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17 Cards in this Set
- Front
- Back
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What are the Four P's of marketing?
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Product,Price,Place,and Promotion
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What is Marketing Research?
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The collection and analysis of any reliable information that improves managerial decisions
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What is Secondary Research?
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Data marketers gather from already published sources
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What is Primary Data?
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Data marketers collect specifically for a particular purpose through focus groups
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What is a segment?
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A group of customers defined by certain bases or characteristics
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What is Targeting?
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It compares the defined segments and then selects the most attractive one
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What is Positioning?
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Competitors and to customers of your product
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What is the Product Diffusion Curve?
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It captures adoption behavior graphically, showing customer segments called innovators
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What is Price Skimming?
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It sets high margins;you can expect to gain limited market share because your prices will be relatively high
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What is Penetration Pricing?
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aims to gain high market share with lower margins and relatively lower prices
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What is price discrimination?
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Charging different prices to different customer segments
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What is Intensive Coverage?
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Works for consumer goods and other fast moving products
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What is selective coverage?
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distribution brings the product to specific
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What is exclusive distribution?
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is often used for luxury products
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What is Guerrilla Marketing?
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Marketing activités that are nontraditional, grassroots, and captivating-that gain consumers' attention and build awareness of company
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What is Push Strategy?
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aims to push a product through channel
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What is Pull Strategy?
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aims to pull a product through the channel
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