Marketing. Session 1

Marketing does not include learning about

• Consumer behaviour

• Sales

• Communications

• Production proceses

Who is mainly in charge of marketing at small private businesses (2-5 persons)?

• Owner

• Marketing director

• Marketing manager

• Agency

What is KPI?

• Main indicators which measures efficiency of the company

• key purchsing indexes

• Main indicators of marketing activity

• key problematic issues

Most recomended KPI for marketing department are

• Brand / company value

• Loyalty

• The market share

• Sales volume to new customers+Increase sales to existing customers+ROI

Why marketing is most likely "investments" but not "costs" because

• Marketing gnerates expenses

• Marketing activities could be measured by ROI

• It is needed huge investments

• Costs are finacial department responsibility

ROI is

• Return of investments

• Relaxing objectives of investments

• rest of investments

• reliable marketing investments

Stakeholders are

• shareholders

• owners

• clients and competitors

• all subjects and individulas which have impact on any company development

When client buys Coca-cola at petrol station, it is marketing linked with

• Location

• Time

• Event

• Consumer`s preference

AIDA is

• Model of client behaviour

• Tool of marketing communications

• Tool of pricing

• Marketing strategy

Internal marketing includes

• sales

• communications

• corporate culture

• purchases