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- 1What is a marketing strategy?A plan that identifies the organization's marketing goals and explains how they can be achieved within a stated timeframe
- 2What is a key characteristic of marketing oriented organizations?Customers are the core of their business
- 3Put in order the stages of the marketing plan1. Mission
2. Corporate Objectives
3. Marketing Audit
4. SWOT Analysis
5. Marketing assumptions
6. Marketing objectives
7. Marketing Strategies
8. Expected Results
9. Alternative Plans and Mixes
10. Resource allocation, implementation, and monitoring - 4What are the marketing objective?Market share, profitability, revenue, ROI, product awareness, brand recognition, customer loyalty, new markets, new products
- 5What is a marketing audit?A comprehensive, systematic, independent and periodic examination of a company's or business unit's marketing environment, objectives, strategies and activities with a view to determining problem areas and opportunities and recommending a plan of action to improve the company's performance.
- 6What is part of the PEST analysis?Political/legal, Economic, Social, and Technological macro factors that influence the marketing environment. Organizations have no control over these factors.
- 7What are the parts of the Ansoff MatrixPenetration
Market Development
Product Development
Diversification - 8What is Penetration in the Ansoff MatrixSelling more of existing products and services to the consumers who already buy them.
- 9What is Market Development in the Ansoff MatrixFinding new customers for existing products
- 10What is Product Development in the Ansoff Matrix?Offering existing customers new products
- 11What is Diversification in the Ansoff Matrix?Offering new products to new customers
- 12What is the SMART criteria for market and corporate objectives?Specific, Measurable, Achievable, Realistic, Timely
- 13Describe the customer loyalty ladderProspect --> Customer --> Client --> Supporter --> Advocate --> Partner
- 14What are the four types of loyalty?Emotional, Price, Incentivized, Monopoly
- 15What are Porter's 5 Forces?1. Threat of New Entrants
2. Bargaining Power of Buyer
3. Threat of Substitutes
4. Bargaining Power of Suppliers
5. Rivalry - 16What is SWOT Analysis?Strengths & Weaknesses (internal audit)
Opportunities & Threats (external audit) - 17What is CRM?Consumer Relationship Management
Strategic Approach (turn casual customer into continuous customer
Pareto's Analysis (20% of your customers generate 80% of your revenue)
One-to-One Communication
Personalized Mix - 18What are the four phases of CRM?1. Customer data analysis and data mining
2. Marketing and communication planning
3. Customer interaction
4. Measure, review, revise - 19Describe the target marketing process1. Segmentation
2. Targeting
3. Positioning - 20What are the consumer segmentation bases?Geographic
Demographic
Psychographic
Behavioural - 21What is an A?higher managerial, administrative, or professional
- 22What is a B?intermediate managerial, administrative, or professional
- 23What is a C1?supervisory or clerical, junior managerial, administrative or professional
- 24What is a C2?Skilled manual worker
- 25What is a D?semi and unskilled manual workers
- 26What is an E?state pensioners or widows (no other earner), casual or lowest grade workers
- 27What are the social classes in the UK?Elites
Established Middle Class
Technical Middle Class
New Affluent Workers
Traditional Working Class
Emergent Service Workers
Precariat or Precarious Precariat
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- Descripción
- Fichas sobre Sin título, creado por hinman.liza el 10/06/2015.
- Creado por
- hinman.liza · jun 2015
- Actualizado
- 19 feb 2016
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