Marketing Basics Instructor Guide
TABLE OF CONTENTS Preface ..............................................................................................................................................7 What is Courseware? ................................................................................................................................ 7 How Do I Customize My Course? .............................................................................................................. 7 Materials Required ................................................................................................................................... 9 Maximizing Your Training Power .............................................................................................................. 9 Module One: Getting Started ........................................................................................................... 11 Housekeeping Items................................................................................................................................ 11 The Parking Lot ....................................................................................................................................... 12 Workshop Objectives .............................................................................................................................. 12 Pre-Assignment ....................................................................................................................................... 13 Module Two: What is Marketing?..................................................................................................... 14 What is a Market? .................................................................................................................................. 14 Marketing is Not Selling.......................................................................................................................... 15 Understanding Customer Needs ............................................................................................................. 16 Defining Your Product or Service ............................................................................................................ 17 Case Study............................................................................................................................................... 18 Module Two: Review Questions.............................................................................................................. 19 Module Three: Common Marketing Types (I) .................................................................................... 22 Direct Marketing ..................................................................................................................................... 22 Active Marketing .................................................................................................................................... 23 Incoming Marketing ............................................................................................................................... 24 Outgoing Marketing ............................................................................................................................... 25 Case Study............................................................................................................................................... 26
Module Three: Review Questions ........................................................................................................... 28 Module Four: Common Marketing Types (II) ..................................................................................... 32 Guerrilla Marketing ................................................................................................................................ 32 B2B Marketing ........................................................................................................................................ 33 B2C Marketing ........................................................................................................................................ 34 Promotional Marketing .......................................................................................................................... 35 Case Study............................................................................................................................................... 36 Module Four: Review Questions ............................................................................................................. 38 Module Five: The Marketing Mix ...................................................................................................... 41 Product.................................................................................................................................................... 41 Price ........................................................................................................................................................ 42 Promotion ............................................................................................................................................... 43 Place........................................................................................................................................................ 44 Case Study............................................................................................................................................... 45 Module Five: Review Questions .............................................................................................................. 46 Module Six: Communicating the Right Way ...................................................................................... 49 The Marketing Pitch ............................................................................................................................... 49 Sell Value, Not the Price.......................................................................................................................... 50 Fun and Entertaining is Powerful............................................................................................................ 51 Choosing the Right Media ...................................................................................................................... 52 Case Study............................................................................................................................................... 53 Module Six: Review Questions ................................................................................................................ 54 Module Seven: Customer Communications ....................................................................................... 57 Give Your Customers a Voice .................................................................................................................. 57 It’s Not About You, It’s About Them ....................................................................................................... 58 Every Interaction Counts ......................................................................................................................... 59
