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43 Cards in this Set
- Front
- Back
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4 ways to Segment the market |
Geographic - Where they live Demographic - Who they are Psychographic - What they do Behavioral - Benefits |
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Segment |
spliting people into relatively homogeneous sets Who could we exchange with |
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Target |
Select a segment Who should we exchange with |
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Position |
Act of designing the comapny's product offering so that it occupies a distinct place in our minds |
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Functional |
Good performance and economy Product price and place low involvement |
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Image |
Desirable image Promotion Social needs mod to high involvement |
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Experiential |
Unique experience Product and place Self actualization Mod to High involvement |
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Brand Awareness |
Consumers know about the brand
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Brand Image |
Consumers have a definite impression about the brand
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Brand Loyalty |
Consumers purchase only their favored brand
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Brand Equity |
Brand loyalty is transferred to new products |
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Five determinants of service quality |
Reliability - perform the promised service Assurance - Trust and competence and security Tangible - appearance of physical facilities Empathy - listening and understanding consumer Responsiveness - helping customers promptly |
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Advertising |
Paid placement of announcements and persuasive messages to inform, gain liking, and stimulate action |
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Sales Promotion |
Short-term incentives to encourage trial or increase purchase |
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Personal Selling |
Two-way communiciation between a buyer and seller designed to influence decision |
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Public Relations |
Placements of news or media presentations with the deliberate attempt to manage the public's perception |
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Direct Marketing |
Promtional element that uses direct communication with consumers to generarte a response in the form of an order ex Direct Mail |
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Push Strategy |
Producer - Channel members - final consumers |
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pull strategy |
proucer - final consumers - channel members |
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Direct Traffic |
direct links or bookmarks |
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natural search (SEO) |
The process of making a site and its content highly relevant for both search engines and searches |
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Paid Search (PPC) |
The process of bidding on key words or terms |
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CPC |
cost per click |
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CPA |
cost per actions |
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CPM |
cost per thousand |
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CTR |
Click Through Rate
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Affiliates |
a type of performance based marketing in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliates own marketing efforts |
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a form of direct marketing which uses electronic mail as a means of communicating |
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Social |
The systematic application of marketing along with other concepts and techiques |
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Owned |
created by the brand controlled messages webistes and direct email |
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Purchased |
created by the brand controlled messages advertising |
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Earned |
Can be earned by brand or 3rd party social media |
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Viral |
A mix of all three : owned, purchased, earned |
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Channels for reaching customers |
Direct channel system - manufacturer to customer mixed channel systems - manufacturer to customer, manufacturer to channel intermediaries to customers inderct channel systems - manufacturer to channel intermediaries to customers |
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Place |
location |
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Product |
Variety, brands |
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pricing |
EDLP, high-low, premium |
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Promotion |
advertising, sales promotion, loyalty cards |
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Presentation |
Atmospherics - signage, lighting, color, music, smell, temp, display |
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Personnel |
Number, knowledge, courtesy, competence, responsiveness, communication, dress |
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Intensive |
selling through as many retailers as possible. Convenience goods |
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Selective distribution |
Selling through a limited number of qualified retailers. Stainmaster carpets, home appliances, perfumes |
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Exclusinve distribution |
selling through only a few retailers. Ferrari, lambo, tiff and co, bulgari |
