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35 Cards in this Set
- Front
- Back
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Lets a firm classify each strategic business unit (SBU) in terms of market share relative to major competitors and annual industry growth. The matrix identifies four types of SBUs: star, cash cow, question mark, and dog, and offers strategies for them.
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Boston Consulting Group Matrix
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The consistent repurchase of and preference toward a particular brand. With it, people can reduce time, thought, and risk.
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brand loyalty
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Doubt that a correct purchase decision has been made. To overcome dissonance, a firm must realize that the consumer decision process does not end with a purchase.
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Cognitive Dissonance
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???
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Commitment
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???
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Consumer
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???
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customer
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An in-depth, computerized search of available information to find profitable marketing opportunities that may otherwise be hidden.
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data mining
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A type of research in which one or more factors are manipulated under controlled conditions. Experiments are able to show cause and effect.
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Experiment
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Used when a researcher is uncertain about the precise topic to be investigated, or wants to informally study an issue.
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Exploratory Research
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A consumer-oriented, market-driven, value-based, integrated, goal-oriented philosophy for a firm, institution, or person.
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Marketing Concept
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Involves systematically gathering, recording, and analyzing information about specific issues related to the marketing of goods, services, organizations, people, places, and ideas.
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Marketing Research
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Outlines the way in which the marketing mix is used to attract and satisfy the target market(s) and achieve an organization's goals
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Marketing Strategy
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???
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Mission Statement
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Involves the positive or negative needs, goals, and desires that impel a person to or away from certain actions, objects, or conditions.
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Motivation
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The reasons for behavior.
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Motives
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A research method whereby present behavior or the results of past behavior are observed and noted. People are not questioned and cooperation is unnecessary.
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Observation
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Consist of information gathered to address a specific issue or problem at hand.
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Primary Data
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The stage in the final consumer's decision process during which a consumer recognizes that the good, service, organization, person, place, or idea under consideration may solve a problem of shortage or unfulfilled desire.
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Problem Awareness
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A group that influences a person's thoughts or actions.
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Reference Group
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???
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Roles
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Occurs when a person buys out of habit and skips steps in the decision process. In this category are items with which a person has much experience.
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Routine Decision
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Consist of information not collected for the issue or problem at hand but for some other purpose. The two sources of secondary data are internal and external.
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Secondary Data
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???
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Segmentation
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A survey technique using rating scales of bipolar (opposite) adjectives. An overall company or product profile is then devised.
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Semantic Differential
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Identifies an organization's internal strengths and weaknesses and external opportunities and threats. It seeks to answer: Where is a firm now? In what direction is it headed?
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Situation Analysis
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A cue (social, commercial, or noncommercial) or a drive (physical) meant to motivate a person to act.
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Stimulus
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Outlines the marketing actions to undertake, why they are needed, who carries them out, when and where they will be completed, and how they will be coordinated.
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Strategic Marketing Plan
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Gathers information by communicating with respondents in person, by phone, or by mail.
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Survey
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Strenths, Weaknesses, Opportunities, and Threats
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SWOT Analysis
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products sold for personal, family, or household use
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Retail
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purchase for business purposes
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Wholesale
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how one will compete or what will make one unique
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Strategic Marketing
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buy when you have a problem, not before, has to be triggered by a stimulus or cue
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Problem Definition
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speed at which one goes through the consumer decision process
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Involvement
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age, race, income, gender
descriptions of customers |
demographics
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