Answer Questions Honestly .................................................................................................................... 60 Case Study............................................................................................................................................... 61 Module Seven: Review Questions ........................................................................................................... 62 Module Eight: Marketing Goals ........................................................................................................ 65 Brand Switching ...................................................................................................................................... 65 Repeat Purchases.................................................................................................................................... 66 Brand Loyalty .......................................................................................................................................... 67 Inform and Educate ................................................................................................................................ 68 Case Study............................................................................................................................................... 69 Module Eight: Review Questions ............................................................................................................ 70 Module Nine: The Marketing Funnel ................................................................................................ 73 Awareness............................................................................................................................................... 73 Interest.................................................................................................................................................... 74 Desire ...................................................................................................................................................... 75 Action ...................................................................................................................................................... 76 Case Study............................................................................................................................................... 77 Module Nine: Review Questions ............................................................................................................. 78 Module Ten: Marketing Mistakes (I) ................................................................................................. 81 Not Taking Social Media Seriously .......................................................................................................... 81 Not Having a USP.................................................................................................................................... 82 Cross Cultural and International Translations ........................................................................................ 83 Not Building a Relationship .................................................................................................................... 84 Case Study............................................................................................................................................... 85 Module Ten: Review Questions .............................................................................................................. 86 Module Eleven: Marketing Mistakes (II)............................................................................................ 89 Not Having a Plan ................................................................................................................................... 89
Aiming at Everyone ................................................................................................................................. 90 Not Tracking Metrics .............................................................................................................................. 91 Not Listening to Your Customers ............................................................................................................ 92 Case Study............................................................................................................................................... 93 Module Eleven: Review Questions .......................................................................................................... 94 Module Twelve: Wrapping Up .......................................................................................................... 97 Words from the Wise .............................................................................................................................. 97 Review of Parking Lot ............................................................................................................................. 97 Lessons Learned ...................................................................................................................................... 98 Completion of Action Plans and Evaluations .......................................................................................... 98
More contact means more sharing of information, gossiping, exchanging, engaging. Gary Vaynerchuk Preface What is Courseware? Welcome to Courseware.com, a completely new training experience! Our courseware packages offer you top-quality training materials that are customizable, user-friendly, educational, and fun. We provide your materials, materials for the student, PowerPoint slides, and a take-home reference sheet for the student. You simply need to prepare and train! Best of all, our courseware packages are created in Microsoft Office and can be opened using any version of Word and PowerPoint. (Most other word processing and presentation programs support these formats, too.) This means that you can customize the content, add your logo, change the color scheme, and easily print and e-mail training materials.
How Do I Customize My Course? Customizing your course is easy. To edit text, just click and type as you would with any document. This is particularly convenient if you want to add customized statistics for your region, special examples for your participants’ industry, or additional information. You can, of course, also use all of your word processor’s other features, including text formatting and editing tools (such as cutting and pasting). To remove modules, simply select the text and press Delete on your keyboard. Then, navigate to the Table of Contents, right-click, and click Update Field. You may see a dialog box; if so, click “Update entire table” and press OK.
(You will also want to perform this step if you add modules or move them around.) Page 7
If you want to change the way text looks, you can format any piece of text any way you want. However, to make it easy, we have used styles so that you can update all the text at once. If you are using Word 97 to 2003, start by clicking the Format menu followed by Styles and Formatting. In Word 2007 and 2010 under the Home tab, right-click on your chosen style and click Modify. That will then produce the Modify Style options window where you can set your preferred style options. For example, if we wanted to change our Heading 1 style, used for Module Titles, this is what we would do:
Now, we can change our formatting and it will apply to all the headings in the document. For more information on making Word work for you, please refer to Word 2007 or 2010 Essentials by Courseware.com.
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Materials Required All of our courses use flip chart paper and markers extensively. (If you prefer, you can use a whiteboard or chalkboard instead.) We recommend that each participant have a copy of the Training Manual, and that you review each module before training to ensure you have any special materials required. Worksheets and handouts are included within a separate activities folder and can be reproduced and used where indicated. If you would like to save paper, these worksheets are easily transferrable to a flip chart paper format, instead of having individual worksheets. We recommend these additional materials for all workshops:
Laptop with projector, for PowerPoint slides
Quick Reference Sheets for students to take home
Timer or watch (separate from your laptop)
Masking tape
Blank paper
Maximizing Your Training Power We have just one more thing for you before you get started. Our company is built for trainers, by trainers, so we thought we would share some of our tips with you, to help you create an engaging, unforgettable experience for your participants.
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Make it customized. By tailoring each course to your participants, you will find that your results will increase a thousand-fold. o
Use examples, case studies, and stories that are relevant to the group.
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Identify whether your participants are strangers or whether they work together. Tailor your approach appropriately.
o
Different people learn in different ways, so use different types of activities to balance it all out. (For example, some people learn by reading, while others learn by talking about it, while still others need a hands-on approach. For more information, we suggest Experiential Learning by David Kolb.)
