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A-level Business (new) > 1.3- Marketing Mix And Strategy > Flashcards

1.3- Marketing Mix And Strategy Flashcards

1
Q

What is the definition of service design?

A

The combination of factors needed in designing a product. Aesthetics, Function, Cost (design mix)

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2
Q

What are the 3 factors in design mix?

A

Aesthetics, function and cost

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3
Q

What does bespoke design mean?

A

Bespoke design means; custom made, custom built, tailor made to the consumer

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4
Q

What is meant by standard design?

A

Standard design are products or services that are sold as standard, the customer cannot add any extra features or benefits

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5
Q

What is meant by efficiencies?

A

Efficiencies in production can be achieved by changing the types of materials used or by updating the technology used in production

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6
Q

What is meant by promotion?

A

The use of marketing tools to bring a product or service to the attention of potential buyers

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7
Q

What are the types of promotion?

A
  1. Personal selling
  2. Direct marketing
  3. Above-the-line marketing
  4. Below-the-line marketing
  5. Public Relations (PR)
  6. Sponsorship
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8
Q

What is meant by personal selling?

A

The use of salespeople to give a personal experience when the customer is buying a product

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9
Q

What is meant by direct marketing?

A

Highly focused targeted marketing usually tailored to the consumer

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10
Q

What is meant by above the line advertising (ATL)?

A

Above-the-line (ATL) marketing involves mass media methods for targeting larger and more general customers
• Radio
• TV
• Cinema
• Print adverts e.g. in newspapers and major magazines
• Outside adverts e.g. billboards

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11
Q

What are advantages of using above-the-line (ATL) promotion?

A

• ATL is tailored to reach a mass audience
• Advert communication is repeated so the message is clear e.g. “simples” and “go compare”
• Great for building brand awareness

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12
Q

What are some disadvantages of using above-the-line (ATL) promotion?

A

• Disadvantages are that this is a very expensive method and it is difficult to measure clear results from campaigns
• Very expensive e.g. A radio ad on a national station can cost about £10,000 for a week

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13
Q

What is meant by below the line advertising (BTL)?

A

Below-the-line (BTL) marketing is the same as direct marketing for reaching smaller but more targeted audiences. The main methods include:
• Public relations e.g. Ryanair PR stunts
• Search engines
• Events e.g. restaurant launch • Social media marketing

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14
Q

What are advantages of using below-the-line (BTL) promotion?

A

• Easy to measure if the campaign has reached an audience e.g. through number of website visits, conversion rates, click through rates
• Easy and inexpensive to use social media to increase brand awareness
• BTL is more targeted to specific niche segments rather than aiming at the whole mass market

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15
Q

What are the disadvantages of using below-the-line (BTL) promotion?

A

• Extensive training on working social media and IT may be needed for marketing staff
• Deeper understanding of customer or buyer behaviour is required e.g. what do they read, what websites do they visit
• Targeting diverse cultures with the same theme is difficult

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16
Q

What is meant by public relations?

A

Public relations is also known as PR. PR aims to build a relationship between the business and the public, to create a favourable corporate image

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17
Q

What are examples of sales promotion?

A
  1. BOGOFF
  2. Price discounts
  3. Money off coupons
  4. Samples / giveaways
  5. Special events
  6. Point of sale
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18
Q

What are examples of digital communications?

A
  1. Online adverts
  2. Mobile communications
  3. “Advergaming”
  4. Social media
  5. Consumer generated content
  6. Viral strategies
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19
Q

What is meant by branding?

A

A brand is a characteristic name or symbol that distinguishes one product from another supplier

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20
Q

What is meant by product branding?

A

A product branding strategy will aim to show the customer the features and benefits of a product which will differentiate it from other similar products in the marketplace

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21
Q

What are the advantages of using product branding?

A

Branded products can command higher prices that non-branded

Businesses therefore can expect higher profits from branded cash cows

Good branding differentiates the product and creates customer loyalty

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22
Q

What are some disadvantages to using product branding?

