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MKT 201 > EXAM 1 > Flashcards

EXAM 1 Flashcards

1
Q

ama definition of marketing

A

the activity, set of institutions and processes for creating, capturing, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large

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2
Q

what are the five steps of the marketing process

A

1) understand the marketplace and customer needs and wants
2) design a customer value driven marketing strategy
3) construct an integrated marketing program that delivers superior value
4) engage customers, build profitable relationships, and create customer delight
5) capture value from customers to crate profits and customer equity

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3
Q

marketing management

A

The art and science of choosing target markets and building profitable relationships with them

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4
Q

marketing myopia

A

the mistake of paying more attention to the specific products a company offers than to the benefits and experiences produced by these products

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5
Q

what are the five marketing management orientations

A

production concept: consumers will favor a product that is available and highly affordable
product concept: consumers will favor products with the most quality, performance, and features
selling concept: firm must undertake a large scale selling and promotion effort
marketing concept: must know the needs and wants of target and delivering satisfactions better than competitors do
societal marketing concept: marketing decisions should consider consumer’s wants, company’s requirements, consumers & society’s long-run interests

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6
Q

how to produce customer delight

A

promise only what you can deliver, and deliver more than you promise

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7
Q

customer relationship management

A

building and maintaining profitable customer relationships by delivering superior customers value and satisfaction

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8
Q

different customer relationship groups

A

strangers: low potential profitability, little projected loyalty
butterflies: high potential profitability, little projected loyalty
true friends: profitable and loyal
barnacles: low potential profitability, high loyalty

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9
Q

share of customer

A

the portion of a customer’s purchasing that a company gets in its product categories

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10
Q

digital/social media marketing

A

using websites, social media, mobile apps and ads, online video, email and blogs to engage consumers everywhere
extends customer engagement and gets people talking about a brand

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11
Q

strategic planning

A

developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities

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12
Q

market oriented mission statements

A

a statement of the organization’s purpose-what it wants to accomplish in the larger environment; defines the business in terms of satisfying basic customer needs; realistic, specific, consistent

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13
Q

portfolio analysis & bcg

A

Evaluating the products and businesses making up a company (SBUs-strategic business units); evaluate based on SBU attractiveness in market and strength of market position
stars: high growth market, high share product
cash cows: low growth market, high share
question marks: high growth market, low share
dogs: low growth market, low share product

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14
Q

value delivery network

A

network of company, suppliers, distributors, and customers who pair to improve performance of the entire system in delivering customer value

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15
Q

growth strategies/ market expansion grid

A

market penetration: more sales to current customers with same product
market development: identifying and developing new markets for penetration
product development: new product to current market
diversification: starting or buying businesses outside of current products and markets

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16
Q

segmentation

A

dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors and who might require separate marketing mixes or strategies. segments respond in a similar way to a set of efforts

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17
Q

positioning

A

arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers

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18
Q

functions of managing the marketing process

A

analysis (swot- strengths, weaknesses, opportunities, threats), planning, implementation & organization, control

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19
Q

marketing planning and implementation

A

swot objectives and the marketing strategy (target markets, positioning, mix and expenditure); implementation turns market strategies and plans into marketing actions to accomplish strategic marketing objectives & addresses the who, when where, how

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20
Q

marketing dashboards

A

meaningful sets of marketing performance measures in a single display used to monitor strategic marketing performance

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21
Q

marketing control

A

measuring/evaluating the results of marketing strategies/plans and taking corrective action to ensure the objectives are met.
operating control: monthly checking of the ongoing performance vs the annual plan and taking corrective action
strategic control: making sure the strategies are matched to its opportunities

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22
Q

microenvironment

A

the actors close to the company that affect its ability to serve its customers- the company, suppliers, marketing intermediaries, customer markets, competitors & publics

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23
Q

macroenvironment

A

some factors unpredictable & uncontrollable; demographic, economic, natural, technological, political, cultural

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24
Q

marketing intermediary

A

help the company promote, sell and distribute its products to final buyers

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25
Q

demographics

A

studying the human population in terms of size, density, location, age, gender, race, occupation; changing age structure, changing American family, geographic shifts, better educated, increasing diversity

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26
Q

generational marketing

A

rather than risk turning off one generation in favor of another, marketers need to form precise age-specific segments within each group; may be more useful to segment by psychographics (lifestyle, life stage, common values)

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27
Q

geographic population shifts

A

Americans have been moving from rural to metropolitan areas and now more micropolitan areas

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28
Q

natural environment

A

growing shortage of raw materials
increased population
increased government intervention
companies developing strategies & practices that support environmental sustainability (practices that create a world economy that the planet can support indefinitely)

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29
Q

income distribution

A

rich richer, shrunken middle class, poor remain poor- leads to a tiered market

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30
Q

socially responsible behavior

A

protect the long run interests of their consumers and the environment- social and ethical issues (privacy) arising now with the digital market

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31
Q

cultural values

A

core values (passed on & reinforced) vs secondary values (more open to change); peoples views of: themselves, others, organizations, society, nature, universe

32
Q

responding to the marketing environment

A

react and adapt, proactive- create and shape new industries, aggressive actions to shape publics (lobbyists, media)

33
Q

customer insights

A

fresh marketing information based understandings of customers and the marketplace that become the basis for creating customer value, engagement, and relationships

