Test: Enterprise Marketing- 1 - Commerce MCQ

A logo is a graphic mark, emblem, symbol, or stylized name used to identify a company, organization, product, or brand. It may take the form of an abstract or figurative design, or it may present as a stylized version of the company's name if it has sufficient brand recognition.

• Umbrella branding is a marketing practice involving the use of a single brand name for the sale of two or more related products.
• Umbrella branding is mainly used by companies with a positive brand equity.
• All products use the same means of identification and lack additional brand names or symbols etc.

Below-the-line advertising is an advertising strategy where products are promoted in media other than mainstream radio or television. Below-the-line advertising campaigns include direct mail campaigns, trade shows, catalogs, and targeted search engine marketing.

• The combination of different 'place (physical distribution) related variables' chosen by a firm to make its products available to the target customers is called Place Mix.
• Place related variables include the channel of distribution, place of production and consumption, storage and warehousing, transportation etc.

Ambient Advertising is about placing ads on unusual objects or in unusual places where you wouldn't usually expect to have an advertisement. The term 'ambient' means placing the ad at unusual places or unconventional places were you wouldn't expect an advertisement.
Examples are messages on the backs of car park receipts, on hanging straps in railway carriages, posters inside sports club locker rooms and on the handles of supermarket trolleys.

Ramesh Uses: Promotion, Price, Product
(a) Product: He decided to name his product as ‘Dengularia Free’.
(b) Place: He decided to sell this product through agents who will sell to both, the wholesalers and retailers depending upon the market to be catered.
(c) Promotion: The product was to be packed in a corrugated box with an extension cord as free gift. Or A replacement warranty for one year will be given as an introductory offer.
(d) Price: Its price was fixed at Rs. 260 per unit.

Managers have to collect, disseminate and transmit information and have three corresponding informational roles, namely monitor, disseminator and spokesperson.
Informational roles are those in which you gather and then pass on information. These roles have changed dramatically as technology has improved. These roles mainly involve the movement of information. Under the informational role you play a monitor, disseminator and spokesperson role.

A direct channel of distribution describes a situation in which the producer sells a product directly to a consumer without the help of intermediaries. When the producer or the manufacturer directly sell the goods to the customers without involving any middlemen, it is known as the direct channel or zero level channel.

• An umbrella brand is a single name and logo that is on two or more related products that serve different needs.
• An umbrella brand strategy describes the way an umbrella brand achieves the brand positioning.
• It contains goals and principles of brand management and the brand architecture, which defines the relationship of the subordinate single brands (individual performances of the company) with the umbrella brand.

Penetration pricing is a marketing strategy used by businesses to attract customers to a new product or service by offering a lower price during its initial offering. The lower price helps a new product or service penetrate the market and attract customers away from competitors.
Examples include an online news website offering one month free for a subscription-based service or a bank offering a free checking account for six months.

Top 8 Characteristics of a Successful Brand

• Competitiveness: For a brand to truly succeed it needs to be as competitive as possible. ...
• Distinctiveness: To have a memorable brand identity you need to be distinctive.
• Passion.
• Consistency.
• Leadership.
• Exposure.
• Audience knowledge.
• It should be short.

Copyright law gives the author of a work a bundle of exclusive rights over his work for a limited period of time. These rights enable him to control the use of his work in a number of ways and to receive remuneration. Copyright law also provides "moral rights" which protect an author's reputation and integrity.

Below-the-line advertising is an advertising strategy where products are promoted in media other than mainstream radio or television. Below-the-line advertising campaigns include direct mail campaigns, trade shows, catalogs, and targeted search engine marketing.

The major Public Relations tools encompass:

• News: Major PR Tools. One of the major PR tools is news.
• Speeches: Major PR Tools.
• Special events: Major PR Tools.
• Written materials: Major PR Tools.
• Audiovisual materials: Major PR Tools.
• Corporate identity materials: Major PR Tools.
• Public service activities: Major PR Tools.

Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. This encompasses everything from media with a very broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics. A form of press advertising is classified advertising, which allows private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a product or service. Another form of press advertising is the Display Ad, which is a larger ad (can include photographs) that typically run in an article section of a newspaper.
We can provide the following types of press advertising:

• Newspaper Advertising
• Magazine Advertising
• In flight Magazine Advertising

Loyalty programs, sponsored by retailers and other businesses, offer rewards, discounts, and other special incentives as a way to attract and retain customers. They are designed to encourage repeat business, offering people a reward for store/brand loyalty (hence the name).
Fashion brand Lively is an example of a loyalty program that makes their most loyal customers feel special. It rewards members with points on their birthday, when they refer a friend and if they follow Lively on social media.

Several studies warn marketers against shifting money away from traditional mediums because in both short- and long-term strategies, television continues to be the most effective advertising medium.

A win-win negotiation settlement is an integrative negotiated agreement. In theory, this means the negotiating sides have reached an agreement after fully taking into account each other's interests, such that the agreement cannot be improved upon further by any other agreement.
Negotiators have a tendency to negotiate from one of five styles: competing, accommodating, avoiding, compromising, or collaborative.

There are various types of negotiation:

• Distributive Negotiation: Distributive negotiation is when two parties bargain over a single product or issue, such as price.
• Integrative Negotiation.
• Multiparty Negotiation.
• Team Negotiation.
• Positional Negotiation.

• Customer relationship management (CRM) helps businesses to gain an insight into the behaviour of their customers and modify their business operations to ensure that customers are served in the best possible way.
• A Customer Relationship Management strategy is a plan to grow sales and improve customer service through a combination of processes, actions, and technology. It typically involves the sales, marketing, and customer service functions of a business.