Make it fun and interactive. Most people do not enjoy sitting and listening to someone else talk for hours at a time. Make use of the tips in this book and your own experience to keep your participants engaged. Mix up the activities to include individual work, small group work, large group discussions, and mini-lectures. Make it relevant. Participants are much more receptive to learning if they understand why they are learning it and how they can apply it in their daily lives. Most importantly, they want to know how it will benefit them and make their lives easier. Take every opportunity to tie what you are teaching back to real life. Keep an open mind. Many trainers find that they learn something each time they teach a workshop. If you go into a training session with that attitude, you will find that there can be an amazing two-way flow of information between the trainer and trainees. Enjoy it, learn from it, and make the most of it in your workshops. And now, time for the training!
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Business has only two functions – marketing and innovation. Milan Kundera Module One: Getting Started Thanks to the rise of technology and social media, the world of marketing and advertising has become bigger than ever. Marketing has gone beyond the classic printed ads, billboards or even television commercials. Unfortunately, this can cause any company to become confused or even intimidated about getting their product or service out into the market. But if we can learn the right strategies with the right tools, we can break into the marketing world without fear or hesitation.
Housekeeping Items Take a few moments to cover basic housekeeping items.
If you need an opening or a way to introduce the participants to each other, utilize the Icebreakers folder to begin or between breaks during the day.
Let participants know where they can find washrooms, break facilities, and fire exits.
Ask participants to turn off their cell phones or at least turn them to vibrate. If they must take a call, request that they do it outside.
Take this time to encourage the group to ask questions and make this an interactive workshop.
Write the words Respect, Confidentiality, and Practice on a piece of flip chart paper and tape it to the wall. Explain to participants that in order to get the most out of this workshop, we must all work together, listen to each other, explore new ideas, and make mistakes. After all, that’s how we learn!
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The Parking Lot Explain the concept of The Parking Lot to participants.
The Parking Lot is a visible place where you will “park” ideas that arise which are not on the agenda, may be off topic, or are better addressed outside of the program.
At the end of the session, we will review parked ideas and follow up, or make suggestions for your own investigation when you are back at work.
Suggestions for the trainer: 1. If you are working with a large group of participants, you may wish to nominate a recorder to park items as you are facilitating. 2. It’s a good idea to note the name of the contributor along with the parked item. 3. Items noted on the parking lot can be useful to you later as you plan future training sessions.
Workshop Objectives Research has consistently demonstrated that when clear goals are associated with learning, it occurs more easily and rapidly. With that in mind, let’s review our goals for today. At the end of this workshop, participants should be able to:
Define your market.
Know the different types of marketing and ways to use them.
Learn effective ways of communicating with the customer.
Know how to set marketing goals and strategies.
Recognize common marketing mistakes and know how to avoid them.
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Pre-Assignment Complete this worksheet before the class begins. Make note of what you hope to learn or goals you want to address after the class.
1.) In your own words, what is marketing? ___________________________________________ ____________________________________________________________________________ ____________________________________________________________________________ ____________________________________________________________________________ 2.) What types of marketing are you familiar with? _____________________________________ ____________________________________________________________________________ ____________________________________________________________________________ ____________________________________________________________________________ 3.) Have you ever participated in a marketing class or workshop before? ___________________ ____________________________________________________________________________ ____________________________________________________________________________ ____________________________________________________________________________ 4.) What do you hope to learn or take away from this class? _______________________________ ____________________________________________________________________________ ____________________________________________________________________________ ____________________________________________________________________________
Any other thoughts: ______________________________________________________________ _______________________________________________________________________________ _______________________________________________________________________________ _______________________________________________________________________________ _______________________________________________________________________________ _______________________________________________________________________________ _______________________________________________________________________________ _______________________________________________________________________________
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The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself. Peter F. Drucker Module Two: What is Marketing? Sometimes marketing is confused with the simple act of selling or increasing sales. But, marketing is the channel companies take to grab the customers’ attention and bring them to make a purchase. A team often manages marketing since the job itself can cover many different tasks and duties. It is often the first step in building a relationship with the customer and building brand recognition.
