Buisness unit 3.1, 3.2, 3.3, 3.4 Flashcards
what is marketing?
identifying customer wants and satifying them probitability
what are the 4 roles of marketing?
- identifying customer needs
- satisfy customer needs
- maintain customer loyalty
- building customer relationships
why do customers spending patterns change? (why do they buy different products than before?) (4)
- customer tastes and fashions might change
- chinges in technology
- changes in income
- ageing population
why do some markets have become more competitive? (3)
- globalisation meant that businesses can now sell to other countries –> more competition
- transportation –> easier to ship products to other countries
- improved technology has led to e-commerce –> increasing competition as people can buy from other countries
how can businesses respond to changing spending patterns and increased competition? (4)
- maintain good customer relationships
- keep improving their existing products
- bring out new products
- keep costs low
what is a niche market?
a small specialized version of a larger market
what is a mass market?
where the products are designed for a large number of customers
what are examples of niche marketing? (2)
hiking boots
wedding dress
what are examples of mass marketing? (2)
coca cola
washing powder
what is market research?
is the process of gathering, analysing, and interpreting information about a market
what are examples a buisness can find out from market research? (4)
- how much customers are willing to pay
- where would they like the product to be sold
- what type of promotion would be effective
- who their main competitors are
what does product orientated mean?
producing the product first and then a market for it
what does market orientated mean?
when businesses carry out market research to find out consumer wants before a product is developed and produced
what are the two types of market research?
primary and secondary research
what is primary research?
collection of new data involves direct contact with potential or existing customers
what are the methods of primary research?
questionnaires, online surveys, interviews, groups
what are the benefits of postal questionnaires? 2
- opinions of customers on open ended questions
- detailed information about the price customers are willing to pay
what are the drawbacks of postal questionnaires? 2
- gathering and collating results is time consuming
- bias could occur if they do not question a fair sample
what are the benefits of online surveys? 3
- can find out what the customers want
- quick responses
- easy to complete
what are focus groups?
group of people provide information through a group discussion with a researcher present
what are the drawbacks of online surveys? 2
- answers may be too brief as the interviewer is not there
- consumers may rush the survey so inaccurate results
what are the benefits of interviews? 2
- detailed information can be gathered about preferences
- interviewer can answer the questions in detail so consumers answer them correctly
what are the drawbacks of interviews? 2
- very time consuming
- interviewer might prompt the consumers with the answers they want to hear
what are the benefits of focus groups? 2
- provides detailed information about customers tests and preferences
- quicker and cheaper than individual
what are the drawbacks of focus groups? 2
- feedback could be uneven ad people might be influenced by the opinion of others
- time consuming
what are the two methods for sampling? 2
- a random sample (people are selected at random)
- a quota sample (are selected on specifically)
whats are the methods for secondary research? 3
- government statistics
- newspapers
- market research agencies
what are the disadvantages of primary research?
- more expensive as you need to pay interviewers and researchers
what are the advantages of primary research? 2
- up to date information so more accurate
- more specific and accurate as it’s produced by the business itself
what are the advantages of secondary research? 2
- cheap/free
- easy and quick to obtain
what are the disadvantages of secondary research? 3
- more likely to be out of date, could be inaccurate
- not collected for the business itself so not specific
- rival firms have access to same sources
what is the marketing mix? (product)
a term which is used to describe all activities which fo into marketing a product or service (4 ps)
what are the four marketing mix things? (product)
product
price
place
promotion
what are the benefits of developing new products? 2 (product)
- will give th ebuisness USP
- allows business to expand into new business markets
what are the drawbacks of developing new products? 3 (product)
- will have to carry out market research before launching new product
- brand image could be damaged –> fails to meet customer needs
- expensive
what is brand image? (product)
image or identity given to the product which gives personality of its own and blocks it out from competitors
what are the benefits of a strong brand image? 3 (product)
- will give buisness unique selling point
- customers are more likely to be loyal –> increase in sales
- allow business to charge premium price
what are the two functions of the role of packaging? 2 (product)
- it has to be suitable for the product to be stored
- used for promoting the product (eyecatching)
what are the product life cycle stages? 6 (product)
- development
- introduction
- growth
- maturity
- saturation
- decline
what is development (product life cycle stages) (product)
market research is carried out and the prototype is tested before the product is launches (no sale)
what is introduction (product life cycle stages) (product)
lots of capital is spent on advertising the product, prices are high