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14 Cards in this Set
- Front
- Back
The 4 P's
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Place
Price Promotion Product **People, provision, and presentation*** |
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Channel Strategy
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Involves the design and management of intermediaries such as wholesalers, distributions, brokers, and retailers.
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Pricing Strategy
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Value Pricing and Everyday Low Pricing
Affects the consumers perception of the brands position in its product category and of its overall quality |
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Indirect Channels
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Sell via a third party intermediaries such as agents or brokers representatives, wholesalers, distributors, and retailers or dealers.
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Direct Channels
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Sell through personal contacts from the company to prospective customers via mail, phone, electronic means, in-person visits and so on.
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Everyday Low Pricing (EDLP)
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Entails or eliminating discounts and sales promotions in favor of an everyday fair price, an approach to determine the discount pricing policy over time.
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Value Pricing
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Set prices based on considerations of product quality, costs and product price that satisfies consumer needs as well as the profit goals of the firm
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Product Strategy
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The product itself is the heart of brand equity because it is the primary influence on what consumers experience with a brand, what they hear about a brand from others and what the firm can tell customers about the brand in their communication.
It fully satisfies consumers needs and wants is a prerequisite for successful marketing. |
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Perceived Quality and Value
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Customers perceptions of the overall quality or superiority of a product/ service compared to the alternatives and with respect to its intended purpose.
Attributes include (performance, features, conformance quality, reliability, durability, service, style and design) |
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Relationship Marketing
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Attempts to provide a more holistic, personalized brand experience to create stronger customer ties.
Based on premise that current consumers are the key to long term brand success |
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Experimental Marketing
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Promotes a product by not only communicating a product features and benefits but also connecting it with unique and interesting features
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One-to-One Marketing
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Consumers help to add value by providing information to marketers. The marketers add value in turn by taking that information and generating rewarding experiences for consumers
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Permission Marketing
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Practice of marketing to consumers only after gaining their express permission, gaining popularity as a tool with which companies can break clutter and build customer loyalty.
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Personalizing Marketing
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To adopt to the consumers desire for and competitive force impelling towards personalization marketers are embracing:
Experimental Marketing One-to-One Marketing Permission Marketing |