Flashcards on Core Marketing Principles and Strategies
Core Marketing Principles and Strategies for Students
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Marketing Communication and Strategy
13 cards
Card 1
Question: What is the goal of communication in marketing?
Answer: To transmit information from the sender to the receiver so that both achieve a shared understanding.
Card 2
Question: Who is primarily responsible for clear communication?
Answer: The sender, but the receiver is also responsible for confirming understanding.
Card 3
Question: Why is communication important in marketing?
Answer: For communicating with current and future consumers, stakeholders, and the general public.
Card 4
Question: What basic questions need to be addressed in marketing communication?
Answer: What to say (WHAT), how to say it (HOW), to whom to say it (TO WHOM), and how often (HOW OFTEN).
Card 5
Question: Outline the basic communication process (key elements).
Answer: Sender → Encoding → Message → Media → Decoding → Receiver → Response/Feedback; noise and the fields of experience of both the sender and receiver infl
Card 6
Question: What does it mean that communication is a dynamic and cyclical process?
Answer: It refers to the well-known interaction between sender and receiver, including feedback, where messages are repeatedly encoded and decoded, and noise
Card 7
Question: What does the Marketing Communications Mix include?
Answer: Advertising, sales promotions, public relations, personal selling, and direct marketing.
Card 8
Question: What is the role of marketing communication tools?
Answer: They are used to achieve advertising and marketing objectives and to communicate with target groups (consumers, stakeholders, the public).
Card 9
Question: How is advertising characterized in terms of content?
Answer: It is the most widespread and visible means of marketing communication; a person may encounter 500–1500 advertising stimuli daily (Kotler, 2004).
Card 10
Question: What are the main goals of promotion?
Answer: To introduce a product to the market, create interest, and reinvigorate interest.