Integrated Advertising, Promotion, and Marketing Communications, 6e (Clow/Baack) Chapter 1 Integrated Marketing Communications 1) Communication is defined as transmitting, receiving, and processing information. Answer: TRUE Diff: 1 Question Tag: Definition (Concept) AACSB Categories: AACSB: Communication abilities Objective: 1-1 2) When an advertising creative takes an idea and transforms it into an ad, the process is known as decoding in a communications model. Answer: FALSE
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01 Chapter - Overview of Marketing Chapter 01 Overview of Marketing True / False Questions 1. Google, Facebook and YouTube are all innovative, and each company has succeeded because it provided value to its customers. True False 2. Marketing is an activity that only large firms with specialized departments can use. True False 3. Good marketing is not a random activity. True False 4. Understanding a market's needs and wants is fundamental to marketing success. True False 5. Marketers would prefer
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Marketing strategies Chapter 7 q KEY TERMS | marketing aims: the broad, general goals of the marketing function within an organisation. marketing objectives: the specific, focused targets of the marketing function within an organisation. marketing strategies: long-term or mediumterm plans, devised at senior management level, and designed to achieve the firm’s marketing objectives. marketing tactics: short-term marketing measures adopted to meet the needs of a short-term threat or opportunity
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The Marketing Audit Comes Of Age Philip Kotler, William Gregor and William Rogers Comparing the marketing strategies and tactics of business units today versus ten years ago, the most striking impression is one of marketing strategy obsolescence. Ten years ago US, automobile companies were gearing up for their second postwar race to produce the largest car with the highest horsepower. Today companies are selling increasing numbers of small and medium-size cars and fuel economy is a major selling
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COMPONENTS OF A MARKETING AUDIT Extract from Kotler, P, and Keller, K. Marketing management 2012 14 ed. Pearson pages 666 - 667 TABLE 22- 10 COMPONENTS OF A MARKETING AUDIT Table 22.10 Components of a Marketing Audit Part I. Marketing Environment Audit Macroenvironment A. Demographic What major demographic developments and trends pose opportunities or threats to this company/ What actions has this company taken in response to these developments and trends? B. Economics What major
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dear Sir I need a detailed Marketing Plan for a CCTV,Security and Communication Industry,kindly email me with your marketing plan, Thanking you medium-sized and large organizations The main contents of a marketing plan are:[4] 1. Executive Summary 2. Situational Analysis 3. Opportunities / Issue Analysis - SWOT Analysis 4. Objectives 5. Marketing Strategy 6. Action Program (the operational marketing plan itself for the period under review) 7. Financial
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Marketing Management, 14e (Kotler/Keller) Chapter 2 Developing Marketing Strategies and Plans 1) The task of any business is to ________. A) create customer needs B) differentiate in terms of cost of production C) deliver customer value at a profit D) reduce competition E) communicate similar value as provided by competitors Answer: C Page Ref: 33 Objective: 1 Difficulty: Easy 2) What is the traditional view of marketing? A) Firms should just focus on production because if the
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Chapter 02 The Role of IMC in the Marketing Process Multiple Choice Questions 1. According to the marketing and promotions process model, the marketing process begins with the: A. development of the marketing mix. B. development of a marketing strategy and analysis. C. development of the promotional mix. D. determination of the target market. E. establishment of marketing objectives. 2. A(n) _____ is a document that evolves from an organization's overall corporate strategy
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Corporate planning is a systematic approach to clarifying corporate objectives, strategic decision making and checking progress toward objectives. A corporate plan is a set of instructions to managers of an organization describing what role each department is expected to fulfill in the achievement of organization's objectives A market plan begins with the identification (through market research) of specific customer needs and how the firm intends to fulfill them while generating an acceptable
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Communications & Marketing Objectives for an Idea/Product/Service – 10% Assessment This is a grouped assignment linked to the learning outcomes and objectives of Unit 1. Students must review Chapters 4 & 5 prior to completing this assignment. Assignment 1 involves applying the DAGMAR strategic planning process to set two types of IMC objectives: 1. Marketing Objectives (Chapter 4 –Objective Setting p.110) 2. Communication Objectives (Chapter 4 – Communications Objectives p.114) Following
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