Question

• Which of these is an example of Inbound Marketing

		Traditional Advertising
		Cold Calls
		On-Line Advertising
		SEO (Search Engine Optimazation)

• A semi-fictional representations of your ideal customers based on data and research.

		Segmentation Process
		Buyer Persona
		Brand Persona
		Positioning Statement

• Horizontal channel conflict can arise for a variety of reasons. An example would be a toy manufacturer selling its toys through toy stores, discount stores, department stores, and even drugstores. Which factor cited below contributes to horizontal channel conflict?

		Undifferentiated products and variable prices in the various channels
		Delayed availability of the product in competing channels
		Special bundles offered only to toy specialty stores
		Vertical marketing systems

• Kellogg’s is developing its marketing communications strategy for Pringles potato chips and is using the 6M model to frame the process. The company is currently working to identify goals for the campaign and the target customers for the communications. Which two parts of the 6M model is it currently focusing on?

		Mission and market
		Message and media
		Money and message
		Strategic execution and strategic impact

• To measure the effectiveness of marketing communications, marketers assess message delivery. Two common message delivery metrics that measure how much of the target market is exposed to the advertisement and the number of times they are exposed are:

		effective reach and frequency.
		response and conversion rates.
		impact and advertising-to-sales ratio
		cost per thousand and cost per click.

• Disney Stores are exclusive distributors of much of the company’s popular character merchandise. To maximize its control of retail operations, the Disney Corporation owns all of these outlets. This channel structure is called a(n) _________.

		monobrand distribution network
		multichannel distribution network
		arm’s length distribution network
		integrated distribution network

Answer 1

1. Online advertising.

Online advertising is one of the most renowned and effective ways of inbound marketing.

2. Buyer persona.

Buyer persona is a representation of customer based on data and research.

3. Undifferentiated products and variable prices in various channels.

It may cause conflict among various channels which is a type of horizontal conflict.

4. Mission and market.

Identifying goals is the mission part and understanding who are our target customers is the market.