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38 Cards in this Set
- Front
- Back
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Functional benefit
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Tangible, practical
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Social benefit
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Friends...
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Personal benefit
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Ego...
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Experiential benefit
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laugh, emotion
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4 benefits
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functional, social, personal, experiential
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4 costs
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money, temporai, psychological, behavioral
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temporai
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time
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Porter's 5 forces
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Industry Competitiveness, Substitutes, Threat of new entrants, supplier power, buyer power
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Growth Strategies
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Existing/Existing - Market Penetration
Existing Market/ New product - Product development New Market/ Existing Product - Market development New/New - Diversification |
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Consumer Buying Process
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1. Problem Recognition
2. Info Search 3. Evaluate alternatives 4. PUrchase Decision 5. Postpurchase |
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Types of Decision making
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Routine, Limited, extensive
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Availability bias
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Tendancy to use most readily available information
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Anchor and Adjustment
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Infomercial
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Market Segmentations
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Demographic, geographic, psychographic, benefit, purchase behavior
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Competitive based positioning
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category
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Positioning
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competitive based positioning
point of difference goal positioning |
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Market demand methods
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1. Market factor analysis
2. Survey of buyers 3. Past sales analysis 4. Sales-force composite 5. Executive judgement 6. Test Marketing |
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Sales-force composite
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Survey of experts and salespeople
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Primary data
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Observational
Focus-Group Survery Behavioral Experimental |
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Secondary data
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Internal sources
Gov publications Periodicals Commericial data |
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Market Share
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Individual product $/Industry $
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Product Life Cycles
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Intro
Growth Maturity Decline |
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Adoper Categories
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Innovator
Early Adopter Early Majority Late Majority Laggards |
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Penetration Pricing
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Set price low, market share
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Skimming
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Price high, profits
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loss leader
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loss on one product to gain on another
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Discriminatory Pricing
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pricing not constant
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Coverage strategies
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Intensive, selective, exclusive
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higher risk and complexity...
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more personal selling, less advertising
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AIDA
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Attention
Interest Desire Action |
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Consumer Sales Promotion
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Coupons
Rebates Premiums contests sampling |
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Trade Sales Promotion
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Trade allowances
Push Money Training Conventions |
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Issue Sponsorship
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education, etc
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3 levels relationship marketing
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Transaction selling
relationship selling partnering |
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three roles consultative selling
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-team leader
-business consultant -long term ally |
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Advertising Objectives
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Informative - primary demand
Persuasive - Selective demand Comparison Reminder |
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Five Ms
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Mission
Money Message Media Measurement |
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Issues in message presentation
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-message framing
-one vs two sided message -comparitive advertising -Order effects -Repetition |
