৪৯তম বিসিএস ⎯ মার্কেটিং [৭২১]

Objective and task align spend with stated outcomes; others either follow sales (percentage), copy rivals (parity), or treat promotion as residual (affordable).

Reference: Lecture 7 → Principles of Marketing (Kotler & Armstrong, 14e) → Ch. IMC Strategy → Topic: Setting the Total Promotion Budget (Objective and Task).

Affordable is arbitrary and ignores the causal role of communication; it risks chronic underinvestment.

Reference: Lecture 7 → Kotler & Armstrong (14e) → IMC Strategy → Topic: Budget Methods (Strengths/Weaknesses).

Parity avoids promo wars but assumes competitors spend optimally; it’s not goal-based.

Reference: Lecture 7 → Kotler & Armstrong (14e) → IMC Strategy → Topic: Competitive Parity.

Audience definition drives objectives, message, media, and budget; everything follows from “who.”

Reference: Lecture 7 → Kotler & Armstrong (14e) → IMC Strategy → Topic: Steps in Developing Effective Communication.

Incentivizing intermediaries to stock and push is the essence of push; pull targets end consumers.

Reference: Lecture 7 → Kotler & Armstrong (14e) → IMC Strategy → Topic: Push vs Pull.

Complex, high involvement purchases need two-way persuasion, customization, and negotiation.

Reference: Lecture 7, Lecture 8 → Kotler & Armstrong (14e) → Ch. IMC Strategy & Personal Selling → Topics: Nature of Tools; B2B Selling.

Match tools to readiness: informative ads/PR for awareness→knowledge; later tools for preference/conviction.

Reference: Lecture 7 → Kotler & Armstrong (14e) → IMC Strategy → Topic: Factors in Setting the Promotion Mix (Buyer Readiness).

Communication effects track awareness/recall, attitudes, and intent—distinct from sales/operations metrics.

Reference: Lecture 7 → Kotler & Armstrong (14e) → IMC Strategy → Topic: Measuring Communications’ Results.

Closed loop data improves targeting, offers, and claims—raising relevance and ROI.

Reference: Lecture 8 → Kotler & Armstrong (14e) → Personal Selling & Direct/Digital → Topic: CRM Integration with IMC.

An explicit call to action (SMS/phone) classifies the spot as DRTV; KPI = response rate and cost per response.

Reference: Lecture 8 → Kotler & Armstrong (14e) → Direct, Online, Social Media & Mobile Marketing → Topic: Direct Response Television.

Helmet safety is a duty/ethics message—moral appeal highlights social/ethical responsibility (protecting life). Rational fuel economy or humorous tone may dilute urgency; sensory cues assist but are not the core appeal.

Reference: Lecture 7 → Principles of Marketing (Kotler & Armstrong, 14e) → Ch. Integrated Marketing Communications Strategy → Topic: Message Content (Rational, Emotional, Moral Appeals).

Two-sided messages raise credibility for skeptical, informed audiences, allowing them to infer the conclusion, which increases involvement. One-sided suits low involvement or friendly audiences; slogans only oversimplify complex issues.

Reference: Lecture 7 → Kotler & Armstrong (14e) → IMC Strategy → Topic: Message Structure & Format (One vs Two-sided; conclusion drawing).

Complex, risky purchases require two-way, customized communication and negotiation; mass media supports but can’t close.

Reference: Lecture 7 → Kotler & Armstrong (14e) → IMC Strategy → Topic: Choosing Communication Channels (Personal vs Nonpersonal).

Pretests (e.g., copy tests) diagnose communication value before flight; posttests assess recall, attitude, intent after exposure. GRPs/media plans are inputs, not tests; sales lift confounds many factors.

Reference: Lecture 7 → Kotler & Armstrong (14e) → IMC Strategy → Topic: Measuring Communications’ Results (Pretesting & Tracking).

Competitive parity benchmarks rivals’ spend/SoV to avoid promo wars; it doesn’t guarantee effectiveness as it assumes rivals are right.

Reference: Lecture 7 → Kotler & Armstrong (14e) → IMC Strategy → Topic: Setting the Total Promotion Budget (Competitive Parity).

Complex/high-risk buys need tailored explanations and reassurance—personal selling dominates; low-involvement/mass consumer markets favor advertising and consumer promos.

