Slide 1 – Marketing 101

B - marketing mix

The ____________ refers to the activities that a company can control to produce the response it wants from the target market. These variables can be organised into four groups, also known as the 4 P’s?

A - market segmentation

C - the target market

D - market forces

Slide 2 – Marketing 101

B – branding and logos

What is Marketing?

A – selling and promotion

C - helping the marketplace to exchange needs and wants

D – advertising and PR

Slide 3 – Marketing 101

B - SWOT analysis

An important step in the Marketing Plan is assessing the strengths, weaknesses, opportunities and threats to the Plan. Select the term below which best fits this step.

A - market environment

C - creative plan

D - marketing calendar

Slide 4 – Marketing 101

B - Primary

____________ data is information that already exists somewhere that was collected for another purpose. Examples include Census data and consumer expenditure surveys.

A - Secondary

C - Statistical

D - Existing

Slide 5 – Marketing 101

B - observational approach

Data gathered in the ____________ by watching people in either a natural or artificial setting.

A - survey approach

C - experimental approach

D - scientific approach

Slide 6 – Marketing 101

B - Supply and Demand

____________ can be defined as an activity directed at satisfying needs and wants through exchange processes. While selling and promotion are part of it, they are not the most important part.

A - Advertising

C - Business

D - Marketing

Slide 7 – Marketing 101

B - variable cost

The ____________ of the product is determined by taking the product price you will charge consumers minus what the product will cost you.

A - profit

C - cost of goods sold

D - gross margin

Slide 8 – Marketing 101

B - Convenient and flexible way to educate customers.

What best describes Television as a form of advertising?

A - Can be highly effective but very costly.

C - Offers high repeat exposure and flexibility, there is no audience selection.

D - Similar to direct mailings, it allows for careful aim of your target.

Slide 9 – Marketing 101

B - Convenient and flexible way to educate customers.

What best describes Outdoor Advertising as a form of advertising?

A - Can be highly effective but very costly.

C - Offers high repeat exposure and flexibility, there is no audience selection.

D - Similar to direct mailings, it allows for careful aim of your target.

Slide 10 – Marketing 101

B - Convenient and flexible way to educate customers.

What best describes Email as a form of advertising?

A - Can be highly effective but very costly.

C - Offers high repeat exposure and flexibility, there is no audience selection.

D – Also called SPAM. It is a very unpopular form of advertising.

Slide 11 – Marketing 101

B - Convenient and flexible way to educate customers.

What best describes Telemarketing as a form of advertising?

A - Can be highly effective but very costly.

C - Offers high repeat exposure and flexibility, there is no audience selection.

D - Similar to direct mailings, it allows for careful aim of your target.

Slide 12 – Marketing 101The ____________ is best suited for those who are looking to gather descriptive information.

B - observational approach

A - survey approach

C - experimental approach

D - scientific approach

Slide 13 – Marketing 101____________ is one of the four P’s. It encompasses channels of distribution that serve as a transporter for getting your product to your customers.

B - Product

A - Promotion

C - Price

D - Place

Slide 14 – Marketing 101

The 4Ps of marketing does NOT include?

B - Production

A - Price

C - Position

D - Process

Slide 15 – Marketing 101

The 4Ps of marketing does NOT include?

B - Proposals

A - Process

C - Promotion

D - People

Slide 16 – Marketing 101

When conducting market research, primary data includes:

B - information mined from databases

A - internet searches and websites

C - information collected directly by a company for a specific purpose

D - information from Statistics Canada

Slide 17 – Marketing 101

There are three common methods for collecting primary data for market research. Which one is NOT?.

B - Observing people

A - Selling ideas to people

C - Asking people questions

D - Experimenting on people

Slide 18 – Marketing 101

Most small businesses cannot afford to market to the general, mass-market customer – resources are just too limited.

TRUE or FALSE

Slide 19 – Marketing 101

A marketing mix is the set of all product lines and items that a particular seller offers to buyers.

TRUE or FALSE

Slide 20 – Marketing 101

Demographics help define characteristics of a group based on their lifestyle, personality and social class.

TRUE or FALSE

Slide 21 – Marketing 101Which items in this list are examples of publicity?

B - Demonstrations

A - Support of a social cause

C - New product launches

E - New television commercial

D - Winning of quality awards

Slide 22 – Marketing 101

In an over-communicated environment, the advertiser should present a simplified message consistent with what the consumer already believes by focusing on the perceptions of the consumer rather than on the reality of the product.

TRUE or FALSE

Slide 23 – Class Notes

Billboards ideally have six words or more.

