Cellin

2023/24

-> Here some questions of Doc. Cellin of 01/2024 orals

1. the 4P and what are the other 3Ps, with examples

1. ⁠Points of parity and Points of Difference, with an example of a downstream pod
2. ⁠Brand KPIs (awareness, recognition, recall) with some examples of companies with positive performance in these KPIs
3. ⁠The marketing process of a new product

1. Speak about acqualisa case
2. What are the step of communication
3. Tell me an example about bad communication
4. What is the yield manager
5. What is relationships brand
6. the pro of segmentation

1. What is the yield management
2. What is meant with the branding process
3. Tell me the difference between a broker and an agent

2021/22

-> Here some questions of Doc. Cellin of 02/2022 orals

• Product lifecycle? Which tool do you use? BCG matrix you move between quadrants.
• New media mix? Owner… principle of scarcity? Connected to cognitive…

• Cellini’s friend, what did he say? Product development. Spot customer value, discovery phase, business case, product, solution, launch of the product. Fundamental to listen to customers and their reactions.
• Trade marketing? Focus on intermediaries, push and pull.
• Product line decisions?

• What is blue ocean?
• How do you build a brand? Positioning…

• Remarketing? Build a strong relationship with customers leveraging on their old experience. You said: remarketing is when you keep relationship with people who already bought? No just people you already interacted with
• Pricing: why is it so important? Revenues, first element customers see, tool for communication, influenced by so many factors.
• What is AIDA? Model for communication, how you deliver value. Why do you think Peugeot and fiat together in stellantis? They look similar from a customer perspective.

• Which are the functions of distribution channel? Why P as place?
• What is vertical distribution and what is horizontal? 2 examples? Franchisor and franchisee who is who?Repositioning? Examples? Mercedes. Fiat: fiat 500 is no more fait 500 but 500.
•  Communication levers? Owned, earned, paid, sold… Mix: Advertising, self-promotion, sponsorship, personal selling, direct marketing. Content?

• SWOT analysis?
• Segmentation approaches? By product, by customer (more powerful because we talk about characteristics). Which characteristics do we consider? Example of characteristics?
• Horizontal marketing systems? Some examples? Conad.

• Acqualisa case? Why didn’t it work well? Problem in place and promotion. Talked about technical specifics which are not perceived and understood by customers.
• Reasons for new product’s failures? Poor design, bad communication, competition
• Pros and cons of ecommerce? Lose some clients, can reach wider, lower costs, more competition,
• 5 forces? Examples?
• What is a search engine? Engine of content of marketing. Need visibility, be the first of the ranking, reputation, set of rules that changes very often to create the most possible meritocratic ranking. Work on keywords to fix.
• Methodologies for positioning?
• Osterwalder business model? Do you think something is missing under the point of view of marketing? Analysis of competitors.
• Difference between brand identity and brand image? Image Is what is perceived, identity what I want to communicate, which values.
• Targeting? Last step of STP, select segments.
• POP and POD?
• Service product? Main characteristics?
• Environmental influences talking about price? All the factors which influence price, list. 
• Communication levers? Advertising, sales promotions, public relations, sponsorship, direct marketing. Which kinds of direct marketing? New media mix? Sales promotion, examples?
• Experiences? List point of evolution of a commodity.
• Phases of buying process?
• Yield management: key factors?
• Content marketing? How new companies do marketing, Red Bull, do partnerships, adv, cool content.
• Value chain? 9 elements?
• Advantages and disadvantages about segmentation? Address to a specific segment of market: less internal diversity, more customer satisfaction, more control on marketing plan. Cons: higher costs in marketing, production… objective to modularize.
• Steps for service process?
• Which types of distribution? Intensive, exclusive…
• Trade marketing? Sell in, sell out, retailer. (distribution).
• Brand portfolio management? Examples of brand relationships? Also talk about adv and disadvantages.
• Characteristics of industrial markets? based on characteristics of the products ?