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19 Cards in this Set

  • Front
  • Back
What does SWOT stand for? Identify internal/external.
- Strengths (i)
- Weaknesses (i)
- Opportunities (e)
- Threats (e)
What is the marketing mix?
- 4 P’s – product, price, promotion, placement
- Price is the most important because it decides the other 3 P’s.
What is the promotional mix?
- Accomplish companies communication objectives
- Advertising, direct marketing, interactive marketing, etc
What does IMC stand for, and what does it mean?
integrated marketing mix, buisness process used to create communications with consumers in order to establish short term financial returns and long term brand values.
customers perception of the benefits of a company/product weighed against the costs of aquiring and consuming it
organizational function of creating, communicating, and delivering value to consumers
paid form of nonpersonal communication about an organization, product, service or idea
sales promotion
marketing activities used to provide extra value or inncentives and can stimulate immediate sales
brand equity
strength of attachment to a specific company
brand loyalty
prefrence to a specific company
device used to facilitate learning/memory process (rhymem, symbol, cue, etc)
maslow (most important to least)
physiological needs (hunger, thirst)
safety needs (security, protection)
social needs (beloning, love)
esteem needs (status, self)
self actualization (bettering)
information search (specify differences)
2nd step of process after consumer identifies probleem/need
two parts:
internal - consumer thinks/remembers past products
external - sees/hears about products from other people, ads, commericals, etc
selective attention
consumers attend to some stimuli and not others
selective exposure
whether or not consumers will allow themselves to be persuaded by media and message information
selective comprehension
way in which consumers interpret info based on beliefs, religion, attitudes and expierences
selective retention
consumers remember some information but not all
cognitive dissonence
doubt consumer expierences after making purchasing decision
purchase decision model
1. identify problem
2. info search
3. alternative evaluation
4. purchase decision
5. post purchase evaluation