Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
12 Cards in this Set
- Front
- Back
|
What activities does a marketing strategy involve?
|
1. Selecting a target market and determining the desired positioning of the product in target customers' minds.
2. Specifying the plan for the marketing activities to achieve the desired positioning. |
|
|
What are the five c's?
|
Customer needs
Company skills competition collaborators context |
|
|
What is the marketing mix?
|
The four P's
1. Product 2. Place 3. Promotion 4. Pricing |
|
|
What is a push strategy?
|
Focus on inducing intermediariesm such as retailer to sell the product at retail.
|
|
|
What is the pull strategy?
|
This means the end consumer develops such an insistence on the product that the consumer pulls it through the channel of distribution and the retailer's role is merely to make the product conveniently available.
|
|
|
What is market segmentation?
|
This consists of dividing the market into groups of potential customers called market segments with distinct characteristics, behaviors or needs.
|
|
|
6 m's for communications planning?
|
1. Market
2. Mission 3. Message 4. Media 5. Money 6. Measurement |
|
|
Business Marketing
|
The marketing of goods and services to individuals and organizations for purposes other than personal consumption.
|
|
|
Derived Demand
|
The demand for business products
|
|
|
New buy
|
A situation requiring the purchase of a product for the first time
|
|
|
Modified rebuy
|
Situation where the purchaser wants some change in the original good or service
|
|
|
Straight Rebuy
|
Buying situtation in which the purchaser reorders the same goods or services without looking for new information or investigating others.
|
