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Chapter 15 - The Marketing Mix

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