What is a Market? A market is loosely defined as a medium where customers and sellers with shared interests and desires conduct business. For example, there is a transportation consumer market. A market has a broad definition, and it is necessary for marketers to find the customers in the market who will purchase their products. The process of identifying potential customers is finding a target market. Target markets generally consist of individuals who may or may not interact with each other, but they do share many common characteristics, such as values, interests, or buying habits. However, identifying similar traits is not all there is to a market – it also requires potential customers who have the interest and income to make the purchase. This is why defining and building a market for any company requires extensive market research.
Estimated Time
10 minutes
Topic Objective
Understand the definition of a market. What is a Market?
Topic Summary Identify a market and target market. Materials Required
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Flipchart/board and marker
Planning Checklist
None
Recommended Activity
List some broad consumer markets on the board/flipchart. Ask the participants to break these down into different, smaller target markets.
Stories to Share
Share any personal relevant stories.
Delivery Tips
Encourage everyone to participate.
Review Questions
What is a market?
Marketing is Not Selling Many people confuse the act of marketing with the act of selling because both involve the act of interesting customers so that they purchase your product. Selling occurs when the customer purchases the product or service. Marketing, however, is the art of grabbing the potential customer’s attention, which will, hopefully, lead to a purchase. The goal of marketing is to leave an impression on the consumers, making your brand more recognizable and memorable to them. The key to marketing is providing knowledge about your company and your product, service or your brand. Your brand is what sets you apart from the competition. The more customers know about your brand, the more desirable the end sale becomes to the consumer. Building the brand and the brand awareness are the key points of marketing that can set it apart from selling. Branding:
Connect with customers: Reach customers on a personal level with different marketing methods.
Anticipate needs: Use research to keep up with market trends.
Be consistent: Always be consistent in your image, product, and customer service.
Sometimes the marketing process can take multiple touch points over a period of time, which is why marketing is not for the impatient.
Estimated Time
10 minutes
Topic Objective
Differentiate selling from marketing.
Topic Summary
Marketing is Not Selling
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01-Marketing Materials Required Consider ways to market your brand. Planning Checklist
None
Recommended Activity
Complete the handout individually. Share your ideas with the rest of the class.
Stories to Share
Share any personal relevant stories.
Delivery Tips
Encourage everyone to share their ideas.
Review Questions
What are some differences between selling and marketing?
Understanding Customer Needs Since marketing is based on what will bring the customer to your company, it is only natural to consider the customers’ needs and wants. Remember, your customers are your target audience, and you must address their needs and desires directly. A company cannot market a new brand of men’s socks to a target of new mothers!
Points to consider:
What does the customer want?
What does the customer need?
What is something that will benefit them?
What makes the customer want to buy from you?
Understanding your target market requires market research. Basically, you must consume all the information you can about your customer base. Some research is available in the form of government statistics, but you must find some of the information from the customers directly. Direct sources include surveys and focus groups.
Estimated Time
10 minutes
Topic Objective
Demonstrate an understanding of the customer
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Topic Summary
Understanding Customer Needs
Materials Required
Flipchart/board and marker
Planning Checklist
None
Recommended Activity
Have individuals answer the points to consider questions based on different target markets. List the answers on the flipchart/board.
Stories to Share
Share any personal relevant stories.
Delivery Tips
Encourage everyone to share his or her ideas.
Review Questions
Who is your customer?
Defining Your Product or Service Before you can begin to market your company’s product or service, you must define what it is and what it can do for the public. Your product is what you offer to the public, but you cannot market your product to someone if you cannot first identify it yourself. Start with a definition of the product and what its entails. Outline specific characteristics along with the pros and cons of having it. Outline how it can benefit the consumer and what it can offer them once they buy it. What is its value? What would the customer be willing to do to have your product or service? These pieces should bring the product puzzle together and help the marketer achieve a clear picture of what is being offered to the public. Tips to remember:
Know all aspects of the product or service.
