Flashcards
MKT Final
Flashcards do conjunto (69)
- 1what are the 4 P'sprice, product, place, promotion
- 2what is productcreate value by developing a variety of offerings, services, and ideas to satisfy the customer
- 3what is priceeverything that the buyer gives up in exchange for the g&s
- 4what is promotioninforms, persuades, and reminds potential buyers
- 5what is placeall activities necessary to get the product to the right customer when they want it
- 6what are the 4 orientations of marketingvalue-based, market, product, sales
- 7what is marketing strategya clear target market which is critical for success
- 8what is sustainable competitive advantagesomething the firm can consistently do better than it's competitors
- 9what are the 4 sources of advantage approachescustomer value, customer services, customer relations, great prices; good service=good value
- 10what does SWOT analysis stand for and which are internal and external factorsinternal = strengthens and weaknesses
external = opportunities and threats - 11what are the strengthsstrong brand, superior product, management and marketing
- 12what are the weaknessesno brand recognition and poor location
- 13what are the opportunitiesacquiring another company and gaining market access
- 14what are the threatsnew entrants into industry and new laws affecting products
- 15what does STP stand forsegmentation, targeting, positiong
- 16what is segmentationprocess of dividing the market into groups distinct of customers
- 17what is targetingevaluating the attractiveness of segments and deciding which to pursue
- 18what is positioningdefining market mix so customers have an understanding of what the product is and does
- 19what is BCG portfolioplacing firms on how much market share and growth they have
- 20what is a question markhigh market growth and low market share
- 21what is a starhigh market growth and high market share
- 22what is a doglow market growth and low market share
- 23what is a cash cowlow market growth and high market share
- 24what are the 4 growth strategiesmarket penetration, market development, product development, diversification
- 25what is market penetrationemploys the marketing mix and focuses on existing customers
- 26what is market developmentemploys marketing offering to reach new market segments
- 27what is product developmentoffers a new g&s to the current market
- 28what is diversificationintroduces a new g&s to a new market segment
- 29what is mirco environmental factorsfactors that impact business operations and success which cannot always be controlled
- 30what are the 3 micro environmental factorscompany capabilities, competition, corporate sponsors
- 31what is company capabilitiesmarketing firms that focus on satisfying customers
- 32what is competitionmarketers must understand their firms competitors
- 33what is corporate sponsorssuccessful firms work together with many partners
- 34what is macro environmental factorsexternal forces that a firm cannot control, but manage it a way to benefit them
- 35what are the 9 macro environmental factorsculture, demographics, income, education, gender, ethnicity, technological advances, economic, situation, generational cohorts
- 36what is culturemarketers have to have relatable g&s to particular groups of people
- 37what is demographicsuse of demographics to assess customer needs
- 38what is incomeindividuals classed as low, middle, and high income earners
- 39what is educationmarketers combine education levels with the income a person makes to predict purchase behaviour
- 40what is gendergender roles use to be clear, now they are blurred
- 41what is ethnicitymarketers try to understand culture, value, and spending patterns of these groups
- 42what is technological advancescontributed to the improvements of the value of g&s
- 43what is economic situationsmarketers watch both domestic and international economic situations because it affects consumers buying decisions
- 44what is generational cohortsgroups of people who are the same age and have the same purchasing behaviours
- 45what are the two types of generational cohortsbaby boomers (1946 -1965)
generation x (early 1960s - early 1980s) - 46what does PEST analysis stand forpolitical, economic, social, technological
- 47what is politicalemployment policies, tax laws, trade restrictions that affect business
- 48what is economicinterest rates, exchange rates, inflation, and disposable incomes
- 49what is socialpopulations trends, ethic and media, and spending habits that are observed by firms
- 50what is technologicalproduction, distribution, communication changes by new technology to stay on top
- 51what is green consumerspurchased products based on issues beyond tangible products
- 52what is green corporationselling a product that may be harming the environment forcing them to change the way they do business
- 53what is the consumer decision processneed recognition, information, alternative evaluation, purchase decision, postpurchase
- 54what is need recognitionpertains to the performance of a g&s
- 55what is informationlength & intensity of the search based on several factors
- 56what is alternative evaluationconsumers begin to evaluate different alternatives
- 57what is purchase decisioncustomers don't always purchase the brand or item they originally decided
- 58what is postpurchasemarketers are interested in postpurchase behaviour because it involves actual customers
- 59what is compensatorycustomers evaluate alternatives such that the good compensates for the bad
- 60what is non compensatorycustomers choose a g&s based on its characteristics regardless of the value
- 61what is business to business B2Bexample is Best Buy purchasing a computer from a manufacturer
- 62what is secondary datafree or easy to obtain
- 63what are the 5 types of secondary dataexternal sources, internal sources, syndicated data, scanner data, panel data over time
- 64what is external sourcesnot specific enough to solve research needs (ex. books)
- 65what is internal sourcesmay not be the right data (ex. within the company)
- 66what is syndicated dataquantitative research that uses data from scanner readings of UPC codes at checkouts
- 67what is panel data over timeinformation collected from consumers over time
- 68what is primary datadata collected by observing consumer behaviour and conducted focus groups
- 69—
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- 100 Marketing FlashCards sobre MKT Final, criado por samuel.maione em 18-04-2016.
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- samuel.maione
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