TRUE or FALSE

Slide 24 – Marketing 101

____________ is often mistaken for simply selling and promotion.

B - Marketing

A - Publicity

C - Advertising

D - Positioning

Slide 25 – Marketing 101The 4 P’s of marketing include...

B - Promotion

A - Price

C - Press release

D - Publicity

E - Place

F - Product

Slide 26 – Class Notes

B - Logo, slogan and price tag

Branding is a process that involves creating a unique name and image for a product. Which are the three key parts of branding?

A - Personality, brand and emotion

C - Brand, identity and logo

D - Person, place and price.

Slide 27 – Class Notes

B – 70-80

___% of wine drinkers think it tastes better if they’re told it is more expensive.

A – 90-95

C -- 50

D -- 100

Slide 28 – Marketing 101

B – Set your profit margin so that you can ‘skim’ money from large volume sales.

Which is the correct definition for Skim Pricing?

A – Set your price high with the goal of capturing short-term profits.

Slide 29 – Marketing 101

Positioning is sometimes seen as the 5th P of the marketing mix. Positioning is not dealing with where you will place your product in the mind of the consumer, but where you will place your product in the market.

TRUE or FALSE

Slide 30 – Marketing 101

B - observational approach

The ____________ involves selecting two groups, giving them different treatments and then measuring effects.

A - survey approach

C - experimental approach

D - scientific approach

Slide 31 – Class Notes

B - 1998

The first public text message was sent in?

A - 1988

C - 2002

D - 1992

Slide 32 – Marketing 101

Demographics are the characteristics your target market will share that will differentiate them from others.

TRUE or FALSE

Slide 33 – Class Notes

Psychographic marketing is:

B - promoting products based on psychological preference

A - advertising to preferred customer habits and behaviours

C - related to values, beliefs and lifestyles

D - targeting people with psychiatric issues

Slide 34 – Marketing 101

When developing a questionnaire the wording of each question is extremely important but the sequence is not.

TRUE or FALSE

Slide 35 – Marketing 101

B - Promotions

____________ direct the flow of products from producers to consumers. They may go directly from producer to buyer or they may have several steps between production and the consumer.

A - Industries

C - Marketing channels

D - Prices

Slide 36 – Marketing 101Examples of demographics include all of the following EXCEPT...

B - Social Class

A - Education

C - Gender

D - Age

E - Occupation

F - Race

Slide 37 – Marketing 101

B - Primary

____________ data is information collected for the specific purpose at hand. It is data that does not currently exist which can become very costly and time consuming to gather. Examples include questionnaires, surveys and experiments.

A - Secondary

C - Statistical

D - Existing

Slide 38 – Marketing 101

B - Can bring you into more intimate contact with prospects.

What best describes Newspaper as a form of advertising?

A - Try not to let this type of advertising design ads for you.

C - Help you reach a more specific target that with other forms of advertising.

Slide 39 – Marketing 101

B - Can bring you into more intimate contact with prospects.

What best describes Magazines as a form of advertising?

A - Try not to let this type of advertising design ads for you.

C - Help you reach a more specific target that with other forms of advertising.

Slide 40 – Marketing 101

B - Can bring you into more intimate contact with prospects.

What best describes Radio as a form of advertising?

A - Try not to let this type of advertising design ads for you.

C - Help you reach a more specific target that with other forms of advertising.

Slide 41 – Class Notes

On average, by the age of 38 a person will have had ______ jobs.

B – 10 - 14

A – 20 - 24

C – 6 - 10

D - 5

Slide 42 – Marketing 101Sales promotions usually have three distinct characteristics that help set them apart. Those three characteristics are...

B - They make consumers aware of quality awards your organisation has received.

A - They educate the consumer on social causes your organisation supports.

C - They provide an incentive to the customer.

E - They encourage the consumer to buy quickly.

D - They provide information and help gain attention.

Slide 43 – Marketing 101

A complete marketing plan includes all of the following EXCEPT...

B – Marketing Calendar

A - Creative Plan

C – Retail Prices

D – Short and Long Term Projections

Slide 44 – Class Notes

1 out of 6 couples married in the USA met online.

TRUE or FALSE

Slide 45 – Marketing 101

While positioning begins with a product, the concept really is about positioning the product in the mind of the consumer. In other words, marketing is a battle of perception not products.

TRUE or FALSE

Slide 46 – Marketing 101

B - Your ad can appear as big as your competitors, levelling the playing field.

What best describes Direct/Bulk Mailout as a form of advertising?

A - An opportunity to make contact with purchase-minded people.

C - One of the least expensive methods. Response rate can be as low as 2%.

Slide 47 – Class Notes

B – Stimulating the brain’s pleasure centre’s to market products.