What does it offer the consumer?
Define its qualities and benefits.
Determine who your target audience would be.
Estimated Time
10 minutes
Topic Objective
Define a product.
Topic Summary
Defining Your Product or Service
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Identify aspects of a product. Materials Required
02-Define the Product
Planning Checklist
None
Recommended Activity
Complete the worksheet individually. Share your answers with the class.
Stories to Share
Share any relevant personal stories.
Delivery Tips
Encourage everyone to participate.
Review Questions
What is a product?
Case Study When James opened up his restaurant, he was sure that people would love it. He sold hamburgers, and he reasoned that everyone loves hamburgers, so he was surprised when business was slower than he expected. He had a prime location in a wealthy, new suburb, so he knew that the people in the area could afford to eat out. James finally decided to perform a survey of the area to better understand his customers. He learned that most of his market was made up of health conscious individuals who avoided hamburgers and fried food most days.
Estimated Time
5 minutes
Topic Objective
Outline the What is Marketing case study. Case Study
Topic Summary Discuss Recommended Activity
Discuss the results of the case study. What was James’ mistake, and how could it be repaired?
Stories to Share
Share any relevant personal/professional story.
Delivery Tips
Encourage everyone to participate.
Review Questions
What did James assume?
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Module Two: Review Questions 1. What are potential customers? a) b) c) d)
Target market Market Marketers Sellers
A market is a broad term. Potential customers who identify with a product are the target market. 2. What is necessary to determine the market and target market? a) b) c) d)
Customers Marketers Market research Income statement
There are different markets and target markets. Understanding markets requires market research. 3. What is selling? a) b) c) d)
Customer recognition Building a brand Knowing your target market Customer purchases the product
Selling is the process of convincing a customer to make a purchase from the company and then completing the sale with the exchange of payment. 4. Marketing focuses on what? a) b) c) d)
Money gained Gaining customer recognition Stock supply Customer purchase
Marketing is aimed at making the customer gain more knowledge about the company and learn brand recognition to draw patients in. While marketing may not lead to an actual sale, it can lead to potential customers who can refer others to your product/service.
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5. What is not something that will provide an understanding of customers? a) b) c) d)
Survey Focus group Product audit Statistics
You must understand the customer to offer the best product. The other answers are examples of market research that help improve understanding of the customer. 6. Which of the following should be considered in customer needs? a) b) c) d)
How the customer can benefit from your product/service The age of the product How the product will increase sales How many complaints are expected from the product
It is important to understand your customer’s needs, including their wants/desires, how they can benefit from buying your item, and how they can easily access it. Understanding these needs can help mold a more solid marketing plan and reach more potential customers. 7. Which of the following is a step in defining your product/service? a) b) c) d)
The name of the product or service Determining your target audience The age of the product or service Determining the date of the product
One of the most overlooked steps of defining a company’s product or service is determining who the target audience would be. The company needs to first figure out the pros/cons of the products, its qualities and aspects, and then who would it best be suited for. 8. What must be defined about the product besides its aspects? a) b) c) d)
How long it will be relevant How it will work What its name will be What it can do for the public
The different aspects of a product must be identified. It is also necessary to determine the benefits of the product and what is can do for the public.
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9. What does James decide to sell? a) b) c) d)
Health food Food Hamburgers Sandwiches
James chooses to make hamburgers. He believes that everyone likes hamburgers. 10. What did James’ target market prefer? a) b) c) d)
Food Healthy food Hamburgers Sandwiches
James did not do his market research before opening his restaurant. His potential customers preferred healthy food.
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There is no such thing as soft sell and hard sell. There is only smart sell and stupid sell. Charles Browder
Module Three: Common Marketing Types (I) As consumers, we know that there are many ways companies market their ideas and products, including television ads, newspaper flyers, websites, or coupons. Sometimes it can be confusing to determine which methods of marketing will work for your product, but if you familiarize yourself with the different ways of marketing available, you can make the best decision. Most people find mixing the marketing types to be most effective. Additionally, customer surveys will help determine which methods are the most effective.
