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Chapter 15 - The Marketing Mix
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Why is brand recognition important for pricing?
Strong brands can charge more
Name one traditional form of advertising.
TV / radio / print
What is influencer marketing?
Promotion by social media influencers
What does “going viral” mean?
Content spreading quickly online
Give one advantage of digital marketing.
Cheaper / measurable / global reach
What is digital marketing?
Promotion using digital media
What is generic advertising?
Advertising a product category
What is competitive advertising?
Advertising that compares with rivals
What is reminder advertising?
Advertising that keeps a product in mind
What is persuasive advertising?
Advertising that convinces consumers
What is informative advertising?
Advertising that gives information
What is advertising?
Communicating information to encourage purchases
Give one example of sales promotion.
Free samples / 2-for-1 offers / coupons
What is a channel of distribution?
The path from producer to consumer
What is place in the marketing mix?
How the product reaches the consumer
What is promotion?
Methods used to make customers aware of a product
Name one factor affecting price.
Cost / profit / competition / income level
What does the product element focus on?
Features, packaging and target market
What are the 4Ps?
Product, Price, Place, Promotion
What is the marketing mix?
All the elements used to market a product
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