Ch 16 What is marketing?

Question 1

Define marketing

Answer 1

The management process responsible for identifying, anticipating and satisfying consumer’s wants and needs profitably - by choosing the right mix of the 4P’s

Question 2

Define marketing objectives

Answer 2

The goals set for the marketing department to help the business achieve its overall objectives. e.g. increasing market share, rebranding product

Question 3

How can the marketing department and finance department coordinate?

Answer 3

• Finance department use the sales forecasts of the marketing department to help construct cash flow forecasts and other operational budgets
• Finance department will ensure that the necessary capital is available for the marketing budget

Question 4

How can the marketing department and HR department coordinate?

Answer 4

The sales forecasts will be used by HR to aid workforce planning - number of workers and skills required to ensure that increase in sales will be achieved

Question 5

How can the marketing department and operation department coordinate?

Answer 5

• Market research data will play a key role in new product development
• The sales forecasts will be used by the operations department to plan for the capacity needed, the purchase of the machines that will be used and the stocks of raw materials required for the new output level

Question 6

Define demand

Answer 6

The quantity of a product that consumers are willing and able to buy at a given price in a time period

Question 7

Define supply

Answer 7

The quantity of a product that firms are prepared to supply at a given price in a time period

Question 8

Factors affecting demand

Answer 8

• Changes in consumer’s incomes
• Changes in the prices of substitute goods and complementary goods
• Changes in the population size and structure
• Fashion and taste changes
• Advertising and promotion spending

Question 9

Factors affecting supply

Answer 9

• Costs of production e.g. change in labour or raw materials costs
• Taxes imposed on the suppliers by government => raise costs
• Subsidies paid by government to suppliers => reduce costs
• Weather conditions and other natural factors
• Advances in technology to make cost of production lower

Question 10

Interactions between price and demand

Answer 10

• The quantity demanded rises with a price fall

- The quantity demanded falls with a price increase

Question 11

Interactions between price and supply

Answer 11

Firms will be more willing to supply a product if the price rises and will supply less if the price falls

Question 12

What are the different types of markets?

Answer 12

• Consumer/producer markets

- National, regional and international markets

Question 13

What are the features of a market?

Answer 13

• Location
• Size
• Share
• Growth

Question 14

Define market size

Answer 14

The total level of sales of all producers within a market

Question 15

How can market size be measured?

Answer 15

• Volume of sales (units sold)

- Value of goods sold (sales revenue)

Question 16

Why is the size of the market important?

Answer 16

• A marketing manager can assess whether a market is worth entering or not
• Calculate market share
• Growth or decline of the market can be identified

Question 17

Define market growth

Answer 17

The percentage change in the total size of a market (volume or value) over a period of time

Question 18

Factors determining the pace of growth

Answer 18

• Economic growth of the country
• Changes in consumers’ income
• Development of new markets and products (that take sales away from existing ones)
• Changes in taste
• Technology

Question 19

Define market share

Answer 19

The percentage of sales in the total market sold by one business

Question 20

Why is market share important?

Answer 20

• Shows how the business is doing compared to its competition
• Judge the effectiveness of any possible revenue generating effort, such as marketing campaigns, branding initiatives
• Allows businesses to quantify the impact of their strategies

Question 21

Define marketing strategy

Answer 21

Long term plan established for achieving marketing objectives

Question 22

Problems associated with measuring market share and

market growth

Answer 22

• Different results may be obtained depending whether the growth or share rates are measured in volume or value
• Firm’s market share can fall even though sales are rising

Question 23

Define market orientation

Answer 23

An outward looking approach basing product decisions on consumer demand, as established by market research

Question 24

Define product orientation

Answer 24

An inward looking approach that focuses on making products that can be made - or have been made for a long time and then try to sell them

Question 25

Benefits of market orientation

Answer 25

- Chances of newly developed products failing in the market are much reduced - Constant feedback from consumers - Customers will experience more satisfaction with the product, which ultimately increases the likelihood of repeat purchases and brand loyalty - Companies can turn one-time buyers into repeat customers. They'll buy more frequently in larger volumes => profitability

