex. A base Nissan Altima for $17K but you can get an extra feature in the car totaling $20K)

  • Captive product pricing: Pricing strategy where a company sells its core product at a low price but things required to run it or to maintain its function is much higher than the core product itself. (Ex. Video game consoles (Core) and video games (Captive Product), Keurig (Core) and Espresso pods (captive))

  • Product Bundle pricing: Strategy where a business sells a combination of products at a reduced price than if they were sold individually. (Ex. A combo meal)

  • Penetration pricing: used to quickly gain market share by setting an initially low price to entice customers to purchase from you rather than the competitor

  • Customer Segment Pricing: Different customers pay different prices for the same product (Ex. Military discounts, senior discounts, and student discounts)

  • Location-Based Pricing: Businesses may set different prices based on location. (Ex. A Bic Mac may cost me $10 in Texas but $20 in California.)

What is IMC (Integrated Marketing Communications)?

  • The company integrates its communication channels to deliver a clear, consistent, and compelling message about the organization and its brands

    •  They mix the promotional tools [Advertising, Personal Selling, Direct Marketing, Public Relations, Sales Promotion]

What is a marketing channel & some examples?  

  • The pathway a product takes from producer to consumer. 

    • Ex.) Direct sales, retail stores, online stores 

What is an intermediary?

  • In marketing, it is a “middleman” between the producer and consumer. They assist in the flow of goods (Ex. HEB)

What are the stages of the product life cycle? 

  • INTRODUCTION: this is where most of the marketing for the product occurs, sales are slow and the company won't make a profit. 

  • GROWTH: only successful products enter this stage, and demand starts to grow, leading to an increase in supply. Competition starts to grow

  • MATURITY: We are at peak sales and performance. Profits are at an all-time high, and competition is also pretty rampant. It is important to keep market share. You typically would modify the market at this stage

  • DECLINE: stage is when the product/service loses momentum, which may cause the company to release a second gen or version of the previous product.

What is test marketing & what are the benefits/possible problems?

  • Testing products in limited markets to predict success

    • Benefits: Customer Insight & Reactions to the product

    • Problems: Limited Market Reach & Investments Needed

What is showrooming?

  • It’s the practice of visiting retail stores to research merchandise before purchasing it online for a lower price 

What are price demand & demand curves?

  • Price demand is the amount a consumer is willing to spend on a product at a given price

  • Demand Curves are a visual representation of the relationship between the price of a product or service and the quantity of that product/service consumers are willing to buy at different price points

What is inelastic demand vs elastic demand?

  • Inelastic demand is the demand NOT changing when prices change (Ex. Gas)

  • Elastic demand is the demand CHANGING when prices change (Either higher or lower)

What are several types of advertising objectives for specific advertising -> Know what informative advertising is and what it is used for.

  • Informative advertising is used when introducing a new product category to build primary demand 

  • Persuasive advertising is important with increased competition to build selective demand 

  • Reminder advertising is important with mature products to help maintain customer relationships and keep customers thinking about the product

What are the various different sources of new product ideas -> Identify which are and are not common sources for new product ideas for a company

  • Customer feedback, R&D, competitors, and market trends are the most common

  • Non industry experts and random idea generation is uncommon 

What is the difference between direct and indirect marketing channels?

  • INDIRECT is when manufacturers use 3rd parties to sell to the consumer.  

  • DIRECT is when manufacturers sell directly to the consumer

What is disintermediation?

  •  Removing intermediaries from a distribution channel

What are the reasons why new products might fail (particularly the common reasons)?

  • Poor planning (Most common reason)

  • Poor management

  • Poor concept

  • Poor execution 

  • Poor use of research

  • Poor technology (Second common reason) 

  • Poor timing

What is direct mail marketing?

  • Direct-mail marketing involves an offer, announcement, reminder, or other item to a person at a particular address

    • This method is Personalized, Easy-to-measure results, Costs more than mass media, Provides better results than mass media

What is SEO (search engine optimization) [VERY Important to know] & some examples?

  • Optimizing a website to rank higher in search engines.

    • Ex.) google ad words

What is the promotion mix & some examples?

  • The promotion mix is the specific blend of advertising, public relations, personal selling, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships

    • Examples of each: 

      • Advertising: Print, Broadcast

      • Sales Promotion: Discounts, Coupons

      • Public Relations: Social events, Press releases

      • Personal Selling: Trade Shows, Presentations

        • Direct Marketing: Telemarketing, Kiosks

What is permission-based email marketing (Is a big issue for marketers)?

  •  Sending emails to those who have opted in, ensuring compliance and trust.

What is AIDA & when do we see it?

  •  Attention, Interest, Desire, Action. We use it to guide customers through the buying process

What is product placement (B2C) & some examples?

  • Integrating a product into media content to promote it. 

    • Ex.) Featuring a product in a TV show

What is a focus strategy and when do we use it?

  • A strategic approach where a company focuses its efforts on a specific, narrow/niche market 

    • We use it when a company wants to expand its reach into different markets 

What is pricing strategy & all the different kinds of strategies (EX. Cost-Plus pricing, marketing skimming, market penetration)?

  • Cost Plus Pricing: A pricing method you add a fixed percentage (a markup or desired profit %) to the TOTAL PRODUCTION  cost it takes to produce one unit of a product (unit cost)

  • Marketing Penetration: A pricing strategy used to quickly gain market share by setting an initially low price to entice customers to purchase from you rather than the competitor

  • Market Skimming: Set the price really high and you gradually reduce the price over time

What is the block of main text on a newspaper?It is called  a COPY 

  • It could be referred to as the “Body Copy” 

What are the three distribution strategies? 

  • INTENSIVE is a marketing strategy that involves making a company's products available to customers in as many places as possible

  • SELECTIVE is a marketing strategy focusing on selling certain types of products via a select network of retailers, resellers, or wholesalers

  • EXCLUSIVE is when a manufacturer grants a single retailer or distributor the exclusive rights to sell their products within a specific region.


What is ELP (Everyday Low Pricing)?

  • ELP or sometimes called EDLP is a marketing strategy that involves consistently offering products at low prices without the need for sales

    • Can build customer loyalty & attract/retain them


What is the difference between E-Commerce Websites vs Business/Informational Websites?

  • ECommerce: Focuses on selling products/services online

  • Business/Info Website: Provide information about a company/services/brand & allows you to contact them