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Mateo Stéfano Rivera De la Cueva Inglês 143 flashcards

Flashcards do conjunto (143)

  1. 1Why it is used the 4Ps of marketingFind something common for all business
  2. 2What are the 4Ps and describe themProduct, Price, Place, Promotion
  3. 3What are the 3Cs and describe themCommunication, Customer, Experience
  4. 4What is the marketing mix4ps and 3cs
  5. 5What is a marketEvery single person that can be willing to buy our product or service
  6. 6What is segmentationDivide the market based on certain characteristics or traits
  7. 7What do we want to know for segmenting?Who the client is, What do they need, Where stores considered, When shopping habits, How expectations
  8. 8Mention the types of segmentationDemographic, Geographic, Psycographic, Lifestyle, Occupation
  9. 9How do we know how many people are in the segment?How much they consume? What brands compete in? What is the value of the segment? Is it profitable?
  10. 10What is a buyer persona and what information does it include?Fictitious person that companie screate as a standart customer, it combines common characteristics of clientes. Age, socioeconomic level, occupation, place living, hobbies
  11. 11What is market research?The process of obtaining trustworthy information to help us to make decisions
  12. 12Characteristics of a good market researchScientific methodology, multiple methods, research creativity, healthy skepticism, independence of models, value and cost of information, ethical marketing
  13. 13What are the stages of a market research?Defining the problem and objectives, creating the research plan, Putting the plan in action, Analyzing and showing results
  14. 14What are the 9 steps of a marketing research?Defining the problem, determine the information needed, Research method, Designing the sample, Variable approach, Fieldwork, Preparing data, Analyzing information, Making and presenting a report
  15. 15What is the difference between primary and secondary informationPrimary is information that is going to be gathered, secondary is information that already exist
  16. 16What are the characteristics of primary or secondary informationMust be relevant, exact, recent, impartial
  17. 17What are the advantages of qualitative research methodCost and time, data richness, wide registration of behaviours
  18. 18What are the disadvantages of qualitative research methodNot generalized, doesn't distinguish small differences
  19. 19Advantages of quantitative methodGeneralization of results, easy to apply, easy to analyze
  20. 20Disadvantages of quantitative methodLack of control of time and answers, intepretation based on hard data
  21. 21Examples of quantitative and qualitative reasearch methodQuant: surveys, structured observation
    Qualitative:Focus Groups, In Depth interviews
  22. 22Which term do we use to refer to sample in qualitative investigationConsumer group
  23. 23What is a marketing plan?Written document that contains all the information of your business, market research, objectives and how to achieve it
  24. 24What are the three levels of a marketing planAnalytical marketing: initial rearch of company and competition
    Strategic marketing: determine general guidelines, target market, value proposition
    Operational marketing: concrete actions to be taken
  25. 25What is the standard structure of the marketing planExecutive summary, situation analysis, declaration of mission-vision-obj, strategies, action plan, evaluation and control
  26. 26In what 3 steps is divided the Analytical Marketing phaseInternal Analysis, Analysis of Competition, Analysis of customers and market
  27. 27Mention the 4 steps that divides the strategic marketingSegmentation, positioning, competitive advantage, smart objectives
  28. 28Mention the 3 steps of operational marketingMarketing mix, action plan, economic plan
  29. 29Explain the strenghts and weaknessesStrenghts: what we made good, what we control, the advantages that we have
    Weaknesses: what we are making wrong, we control that
  30. 30Explain the opportunities and threatsOpportunities: characteristics and external abilities, in what we are different from competition
    Threats: obstacles and difficulties, analysis of competition
  31. 31Mention what is a Smart objectiveSpecific, measurable, attainable, realistic, timely
  32. 32What is pestele analysisA framework or tool used by marketers to analyze the macro-enviromental factors
  33. 33Explain the Political Factors of PesteleHow much a goverment intervine in the economy. Ex: goverment policy, tax policy, labour law
  34. 34Economic factorsEconomic growth, interest rates, exchange rates, inflation.
    Macro-economical: management of demand in any given economy, interest rate control.
