Marketing Study Guide

MKTG 363 – Promotions Management

Study Guide for Exam 1

Key Take-Aways from Each Module

NOTE: Anything on this list is “fair game” for inclusion on the exam. However, if it is not covered on this list, it will not be on the exam. These are all concepts that any competent marketer should be able to discuss and apply as a daily part of the job.

Module 1, Goal 1: Introduction to Promotion Management

Reading: Chapter 1

Identify the eight possible goals of promotion.

Create/Maintain Awareness

Inform/Build Knowledge

Position/Differentiate from Competitors

Create/Maintain an Image/Meaning

Create Liking and Positive Attitudes

Build/Maintain Loyalty

Persuade

Motivate to Action (Buy, Try, Advocate, Avoid)

What is Integrated Marketing Communications? Be able to define it. Be able to explain how it works (what it includes, what the focus is) and what its purpose/goal is.

IMC = Integrated Marketing Communications

Process of coordinating and integrating ALL marketing tools within a company so that they WORK TOGETHER in a seamless program to create consistent brand exposure, in order to maximize the impact on customers and stakeholders at a minimal cost

Provides a single, integrated message across all communications

Focus is on coordination across all company efforts

Includes ALL customer-, consumer-, channel-, and internally-directed communications

Includes ALL elements of the marketing mix

Goal is to create synergy – optimize cost efficiency and effectiveness through the consistent repetition of a unified brand message

What is the Marketing Mix? What is the Promotional Mix? Know the difference between the two.

Marketing Mix: The blend of strategic emphasis on the four responsibilities (“Four Ps”) of marketing, used to “sell” a good, service, company, idea, or person. (4 P’s) Product, Price, Promotion, Distribution

In other words: The overall marketing program for a brand.

Promotional Mix: Blend of communications tools used to...