GB 370 | Unit 7 QUESTIONS &
ANSWERS
Your business plan should include a _____________ ________ for how you'll apply
your brand strategically throughout the company. - ANSWERbranding strategy
Branding strategy should include: - ANSWERone or two elements of your product or
service, describe your company's purpose, and define your target customer
What are the 3 steps to building a Branding strategy? - ANSWER(1) Set yourself apart,
(2) know your target customer, (3) develop a personality
List 3 ways to manage your brand: - ANSWERkeep ads brand-focused, be consistent,
and shed the deadweight
Unlike a business plan, a _________ _______ focuses on winning and keeping
customers - ANSWERmarketing plan
list the steps in creating a marketing plan - ANSWER(1) situation analysis, (2) describe
target audience, (3) list marketing goals, (4) develop marketing communications
strategy, (5) set marketing budget
- should defines your market, product or services, then the benefits you provide that are
different from your competition.
- Be able to describe your target market, give a succinct overview of your company's
strengths, weaknesses, opportunities, and threats, and know how to position your
product. - ANSWERsituation analysis
- A simple profile of your prospective customer is the second step in an effective
marketing plan.
- can be described in terms of demographics
- the more narrowly defined, the less costly - ANSWERdescribe your target audience
- outline of what marketing plan should achieve
- short lost of goals that are measurable - ANSWERmarketing goals
- strategies and tactics used to reach prospects
- detailed tactics to reach prospects, accomplish goals using all stages of the sales
cycle - ANSWERdeveloping market communications strategies
, A percentage of projected gross sales will go to your annual ___________ _______. -
ANSWERmarketing budget
Identify your ideal _________ _____ and which type of ________ your target audience
turns to for information. - ANSWERmarketing mix; media
The most IMPORTANT thing that brand marketing is supposed to do is to -
ANSWERkeep brand awareness high
5 Fundamentals of successful ads should be able to: - ANSWERattract attention,
appeal to the reader's self interest or announce news, communicate your company's
unique advantage, prove your advantage, and motivate readers to take action
( THIS process starts with a Headline)
Don't use _________ ________ as the headline for your ad. - ANSWERcompany
names
- basic unit of advertising
- most are poorly conceived and therefore perform badly
- needs a strong motivating message - ANSWERPrint advertising
- can get your ad in quickly, but usually only have a shelf life of 24 hours -
ANSWERnewspaper
- you can target special interest groups and they have longer shelf life -
ANSWERmagazines
- A wide variety of marketing materials, including brochures, catalogs, postcards,
newsletters, and sales letters.
- It is one of the most effective and profitable ways to reach new and existing clients.
- It lets you communicate one-on-one with your target audience. You can control who
receives your message, when, what is in the envelope, and how many people -
ANSWERdirect mail
- needed for all types of direct/electronic mail
- capture important info from anyone who buys or shows interest in your product
- challenge: you have no idea what that person's mindset actually is - ANSWERmailing
lists
- building block of all marketing materials
ANSWERS
Your business plan should include a _____________ ________ for how you'll apply
your brand strategically throughout the company. - ANSWERbranding strategy
Branding strategy should include: - ANSWERone or two elements of your product or
service, describe your company's purpose, and define your target customer
What are the 3 steps to building a Branding strategy? - ANSWER(1) Set yourself apart,
(2) know your target customer, (3) develop a personality
List 3 ways to manage your brand: - ANSWERkeep ads brand-focused, be consistent,
and shed the deadweight
Unlike a business plan, a _________ _______ focuses on winning and keeping
customers - ANSWERmarketing plan
list the steps in creating a marketing plan - ANSWER(1) situation analysis, (2) describe
target audience, (3) list marketing goals, (4) develop marketing communications
strategy, (5) set marketing budget
- should defines your market, product or services, then the benefits you provide that are
different from your competition.
- Be able to describe your target market, give a succinct overview of your company's
strengths, weaknesses, opportunities, and threats, and know how to position your
product. - ANSWERsituation analysis
- A simple profile of your prospective customer is the second step in an effective
marketing plan.
- can be described in terms of demographics
- the more narrowly defined, the less costly - ANSWERdescribe your target audience
- outline of what marketing plan should achieve
- short lost of goals that are measurable - ANSWERmarketing goals
- strategies and tactics used to reach prospects
- detailed tactics to reach prospects, accomplish goals using all stages of the sales
cycle - ANSWERdeveloping market communications strategies
, A percentage of projected gross sales will go to your annual ___________ _______. -
ANSWERmarketing budget
Identify your ideal _________ _____ and which type of ________ your target audience
turns to for information. - ANSWERmarketing mix; media
The most IMPORTANT thing that brand marketing is supposed to do is to -
ANSWERkeep brand awareness high
5 Fundamentals of successful ads should be able to: - ANSWERattract attention,
appeal to the reader's self interest or announce news, communicate your company's
unique advantage, prove your advantage, and motivate readers to take action
( THIS process starts with a Headline)
Don't use _________ ________ as the headline for your ad. - ANSWERcompany
names
- basic unit of advertising
- most are poorly conceived and therefore perform badly
- needs a strong motivating message - ANSWERPrint advertising
- can get your ad in quickly, but usually only have a shelf life of 24 hours -
ANSWERnewspaper
- you can target special interest groups and they have longer shelf life -
ANSWERmagazines
- A wide variety of marketing materials, including brochures, catalogs, postcards,
newsletters, and sales letters.
- It is one of the most effective and profitable ways to reach new and existing clients.
- It lets you communicate one-on-one with your target audience. You can control who
receives your message, when, what is in the envelope, and how many people -
ANSWERdirect mail
- needed for all types of direct/electronic mail
- capture important info from anyone who buys or shows interest in your product
- challenge: you have no idea what that person's mindset actually is - ANSWERmailing
lists
- building block of all marketing materials