    Micro-economical: way people spend their money
  35. 35Social factorsSocio-cultural factors, attitudes of population, how people think, like and dislike. Population growth, age distribution
  36. 36Technological FactorsHow fast the technological landscape changes and how this impact in our products. New ways of producing or distributing goods or services. Ways of commmunicating with target markets
  37. 37Environmental FactorsEcolocial things, carbon footprint, ethical and sustainable
  38. 38Legal factorsHealthy and safety, equal opportunities, advertising standards, customers rights and laws, what is legal and not legal
  39. 39Ethical factorsEthical principles and moral problems. Fair trade, slavery acts, child labour
  40. 40What is the meaning of the phrase "Perspective is reality"?Customer have an own perspective and needs, is the job of Marketing to find them and convince that customer
  41. 41What is a business proposal?A document that contains essential information of your product or service, so you can sell it to a customer and convince someone
  42. 42What is a digital product?A product or service that is not physical
  43. 43What it is competitive advantage?Something, a feature, a benefit that your product does or has that gives you an advantage with competition
  44. 44What are the two CATEGORIES of competitive advantage?•Internal: what happens inside the company, related with production (quality materials, employees, internal procedures)
    •External: price, quality, promotions, loyalty programs (the customer sees it)
  45. 45What is the key question for determining the category of competitive advantage?The customer sees it? The customer knows it?
  46. 46Why it is useful ?Helps you to know what needs to be communicated to the audience, and then you can tell the customers that
  47. 47What are the ELEMENTS of competitive advantage?Price, Quality, Experience, Customization and service(most influential thing for customers, customize your product)
  48. 48What are the TYPES of competitive advantage?Comparative advantage, differential advantage, sustainable competitive advantage
  49. 49Characteristics of competitive advantage typeWhen a product is compared with other product in the same category. When it is so similar (Pepsi vs Coca Cola)
  50. 50Characteristics of Differential advantage typeWhen the product it is enough different that the customer didn't compare the product, independently that it is so similar. Iphone vs Android, Nescafe vs Cafe
  51. 51Characteristics of Sustainable Competitive Advantage TypeHaving a monopoly over something, when you don't have any competition.
  52. 52What is differetiation?Adding something to your product or service to make it different from the other products of the competition
  53. 53What is adaptation or tropicalizationAdapting your product specifically to a country, Holanda, KFC, Sabritas, etc
  54. 54What is value?Is not price, features
    Also knows as customer-perceived value
    Value is benefits, benefits buyers receive that fulfill their need
    Value is subjective
  55. 55How do we create value?By listening people's needs and creating a solution
  56. 56What is value propositionSpecific solution your company provides to a customer that competition cannot offer.
    It is not a description, it is a unique identifier for your business
  57. 57Elements of value proposition (Basic template)Title describing the benefit, Subtitle explaining the company's offering, visual element that conbeys value
  58. 58What is it the elements of value propositionA visual tool that helps position the company's product or service around customer needs
  59. 59What are the 2 parts of Value Proposition CanvasCustomer profile & Value proposition
  60. 60What is cutomer profile in the value proposition canvasBased on the customer, divided in 3 parts:
    Customer jobs: how my product is going to be used?
    Gains: customer expectations
    Pains: problems that customers experience
  61. 61What is value proposition in the value proposition canvasCompany's point of view, divided in 3 parts:
    Gain creators: characteristics your product has that makes customer happy
    Pain relievers: define the solution that we can bring to the problems
    Products & services: products or services that generates most profit
  62. 62What are distribution channels?How a product reaches an audience, routes that product and services take on their road to the customer
  63. 63What are the types of routes?Direct: manufacturer->consumer
    Small: manufacturer->minoritary seller->consumer
    Large: manufacturer->majoritary selles->minoritary seller->consumer
  64. 64What are distribution channels?Where your digital product is gonna be, where you can find the product.
    Ex: blog pages, interactive apps, social networks
  65. 65What are the two ways for choosing the right channel for the product?1. Looking by the product itself: looking the characteristics
    2. Looking at the ideal customer: what channels does the ideal customer use? Small or widest audience?
  66. 66What are monetization schemes?Ways in which companies generate their profit. How their generate their incope
  67. 67What are the most common schemes for monetization schemes?Subscription, dynamic prices, bids, pay per usage, freemium, fixed price
  68. 68What are the types of subscriptions in monetization schemes?Physical: pay monthly or another, and get a physical product
    Digital: owner of the product as soon as you pay ot
    Content: you are not the owner
    Services: gym, something you pay and you have access to it
  69. 69What are the advantages for the business and the client of the subscription monetization scheme?Busines:
    -Recurring revenues
    -Increases the customer lifetime value (how long you keep your customers)
    -Inventory forecast: never produce more or less.
