In Exercises 31 to 42, graph the given equation. Label each intercept. Use the concept of symmetry to confirm that the graph is correct. y = x2 - 1
Marketing Exam 4 Study Guide • Advertising • Sales promotion • Informative, Persuasive, remind • PSA • Deference between institutional and product focus ads • Flighting, continuous, pulsing advertising schedule • Puffery • Coupons, steals▯sales promotions in book • All elements of IMC strategy • Informative/persuasive/additive • Customer relationship management • Costco▯ 3 largest retailer • Different kinds of stores▯ related to merchandise • P. 35: full on discount store (i.e. Wal-‐Mart without food), extreme value (dollar general) • Selective Distribution: sold in multiple department stores but not everywhere; between exclusive and intensive • Category Killer/Specialist ▯ discount with narrow but deep assortment • Extreme Value▯ full line, limited, very low prices (dollar general, family dollar) • Off-‐Price▯ Inconsistent assortment of brand name at low prices (TJ Maxx, Marshalls) • Paco Underhill o Butt Brush Theory▯ Female shoppers o Humans walk the way they drive▯ most expensive items to right of store o Average amount of time spent in the store▯men spend less time than women o Dad’s in stores▯desperate to get out so grocery stores put items at kids level because dads will buy whatever kids want o Subtle ways of appeal to the sexes ▯ Men buy a whole outfit and buy together, women mix and match ▯ Destination items deep in the store • Ex. Gap Denim • Grocery store secrets • Science of spending 1. You move in a predictable pattern 2. You can’t resist shiny things 3. Shopping gets you high 4. You can’t comprehend numbers 5. Your tastes can be tricked by brand recognition • Benefits of the internet • What is IMC o Coordination of all your promotional messages, so customers see the same thing • If your restaurant has the best coffee▯puffery • Lag effect • 3 effects of advertising▯ inform, persuade, remind • What’s communicated by advertising, unique to brand…-‐▯ Unique selling proposition • Advertisement that offers facts and key benefits▯ informational • Billy stays connected to his phone, rarely looks at newspaper▯marketer uses e-‐commerce • Advantages of salespeople • “Take a sip of anti-‐oxidant protection”-‐health • Scrambled merchandising • Have a product and try to get it in hands of as many customers as possible▯intensive • Advantages of shopping in a store • Multi-‐channel strategy • Supports promotional efforts▯Public relations • Admiration appeal▯celebrity • Why use an off-‐price retailer • Crisis Management • Steps of advertising process • “We’re GE and we bring good things to life” ▯Institutional • Personal selling process • Qualifying Leads▯ trying to determine whether customer is worth while or not • Definitions in Book • When choosing retail partners o Have to consider channel structure and customer expectations • Distribution intensity 1. Intensive—want to be everywhere 2. Exclusive—place your goods in a few stores 3. Selective—in the middle but closer to exclusive (e.g. Nike) products are not everywhere but only in a few stores • Effective Multichannel Marketing o Integrated CRM o Brand image o Pricing o Supply chain • CRM▯ Customer Relationship Management o Database of customers
