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92 Cards in this Set
- Front
- Back
- 3rd side (hint)
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What the promotional mix includes? |
Personal selling, advertising, events, public relations, sponsorship, endorsments by celebrities, trasę peomotion to retailers, others |
What's a guerilla marketing? |
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Steps od personal selling |
Prospecting, approach, presentation, demonstration, answering objections, closing, follow-up, long-term relationship |
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What's a distribution? |
Includes 5 issues. |
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Hurtownik |
Wholesaler |
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Wydajnie |
Efficiently |
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Ulotki |
Flyers |
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Marketing partnerski |
Affinity marketing |
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Witryna sklepowa |
Storefronts |
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Automat do sprzedaży |
Vending machines |
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Klikalność |
Click-throughs |
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Uzupełnienie zapasów |
Restock |
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Eksluzywny |
Upscale/upmarket |
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Pośrednik |
Intermediary |
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Programy częstotliwości |
Frequency programs |
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Why building long-term relationship is so important? |
AIM: persuade to mąkę repeat purchases |
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What are tools for developing customer relationship? |
brand identity, frequency programs, community od buyers, affinity marketing, individual advertising, co-marketing, using CRM |
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Wewnętrzny |
Internal |
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Pokazy |
Displays |
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What's internal sales promotion? |
To generate enthusiasm |
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Examples of pormotion od b2b products? |
Trade shows, portofilios, deals, catalogues/brochures |
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Sales promotion for customers products? (8) |
Special offers, bonus, coupons, drew sampler, in-store displays, games and content, special events, promotional items |
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Store retailing types (5) |
convenience store, specjality store, discount store, supermarket, department store |
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Non-store retailing (4) |
direct-response retailing, Internet retailing, automatic marchendising, direct-selling |
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Obsługa |
Handling |
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Physical distribution conatin: |
Warehousing (material handling, inventory control), customer service (order fulfilment, warranty, repair issues), logistic (movement of materials), transportation (shipping) |
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Logistyka wychodząca |
Outbound logistics |
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Punkty sprzedaży detalicznej |
Retail outlets |
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A potential customer is... |
...a prospect |
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Informacja prasowa |
Prezes release |
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Do you think sales is creative, challenging and fun? |
- prospects are demanding, they demand to get the best product and they don' trust salespeople, so saleperson needs to convenience him that he just want to give him the great product - fun, because selesperson need to be storyteller |
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Do you think advertising is important? |
Yes, but good advertising, fitted to the product and target group. Advertising shows features of good and shows what customer could have if he will buy it. And it builds image of the company. |
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Does celebrities really use products they're advertise? |
I think that good company will send products to people it is fitted so there's a chance that they do. For example celebrity who talk about environement and healthy lifestyle wouldn't advertise chips but rather some natural cosmetics. |
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niedoceniany |
understimated |
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wzmacniać |
reinforce |
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pozyskać |
to obtain |
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natychmiastowy |
immediate |
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rentowność |
breakeven |
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próbowanie |
attempts |
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utrzymać |
maintain |
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uruchomić |
Launch |
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przeglądanie |
skimming |
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przybliżony |
approximate |
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Zaprzestać |
Discontinue |
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wycofać |
withdraw |
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nadmuchany |
inflated |
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Wznieść |
Put up |
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Nisza |
Niche |
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Powolny |
Sluggish |
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Pod względem |
In terms of |
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What marketing strategy includes (5)? |
- analysis of business environement - identification od target markets - sales goals in terms of volume and revenue - the marketing budget - elements of the marketing mix |
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What marketing mix includes (4)? |
Product Price Place Promotion |
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What's fifth and sixth "P"? |
Packaging and people |
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What's packaging for? |
- attracts buyer's attention - explains benefits of the product - protects the product - some kind of advantage |
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People, so it is: |
knowledge, skills, personality |
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Total product offer includes: |
- relationship between quality and price - brand name and image - packaging, service, speed od delivery etc. |
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Who is the target market for a product? |
B2B, B2C, B2G |
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Which data are the easiest to collect? |
That are already available (internal data and external - find on published sources). |
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Marketing research also includes: |
- benchmarking - look at customer buying patterns |
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Methods for segmenting a market (4): |
- product-related (safety, luxury, durability etc.) - demographic (age, gender...) - psychographic (lifestyle, opinions...) - grographical (post core, region...) |
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What are pricing strategies? (6) |
Profitability Market share Matching the market leaders Prestige pricing Identifying the correct price point Social objectives |
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What's profitability? |
Business aim of achieving a return on investments by maximazing revenue and minimalizing costs. |
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Matching the market leaders is |
setting price according to what is standard in the market |
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Market share |
Increasing percentage od the market by selling at a low price even if it means that profits are also low |
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Prestige pricing |
Setting a high price to maintain an image of quality and exclusivity |
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Social objectives |
Government can subsidize prices do that low-income groups can afford a basic products. |
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Origin od new product ideas |
- market research - pre-sales and after-sales Staff listening to customers - customers making direct suggestions - competitor activity - external changes in the market |
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Product line is |
group od products that are physically similar |
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Product mix (range) is |
assortment of product lines |
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Product life cycle (4): |
introduction, growth, matury, decline |
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Brand is |
a name, symbol, design that identifies a product |
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Trademark |
Cannot be used by another producer |
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Steps of brand loyalty: |
1. Brand awarness (=recogniztion) 2. Brand preference 3. Brand insistence |
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What's installations? |
heavy equipment |
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Accessory equipments: |
Eg. hand tools, photocopiers |
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Compontent partia: |
eg. batteries |
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raw materials |
eg. steel, leather |
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Supplies: |
do not become part of the final product (eg. copy paper) |
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What's ethnography in marketing research? |
Studying people's behaviour on natural environments. |
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Rentowność |
Profitability |
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strata |
Making a loss |
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Nasycenie |
Saturation |
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wycofać się z rynku |
Withdraw from the market |
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grupa reprezentatywna |
A representative sample of people |
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Oszacować |
Estimate |
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Example of political/legal items from PEST: |
- UE regulations - National government policy - age structure of population |
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Economical issues from PEST: |
- level of consumer spending - unemployment, inflation - costs of business |
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Social PEST: |
- lifestyle changes - changing tastes and fashions - pressure from lobbies |
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Technological PEST: |
- developments in IT - new production methods |
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Is "mass-market" an old-fashioned concept? |
It depends on the idea. |
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narzut |
markup |
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Przeprowadzenie ankiety |
Carrying out a survey |
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Nirzawodny |
Reliable |
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