Direct Marketing Direct Marketing is a form of marketing that allows the business to advertise directly to the customer or consumer. Some examples include direct emails and catalog distributions to a specific address. This form of marketing emphasizes the need to focus on the customers and their wants and needs. This is based on demographics data, which can help grow a customer base as well as gather information for market research and product improvement. Direct marketing is effective when aimed at the target market. For example, think of a toy ad that grabs a child’s attention or a coffee ad that is aimed toward adults. This allows the company to create a “call to action” declaration, such as the phrase “Visit our website now!” or “Have your parents call this 1-800#!” These calls to action pull customers back to the company. Examples of Direct Marketing:
Phone calls
Text messaging
Outdoor signs and billboards
Interactive web pages
Catalog distributions
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Promotional letters or offers
Estimated Time
10 minutes
Topic Objective
Understand direct marketing and how to use it. Direct Marketing
Topic Summary Identify direct marketing methods. 03-Direct Marketing Materials Required Identify effective direct marketing techniques. Planning Checklist
None
Recommended Activity
Complete the worksheet individually. Discuss your ideas with the rest of the class.
Stories to Share
Share any relevant personal stories.
Delivery Tips
Ask volunteers to share their ideas.
Review Questions
In which situations would direct marketing beneficial?
Active Marketing Active marketing is similar to direct marketing in that it still focuses on the individual consumers and their wants and needs. However, the approach and follow through is much different. Active marketing aims to build a relationship with the customer and use fewer “tactics” to lure them. With this method, marketers will focus on a specific customer who is addressed individually. For example, a telemarketer call addresses the individual consumer, or a networker meets with customers face to face. The most common active marketing methods are online, since they usually provide more ways to form relationships such as, blogs, online forums, and even instant chatting – as long as the marketer is interacting with people and not just posting material one way. Examples of Active Marketing:
Cold calls
Answering questions in an online forum
Responding to blog posts
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In-person networking
Personal sales or interviews
Estimated Time
10 minutes
Topic Objective
Recognize active marketing methods. Active Marketing
Topic Summary Discuss effective methods of active marketing. Materials Required
Flipchart/Dry erase board, markers
Planning Checklist
None
Recommended Activity
Go through the different examples as a group. Discuss the pros and cons of each example.
Stories to Share
Share any relevant personal stories.
Delivery Tips
Encourage everyone to participate.
Review Questions
What is the difference between active and direct marketing?
Incoming Marketing Incoming marketing, also known as inbound marketing, is a type of marketing that is designed to draw in the customers by providing them information and providing opportunities to inquire back for more. This form of marketing is typically one-sided since the company will often bombard the consumer with information and wait for a return response. With these tactics, the company is hoping to address the wants or needs of consumers and let them know that the company can fill them. Incoming marketing makes it easy for consumers to find their product in online search engines and catalogs by using precise key words and phrases. This is a great tactic for reaching out to a large target audience. It does not always, however, create a personal connection with customers. Examples of Incoming Marketing:
Search engine optimization (SEO)
Company web pages
Blogs
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Social media, such as Facebook or Twitter
Estimated Time
10 minutes
Topic Objective
Identify the methods of incoming marketing. Incoming Marketing
Topic Summary Discuss experiences with incoming marketing. Materials Required
Flipchart/Dry erase board, markers
Planning Checklist
None.
Recommended Activity
Ask the participants to discuss their experiences with incoming marketing, both using it and being exposed to it. List the pros and cons on the flipchart/board.
Stories to Share
Share any relevant personal stories.
Delivery Tips
Encourage everyone to participate.
Review Questions
How does incoming marketing attract customers?
