Key things from MKTG Flashcards
Criteria for marketing objectives / organisational/SBU objectives
S - specific
M - measurable
A - achievable
T - time-bound (sustainable over time)
BCG matrix - term for SBU which have dominant market share in a high-growth market
Stars
BCG matrix - term for SBU which have low market share in a high-growth market
Question marks
BCG matrix - term for SBU which have dominant market share in a low-growth market
Cash Cows
BCG matrix - term for SBU which have low market share in a low-growth market
Dogs
Ansoff matrix - market penetration
Increase sales of existing products to existing markets
Ansoff matrix - market development
Existing products, new markets
Ansoff matrix - product development
New products, existing markets
Ansoff matrix - diversification strategy
New products, new markets
Pierre Bourdieu’s Class Classification (under Cultural under Consumer Behaviour)
Economic capital
Cultural capital
Social capital
Symbolic capital
Big 5 personality traits (under Personal under Consumer Behaviour)
- Openness
- Conscientiousness
- Extraversion
- Agreeableness
- Neuroticism
Self-product congruence
Predicts the products will be chosen when the product attributes match some aspect of the self
Self-completion hypothesis
Consumers use props and settings to help compensate for a deficit of who they want to be
ABC Model
Affect – consumer’s feeling about an attitude object
Behaviour – consumer’s intention to do in regards to the attitude object
Cognition – the beliefs a consumer has about an attitude object
Targeting criteria
M - measurable A - accessible S - substantial D - differentiable A - actionable
