Flashcards
Marketing
Flashcards do conjunto (108)
- 1ExchangeThe act of obtaining a desired object from someone by offering something in return
- 2TransactionA trade between two parties that involves at least two things of value, agreed-upon conditions, and a time and place of agreement
- 3Marketing ManagementThe art and science of choosing target markets and building profitable relationships with them
- 4MarketThe activity, set of instructions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society at large.
- 5Marketing managementThe art and science of choosing target markets and building profitable relationships with them
- 6Value PropositionThe set of benefits or values that it promises to deliver to customers to satisfy their needs. Should differentiate brands and position them in the marketplace
- 7Production conceptFocus on productions and distribution efficiency
- 8Product conceptFocus on continuous product improvements
- 9Selling conceptFocus on large-scale selling and promotion (used extensively with unsought goods)
- 10Marketing conceptFocus on understanding customer needs and wants, and delivering satisfaction efficiently
- 11Societal marketing conceptDeliver value in ways that maintain both consumer's and society's wellbeing
- 12Customer relationship management (CRM)The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction
- 13Perceived valueThe customer's evaluation of the difference between all the benefits and the costs of a market offering relative to those of competing offerings
- 14Customer satisfactionDepends on the product's perceived performance relative to a buyer's expectations
- 15Customer lifetime value (CLV)Refers to the value of an entire stream of purchases that the customer would make over a lifetime of patronage
- 16Strategic planningThe process of developing and maintaining a strategic fit between the organisation's goals and capabilities and its changing marketing opportunities
- 17Market penetrationIncrease sales to existing customers
- 18Market developmentGenerate sales in new market segments
- 19Product developmentSell new of modified products to existing customers
- 20DiversificationNew business model outside current markets
- 21Market segmentationThe process of dividing a market into distinct groups of buyers with different needs, characteristics or behaviours, and who might require seperate products or marketing programs
- 22Market targetingSelecting one or more market segments to enter (i.e. the segments where a company can profitably generate customer value and sustain it over time)
- 23Market differentiation and positioningArranging fro a product to occupy a clear, distinctive and desirable place relative to competing products in the minds of target consumers
- 24Marketing analysis (SWOT)Strengths
Weaknesses
Opportunities
Threats - 25Market implementationThe process that turns marketing strategies and plans into marketing actions in order to accomplish strategic marketing objectives
- 26Marketing intermediariesResellers
Physical distribution firms
Marketing service agencies
Financial intermediaries - 27PublicsAny group that has an actual or potential interest in or impact on an organ
- 28Actors in the public marketing environmentFinancial public
Media
Government
Citizen's action groups
Local public
General public
Internal public - 29Actors in the customer marketing environmentConsumer markets
Business markets
Reseller markets
Governments markets
International markets - 30Economic environmentConsists of factors that affect consumer purchasing power and spending patterns, including income and income distribution and rise in government intervention
- 31Technological environmentInvolves forces that create new technologies, new products and market opportunities
- 32Political environmentConsists of laws, government agencies and pressure groups that influence or limit various organisations and individuals in a given society
- 33Cultural environmentIs made up of institutions and other forces that affect a society's basic values, perceptions, preferences and behaviours
- 34SegmentationDivides the total market into smaller segments, such as:
Geographics
Demographics
Psychographics
Behaviourable - 35Requirements for an effective segmentationAccessible
Substantial
Differentiable
Actionable - 36TargetingSelect the segment or segments to enter:
Segment size and growth
Segment structural attractiveness
Company objectives and resources - 37DifferentiationDifferentiate the market offering to create superior customer value
- 38PositioningPosition the market offering in the minds of target customers
- 39Customer insightsFresh understandings of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationships
- 40Exploratory researchGathers preliminary information to help define the problem. Suggests hypotheses
- 41Descriptive researchDescribes things, e.g the market potential for a new product, customer attitudes to current products
- 42Casual researchTests hypotheses about cause and effect relationships
- 43Consumer buyer behaviourRefers to the buying behaviour of final consumers - individuals and households - that buy goods and services for personal consumption
- 44CultureThe set of values, perceptions, wants and behaviours learned by a member of society from family and other important institutions
- 45SocialReference groups
Family
Rules and states - 46PersonalAge and life cycle stage
Occupation
Economic situation
Lifestyle
Personality and self-concept - 47PsychologicalMotivation
Perception
Learning
Beliefs and attitudes - 48MotivationSelf-actualisation needs
Esteem needs
Social needs
Safety needs
Physiological needs - 49Industrial marketPurchase goods and services for use in the production of other products and services
- 50Reseller marketPurchase goods and services to resell or rent at a profit
- 51ProductAnything that is offered to a market for attention, acquisition, use of consumption
- 52ServicesAre a form of product that conisists or activities, benefits or satisfaction offered for sale that are essentially intangible and do no result in the ownership of anything
- 53Types of productsConvienience
Shopping
Speciality
Unsought - 54Characteristics of servicesIntangibility
Inseparability
Variability
Perishability - 55Product lineA group of products that are clearly related because they function in a similar manner, are sold to the same customer groups, are marketing through the same types of outlets, or fall within given range