Outgoing Marketing Outbound marketing is similar in many ways to active marketing because it sets out to introduce a product or service to the customers, even if they are not necessarily looking for it. This is the traditional method of marketing. It includes television commercials, radio ads, and banner ads on web pages. This is often the easiest way to market to customers because the company can advertise information in many different ways and target more people at once. They give out enough information to make customers aware of what they have to offer and then lead them back to the company. It’s like casting an open net into the ocean and hoping to catch a certain number of fish. While this will bring in customers and spread the word about your company, you may be spending more time and effort casting the net rather than reeling in the fish. Examples of Outgoing Marketing:
Television commercials
Magazine ads
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
Telemarketing calls

Internet ads and web pages
Estimated Time
10 minutes
Topic Objective
Identify outgoing marketing methods. Outgoing Marketing
Topic Summary Discuss experiences with outgoing marketing. Materials Required
Flipchart/Dry erase board, markers
Planning Checklist
None
Recommended Activity
Ask the participants to discuss their experiences with outgoing marketing, both using it and being exposed to it. List the pros and cons on the flipchart/board.
Stories to Share
Share any relevant personal stories.
Delivery Tips
Ask volunteers to share their ideas.
Review Questions
What situations are appropriate to use outbound marketing?
Case Study Pat chose to use only outgoing marketing when opening a new flower shop. The ads were expensive, and Pat did not see the ROI expected. She increased the marketing budget, but the results were limited. Finally, Pat decided to use different types of marketing to determine which styles would be most effective. After 6 months, she saw a large increase in customers. After crunching the numbers, she realized that incoming marketing provided the largest ROI, leading to 30% of her sales, and she adjusted her marketing budget accordingly.
Estimated Time
5 minutes
Topic Objective
Outline the Common Marketing Types I case study.
Topic Summary
Case Study
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Discuss the results of the case study. Materials Required
None.
Planning Checklist
None.
Recommended Activity
Discuss the results of the case study. What should Pat do with the marketing budget?
Stories to Share
Share any relevant personal/professional story.
Delivery Tips
Encourage everyone to participate.
Review Questions
Which marketing method did Pat originally choose?
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Module Three: Review Questions 1. Which of the following is an example of direct marketing? a) b) c) d)
Cold calls Text messages Personal interviews Online forum
Direct marketing targets customers directly. This includes text messages. The other answers are examples of active marketing. 2. Which marketing method is typically the most effective? a) b) c) d)
Active Outgoing Direct Mixed
Effective marketing methods vary with each business. Most companies, however, find mixed marketing to be effective. 3. What is an example of active marketing? a) b) c) d)
Text message Bill boards Cold call Promotional letter
Cold calling is an example of active marketing. The other answers are examples of direct marketing. 4. Which of the following provides more methods of active marketing? a) b) c) d)
Face to face Online Physical Direct mail
There are more methods for active marketing online than in physical marketing. Online marketing is the correct answer.
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5. Which of the following is an example of incoming marketing? a) b) c) d)
SEO Calls Direct mail Text messages
Incoming marketing draws customers to the company. SEO is an example of incoming marketing. 6. What is the drawback of incoming marketing? a) b) c) d)
Increases the number of people reached Reaches a small number of people Poor customer connection Increased customer connection
Incoming marketing allows companies to reach a large number of people. It lacks customer connection. 7. What is an example of outgoing marketing? a) b) c) d)
SEO Banner ad Text message Social media
Outgoing marketing sends outgoing messages. A banner ad is an example of outgoing marketing. 8. What is the traditional marketing method? a) b) c) d)
Direct Incoming Active Outgoing
Outgoing marketing introduces the product. It is the traditional method that includes media and magazine ads.
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9. Which marketing method did was the most effective? a) b) c) d)
Outgoing Active Incoming Direct
Pat chose to mix her marketing methods. Incoming was the most effective. 10. What percentage of sales did Pat attribute to the effective marketing method? a) b) c) d)
30% 25% 20% 50%
Pat linked 30% of sales to incoming marketing. This is the most effective marketing method.
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