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70 Cards in this Set

  • Front
  • Back
CYCLICAL STRATEGY
push for two years, back off- GI Joe
ICON STRATEGY
become a part of America- Disney
BLITZ STRATEGY
flood the market- short lived- ninja turtles
HOT GLUE/INSERT AD
put into magazine after it's printed- thicker paper
RE-READERSHIP
number of people that read one magazine
HIGHEST RE-READERSHIP SCORE
sports illustrated swimsuit issue- 200
HALF RUN
ad printed every other copy
MARKETING CONCEPT
the happier you make your customer, the more money you'll make
MARKETING
trying to facilitate exchanges (not sales)
NECESSARY CONDITIONS FOR EXCHANGE
-2 parties
-each must have something the other wants
-each must be willing to give up something of value
-must be able to get together
FOUR ACTIVITIES OF MARKETING
-creating a product
-place
-promotion
-price
CREATING A PRODUCT
create something that reaches target
PLACE
where to distribute- store, catalogue, veding machine
PROMOTION
communicating with the customers- advertising
PRICE
not everyone wants low price
THREE CATEGORIES OF PRODUCTS
goods, services, ideas
ANTIMARKETING
tries not to look like marketing
EXPRESS NEEDS
what people say they want
LATENT NEEDS
people can't say them- don't even know they have them
ANTI-NEPOTISM POLICIES
doesn't allow related people to work together
MARKETING ENVORONMENT
everything outside your company
ENVIRONMENTAL SCANNING
ongoing collection of data to keep up with changes
ENVIRONMENTAL ANALYSIS
interpreting the info
WIWAK
"when I was a kid"- designing toys for kids
OLIGOPOLY
2-5 companies- can collude and do price fixing- big 3 tobacco companies
MONOPOLISTIC COMPETITION
marketing for one brand is so good that consumers treat it as a monopoly- Dr. Pepper, Blue Bell
BRAND COMPETITION
between brands
GENERIC COMPETITION
competing with the whole category
BUDGET COMPETITION
compete with other budgetary areas- entertainment vs. cell phone spending
SHERMAN ANTITRUST ACT
cannot do things to reduce competition
CLAYTON ACT
closed loopholes in Sherman
ROBINSON PATMAN ACT
prohibits price discrimination- litigation concentrates on intent of the law
PRICE DISCRIMINATION
charge different customers different prices for no good reason
WHEELER LEE
prohibits false advertising of food, drugs, and ingested products
BETTER BUSINESS BUREAU
operated at local level- businesses monitor other local businesses
PACO UNDERHILL
marketing research- retailing anthropology
MAXINE CLARK
build-a-bear
MARKETING RESEARCH
one project to solve particular problem
MARKETING INFORMATION SYSTEMS
ongoing research- not for specific problem
SYMPTOMS
sales, profit and mkt share
EXPLORATORY STUDY
not sure what problem is- quick and dirty- not statistically rigorous
DESCRIPTIVE STUDY
describe phenomenon- baking soda as deodorizer
CAUSAL STUDY
very statistically rigorous- looking for a cause
PRIMARY DATA
collected for this specific project
MECHANICAL OBSERVATION
by machine- best with repeptitive action- foot traffic
PERSONAL OBSERVATION
by people- best when interpretation is needed
MAIL SURVEY
cheapest- most anonymous- more likely to tell the truth- low response rates
TELEPHONE SURVEY
fastest- interactive
SUGING
selling under guise
QUALITY OF LIFE MARKETING
sell the attitude, mindset, not the product
PERSONAL INTERVIEW
real time- richest data- most expensive
INTERNET SURVEYS
not random- not statistically valid- use for product ideas
SIMPLE RANDOM SAMPLING
pick em at random
STRATIFIED SAMPLING
break into strata, srs from each strata
AREA SAMPLING
sample geographic area, then sample from those areas
JUDGEMENT SAMPLING
decide who we think we ought to ask- quota sampling
SECONDARY DATA
data collected for an other reason
JND
just noticeable difference
BCG MATRIX
star, problem child,
cash cow, dog
STAR
high growth, high mkt share
PROBLEM CHILD/QUESTION MARK
high growth, low mkt share
CASH COW
low growth, high mkt share
DOG
low growth, low mkt share
MARKET PENETRATION
sell what we allready sell to the people we're allready selling it to- OJ
MARKET DEVELOPEMENT
sell current product to new customers- expand market- going international
NEW OFFERING DEVELOPEMENT
new product to same customers- works if company's comparative advantage is customer group knowledge
DIVERSIFICATION
new products to new people- related or unrelated
MARKETING ETHICS
principles that determine right or wrong in marketing behavior- beyond the rules and laws
UTILITARIANISM
whatever does the most people the most good is right
ETHICAL FORMALISM
right and wrong never change