EXAM 1 Flashcards
What are 4 p’s
product price place promotion people
form utility
the condition of the product (assembly)
time utility
speed (2 day shipping mobile restaurant ordering
possession utility
being able to own/buy something easily
trade feedback effect
how 3rd party economies rise due to foreign trade (China/uSA trade helps Russia)
protectionism
tarrif / quotas (regulators help local business
5 step marketing research
1- id potential actions define the problem 2- developing the research plan 3-collecting data 4-analyze data/ develop findings 5-take action
primary data
obtained yourself- exploratory,descriptive, causal
causal
control experiment to determine causation
strategic marketing segmentation
deciding which segments can you market to
tactical marketing segmentation
how to segment groups (lump together or split up)
marketing segmentation approach
- group buyers into segments
- group products to be sold
- develop market-product grid
- select target markets
- take marketing action
bases for segmentation
a) geographic (sleds in tahoe ACE)
b) demographic (gender/income)
c) psychographic (lifestyle)
d) behavioral
positioning statement
audience, product, how if fullfills needs
new product process
a. First determine your firm’s strategy (including a Protocol Statement
b. Generate a lot of ideas (ideas from employees, customers, suppliers – How to Be Like Apple)
c. Screen down and evaluate those ideas using inexpensive research methods
d. For those surviving ideas, do a business analysis
e. If the business analysis shows that the new product should be profitable, develop the product to the point
f. Conduct a test market and/or simulated test
g. Finally, if the test market results are positive, commercialize the innovation and bring it to market.
target market criteria
market size expected growth competitive position cost of reaching segment compatibility w/ biz goals
market size
target marketing criteria how many people would use product
expected growth
target marketing criteria how much will market grow
competitive position
how much competition is adressing the same target market? now/future
cost of reaching segment
how expensive is it to reach said segment
comparative advatage
when a country has resources that make producing a certain good worthwhile
trade feedback effect
when 2 countries trade, it stimulates entire global economy