    Client:
    -Replenishmente, always have access to it
    -Novelty: always have something new with no extra fee
    -Access: accesible, anytime, anywhere
    -No commitment: pay for it as much as you use
  70. 70Cuáles son los tipos de financiamiento?Préstamo familiar, préstamo bancario, apoyo gubernamental, socios con capital, inversionistas, business angels, crowd funding
  71. 71Cuáles son las ventajas y desventajas del préstamo familiar?V: No es necesario registrarlo legalmente, accesible y fácil de conseguir.
    D: Se debe tener familia o amigos que tenga la capacidad de prestarte dinero. No está regulado, no se puede obligar a pagar
  72. 72Cuáles son las ventajas y desventajas del préstamo bancario?V: relativamente fácil de conseguir, sin necesidad de justificar ingresos. Muy accesible y mayor rango de préstamo
  73. 73Cuáles son las ventajas y desventajas de apoyo gubernamental?V: puede ser fácil o difícil conseguirlo
    D: el gobierno elige si aprueba o no tu préstamo en función de la necesidad para el país
  74. 74Qué es un socio con capital?Socio que funda la empresa contigo, tiene dinero, se involucra en la empresa, no te presta nada, él se arriesga con su dinero. Pero pierdes autonomía de empresa
  75. 75Que es un accionista?Personas que tienen dinero y por prestarlo te piden acciones de la empresa (utilidades). Puedes participar o no en la empresa (común que no)
  76. 76Cuáles son los tipos de acciones?Tipo A: primeras acciones que se crean después de constituirse la empresa. Los que las tienen pueden opinar y recibir utilidades (socios con capital)
    Tipo B: no son dueños de la empresa, no toman decisiones, solo tienen utilidades (inversionistas)
  77. 77Qué es un business angel?Personas que tienen capital y mucha experiencia. Dan dinero, conocimiento, recursos. Entran con todo lo que tienen. Pueden pedir acciones, dinero, etc
  78. 78Qué es el crowdfunding?Plataformas donde las personas suben proyectos o ideas de negocio y la gente hace donaciones. Las personas no reciben nada a cambio
  79. 79What are key resources?Things that are essencial to the business, without it, the business can not operate
  80. 80What are the 7 categories of Key Resources?Physical Resources, Human Resources, Intellectual Resources, Financial Resources, Technological Resources, Network & Partner Resources, Natural Resources
  81. 81What is considered in Physical Resources?Buildings, offices, factories, equipment, machinery, inventory
  82. 82What is considered in Human Resources?Employees, knowledge, expertise, creativity, innovation, organizational culture
  83. 83What is considered in Intellectual Resources?Patents, trademarks, copyrights, designs and brands
  84. 84What are Financial Resources?Cash flow, investment, capital, revenue streams
  85. 85What are Technological Resources?Software & IT infraestructure, digital platforms, research & development
  86. 86What are network & partner resources?Suppliers, strategic partnerships(alliances with other companies), key stakeholders
  87. 87What are natural resources?Raw materials used in production, enery resources for power, electricity
  88. 88How do we calculate the point of equilibrium?PE= Fixed costs/(Unitary price - cost of production)
  89. 89What is a quote?Letter of introduction to any potential customer, first contact with the client. You should balance the total expenses, the hours of work and resources
  90. 90What are the variables to set prices in a quotation?Covering costs(gasoline), profitability margin, market price, promotions
  91. 91What is the common mistake when making a quote?A price that is too low because it devaluas your work. After it can be difficult to increase the price
    A price that is too high because you lose clients before negotiating
  92. 92What should a quote include?Company's information, customer's information, concept, amount, payment method. Optional: delivery time, warranties, legal conditions, format of delivery.