Reference: Lecture 7 → Kotler & Armstrong (14e) → IMC Strategy → Topic: Factors in Setting the Promotion Mix (Market/Product Type).

A single steward and unified brief align agencies, timing, and tone; merely adding channels or GRPs can amplify inconsistency.

Reference: Lecture 7 → Kotler & Armstrong (14e) → IMC Strategy → Topic: Managing the IMC Process (Coordination & Message Consistency).

Flow: prospect → pre approach → approach → presentation/demo → objections → closing → follow up. Addressing concerns clears the path to closing.

Reference: Lecture 8 → Kotler & Armstrong (14e) → Personal Selling & Sales Promotion → Topic: Steps in the Selling Process.

CRM centers on relationship economics—retention and customer lifetime value. CPM/GRP/reach are media exposure metrics, not relationship outcomes.

Reference: Lecture 8 → Kotler & Armstrong (14e) → Personal Selling & Direct/Digital → Topic: CRM & Relationship Metrics (Retention, CLV).

Permission marketing requires opt-in and clear opt-out, building trust and deliverability; scraping lists, hiding identity, or buying lists undermines compliance and performance.

Reference: Lecture 8 → Kotler & Armstrong (14e) → Direct, Online, Social Media & Mobile Marketing → Topic: Permission/Database Marketing & Ethics.

Referral prospects arrive pre-endorsed, show higher trust and conversion, and shorten cycles. Cold calls and bought lists have low qualification rates and compliance risks; walk-ins are mostly B2C.

Reference: Lecture 8 → Principles of Marketing (Kotler & Armstrong, 14e) → Chapter: Personal Selling & Sales Promotion → Topic: Prospecting & Qualifying (referrals, cold calling, trade shows).

Pre-approach/first call emphasizes fact-finding and goal-setting, not premature closing on long-term contracts.

Reference: Lecture 8 → Kotler & Armstrong (14e) → Personal Selling → Topic: Pre-approach & Setting Call Objectives.

A question approach invites dialogue and uncovers needs. Product/benefit opens with showing/claim; premium offers a small gift.

Reference: Lecture 8 → Kotler & Armstrong (14e) → Personal Selling → Topic: The Approach (opening lines & tactics).

Benefit connects to customer outcomes (risk/cost). Feature = what it is (A); advantage = what it does technically (B/D).

Reference: Lecture 8 → Kotler & Armstrong (14e) → Personal Selling → Topic: Presentation & Demonstration (Features Advantages Benefits).

Best practice: listen, clarify, acknowledge, respond with proof (data/testimonial/spec), then check if concern is resolved.

Reference: Lecture 8 → Kotler & Armstrong (14e) → Personal Selling → Topic: Handling Objections (acknowledge–evidence–confirm).

Alternative choice offers a bounded set of affirmative options. (A) assumptive; (B) direct; (D) urgency close.

Reference: Lecture 8 → Kotler & Armstrong (14e) → Personal Selling → Topic: Closing Techniques (direct, assumptive, alternative choice, urgency).

Follow-up ensures satisfaction, usage, and onboarding, and captures issues/insights in CRM for retention and upsell.

Reference: Lecture 8 → Kotler & Armstrong (14e) → Personal Selling → Topic: Follow-up & Account Management.

Permission marketing requires opt-in and clear opt-out, improving trust and deliverability; scraping/bought lists violate norms and underperform.

Reference: Lecture 8 → Kotler & Armstrong (14e) → Direct, Online, Social Media & Mobile Marketing → Topic: Permission/Database Marketing & Ethics.

A/B split tests isolate creative impact on communication metrics; sales are lagged/multi-factor; GRPs are exposure, not effect.

Reference: Lecture 7 → Kotler & Armstrong (14e) → IMC Strategy → Topic: Measuring Communications’ Results (Pretesting & Tracking; A/B testing logic).

Engagement decline and service friction precede cancellations, enabling proactive retention; spend/exposure metrics are lagging/irrelevant to churn.

Reference: Lecture 8 → Kotler & Armstrong (14e) → Personal Selling & Direct/Digital → Topic: CRM & Relationship Metrics (engagement, retention precursors).

