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1. Define the terms primary and secondary data. List the advantages and limitations of each with examples. 1. Primary data are information collected for current research purpose that can be gathered through observational research, survey or experimental. Usually primary data are more expensive, valid, reliable, and match. It is also more time consuming 1. Qualitative: exploratory/descriptive 1. Focus group 2. Depth interviews 3. Observation 2. Quantitative 1. survey/descriptive 1. Self completion 2. Interview conduct 2. experimental/causal 2. Secondary data are information that already exist somewhere, having been collected for another purpose. Despite for its easy cost to obtain, information may not always be reliable or valid in term of time. 1. Internal: some are ready to use but some need further processing GPFR 2. External: published materials, syndicates services, computerised databases 2. What is an intermediary, list all types, provide a description of one with the use of an example. Firms that help organisation to promote, sell and distribute its good to final buyers 1. resellers: distribution channel firms that help organisation to find customer/make sales to them myer 2. physical distribution firms: warehouse, transportation or other firms, that help organisation to stock or move goods from their point of origin to destination fedex 3. marketing services agencies: marketing research, advertising, media firms, marketing consultants or other service providers that help organisation to target and promote its products to the right market 4. financial intermediaries: bank, credit companies, insurance companies, other business that help finance transactions or insure against the risk associated wight he buying and selling of goods commonwealth Promotion 16. Draw, label and discuss the communication process model (not marketing process) 2 encoding 1 sender 3 message 5 decoding 6 receiver 4 media 9 noise 8 feedback Sender’s field of experience 1. 2. 3. 7 response Receiver’s field of experience sender: the part who send message encoding: translate idea into message which is accessible for target audience using symbols, signs, languages message: set of symbols that sender transmits 4. media: communications channels selected 5. decoding: process where receiver interpret message 6. receiver: the party who receive message 7. response: reaction of receivers after being exposed to message (idle, etc) 8. feedback: receivers response communicated back to sender 9. noise: anything that distorts/disrupts message 17. define the term IMC, list and describe all promotion tools/ promotion mix that an organisation cam implement The concept of a company carefully integrating and co-ordinating its online and offline communication channels to deliver a clear, consistent and compelling message about the organisation and its product 1. advertising which is any paid form of non-personal presentation promotion of ideas, good or services by an identified sponsor 2. sales promotion: short term incentives to encourage the purchase or sale of a product/service to stimulate demands 3. personal selling: personal presentation by the firm’s sales force to make sales and build customer relationships 4. public relation to build a good relation with company publics (good publicity). This tool is efficient if communicated as news rather than advertisements 5. direct marketing: direct connections with carefully targeted individuals consumer to obtain immediate response and cultivate long lasting relationship with customers. 18. compare and contrast with these use of examples the push and pull communication mix strategy Push-marketing communication directly to middlemen, then middlemen buy your product and resell Coke give woolworth discount if buy in bulks producer marketing activities Producers Reseller marketing activities Retailers & Wholesalers Consumers Pull-do ads directly consumer, demand will become high so retailers will buy from us Coke put advertisements Producers Retailers & Wholesalers Consumers