  93. 93What are the recommendations for a good quotation?Present the client's problem professionaly, make a proposal, include a possible work plan, scope the work (what is included and not)
  94. 94What are the legal considerations that we have to keep in mind?Formality: register the company in the goverment, be clear about the type of tax
    Taxes: keep in mind the IVA, ISR, IEPS
    Tax receips: helps for invoices of all cash inflows and outflows
    Sanctions: for non-compliance with various actions such as not providing receips, provide false information
  95. 95What are the benefits of having everything in order?Obtain financing credits easly, create alliances with companies, participate for goverment services, being able to request intervention of autorities if necessary
  96. 96What is the definition of market trends?Trends are the way people like or dislike things, it is psychological. Trends indicate how the market shifts, they determine how the market behave. Trends are not created by companies
  97. 97What are the types of market trends?Short-term: trends influenced by immediate changes in the market (Covid)
    Long-Term: gradual shifts in consumer behavior indicating more stable patterns over time. Reduction in births
  98. 98What is the importance of identifying market trends?Because it helps to take:
    Informed Business Decisions that can lead to better outcomes
    Anticipate market needs and adjust their strategies
    Innovation and competitiveness: innovate effectively and maintain a competitive edge
  99. 99What are the methods for identifying market trends ?Market research, consumer surveys, social media analysis, competitor benchmarking(compare your business with competitors)
  100. 100What are the tools for market trend analysis?Data analytics software(analyze large datasets), market intelligence platforms, trend forecasting tools
  101. 101What is the role of interpreting data and make predictions?Recognize patterns, drawing conclusions, predictive analytics to make predictions
  102. 102What is the usage of market trends in marketing strategy?Incorporate trends into marketing plans (understand market trends, align messaging, adapt strategies); Adjust Product Offering Based on Trends(align with market trends, meet consumer demands, increase customer loyalty); Enhancing customer engagement (Leveraging market trends, create relevant content, engage campaings)
  103. 103What are the current emerging market trends?Sustainability (eco-friendly products and services), digital transformation(reshaping how businesses operate), personalization
  104. 104What are the steps of fieldwork planning?1. Time scheduling
    2. Budget
    3. Personnel
    4. Measuring performance
    5. Error control
  105. 105What is brand identity?Anything that make you associate something with a brand
  106. 106What elements can correspond to the brand identity?Logo, design an product image, colors, ethicla aspects, sounds, user sensation
  107. 107Why is brand identity important?Becauses it increases the consumer confidence, better brand recognition, stronger product releases, increses credibility in indutry
  108. 108What is the disadvantage of generating brand identity?It requires very high cost in money and time
  109. 109Why it is crucial to gain the consumer's trust?Because it makes people:
    •Connect with the company
    • Build consumer trust
    •Became a product, your favourite one
  110. 110What is the golden circle?It is a way of thinking that it makes that customers feel identifyed with the reason behind the company.
    It goes in this order of most important:
    Why are you making it? How are you making it? What are you making?
  111. 111What are the bases for creating brand identity?•Determine the purpose of the company
    • Future objectives
    •Study of the competition
    • Develop a voice
    • Avoid mimicry
    • Don't stay in the logo
    Create a coherent message
  112. 112What does it take for a logo to be considered “good”?The best logos are simple, visible in any format, and work both with company name and as a separate proxy
  113. 113What does the phrase “identity is coherent, but not static” refer to?It is important that what you say, stays coherent with what you are making. It is normal that values and identity changes and adapts to the market, but they have to stay always coherent
  114. 114What is user acquisition?Process of using data-driven mobile ad campaigns for creating awareness of apps, platforms, services and engage new users
  115. 115What types of user acquisition strategies exists?•Paid: a fee is paid when they click on a link or ad. Ex: display ads, Facebook, Twitter
    •Organic: create content in other ways. Ex: SEO, content marketing, mailing, events
  116. 116What is the user acquisition process?•Identify potential users: target the most active users, those who surpassed certain goals, and are interested in product
    •Create a target audience: create custom audiences
    •Implement and adjust creative: the vast majority of ads will not reach our audience but it is not necessary that 100% of our ads reaches them
  117. 117Why is user acquisition important?Because worldwide billions of smart devices are used, and users spend hours interacting with apps so you can:
    •Drive conversions with ease: platforms offers a wealth of user data, so the campaigns offers inmediate rewards
    •Cost-effective: cost lower than other channels
    •Visibility: we can adjust campaigns and change the spend on platforms
  118. 118What are the disadvantages of user acquisiton?•Satured market: satured market by dozens of alternatives, so you have to stand out from the rest
    • Changing momentum: before launching is important to check user acceptance
  119. 119What are the most used channels for user acquisition?Facebook Ads,
    Universal App Campaigns
    (UAC) de Google Ads,
    Apple Search Ads (ASA)
    de Apple
  120. 120What is user retention?Stratagies to increase the loyalty of current customers and the revenue generated by them. It avoid losing users during the sales cycle, and convert new regular users
