MEJO 424 Final - UNC Chapel Hill Exam With
Complete Solutions
Marketing - ANSWER The ability of organizations to serve customer's needs and wants for
certain products.
The Four P's of Marketing - ANSWER -Product
-Price
-Place
-Promotion
Product - ANSWER The actual good produced for customers, as well as the packaging.
Price - ANSWER Essentially an auction that is dictated by audience, demand, and competition.
In the media business, it changes seasonally and otherwise.
Place - ANSWER The physical location where the product is sold and steps are taken to
distribute the product.
Promotion - ANSWER A combination of activities to promote both awareness among
consumers and the actual selling of products.
,Marketing Personnel - ANSWER -General Sales Manager (GSM)
-Local Sales Manager (LSM)
-National Sales Manager (NSM)
-Account Executive (AE)
-Creative Services Director
Marketing Responsibilities - ANSWER -Strategic Planning
-Targeting Audiences
-Advertising/Promotional Campaigns
-Extending the Brand
Marketing Strategies - ANSWER -Segmentation
-Positioning
-Branding
Segmentation - ANSWER Targets individual markets, and must be measurable, profitable, and
reachable.
Example: Radio, Programs in TV and Cable
Positioning - ANSWER Product must be clearly presented to consumers, or audience. Builds
on brand in the marketplace and establishes differences from competitors.
, Example: ESPN, CNN
Branding - ANSWER Differentiates products, goods, and services. Influenced by product,
packaging, name, price, advertising, and distribution.
Sales vs. Marketing - ANSWER The genuine recognition and goal of serving the client's needs,
or the advertisers.
The General Sales Manager - ANSWER -Coordinates Sales with Others
-Maintains Budgets and Quotas
-Supervise Personnel
-New Business Development
-Non-Traditional Revenue
-Working with Clients
More General Sales Manager Duties - ANSWER -Approve Copy and Contracts
-Working with and Selection of National Rep Firm
-Credit
-Collections
Local Advertising Percentages - ANSWER Radio - 77%
Complete Solutions
Marketing - ANSWER The ability of organizations to serve customer's needs and wants for
certain products.
The Four P's of Marketing - ANSWER -Product
-Price
-Place
-Promotion
Product - ANSWER The actual good produced for customers, as well as the packaging.
Price - ANSWER Essentially an auction that is dictated by audience, demand, and competition.
In the media business, it changes seasonally and otherwise.
Place - ANSWER The physical location where the product is sold and steps are taken to
distribute the product.
Promotion - ANSWER A combination of activities to promote both awareness among
consumers and the actual selling of products.
,Marketing Personnel - ANSWER -General Sales Manager (GSM)
-Local Sales Manager (LSM)
-National Sales Manager (NSM)
-Account Executive (AE)
-Creative Services Director
Marketing Responsibilities - ANSWER -Strategic Planning
-Targeting Audiences
-Advertising/Promotional Campaigns
-Extending the Brand
Marketing Strategies - ANSWER -Segmentation
-Positioning
-Branding
Segmentation - ANSWER Targets individual markets, and must be measurable, profitable, and
reachable.
Example: Radio, Programs in TV and Cable
Positioning - ANSWER Product must be clearly presented to consumers, or audience. Builds
on brand in the marketplace and establishes differences from competitors.
, Example: ESPN, CNN
Branding - ANSWER Differentiates products, goods, and services. Influenced by product,
packaging, name, price, advertising, and distribution.
Sales vs. Marketing - ANSWER The genuine recognition and goal of serving the client's needs,
or the advertisers.
The General Sales Manager - ANSWER -Coordinates Sales with Others
-Maintains Budgets and Quotas
-Supervise Personnel
-New Business Development
-Non-Traditional Revenue
-Working with Clients
More General Sales Manager Duties - ANSWER -Approve Copy and Contracts
-Working with and Selection of National Rep Firm
-Credit
-Collections
Local Advertising Percentages - ANSWER Radio - 77%
