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47 Cards in this Set
- Front
- Back
Boston consulting growth share matrix |
-star -question mark -cash cow -dog |
|
Star- |
high growth rate, high relative market rate |
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Question mark- |
high growth rate, low relative market |
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Cash cow- |
low growth rate, high relative market |
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Dog- |
low growth rate, low relative market rate |
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Customer relationship groups |
-butterflies -true friends -strangers -barnacles |
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Butterflies- |
high profitability, low loyalty |
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True friends- |
high profitability, high loyalty |
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Strangers- |
low profitability, low loyalty |
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Barnacles- |
low profitability, high loyalty |
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Expansion Grid- |
-market penetration -product development -market development -diversification |
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Market Penetration- |
existing product, existing markets |
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Product development- |
new product, existing markets |
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Market development- |
existing products, new markets |
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Diversification- |
new products, new markets |
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Four P's |
-Product -Place -Price -Promotion |
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Product- |
method of meeting customer's demands (good or service) |
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Place- |
How the product gets to the customer |
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Price- |
the monetary value that is given in exchange for the customer's demand being met (customer cost) |
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Promotion- |
The way in which customers are informed about the product (communication) |
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Market segmentation- |
dividing a market into distinct groups of buyers based on shared set of chatacteristic |
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Differentiation- |
value added advantages over your competition |
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Positioning- |
what do the customers think of you vs. your competition |
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Micro Environments- |
-Partners -Public -Customers |
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Partners- |
suppliers, intermediaries (promote product) |
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Public- |
anyone can have a possible stake in the company |
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Customers- |
possibly anyone |
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Macro Environment- |
-Economic -Natural -Political -Cultural -Component lifestyles -Technology and time use -Purchasing power -Federal Legislation |
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Economic- |
recession |
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Natural- |
pollution, natural disasters |
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Political- |
regulation |
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Cultural- |
different wants/needs based on age ect. International dilemas |
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Component Lifestyles- |
dual income households |
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Technology and Time Use- |
no time to do stuff |
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Purchasing power- |
inflation and recession |
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Federal Legislation- |
more regulations |
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Parts of a Marketing Plan are |
-Business mission statement -situation or swot analysis -objective -marketing strategy -implementation evaluation control |
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Research methods- |
-observational -ethnographic -surveys -experimental |
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steps of buyer decision making- |
-need recognition -info search -evaluation of alternative -purchase decision -post purchase behavior |
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Characteristics that affect consumer behavior |
-cultural -social -personal -psychological |
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Participants of buyer process |
-users -influencers -buyers -deciders -gate keepers |
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Porter's five forces |
-barriers to entry -threat of substitutes -degree of rivalry -buyer power -supplier power |
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Requirements for market segmentation |
-measurable -accessible -substantial -differentiable -actionable |
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Four things that distinguish services from goods |
-intagibility -variability -inseparabillity -perishability |
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Different Levels of a Product |
-Augmented product -Actual product |
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Augmented product |
delivery and credit, product support, after-sale service, warranty |
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Actual Product |
brand name, features, design, packaging, quality |