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410 > Chapter 2 > Flashcards

Chapter 2 Flashcards

1
Q

Marketing mix

A

product
place
price
promotion

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2
Q

Customer characteristics

A

Psycographic
demographic
socioeconomic
geographic

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3
Q

STP

A

Segmentation
Targeting
Positioning

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4
Q

Mass Marketing

A

Undifferentiated marketing

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5
Q

Segmented Marketing

A

differentiated marketing

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6
Q

Concentrated marketing

A

niche marketing

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7
Q

Positioning strategies

A 
by attributes and benefits( McDonald's VS. Starbucks)
price or quality (Walmart Vs. Target)
use or application (baking soda)
Product class ( heated blanket) 
Competitor( Gieco)
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8
Q

Product decisions

A

features, launch, packaging

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9
Q

5 dimensions of brand personality

A

sincerity, excitement, competence, sophistication, ruggedness

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10
Q

distribution decisions

A

Direct channels: directly deal w customers. ( telemarketing, online ads)
Indirect channels: Network of wholesalers/ retailers ( point of purchase, communications to channel members)

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410 (12 decks)

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