  121. 121How do you retain a customer?•Adopt new customer service tools
    •Take customer feedback into account
    •Discover what customer need and make it happen
    • Use support as a retention tool
  122. 122What are the benefits of customer retention?•Stability for business
    • Higher long-term income
    •The probability of selling a current user is 60-70%
    •Retaining current users is 5 times cheaper
    •Loyal users sped 67% more that new ones
  123. 123What does personalization have to do with customer retention?•The customers fells that the brand is addressed to him
    •People feel valued
    •Stimulate impulse buying, increase revenues, fewer returns, lead to loyalty
  124. 124What is the importante of a loyalty program?Loyalty: desire of a customer to buy or work with a brand again due to stable positive experience. Loyalty programs offers bonueses, discounts, freebies. So shoppers feel valued
  125. 125What does data analysis refer to?Technique to take all available information and prepare a marketing plan. It gather information from all marketing channels and consolidate them into common market vision
  126. 126Why data anlysis is important?Because it helps to give a vision of where the company stands, it can show wich areas are working ahd which not; you can know which objectives are being achieved and not
  127. 127What are the stages of data analysis?Reports from the past, analyze the current situation, predicting and setting future objectives
  128. 128What are the benefits of data analysis?Measure the performance of strategies, which ones work and don't; understand the health of the company; understand the consumer behavior; support decision making
  129. 129What is positioning strategy?Strategic marketing plan that aims to establish the defining characteristic of a brand in the consumer's mind and attract more customers
  130. 130Why is positioning strategy done?•Effect on growth: ensures marketing tactics have an impact on customers
    • Allows a company to shine a light on areas where it can outshine
    • A poorly positioned procut will never reach its full potential
    •Good brand positioning creates a unique niche for the product or service
  131. 131What are the elements to create positioning strategy?•The channel
    •The customer
    •The competiton
    You need to understand what makes your product better than competitors, and ensure that no aspect of your offering can be easily replicated
  132. 132How are the value proposition and positioning related?Both are designed to differentiate companies from competitors. Value propositions are
    derived from the positioning
    strategy, since both must
    reflect each other.
  133. 133What is intellectual property?Relates with creations of the mind, inventions, literary and artistic works, symbols, names, images used in commerce
  134. 134What is industrial property, what institute regulates it in Mexico, what three elements does it protect and what are its three characteristics?It is one of the two branches of
    intelectual property, and the one
    that focuses on inventions and
    registrations. In Mexico, it is regulated by the “Instituto Mexicano de la Propiedad Industrial” (IMPI). It protects: patents ( new product or process), utility models(modifications to existing inventions), industrial designs (industrial model, industrial drawing, trademark, commercial name).
    Their 3 characteristics are: exclusivity(only owner can commercialy exploid), territoriality (rights granted in national territory), temporality(period of time during which the protected object may be commercially exploided-20 years)
  135. 135What is copyright, what institute regulates it in Mexico, what rights is it divided into, what validity does it have and what type of works does it protect?It is one of the two branches of
    intelectual property, and the one that
    focuses on literary, musical, artistic and
    photographic works, among others. It is regulated by INDAUTOR.
    It is divided in: derecho moral (right of an autor of being recognized as one and take desicions of his work), derecho patrimonial (right of exploid the work, authorize and prohibit other exploiding the work). It has a validity of 100 years after the authors dead. It protects: literacy, music, theater, dance, computer programs, television & radio programs.
  136. 136What are the seven consumer rights in Mexico?Información, educación, elegir, seguridad y claridad, no discriminación, compensación, protección
  137. 137What is a moral person?Sum of
    natural persons that are
    allied for a commercial or
    non-profit purpose
  138. 138What is a natural person?Anyone
    who carries out an economic
    activity, whether as an
    employee, professional
    rendering services, merchant
    or seller.
  139. 139What are the characteristics of natural person?Tienen razón social (nombre), régimen fiscal (actividades que desempeñan), dirección
  140. 140What are the characteristics of moral person?Denominación social (nombre), giro (actividad económica), dirección
  141. 141What is a corporate regime?A type of legal entity formed when two or more natural persons
    and/or legal entities get
    together legally to
    constitute a “corporate regime” towards a comercial or,non-profit goal
  142. 142Mention at least 4 different corporate regimes in MexicoSociedad Anónima, Sociedad de Responsabilidad Limitada, Sociedad de Comandita Simple, Sociedad por Acciones Simplificada
  143. 143What is the type of corporate regime “S.A.S.”?A corporate regime where with only 1 person in enough to establish your company. It is cheaper because it is created totally online, there is no minimum fee. The unique requirement is that the SAS cannot earn mora than 7 million pesos anually.

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FlashCards sobre Comer, criado por Mateo Stéfano Rivera De la Cueva em 17-02-2025.
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