- 56Product mixConsists of all the product lines and items that a particular seller offers for sale
- 57PriceThe amount of money charged for a product or service
- 58Pure competitionSellers cannot change more than the going price because buys can obtain as much as they need at that price
- 59Monopolistic competitionA range of prices occurs because sellers can differentiate their offers
- 60Oligopolistic competitionSellers are highly sensitive to each other's pricing and marketing strategies
- 61Pure monopolyPricing is handled differently, depending on whether it is a government monopoly or a regulated monopoly
- 62Market skimmingHigh initial prices to 'skim' revenue layer by layer from the market
- 63Market penetrationLow initial prices to penetrate the market quickly
- 64Product-line pricingSetting price across the entire product line
- 65Optional-product pricingPricing optional or accessory products sold with the main product line
- 66Captive market pricingPricing products that must be used with the main product line
- 67By-product pricingPricing low-value products to get rid of them
- 68Product-bundle pricingPricing bundles of products sold together
- 69Discount and allowance pricingReducing prices to reward customer responses such as paying early or promoting the product
- 70Segmenting pricingAdjusting prices for differences in customers, locations or products
- 71Psychological pricingAdjusting prices for psychological effect
- 72Promotional pricingTemporarily reducing prices to increase short-run sale
- 73Dynamic pricingAdjusting prices continually to meet the characteristics
- 74International pricingAdjusting prices for international markets
- 75Price fixingtalking to competitors to fix prices
- 76Predatory pricingSelling below cost with the intention of punishing a competitor or putting the competitor out of business
- 77Price discriminationOffering different prices or trading terms to different customers
- 78Resale price maintenanceManufacturers cannot require retailers to charge specific prices
- 79Deceptive pricingStating or advertising prices that are not available to the customer
- 80Supply chainThe system of efficiently and effectively producing, making and getting products to the end-users
- 81Supply chain managementManaging upstream and downstream value-added flows of materials, final goods and related information among suppliers, the company, resellers and final consumers
- 82Marketing logisticsThe tasks involved in planning, implementing and controlling the physical flow of materials and final goods from point or origin to point of use to meet the needs at a profit
- 83Marketing channel (distribution channel)A network or independent organisations involved in the process or making goods and services available for use or consumption by the consumer or business user
- 84RetailingAll the activities involved in selling goods or services directly to final consumers for their personal, non-business use
- 85Shopping marketingInvolves activities that focus on turning shoppers into buyer at the point of sale, and may utilise point-of-purchase promotions and advertising to encourage favourable point-of-purchase decisions
- 86WholesalingIncludes all activities involved in selling goods and services to those buying for resale or business use
- 87WholesalersAre those firms engaged primarily in wholesaling activity
- 88Promotion mix (marketing communications)Consists of the specific blend of:
Advertising
Sales promotion
Personal selling
Public relations
Direct/digital marketing - 89Touch pointsRefer to any brand contact with potential to deliver a message, whether good, bad or indifferent
- 90Push strategyDirect marketing activities (primarily personal selling and trade promotion) towards channel members to include them to carry the product and to promote it to final consumers
- 91Pull strategiesDirect marketing activities (primarily advertising and consumer promotion) towards the final consumers to induce them
- 92Return on advertising investmentThe net return on advertising investment divided by the cost of advertising investment
- 93Public relations (PR)Refers to the process of building good relations with the company's various publics by obtaining favourable publicity, building up a good corporate image and handling or heading off unfavourable rumours, stories and events
- 94Sales promotionConsists of short-term incentives to encourage the purchase or sale of a product or service
- 95Marketing conceptA philosophy of customer value and mutual gain. Its practice leads the economy by an invisible hand to satisfy the many and changing needs or millions of consumers
- 96Sustainable marketingCalls for socially and environmentally responsible action that meet the present needs of customers while also preserving or enhancing the ability of future generations to meet their needs
- 97ConsumerismAn organised movement of citizens and government agencies to improve the rights and power of buyers in relation to sellers
- 98EnvironmentalismAn organised movement of concerned citizens, businesses and government agencies that aims to protect and improve people's current and future living environment
- 99Environmental sustainabilityRefers to a management approach that involves developing strategies that both sustain the environment and produce profits for the company
- 100Legal compliance programA system designed to identify, manage and reduce the risk of breaking the law
- 101Legal educationAll marketers need to learn about legal compliance. In the past, the courts have commented adversely where firms have avoided their responsibilities in the regard
- 102Intellectual property (IP) lawInvolves such areas as copyright, trademarks, patents, designs, trade secrets and domain names
- 103CopyrightProtects ideas as expressed in permanent form
- 104DesignThe overall appearance of a product based on one or more of its visual features
- 105TrademarksAny sign capable of being represented graphically, distinguishing a good or service
- 106PatentsProtection given to the invention of a device, substance, method or process that is considered useful
- 107Circuit Layouts Act 1989Protects the ownership of computer-chip circuitry for 20 years
- 108Confidential InformationProtects IP that can be protected only by keeping it secret (e.g. trade secrets)
Informações
- Descrição
- FlashCards sobre Marketing, criado por Damian Albertson em 11-10-2016.
- Criado por
- Damian Albertson
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