34
Q

characteristics of a good marketing information system

A

balances what users would like to have vs what they need and is feasible`

35
Q

what is marketing research

A

systematic design, collection, analysis and reporting of data relevant to a specific marketing situation facing an organization

36
Q

research objectives

A

exploratory, descriptive, causal

37
Q

exploratory research

A

gather preliminary information to help define problems and support hypotheses

38
Q

descriptive research

A

describes the marketing problem, situations, or markets

39
Q

causal research

A

tests hypotheses about cause and effect relationships

40
Q

ethnographic research

A

sending trained observers to watch/interact with consumers in their natural henvironment

41
Q

observational research

A

observing people, actions and situations

42
Q

focus groups

A

inviting small groups of people to gather for a few hours with a trained interviewer to talk about a product, service, or organization

43
Q

online marketing research

A

collecting primary data through internet and mobile surveys, online focus groups, consumer tracking, experiments, and online panels and brand communities; well suited for quantitative

44
Q

marketing research process

A

defining the problem and research objectives, developing the research plan, implementing the research plan, and interpreting and reporting the findings

45
Q

subcultures

A

groups of people with shared value systems based on common life experiences and situations
hispanic: deeply family oriented, older are brand loyal and younger are price sensitive
African American: price conscious, motivated by quality and selection, brand important
asian: most affluent, brand conscious and loyal, frequent shoppers

46
Q

total market strategy

A

integrating ethnic themes and cross cultural perspectives within a brands mainstream marketing, appealing to consumer similarities across subcultural segments (rather than differences)

47
Q

social classes

A

relatively permanent/ordered divisions in a society whose member share similar interests, values, and behavior; not determined by a single factor but a combination of occupation, income, education, wealth

48
Q

lifestyle

A

a person’s pattern of living expressed in their psychographics, involving AIO dimensions (activities, interests, opinions)

49
Q

self concept

A

concept that peoples possessions contribute to and reflect their identities (we are what we consume)

50
Q

what is perception

A

the process by which people select, organize, and interpret information to form a meaningful picture of the world

51
Q

selective attention

A

tendency to screen out most of the information to which you have been exposed

52
Q

selective distortion

A

tendency to distort information in a way to support what they already believe

53
Q

selective retention

A

remember good points about a favored brand and forget good points about competing brands

54
Q

attitude

A

relatively consistent evaluations, feelings, and tendencies towards an object or idea-difficult to change

55
Q

types of buying behavior

A

complex (high involvement and brand difference), dissonance-reducing (high involvement and little brand difference), habitual (low involvement and brand difference), variety-seeking (low involvement and high brand difference)

56
Q

habitual buying behavior

A

low involvement and low brand difference- acts out of habit instead of brand loyalty; marketers can use price and sales promotions to promote buying

57
Q

post purchase behavior

A

the stage in which consumers take further action based on satisfaction or dissatisfaction: expectations vs. perceived performance
cognitive dissonance: discomfort caused by postpurchase conflict

58
Q

stages of the buyer decision process (5)

A

need recognition, information search, evaluation of alternatives, purchase decision, post purchase behavior

59
Q

stages of adoption process

A

awareness, interests, evaluation, trial, adoption

60
Q

brand personality

A

specific mix of human traits that may be attributed to a particular brand:
sincerity, excitement, competence, sophistication, and ruggedness

61
Q

market targeting

A

evaluation of each market segment’s attractiveness and selecting one or more segments to serve

62
Q

four major steps in designing a customer value-driven marketing strategy

A

market segmentation, market targeting, differentiation, positioning

63
Q

positioning

A

arranging for a market offering to occupy a clear, distinctive, desirable place relative to competing products in the minds of target consumers

64
Q

psychographic segmentation

A

dividing a market into different segments based on life style, personality, or social class characteristics

65
Q

occasion segmentation

A

dividing the market based on occasions when buyers actually get the idea to buy, actually make their purchase, or use the purchased item (ie. seasonal)

66
Q

benefit segmentation

A

dividing the market into segments according to the different benefits consumers seek from a product

67
Q

loyalty status

A

buyers grouped according to degree of loyalty- to brands, stores, companies; can utilize highly loyal customers

68
Q

requirements for effective segmentation

A

measurable (size, purchase power, profit)
accessible
substantial
differentiable (respond differently to mix elements)
actionable (effective)

69
Q

multivariable segmentation

A

merge geographic, demographic, lifestyle, behavioral data to help segment markets down to zip codes, neighborhoods, and households

70
Q

intermarket segmentation

A

forming segments of consumers who have similar needs and buying behaviors even though they are located in different countries

71
Q

value proposition

A

how a company will create differentiated value for targeted segments and what positions it wants to occupy in those segments

72
Q

important attributes of company differences to promote

A 
important
distinctive
superior
communicable
preemptive
affordable
profitable
73
Q

4 Ps of the marketing mix, and 4 Cs from buyers perspective

A

price, place, product, promotion

customer solution, customer cost, convenience, communication

74
Q

4 major factors that influence consumer buying behavior

A

cultural factors, social factors, personal factors, psychological factors

75
Q

5 types of customer markets

A

consumer, business, reseller, government, international

MKT 201 (3 decks)

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