27.03.2012 MARKA165 Integrated Marketing Communications 5.00 op. Muu


Tenttiohjeet
Literature exam on three books which you have chosen. Answer to five questions of six alternatives.
Kysymys 1
de Pelsmacker: MARKETING COMMUNICATIONS

1.1. Objectives and tools of point-of-purchase communications
1.2. Types of advertising according to sender, message, receiver and media
Kysymys 2
Schultz D&H: IMC THE NEXT GENERATION

2.1. The IMC view of brand equity
2.2. Eight guiding principles of IMC
Kysymys 3
de Mooij M. GLOBAL MARKETING AND ADVERTISING

3.1. Global branding strategies
3.2. Diffusion of innovations
Kysymys 4
de Chernatory FROM BRAND VISION TO BRAND EVALUATION

4.1. The atomic model of the brand
4.2. Auditing the brandsphere from distributors' impact
Kysymys 5
Donaldson B. SALES MANAGEMENT: PRINCIPLES, PROCESS AND PRACTICE

5.1. What kind of knowledge is required of salespeople?
5.2. Traditional classifications of types of selling

11.10.2010 MARKA165 Integrated Marketing Communications 5.00 op. Rökman Maija


Tenttiohjeet
3 kirjaa viidestä, vastaa 5 kysymystä 6:sta. Ei sanakirjaa tms.
Kysymys 1
de Pelsmacker: MARKETING COMMUNICATIONS
1.1 Integration of corporate communications
1.2. ambush marketing
Kysymys 2
Schultz D&H: IMC THE NEXT GENERATION
2.1. Drivers of IMC
2.2. Understanding customers and prospects
Kysymys 3
de Mooij M. GLOBAL MARKETING AND ADVERTISING
3.1. Signs, symbols and body language in blobal marketing
3.2. How advertising works - the most models and thinking?
Kysymys 4
de Chernatory FROM BRAND VISION TO BRAND EVALUATION
4.1. The multifaceted nature of brands
4.2. Long- and short-term brand objectives
Kysymys 5
Donaldson B. SALES MANAGEMENT: PRINCIPLES, PROCESS AND PRACTICE
5.1. The management of exporter-intermediary relationship
5.2. Forms of training of the sales teams