FL - Ch 6: Marketing for the Floral Industry

Which of the following is NOT a component of Brand Character?

• Image

• Voice

• Price

• Type faces

Define the term 'Brand Character' as used in the context of the floral industry marketing.

• A unique personality that a brand assumes in the floral industry to connect with its audience.

• A type of flower that is most popular in the floral industry.

• A marketing strategy that involves reducing prices to attract customers.

• A seasonal trend in the floral industry that affects sales.

Explain the importance of building and maintaining customer relationships in marketing as discussed in the passage.

• Building and maintaining customer relationships is crucial for long-term business success.

• Customer relationships have no impact on marketing strategies.

• Maintaining customer relationships is only important for large businesses.

• Building customer relationships is a short-term marketing tactic.

What are some key elements that should be included in a marketing database according to the passage?

• Customer contact information, purchase history, and preferences

• Employee records, payroll data, and job descriptions

• Supplier contracts, delivery schedules, and payment terms

• Company financial statements, tax records, and audit reports

Describe the concept of the 'Purchase Funnel' as mentioned in the passage.

• The Purchase Funnel is a model that illustrates the theoretical customer journey from the initial awareness of a product to the final purchase decision.

• The Purchase Funnel is a financial strategy used by companies to maximize profits through cost-cutting measures.

• The Purchase Funnel is a marketing term used to describe the process of creating viral content to increase brand awareness.

• The Purchase Funnel is a customer service approach focused on improving post-purchase satisfaction.

How can advertising media be used effectively according to the passage?

• By targeting the right audience

• By increasing the budget

• By using more platforms

• By reducing the frequency

Fill in the blank: Newsprint can be more local and allows for more targeted efforts such as _______.

• direct mail campaigns

• television ads

• online banners

• radio spots

Outdoor billboards can be an effective way to introduce a new store because:

• They are visible to a large number of people passing by.

• They are expensive to produce and maintain.

• They are only seen by a small, specific audience.

• They require a lot of time to set up.

The importance of media planning in marketing is to:

• Increase brand awareness

• Reduce marketing costs

• Target the right audience

• Improve product quality

The purpose of preparing a marketing calendar is to:

• organize and plan marketing activities effectively.

• increase the production of goods.

• reduce the cost of marketing materials.

• eliminate the need for a marketing team.