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32 Cards in this Set
- Front
- Back
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What are the 4 phases of Marketing Management? |
* Analysis phase * Planning Phase *Implementation phase *Control phase REMEMBER: What an APIC (not epic) Question? |
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What are the key sections of any Marketing Plan? |
COST A-B-C * Current marketing situation /assessment * Objectives and issues * Strategy (for Marketing) * Threat & opportunity analysis * Action plan * Budget * Controls |
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What arethe 4 parts ofa Messaging Platform? |
Tagline Positioning statement Talking points Elevator pitch |
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What are 4 repositioning strategies? |
1. Change Tangible Attributes New prod. to same market 2. Change Product Communicate to same market 3. Change Target Market Same prod to new market 4. Change Product & Target Market New prod to new market |
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What are the different buying situations: |
Straight Re-Buy Modified Re-Buy New Acquisition |
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What are the stages of new product adoption? |
Awareness Interest Evaluation Trial Adoption |
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What is a key influence on abuyer’s adoption profile? |
Buyer’s perception of risk |
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What are the influences on the rate of adoption? |
Relative competitive advantage, references, compatibility, complexity and ease of use |
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What are(Kotler’s) 4 Market Strategies? |
Market Leader Market Challenger Follower Nicher |
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Who is the person who developed the Product-Market Expansion grid? |
Ansoff |
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What are the three levels ofbrand positioning and what do they mean? |
Product Attributes –HybridCar Product Benefits –Reduced Gas Costs Product Values – GoGreen |
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What are the componentsof a Strategic Plan? |
Objective Goals Vision Mission |
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What are the 7 P’s of the Marketing mix? |
Product Price Place Promotion People Process Physical Proof |
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The 7 Stages of product life are: |
Conceive Plan Develop Qualify Launch Deliver Retire |
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Write the value and definition for: Positioning Statement |
Unites the product w/ customer by - connecting with what’simportant to them; - differentiating from other for their attention, time anddollars. |
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Write the value and definition for: Tagline |
Express the product’s distinctive imprint or value with flair <8 words Provides awareness and spark to generate interest and motivate customers to ask a question |
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Write the value and definition for: Messaging or Talking Points |
VALUE 1. Concisely elaborate on positioning statement 2. Provide Proof 3. Tailor message to group DEFINITION 4 to 6 key message building on positioning statement Responses to most common questions |
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Write the value and definition for: Elevator Pitch |
Convert customer contact in 60 seconds or less Variation on positioning tailored to customer |
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What's in Brand Positioning? |
For (target audience), (brand name) is the (frame ofreference) that delivers (benefit/point of difference)because only (brand name) is (reason to believe) |
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What's in a Category Positioning? |
(Product / Service / Company / Person) is the one (yourcategory) that provides (your target customer) with (yourkey benefit) because (reason to believe you can deliverthe benefit). |
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What's in a Target Positioning? |
For (your target) who wants / needs (reason to buy yourproduct/service), the (your product or service) is a(category) that provides (your key benefit). Unlike (yourmain competitor), the (your product/service) (your keydifferentiator). |
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Define: Promotion |
• The communication link between buyers and sellers • The function of informing, persuading, and influencing a purchase decision |
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Define: Marketing Communications |
• Messages that deal with buyer-seller relationships. • The means by which firms attempt to inform, persuade, andremind customers about products and brands they sell. |
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Define: Integrated Marketing Communications |
• Coordination of all promotional activities to produce a unified, customer-focused promotional message. • Increasingly important as communication channels proliferates |
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Define: Distribution |
Physically moving products and establishingintermediary relationships to support suchmovement. |
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Define: Physical Distribution |
The activities of distribution involved in thephysical relocation of products. |
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Define: Channel of Distribution |
The system of intermediaries (businessrelationships) established to guide themovement of a product. |
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What are Three Types of Distribution Channels? |
Direct Indirect Dual Distribution |
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Name 5 Promotional Channels |
Social Media PR Advertising Direct Marketing Word of Mouth Events |
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Important factors in building a distribution channel |
Cost Coverage Control |
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What are Porter's Competitive Strategies |
Competitive Scope x Advantage Differentiation (Broad Target) Differentiation Focus (Narrow Target) Cost Leadership (Broad Target) Cost Focus(Narrow Target) |
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Diversification Strategies |
Vertical Diversification(Least Riskiest) Concentric Diversification Conglomeratediversification (Riskiest) |
