What Have You Learned??

4-week Business EnglishMarketing Concepts

1. Philip Kotler: What do these letters stand for? CCDVTPCreate, _________, ________ _______ to a __________ at a profit.

2. Philip KotlerWhat did he say companies must capture?Hint: each ends with “share”1. 2. 3.

4. Mastercard—what marketing concept is represented by the priceless campaign?

3. Old Spice—what marketing concept(s) is represented?

5. What are the 4 P’s for VIA coffee?

6.

What is the STP for DiGiorno’s Pizza?

Use the word cultural norm

7. What was P&G’s mistake with pampers in China?

8. What did P&G do to try to resolve that problem?

9. What other marketing tactics did P&G use appeal to the Chinese market?

10. Name a product or ad that represents mass customization.

11. What was unique about the Doritos/pug dog ad in the Superbowl?

12. What is the difference between tweak and revamp?

13. What does ramp up mean?

14. What are the 4 P’s for Zhu Zhu pets?

15. What is the name of the advertising/PR agency for Old Spice ads?

16. Use debut in a sentence.

17. Use staying power in a sentence

18. Why was Starbucks’ risk in adding VIA to its line of products?

19. What was the potential reward in adding Via to Starbucks’ line of products?

20. What problem did the Kogi truck solve for the chef/entrepreneur?

21. What does the company do that is represented by this image?

Chris Van Dusen

22. What does it mean that an elevator pitch must “drive home” the value proposition?

23. What does foolproof mean?

24. What does SEO stand for?

25. What does “dive in head first” mean?

26. What was the new product example from my previous class that I showed

you?

iPads

What benchmarks has Apple set for the tablet?

Besides the hardware, software, and app ecosystem, what has accounted for the 50% market share dominance of the iPAD?

the sheer power of its brand!

Brand Storytelling

From what magazine is the article we read?

What are the 3 stages of marketing your brand?

awarenesstrialadvocacy

Brand Resilience

Give an example of brand resilience.

Explain why we watched the video “United Breaks Guitars”

Brand Equity

Where was the article that was provided in class published?

What are the (3) sources of brand equity explained in this article?awarenessattributes/featurescachet

Why should we care aboutbrand equity?

to see how valuable the marketing activities are or could be

Do you think this model is complete? Why or why not?

What about Microsoft?strong awareness, but still

needed to reposition

Unique Selling Proposition

What is the USP for L’Oreal?…because I’m worth it

What is the USP for Target?

27. Describe the positioning of the Mac vs. PC ads.

28. Describe the positioning of the Laptop Hunters-$1000 ad?

29. What do Walmart and Michelle Obama have to do with each other?

30. Why did we read about Conversation Hearts?