What best describes ‘neuro marketing’?

A – Using a person’s brain patterns and tendency for addiction to market products.

C – The marketing of brain-based puzzles and challenges.

Slide 48 – Class Notes

B – An area in the brain where you experience emotions that is targeted by neuro-marketers.

What is the amygdala?

A – An unsolve-able marketing problem or challenge.

C - An area in the brain where you experience logic and reason that is targeted by neuro-marketers

Slide 49 – Marketing 101

B – Includes concepts or images.

Marketing deals with goods, services and ideas. Which term best describes goods ?

A - An opportunity to make contact with purchase-minded people.

C – Providing an intangible (immeasurable) benefit to customers.

Slide 50 – Marketing 101Marketing deals with goods, services and ideas. Which term best describes ideas?

B – Includes concepts or images.

A - An opportunity to make contact with purchase-minded people.

C – Providing an intangible (immeasurable) benefit to customers.

Slide 51 – Marketing 101Marketing deals with goods, services and ideas. Which term best describes services?

B – Includes concepts or images.

A - An opportunity to make contact with purchase-minded people.

C – Providing an intangible (immeasurable) benefit to customers.

Slide 52 – Marketing 101The promotional mix consists of four main tools. The four main tools are...

B - Advertising

A - Pricing

C - Sales promotion

E - Personal selling

D - Publicity

F - Marketing mix

Slide 53 – Class NotesMarketing is a very creative and divergent field. Which term does not fit our broad definition of marketing?

B - YouTube based

A - 99 percent effect

C - manipulation

E - non-sensical humour

D - based on sales figures only

F - driven by emotion

Slide 54 – Class Notes

B – is a critical part of a movie’s financing.

Brand Integration is NOT ...

A – a highly effective yet subtle from of advertising

C – used very much in cinema or TV.

D - the latest term for product placement

Slide 55 – ApplicationComplete the missing information in the following table of generic and brand named products.

Generic Name Most Popular Brand Name

(a) Kleenexcola (b)

acetaminophen (c)

(d) Skilsaw(e) Nalgene

Slide 56 – Class Notes

Which of these qualities is NOT a feature of the Best Brands?

B - Well-known

A - Relevant

C - Customer-centric

E - Innovative

D - Cheap

F - Limited editions

H - Trustworthy

G - Expensive

Slide 57 – ApplicationClassify the following consumer items as needs or wants.

Consumer Item Need or Want

House (a)

Snowboard (b)

Potatoes (c)

Water (d)

iPad (e)

Designer clothes (f)

Slide 58 – Marketing 101Fill in the missing labels on this diagram showing the basic exchange in marketing.

Something of value

Something of value

Money, _______(a), LabourBuyer _______(d)

______(b), Service, ______(c)

Possible Answers:Seller, Credit, Idea, Good

Slide 59 – Class Notes

Rory Sutherland is...

B – the main character in the Greatest Movie Ever Sold

A - the first professional golfer to refuse major corporate sponsors

C – the inventor of eBay in 1997

D – a TEDTalk speaker addressing the concept of persuasive technologies in marketing

Slide 60 – Class NotesLabel Maslow’s Hierarchy of Needs.

(a)

(b)

(c)

(d)

(e)

Slide 61 – Class NotesMatch the correct description to the terms that you selected to label Maslow’s Hierarchy of Needs.

Description

(i) Respect of other, respect by others

(ii) Physical things required to survive

(iii) Friendship, family and sexual intimacy

(iv) Morality, creativity and spontaneity

(v) Security of body, health and property

Slide 62 – Class NotesThe two main types of Market Segmentation are...

B - demographic and psychographic

A - mass marketing and target marketing

C - white markets and black markets

D - supply and demand

Slide 63 – Marketing 101Which question is NOT a good question to ask about the viability of your market segment?

B - Is your market accessible? Can you get your message to the customers you want?

A - Is the segment definable? Can you pick out the customers you want?

C - Is the market big enough to make the effort profitable?

D – Can you serve the needs of the mass market?

Slide 64 – Marketing 101There are four ways to divide up your market segment…

B – Product, Place, Promotion and Price

A – Geographic, Demographic, Psychographic and Behaviouralistic

C – Fixed, Variable, Marginal and Net

D – age, income, education and location

Slide 65 – Class Notes

The marketing mix refers to activities that a company can control to produce the response it wants from target market.

TRUE or FALSE

Slide 66 – Class Notes

If Facebook were a country it would be _____ largest.

B – 2nd

A – 10th

C – 3rd

D – 5th

Slide 67 – Class NotesComplete the missing information in the following table of examples in product positioning.