Question 26

Disadvantages of market orientation

Answer 26

- Market research can be expensive and time consuming and it requires a systematic approach => planning - More competition => has to be innovative to stand out - As there are constantly competitors entering in and out of the market => dynamic changes => requires flexibility and adaptability

Question 27

Benefits of product orientation

Answer 27

- Allows the business to focus on product quality => it works to specifics - Allows for a technology to be developed that can then be used for a wider range of products - Enables the company to create this product efficiently and in mass quantities. More quantities can be made at a lower price, which will increase the number produced (economies of scale)

Question 28

Disadvantages of product orientation

Answer 28

- Loss of competitive advantage ; may lose customers and market share to competitors who offer a more relevant product to the market - A company that is not in tune with the marketplace is unlikely to be aware of changing trends => not be able to survive due to inability to keep up with changes - Focusing on established products and markets may prevent a company from looking at new market opportunities (If product demand in existing markets falls, a company must look for new markets) - Companies with a product orientation spend their marketing budgets promoting products that may not meet customer needs => no brand loyalty

Question 29

Define consumer markets

Answer 29

Markets for goods and services bought by the final user of them

Question 30

Define industrial markets

Answer 30

Markets for goods and services bought by businesses to be used in the production process of other products

Question 31

Define societal marketing

Answer 31

This approach considers not only the demands of consumers but also the effects on all members of the public

Question 32

Define equilibrium price

Answer 32

The market price that equates supply and demand for a product

Question 33

Define niche marketing

Answer 33

Identifying and exploiting a small segment of a larger market by developing products to suit it

Question 34

Define mass marketing

Answer 34

Selling the same products to the whole market with no attempt to target groups within it

Question 35

Advantages of niche marketing

Answer 35

- Less competition - This marketing approach lets business to provide customers with products and services they need and desire => brand loyalty - More interactive with customers - Requires less investment (produce less goods as there are less customers) - If the market has not been exploited yet => able to charge high prices with high profit margins

Question 36

Disadvantages of niche marketing

Answer 36

- The niche markets may be invaded by large companies - Less profits are made - Limited growth because there is a small group of customers to buy products. - Niche markets involve more risk than mass markets – fewer customer – if their buying habits change it could mean rapid decline in sales.

Question 37

Advantages of mass marketing

Answer 37

- Economies of scale => lower average costs of production - Maximises income and profits - Mass production greatly improves short term cash flow forecast - Run fewer risks as niche markets contain relatively small number of consumers => any change to consumer buying habits can lead to rapid decline in sales

Question 38

Disadvantages of mass marketing

Answer 38

- Competition - Lack of USP can result in lower profit margins - Difficult to manage (staff and costs) - Lack of brand loyalty - Costs to advertise

Question 39

Define market segment

Answer 39

A sub-group of a whole market in which consumers have similar characteristics

Question 40

Define market segmentation

Answer 40

Identifying different segments within a market and targeting different products and services to them

Question 41

Define consumer profile

Answer 41

A quantified picture of consumers of a firm's products, showing proportions of age group, income levels, location, gender and social class

Question 42

Methods of market segmentation

Answer 42

- Geographic differences - Demographic differences - Psychographic factors

Question 43

What are the geographic differences?

Answer 43

Consumers' tastes change depending on the location. These geographic differences might result from: - Cultural differences - Climate

Question 44

What is demography?

Answer 44

The study of population data and trends

Question 45

What are the demographic factors that segment the market?

Answer 45

- Age - Sex - Ethnicity - Socio-economic groups

Question 46

What are the psychographic factors?

Answer 46

These are to do with differences between people's lifestyles, personalities, values and attitudes

Question 47

Advantages of market segmentation

Answer 47

- Business can define their target market precisely and design, produce goods that are specifically aimed at these groups, leading to increased sales - Limits the field of customers and allows a business to direct financial resources into a specific segment => reduce costs and more efficient - Able to identify groups of consumers that have not been targeted => these might be then successfully exploited - Can better allocate the total marketing budget

Question 48

Disadvantages of market segmentation

Answer 48

- Research and development costs might be high - Promotion and distribution expenditures increase when separate programme are used for different market segments - When characteristics of a market segment change, investment made already might become useless