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Marketing Strategy > Lecture 2 > Flashcards

Lecture 2 Flashcards

1
Q

what is the marketing cycle

A

marketing analysis -> marketing strategy -> marketing actions ->…

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2
Q

what is marketing analysis

A

market research

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3
Q

what is marketing strategy

A

resource allocation, portfolio, segmenation, targeting, positioning

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4
Q

what is marketing actions

A

the 4ps

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5
Q

2 dimensions of resource allocation

A

horizontal/vertical

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6
Q

what is horizontal resource allocation

A

deciding between different things at the firm (portfolio management)

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7
Q

what is vertical resource allocation

A

the 4 p’s

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8
Q

what is a branded house

A

putting your brand on everything you do

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9
Q

what are advantages of a branded house

A

cheap, brand recognition

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10
Q

what are disadvantages of a branded house

A

reputation damages, brand dilution

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11
Q

what is a house of brands

A

subbrands named differently

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12
Q

what are advantages of a house of brands

A

no risk contaminating other brands, brands have their own identities

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13
Q

what is a disadvantage of a house of brands

A

more expensive

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14
Q

what are advantages of a growth share matrix

A

easy to perform
quick overview
good starting point for later analysis
everyone knows it, clients expect it

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15
Q

what are disadvantages of the growth share matrix

A

reducing everything to 2 dimensions (no profits included)
what about brands on the boundaries
no dynamic info
defend the cash cow

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16
Q

what is the brand renewal matrix

A

identify portfolio -> assess brand contributions -> assess market position -> sort by strategic imperative -> brand portfolio plan

17
Q

what to keep in mind when identifying portfolio

A

don’t neglect older/struggling/underexploited etc brands

18
Q

what are brand contributions

A

profits

19
Q

what to keep in mind when assessing the contributions (profits)

A

hidden benefits and costs

20
Q

what are 2 dimensions in assessing brand contributions

A

static and dynamic

21
Q

what are the 2 things to consider when assessing the market position

A

brand traction / brand momentum

22
Q

what is brand traction

A

how strong is a brand today (awareness, loyalty, purchase intentions)

23
Q

what is brand momentum

A

dynamic, where is the brand headed

24
Q

what is the generic purchasing funnel

A

awareness -> consideration set -> purchase intentions -> availability -> sales

25
Q

which p belongs to lack of awareness

A

promotion

26
Q

which p belongs to lack of purchasing intentensions

A

promotion / positioning

26
Q

which p belongs to lack of consideration set

A

pricing / product

27
Q

which p belongs to lack of availability

A

place

28
Q

what are the 2 rules when it comes to vertical resource allocation

A

plug the gap
spend in propotion to the elasticities

Marketing Strategy (10 decks)

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