A

Product branding may require a high investment

Product branding may take many years to build up

Limited flexibility when the product tries to develop new lines in the range beyond what they are known for

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23
Q

What are some advantages for own brand products to the business?

A

Boosts customer loyalty to the supermarket

Competes with manufacturers brands

Fills gaps left by the company

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24
Q

What are disadvantages to a business with own brand products?

A

Store brands are a mixed bag and can be made by numerous companies under the supermarket’s name, so ketchup might be great but cornflakes might taste like carpet tiles

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25
What is meant by rebranding?
Rebranding is a marketing strategy in which a new: • Name • Symbol • Term • Design • Or combination of the above Will be developed for an established brand with the intention of developing a new differentiated identity in the minds of consumers, investors and / or competitors
26
What are the benefits of strong branding?
Added value Ability to charge premium prices Reduced PED
27
What is a USP and what does it stand for?
USP stands for unique selling point, these are the small details that makes one product or business different from another
28
What are ways to build a brand?
USP’s / Differentiation Advertising Sponsorship Social media
29
What are changes in branding and promotion to reflect social trends?
Viral marketing Social media Emotional branding
30
What is meant by pricing?
The process of pricing is the choice of pricing strategy that a business makes when setting prices for their products or services
31
What factors will influence the pricing strategy?
The product or service itself Competitors in the market e.g. Heinz ketchup The aims and objectives of the business
32
What are the types of pricing strategy?
1. cost plus 2. price skimming 3. penetration 4. predatory 5. competitive 6. psychological
33
What is meant by a cost plus pricing?
A cost-plus pricing strategy seeks to set a price for a product or service which covers the costs AND provides a good profit margin for the business
34
What are the benefits for cost plus pricing?
Protects the profit margins of the business Easiest method of pricing to apply Easy to estimate profit levels
35
What are the disadvantages to cost plus pricing?
This method of pricing does not take into account the prices of the competition
36
What is meant by skimming pricing?
A skimming price strategy is used when launching a new product. The price is set high to start, this will create high profits and may be used to pay back high Research and Development (R&D) costs. As competitors eventually enter the market the price is then reduced
37
What are the advantages of using skimming pricing?
A high starting price can establish an upmarket image For innovative products it can be a great way to harvest high profits from early buyers who want the latest gadget / item / product and are prepared to pay a premium
38
What are the disadvantages of skimming pricing?
Cheaper imitations of the product may appear on the market too soon and take sales away from the product Risky strategy as customers may be put off from buying due to the high price
39
What is meant competitive pricing?
Some products or services are priced in line with competitors
40
What are advantages of competitive pricing?
Useful in a market where one brand is dominant, the other brands would need to discount and offer lower prices encourage customers to buy
41
What are the disadvantages of competitive pricing?
Pricing at the competitive rate may not cover all the costs of some smaller businesses which can’t get the same economies of scale as the larger ones
42
What is meant by penetration pricing?
This means setting prices really low on a new product to encourage sales and to persuade customers to try the product. Then when they like the product and have to keep buying it the business raises the price
43
What are the advantages of penetration pricing?
Works best with new products being launched to encourage consumers to try the product
44
What are the disadvantages of penetration pricing?
Consumers may have bought anyway, even without the low start price Expensive as it eats into profits by reducing sales revenue
45
What is meant by predatory pricing?
In oligopolies existing businesses may hold off the threat of a new entrant to the market by lowering their prices so that any competitor cannot make a profit. This is when aggressive price cutting is used to deter competitors or push them out of the market.
46
What are the advantages of predatory pricing?
The intention with predatory pricing is to drive competitors out of the market place or set a barrier to entry to discourage new entrants to the market
47
What are the disadvantages of predatory pricing?
Depends on the price elasticity of the product, if it is low then a lower price won’t make much difference to customer demand
48
What is meant by psychological pricing?
This means pricing a product at £1.99 rather than £2.00 to appear cheaper
