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17 Cards in this Set
- Front
- Back
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80/20 RULE
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The principle that 80% of firm’s sales are generated by 20% of its customers.
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DIRECT FORECAST
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Estimating the value be forecast without any intervening steps.
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SYNERGY
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The increased customer value achieved through performing organizational functions more efficiently
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LINEAR TREND EXTRAPOLATION
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The pattern is described with a straight line.
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LOST-HORSE FORECAST
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Making a forecast using the last known value and modifying it according to positive or negative factors expected in the future.
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MARKET (Industry) POTENTIAL
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The maximum total sales of a product by all firms to a segment during a specified time period under environmental conditions and marketing efforts of the firm.
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MARKET SEGMENTS
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The relatively homogenous groups of prospective buyers that result from the market segmentation process.
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MARKET-PRODUCT GRID
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A framework to relate the market segments of potential buyers to products offered for potential marketing actions by the firm.
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PERCEPTUAL MAP
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A means of displaying or graphing in two dimensions the location of products or brands in the minds of consumers to enable a manager to see how consumers perceive competing products or brands relative to its own and then taking marketing actions.
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PRODUCT DIFFERENTIATION
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Strategy that involves a firm using different marketing mix activities, such as product features and advertising, to help consumers perceive the product as being different from and better than competing products.
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PRODUCT POSITIONING
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The place an offering occupies in consumer’s minds on important attributes relative to competitive offerings.
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PRODUCT REPOSITIONING
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Changing the place an offering occupies in consumers’ minds on important attributes relative to competitive products.
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SALES (Company) FORECAST
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The total sales of a product that a firm expects to sell during a specified time period or under specified environmental conditions and its own marketing efforts
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SALESFORCE SURVEY FORECAST
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Asking the firm’s salesperson to estimate sales during a coming period.
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SURVEY OF BUYERS' INTENTIONS FORECAST
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Asking prospective customers if they are likely to buy the product during some future time period.
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TREND EXTRAPOLATION
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Extending a pattern observed in past data into the future.
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USAGE RATE
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Quantity consumed or patronage – store visits - during a specific period; varies significantly among different customer groups.
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