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14 Cards in this Set
- Front
- Back
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SWOT analysis |
Uses the facts in the situation analysis to point out Strengths, Weaknesses, Opportunities, and Threats |
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4 Marketing Warfare strategy |
Defensive warfare, offensive warfare, flanking, guerrilla warfare |
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Defensive warfare |
Market leaders introduce new products before the competition. |
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Offensive warfare |
Launch narrow attack, single products. Launch at weakest point. |
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Flanking |
Launching products where there is no competition...using surprise. |
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IMC |
Integrated Marketing Communications. Building relationships with stakeholders and the general public. |
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Cost of acquiring new customers |
Cost 5-8 times more to acquire a new customer than to keep an existing one. |
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The two "Rs" of great advertising |
Audience Resonance, Strategic Relevance. |
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Four stages of creativity |
1. Preparation 2. Incubation 3. Illumination 4. Verification |
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MIS |
Marketing information system. Set of procedures for generating pertinent information for use in making marketing decisions. |
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Presenter commercial |
One person presents the product and sales message |
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Positioning |
Place a brand occupies competitively in the minds of consumers |
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Negatively originated motives |
Mos common energizers of consumer behavior, such as problem removal or problem avoidance. |
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Positively originated motives |
A positive bonus is promised rather than the removal or reduction of some negative situation. |