49
What is the advantages of psychological pricing?
Ideal for products which want to project a premium image, the price might be part of the appeal
50
What are the disadvantages of psychological pricing?
Psychological pricing strategy can be high risk, if comparable products are available for a lower price consumers could be tempted away
51
What are the factors that determine a pricing strategy?
1. number of USPs/amount of differentiation 2. price elasticity of demand 3. level of competition in the business environment 4. strength of brand 5. stage in the product life cycle 6. costs and the need to make a profit
52
What is meant by distribution?
Distribution is the process of getting the right product or service to the consumer in the right place
53
What is the 4 stage distribution?
1) Manufacturer 2) Wholesaler 3) Retailer 4) Consumer
54
What is the 3 stage distribution?
1) Manufacturer 2) Retailer 3) Consumer
55
What is 2 stage distribution?
1) Manufacturer 2) Consumer
56
What are changes in distribution to reflect social trends?
Online distribution Changing from product to service Choice of distribution channel
57
What is meant by marketing?
The management process of identifying, anticipating and satisfying consumer demands for profit
58
What is meant by marketing strategy?
The methods used by a business to achieve their marketing objectives
59
What are the five stages of product life cycle?
Development Introduction Growth Maturity Decline
60
What happens in product development?
This is the first stage of the product lifecycle where a product is designed and market research is analysed to produce a product which will satisfy customer needs. Cash flow is tight. All capital will be an investment
61
What is meant by the introduction phase in the product life cycle?
The introduction phase will involve high costs in research and development and the product may have been test marketed before launching, so profits may be negative Sales will be low as customers may not yet be aware of the products Advertisement will be informative
62
What is meant by the growth phase of the product life cycle?
Growth phase products are enjoying rapid growth in sales and profits. At this stage the customers are aware of the product and demand is high. Advertisement may be used to take advantage of high demand.
63
What is meant by the maturity phase of the product life cycle?
Maturity phase products face intense competition now all the producers have joined the market. Market is starting to be saturated – everyone has bought the product who is likely to buy. Sales are high but profit starts to fall Products have to be discounted to keep sales high
64
What is meant by the decline phase of the product life cycle?
Decline phase products may be limited in production. At this stage profits and sales have fallen and the product may be withdrawn from sale. The business may decide to heavily discount to get any last sales before the product becomes obsolete
65
What are the product lifecycle extension strategies?
1. updating packaging 2. adding more or different features 3. changing target market 4. advertising 5. price reduction
66
What is meant by product portfolio?
A product portfolio is the collection of all the products and services offered by a company
67
What is meant by the Boston matrix?
The Boston matrix is a marketing planning tool which helps managers to plan for a balanced product portfolio. It looks at the market share and market growth to determine whether a product is a star, cash cow, question mark or dog.
68
What is meant by a star product (Boston Matrix)?
High market share High market growth
69
What is meant by a question mark product (Boston Matrix)?
Low market share High market growth
70
What is meant by a cash cow product (Boston Matrix)?
High market share Low market growth
71
What is meant by a dog product (Boston Matrix)?
Low market share Low market growth
72
What are the uses of the Boston Matrix?
The Boston matrix is a good starting point when reviewing an existing product line to decide future strategy and budgets
73
What are the limitations of the Boston Matrix?
Products may not be low or high market share they could be medium High market share does not always lead to high profits, there are high costs also involved with high market share Many people argue this matrix is too simple
74
What is B2B marketing?
B2B stands for Business to Business marketing. Many businesses just deal with other businesses rather than consumers. For example a school or college will have a paper supplier so they can keep giving you handouts and you can print your work out.
75
What is B2C marketing?
B2C means business to consumer. They are not looking to build up long term relationships with the supplier, maybe a one off purchase like a sofa
76
What is customer loyalty?
Customer loyalty is creating a product or service that ensures repeat purchases
77
What is customer service?
The assistance and advice provided by a company to those people who buy or use its products or services

A-level Business (new) (19 decks)

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