Pulsing = base weight + seasonal bursts; continuity is flat; flight turns off between bursts.

Reference: Lecture 7 → Kotler & Armstrong (14e) → Advertising & PR → Topic: Media Timing.

Dealer loaders/allowances target intermediaries; the others are consumer tools.

Reference: Lecture 7 → Kotler & Armstrong (14e) → Personal Selling & Sales Promotion → Topic: Trade vs Consumer Promotions.

- Redemption = response ÷ distributed; GRP is exposure; NPS attitudinal; inventory is ops.

Reference: Lecture 7 → Kotler & Armstrong (14e) → Personal Selling & Sales Promotion → Topic: Evaluating Sales Promotion.

Encoding = sender; decoding = receiver; feedback = response; noise = interference.

Reference: Lecture 7 → Kotler & Armstrong (14e) → IMC Strategy → Topic: Communication Model.

Clutter reduces noticeability; reach is audience size; effective frequency is exposures needed.

Reference: Lecture 7 → Kotler & Armstrong (14e) → Advertising & PR → Topic: Clutter.

The approach creates a positive climate and aligns expectations before deep presentation/objections.

Reference: Lecture 8 → Kotler & Armstrong (14e) → Personal Selling → Topic: The Approach (openings & rapport).

Presents two acceptable options to prompt commitment; (A) assumptive; (B) direct; (D) urgency.

Reference: Lecture 8 → Kotler & Armstrong (14e) → Personal Selling → Topic: Closing Techniques.

Overuse trains price sensitivity, eroding brand equity.

Reference: Lecture‑7 → Kotler & Armstrong (14e) → Personal Selling & Sales Promotion → Topic: Promotion Risks & Equity.

Buyers gain anytime access, comparisons, reviews, and customization.

Reference: Lecture 8 → Kotler & Armstrong (14e) → Direct, Online, Social & Mobile → Topic: Benefits to Buyers.

Recency (last purchase), frequency (count), and monetary (spend) for scoring and targeting.

Reference: Lecture 8 → Kotler & Armstrong (14e) → Direct, Online, Social & Mobile → Topic: Database Marketing (RFM).

Awareness favors unique reach over repetition when funds are tight.

Reference: Lecture 7 → Kotler & Armstrong (14e) → Advertising & PR → Topic: Media Decisions (Objective–Strategy fit).

Specific, measurable, audience-defined, time-bound.

Reference: Lecture 7 → Kotler & Armstrong (14e) → IMC Strategy → Topic: Setting Communication Objectives.

Consistency of meaning + executional adaptation to channel strengths.

Reference: Lecture 7 → Kotler & Armstrong (14e) → IMC Strategy → Topic: Managing IMC (Consistency with Adaptation).

Capturing issues and auto-triggering outreach reduces churn and boosts satisfaction/LTV.

Reference: Lecture 8 → Kotler & Armstrong (14e) → Personal Selling & Direct/Digital → Topic: CRM Integration & Retention Practices.

Directly indicates changes in awareness/attitudes; others are ops metrics.

Reference: Lecture 7 → Kotler & Armstrong (14e) → IMC Strategy → Topic: Measuring Communications’ Results.

Gauges readiness after value presentation; others are direct/assumptive/urgency closes.

Reference: Lecture 8 → Kotler & Armstrong (14e) → Personal Selling → Topic: Closing Techniques (trial close).

Synchronizes inventory, pricing, service, and CRM history across touchpoints.

Reference: Lecture 8 → Kotler & Armstrong (14e) → Direct, Online, Social & Mobile → Topic: Omni-channel Integration.

Shifts the timing of orders without real demand growth, inflating shipment metrics.

Reference: Lecture 7 → Kotler & Armstrong (14e) → Personal Selling & Sales Promotion → Topic: Evaluating Trade Promotions (forward buying).

Centralizes activity/opportunity data for routing, follow-up, forecasting, and institutional memory.

Reference: Lecture 8 → Kotler & Armstrong (14e) → Personal Selling → Topic: Tools for Managing the Salesforce (SFA & CRM).

Transparent labeling + truthful content prevents deception and protects credibility.

Reference: Lecture 8 → Kotler & Armstrong (14e) → Direct, Online, Social & Mobile → Topic: Ethics in Digital Communications.