exam marketing Flashcards by Frédérique Robert

Q

Segmentation 

A

Sociodemographic
Geographic
Psychographic
Behavioural
Volume & profitability

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Q

SOSTAC (marketing plan)

A

Situation analysis

Objectives

Strategy

Tactics

Action

Control

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Q

Marketing mix

A

Product
Price
Place
Promotion

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Q

Decision-making

A

Targeting
Positioning
Control & contingency

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Q

Marketing communications (promotion) strategies

A

Push
Pull
Profile-positioning

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Q

Type of targeting:

A

Mass
Segmented
Niche
Personalized

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Q

Profitability of the target consumer

A

Segment size
Growth
Accessibility
Competition
Adaptation cost

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Q

Implementation of the marketing mix

A

What
Who
When

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Q

Consumer behaviour

A

Brand laziness
Brand loyalty
Variety seeking
Problem-solving

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Q

Marketing communications objectives

A

Inform
Persuade
Differentiate
Remind & reassure

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Q

Value proposition matrix :

A

Job-to-be-done

Pain

Gain

Innovation

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Q

Product lifecycle

A

Continuous innovations

Discontinuous innovations

Introduction

Growth

Maturity

Decline

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Q

3Ms key resources:

A

Men/women

Money

Minutes

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Q

Processing effort + Involvement

A

Processing effort :

Low: poutine and stickers
High: tablet and ramen

Involvement :

Low: poutine and ramen
High: tablet and stickers

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Q

Pricing objectives (Pros of pricing low)

A

↑ demand, ↑competitiveness

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Q

Pricing objectives (Cons of pricing low)

A

↓profits, race to the bottom

Q

Pricing objectives (Pros of pricing high)

A

↑ profit margins, position as a luxury product

Q

Pricing objectives (Cons of pricing high)

A

↓ demand, ↑ competition