Company Involved Description of Method

(a) Showed negative effects of aspirin

Volkswagen (b)

Stoli Vodka (c)

(d) “Feed your wild side.” commercials

Tough Mudder (e)

Slide 68 – Class NotesComplete the missing information in the following table of the top ten financial events of the past decade.

Financial Event Description of Event

Dot.com Bubble Burst

(b)

(a) 18000 small businesses destroyed

The Blackberry (c)

(d) $944 billion spent to combat all aspects

China and India (e)

(f) 1000 employees turned instant millionaires with public launch

Slide 69 – Class NotesPsychographics are one of the most important considerations in modern marketing. Psychographics focus on IAO, which stands for…

B – International Activity Organisation

A – Internet Access to Online

C – Interest, Activities and Opinions

D – Internal Association of Opinions

Slide 70 – Marketing 101

Psychographics deals with understanding the dreams and desires of rednecks, hippies, trust fund babies, LGBT’s, wangsters, metros, gamers and many more stereotypes.

TRUE or FALSE

Slide 71 – Class Notes

Which of the following facts about advertisers using social media is TRUE…

A – 1.8 billion photos are posted every day to social media sites like Instagram.

B – Special software can scan for brands and analyze facial expressions to attach an emotional response to the product.

C – The facial recognition software generates a corresponding facial mood score (FMS).

Slide 72 – Class Notes

According to leading advertising theory, a buyer moves through 6 steps when making a purchase: awareness, knowledge, liking, preference, conviction and purchase.

TRUE or FALSE

Slide 73 – Class NotesWhich of the following facts from the Greatest Movie Ever Sold is TRUE…

B – Nissan formed the major car sponsor.

A – Last year 412 billion dollars was spent on advertising in the US.

C – POM Wonderful was the title sponsor.

D – Morgan Spurlock only ate McDonalds, the main food sponsor, for the entire movie production time.

E – Only 4 companies control 75% of advertising revenues in the US.

Slide 74 – Class Notes

A marketing plan identifies a business in its simplest form.

TRUE or FALSE

Slide 75 – Class Notes

The Baby Boomers were born between 1965 and 1980.

TRUE or FALSE

Slide 76 – Class Notes

Which of the following facts Generation X’ers is FALSE…

B – happy and balanced

A – highly educated

C – family oriented

D – They are also called Boomlets.

Slide 77 – Class Notes

Which of the following facts about Generation Z is TRUE…

B – Strongly impacted by the 9/11 event.

A – They struggle with adapting to new technology.

C – Also called the digital natives.

D – Born 1990 - 2000

Slide 78 – Class NotesComplete the missing information in the following table pricing strategies.

Pricing Strategy Description of Strategy

Prestige Pricing (b)

(a) Price is negotiated between buyer and seller.

Price Lining (c)

(d) Changing prices due for different regions.

Pricing Leader (e)

(f) Strategy to make products more desirable

Slide 79 – Class NotesComplete the missing information in the following table of billboard advertising rules

Rule Any example from real class or your life

Get noticed (a)

(b) Billboards with just pictures, visuals and images.

Be smart, not too clever.

(c)

(d) “Losing weight? Fight back!”

Slide 80 – Class NotesWhich is the best interpretation of the Jerry Maguire quote “Help me to help you!”?

B – Marketing works best when there is excellent two-way communication between the marketer and the client.

A – Marketer should rely on ideas from the client.

C – When a marketer is struggling, desperate measures are required.

D – The marketer should adopt the client’s personality and skin colour.

Slide 81 – Long Answer #1

The Greatest Movie Ever Sold wanted us to question the level of control advertisers can have over our lives. Using all of the knowledge from the course, your well-argued opinion and real world examples, explain whether you agree or disagree with this assertion (opinion).

ORDescribe your role in the Panther Prowl event and describe at least 5 ways in detail that we could make to improve the 2016th edition. Relate as many of your ideas to the Marketing course concepts/terms/ideas as possible.

[Use a Word document or paper provided to write your answer.]

Slide 82 – Long Answer #2Jerry McGuire has a tough job as a sports agent representing both his client and the client’s sponsor. He faced many ethical dilemmas in the movie. Describe at least two such examples and then describe how you would attempt to balance these situations if you were in his shoes.

OR

Describe what you think the future of marketing will be in 20 years. What advertising techniques and technologies will be used in 2035? Relate your predictions to current marketing trends.

[Use a Word document or paper provided to write your answer.]

Sam and Josh are both asleep so I had to go with Ray on this one. The human head weighs:

(a) 6lbs(b) 7lbs(c) 8lbs(d) 9lbs

Slide 83 – BONUS