Exam 2: Advertisings Role in Marketing

The sustainable marketing principle of planet includes all of these EXCEPT:

An organisational function and set of processes for creating,communicating and delivering value to customers,and for managing customer relationships in ways that benefit the organisation is known as ________.

When Tylenol pain tablets were tampered with in the 1980s in the US,causing some customers to be hospitalised,the manufacturer Johnson & Johnson pulled all of its products from store shelves,redesigned packaging to resist tampering,and ran advertising to explain what steps it was taking over a period of many weeks.This was very expensive,but the organisation was cognisant that its brand equity-the reputation,meaning and value that the brand name had acquired over time-was intrinsic to the financial value of the company.Johnson & Johnson was applauded by the public for its actions,and Tylenol become more profitable than ever.In terms of sustainable marketing,which factor most likely influenced Johnson & Johnson's decision to pull its products?

In addition to the traditional four P's of market,the sustainable marketing approach adds the new 'three Ps' of 'people,plant,and _________'.

The Moo Milk Company decides to sell a new type of milk,enriched with vitamins.They design and develop the new milk,brand it Moo Milk Plus and design a milk carton with a jumping cow on the front.Which marketing element do these activities represent?

The Alchemy brand of disinfectants sell their products to a range of hospitals.This is an example of a(n)________ market.

Both David Jones and Myer department stores use celebrities,such as Megan Gale and Jennifer Hawkins.By advertising their merchandise with women who represent contemporary style and glamour,they are intending that their target audience find their products more desirable.Which key concept of marketing and advertising does this illustrate?

The Hercules glue manufacturer distributes their goods locally through a wholesaler,who provides the product to resellers.They sell their products internationally through a distributor.Which of these is NOT an intermediary?

________ is the process of creating a special meaning for a product,one that makes it distinctive in the marketplace and in its product category.

A process of identifying customers and potential customers and attempting to calculate their lifetime value is called direct marketing.

The four Ps-product,price,place and promotion-are often labelled as the four Cs.In this sense,product can also be referred to as ________.

Bill works in an ad agency.His job is to recommend how the advertising should work to satisfy the consumers' wants and needs.His insights into the consumer and role as the voice of the consumer define his position.What is his job title likely to be?

Sales promotion is aimed at developing long-term relationships with customers.

Advertising always adds value to a brand.

Marketing research,which is original research undertaken to answer specific questions,is known as ________ research.

The traffic department in a full-service advertising agency acts as a liaison between the client and the agency.

Name and briefly describe the four Ps (or Cs)of the marketing mix.

Howard's Shirt Shop decides to analyse the internal business factors that are strengths for the company and the things they do not do well.They also decide to analyse external factors and identify the opportunities and threats that are present.This is called a ________ analysis.

The process of identifying groups within the market whose needs and wants intersect with the product and its features is known as ________.

Customary pricing is also called expected pricing.