lesson 7: positioning, marketing mix Flashcards
1
Q
questions of values (positioning)
A
- what does our brand promise?
2. on what human/ social value do wo position out brand
1
Q
laddering or means and chains
A
- a technique to expose a customers values they want to achieve by bying a product
- we indentify the associations makes between product atributes and their social/ human values
2
Q
the ladder chain
A
- attibutes (concrete, abstract)
- consequences (psychosocial, functional)
- values (terminal, instrumental)
3
Q
the 3 why questions (positioning)
A
- why do you by this product?
- why is the brands promise important to you?
- why would you do all that effort?
4
Q
Mottivation- Laddering or means en chain
A
- used by advertisers
- shows the relevant info linking to the products attributes to deeper searched values by consumers.
- they narrow sown their market message to connect it to the target audience.
5
Q
positioning vs selling proposition
A
positioning:
- based on both solutions and values
selling propositions:
- clear, distinctive solution
- not refering explicitly to social values
6
Q
marketing plan/ mix (def)
A
- foundation model of marketing around product, price, place and promotion
- set of tools and ingredients that the firm uses to position its customer value into the targeted market
7
Q
marketing plan/ mix (def)
A
- foundation model of marketing around product, price, place and promotion
- set of tools and ingredients that the firm uses to position its customer value into the targeted market
8
Q
how many tools and ingredients? (marketing mix)
A
- Neil Border: 12 ingredients
- Jerome McCarthy: 4P’s
- Bernard Booms and Mary Jo Bitner: 3 significant and 7 P’s
- the P- explosion: 15 P’s
- Lauterborn’s 4C’s
- Chekitan Dev and Don Schulz
9
Q
Neil border 12 ingredients
A
- product planning
- pricing
- personal selling
- promotions
- packaging
- service
- fact finding and analysis
- branding
- channels of distribution
- advertising
- displays
- pysical handling
10
Q
Jerome McCarthy 4p’s
A
- product
- place
- promotion
- price
11
Q
Bernard Boons and Mary Jo Bitner
3 significant tools + 7P’s
A
3significant tools
- Pysical evidence
- process
- people
7 ps
- product
- place
- promotion
- price
- people
- process
- physical environment/ evidence
12
Q
4C’s (Lauterborn)
A
- customer value (benefit? comes from product)
- cost (ready to pay? comes of price)
- convenience (how comfortable? comes of place)
- communication (clear message with key value, comes of promotion)
13
Q
Chekitan Dev and Don Schulz
SIVA
A
Solution = product + customer value Interaction= promotion+ communication Value = price+ cost Acces= place + convenience
14
Q
Stephan Dann
marketing mix matrix
A
combines the 2 perspecives: (4c’s and 4p’s)
- marketing matrix
- integration
in an integrated mix matrix
