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15 Cards in this Set
- Front
- Back
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What are the six macro-environmental factors?
(Hint: PCDENT) |
1. Political
2. Cultural 3. Demographic 4. Economic 5. Natural 6. Technological |
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What are the four types of market segmentation? (Hint: GDPB)
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1. Geographic
2. Demographic 3. Psycholographic 4. Behavioral |
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What are the four types of geographic segmentation?
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1. Regional
2. City size 3. Urban vs. rural 4. Climate |
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What are the five types of demographic segmentation?
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1. Age
2. Income 3. Gender 4. Family size / life cycle 5. Other: Education, religion, race, nationality |
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What are the four types of psychographic segmentation? (Hint: SLPV)
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1. Social class
2. Lifestyle 3. Personality 4. Values |
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What are the five types of behavioral segmentation?
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1. Usage occasion
2. Usage experience 3. Usage frequency 4. Loyalty 5. Benefits |
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What are the four value propsitions?
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1. More for more
2. More for same 3. Same for less 4. More for less |
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What are the four types of buying behaviour?
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1. Complex buying behaviour
- Significant differences between brands, high-involvement. Ex. Computers 2. Dissonance-reducing buying behaviour - Few differences between brands, high-involvement. Ex. Carpet 3. Habitual buying behaviour - Significant differences between brands, low-involvement. Ex. Snacks 4. Variety-seeking buying behaviour - Few differences between brands, low-involvement. Ex. Salt |
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What are the two types of pricing strategies for new products?
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1. Market skimming.
2. Market penetration. |
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What is the intent, focus, and result of market skimming?
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Intent: Capture “cream” – less price sensitive buys
Focus: High profit margin. Sacrifice volume. Result: Generate short-term profits for reinvestment. Invites competitors in. |
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What is the intent, focus, and result of market penetration?
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Intent: Sell whole market at one price – no “elite” markets.
Focus: High volume. Sacrifice profit margins. Result: Keep competition out. Achieve economies of scale. |
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What are the three types of distribution channel structures?
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1. Direct channel (without intermediaries)
2. Indirect channel (with intermediaries) 3. Hybrid / mixed channel structure |
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What are features of a direct channel structure?
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- Gives more control
- Lower cost - Made easier by Internet - Direct contact with customer needs - Quicker responses or change in marketing mix |
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What are features of an multi channel structure?
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- Gain opportunities to tailor products and services to specific needs of diverse customer segments
- Expanded sales and marketing coverage |
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What are the five communication channels?
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1. Advertising
2. Sales promotion 3. Public relation 4. Personal selling 5. Direct marketing |
