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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

Question mark-

high growth rate, low relative market

Cash cow-

low growth rate, high relative market

Dog-

low growth rate, low relative market rate

Customer relationship groups

-butterflies


-true friends


-strangers


-barnacles

Butterflies-

high profitability, low loyalty

True friends-

high profitability, high loyalty

Strangers-

low profitability, low loyalty

Barnacles-

low profitability, high loyalty

Expansion Grid-

-market penetration


-product development


-market development


-diversification

Market Penetration-

existing product, existing markets

Product development-

new product, existing markets

Market development-

existing products, new markets

Diversification-

new products, new markets

Four P's

-Product


-Place


-Price


-Promotion

Product-

method of meeting customer's demands (good or service)

Place-

How the product gets to the customer

Price-

the monetary value that is given in exchange for the customer's demand being met (customer cost)

Promotion-

The way in which customers are informed about the product (communication)

Market segmentation-

dividing a market into distinct groups of buyers based on shared set of chatacteristic

Differentiation-

value added advantages over your competition

Positioning-

what do the customers think of you vs. your competition

Micro Environments-

-Partners


-Public


-Customers

Partners-

suppliers, intermediaries (promote product)

Public-

anyone can have a possible stake in the company

Customers-

possibly anyone

Macro Environment-

-Economic


-Natural


-Political


-Cultural


-Component lifestyles


-Technology and time use


-Purchasing power


-Federal Legislation

Economic-

recession

Natural-

pollution, natural disasters



Political-

regulation

Cultural-

different wants/needs based on age ect. International dilemas

Component Lifestyles-

dual income households

Technology and Time Use-

no time to do stuff

Purchasing power-

inflation and recession

Federal Legislation-

more regulations

Parts of a Marketing Plan are

-Business mission statement


-situation or swot analysis


-objective


-marketing strategy


-implementation evaluation control

Research methods-

-observational


-ethnographic


-surveys


-experimental

steps of buyer decision making-

-need recognition


-info search


-evaluation of alternative


-purchase decision


-post purchase behavior



Characteristics that affect consumer behavior

-cultural


-social


-personal


-psychological

Participants of buyer process

-users


-influencers


-buyers


-deciders


-gate keepers

Porter's five forces

-barriers to entry


-threat of substitutes


-degree of rivalry


-buyer power


-supplier power

Requirements for market segmentation

-measurable


-accessible


-substantial


-differentiable


-actionable

Four things that distinguish services from goods

-intagibility


-variability


-inseparabillity


-perishability



Different Levels of a Product

-Augmented product


-Actual product



Augmented product

delivery and credit, product support, after-sale service, warranty

Actual Product

brand name, features, design, packaging, quality