commerce Flashcards
- The fashion line Appael designs, produces and sells various clothing lines. Several years ago, the company was the market leader. The industry is currently under pressure and the company has more and more to fear of substitute by alternative products
Under which SWOT element does the instigating sale of substitutes fall under?
threats
- A magazine publisher is active in the youth market. The publisher’s marketing manager sighs: ‘The youth segment has become too heterogeneous and unpredictable.’ Hi therefore decides to bring a wide variety of magazines within the youth segment: ‘something for everyone’”. The organization has decided to focus on various segments with leather its own editing strategy. What segmentation strategy is used within the youth market?
Differentiated marketing
- In a market research plan, you describe which methods and techniques you use to ensure that the research is conducted objectively. What is an advantage of collecting secondary data?
cheap
- Verhage makes Foundations of the marketing and classification of new products in his book. According to Verhage, some companies have a situation in which a new product variant is added to an existing product. What is the name of this format?
line extension
- What’s the point of the four pillars of relationship marketing
-Customization, customer service, product quality, long-term orientation
- The Bill & Melinda Gates Foundation was founded by Bill and Melinda Gates. Bill Gates was the former CEO of Microsoft. And of the foundation’s objectives is to end poverty in the world and contribute to the community. Under which dimension of social responsibility do charities like the Bill & Melinda Gates Foundation fall under?
philanthropic dimension
- At what level does product competition find flat?
Type of question
- What is the purpose of a positioning chart?
The position of the own product and that of the competitors
- Which DESTEP factor relates to standards of behavior, warden and living habits in society?
Socio-cultural
- What do we call products or services that the consumer does not know or only buys when hi really needs them to make a problem
Unsoughts goods
- A soft drink manufacturer wants to bring a new flavor to the mark. To this end, he wants to learn more about the consumer ge Hi can than in a number of previously representative cities in the Netherlands, with the help of a consumer panel, the purchasing behavior of On what other way can the manufacturer get ok detailed information regarding this awareness- and purchase method
-Using a one-time survey
- Cigarette manufacturers make difficult times. everyone knows and preaches these days that smoking is bad, few people are still starting and many stop. Advertising is practically no longer allowed by the government. Now due to the roo ban in the hospitality industry, the manufacturers lose money to the large group “Cozy smokers’, the group that only smoked when she drank. Cigarette manufacturer Boromarl has made a situation analysis.Under which heading will the company have placed the smoking offer of the hospitality industry?
external analysis: threat
The weather is classified under which of the situational influences?
Physical environment
When we refer to micromarketing, what are we referring to?
Marketing at the societal level
Which investment strategy is appropriate for the cash cows in portfolio management? (BCG – Boston consulting group)
Hold
Which of the following is not a potential risk of trading up?
The company’s image will be negatively affected
What are the two elements of external factors in situational analysis?
Opportunities and Threads
In which cell of the confrontation matrix would you place a strategy of “growth”?
In opportunities - strengths
We distinguish five steps in the purchase decision process of consumers. Which step comes after the information gathering? (Problem recognition – Gathering information – Comparison alternatives – Purchase decision - Evaluation)
Comparison alternatives
Which criteria can be used if the marketing manager uses geographic segmentation?
Climate and culture
In which stage of the product life cycle is the profit the highest and is the communication policy focused on stimulating the selective demand? (Introduction – Growth (growing profit) – Maturity (starting sales because of competitors) – Decline)
Growth stage
What is involved in the black box of buyer behaviour?
Purchasing Decision Process
