What are the 7 Ps of the marketing mix?
Product Price
Place Promotion
by McCarthy, 1964
People Physical Environment
Process
by Booms and Bitner, 1981
What are the elements of the marketing audit?
External audit of Os and Ts (macro and micro environment)
internal audit of Ss and Ws (audit of marketing strategy, organisation, systems and productivity
By Kotler et al. 1989
What is the SOSTAC planning system?
Situation analysis
Objectives
Strategy
Tactics
Actions
Control
By PR Smith and Smart insights
What are the 5 Ss of digital marketing?
Sell - grow sales
Speak - dialogue with customer
Serve - add value
Save - costs
Sizzle - extend brand reach online
Name Marketing Metrics for measuring the success of a camapign in various ways.
Market share, awareness, gross margin, profit/ profitability, sales: values/volume, distribtion/ availability, customer satisfaction
What are the 4 Cs of communication/ positioning?
Clarity
Consistency
Credibility
Competitiveness
Which charactristics should a service have?
Homogeneity
Inseparability
Intangibility
Perishability
What are the 4 digital C’s?
How do i handle marketing planning problems?
what are the possible Channels of communication? How can we promote?
advertising
User trials
Free gifts
In channel communications
Endorsements
Competitions etc
What is important when promoting?
all elements need to support vision & mission
Lincoln support positioning statement and objectives
Ensure consistency across campaign
Identify measurement techniques and KPI
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