Management Of Marketing Flashcards
Describe market segmentation.
The breaking down of markets into sub-groups that can be targeted with a specific marketing mix.
Identify the 4 P’s?
Product, price, place and promotion.
Discuss the advantages of market segmentation.
- Product: tailor product to target market needs
- Price: offer affordable products/services to your target market
- Place: use appropriate distribution channel (eg: Heinz can use retailer function for max customer reach)
- Promotion: Avoid wasting money on untargeted advertising
- Identifies market gaps
Describe market research.
The systematic gathering, recording and analysing of data about an organisation’s products and/or services and its target market.
Describe why organisations need to use market research.
- Anticipate changes in the market.
- Identify changes in customer tastes
- Identify who is buying the product
- Identify new opportunities or products
- Keep ahead of competitors
- Ensure product/services are meeting consumer requirements.
- Identify if the promotion is appropriate
- Ensure products are at the correct price
- Ensure products are being sold in the right place.
Identify types of market research.
Primary and secondary research.
Identify the sources of information.
Primary, secondary, internal and external.
Describe ethical marketing.
This is where firms conduct their marketing practices, such as market research, product development and and advertising in a morally responsible manner
Describe examples of poor marketing practice (unethical marketing).
- Obtaining market research information without the consumer agreeing to it. Eg: CCTVs in changing rooms
- Selling private information about customers. Eg: from a bank or health records to insurance companies
- Companies agreeing to set an artificially high price for a product. eg: airlines charging insanely high flight prices
- Making false claims in an advert.
Describe desk research.
- Carried out by a researcher using secondary information in the form of published sources (e.g. government reports, trade journals, financial papers, profit and loss accounts)
- Originally produced by someone else other than the researcher.
Discuss the advantages and disadvantages of desk research.
Advantages
- There is a wide range of sources to access, so decisions should be more informed
- The information is often cost effective to collect
- Competitors’ information is available to access so the firm has a fuller understanding of the whole market
- Saves the firm alot of time carrying out the research if the information has already been collected, which frees up time for analysis of the data
Disadvantages
- As competitors get access the information is not unique
- The information can be out-of-date
- It can be difficult to test the accuracy of the information
- The information may contain bias such as an one-sided political opinion and so is misleading.
Describe field research.
- This is carried out by a researcher ‘in the field’ to obtain first-hand, specific information for an organisation to use.
- The researcher goes out into the market and obtains the information her/himself.
Describe the different methods of primary research.
- Focus group: led by a chairperson to encourage open discussion with selected participants.
- Telephone survey: involving a market researcher phoning people at home and asking questions
- EPOS: information about customers’ buying habits recorded by computerised system at till
- Test Marketing: launching a new product in a regional area. If successful, it is launched nationally.
Describe the Product element of the marketing mix.
The product element of the marketing mix involves;
• Product Development
• Packaging
• Branding
• Product Life Cycle
Product can also mean service offered.
Describe the three main aims of promotion.
- Persuading: so a consumer purchases the product
- Informing: telling consumers about the product
- Reminding: that the product still exists
Identify the main types of promotion.
Above the line
Below the line
Describe three stages of product development.
-
Generation of ideas
- Brainstorming and market research, identify target market
-
Test product
- Making sure products are functional, safe, reliable and fit for purpose
- Apply for patent/trademark
-To ensure competitors do not copy the product.
Describe how can above the line promotion be used.
Informative Adverts: used to increase awareness of the product/service and to inform the customer about the product/service
Persuasive Adverts: used to persuade customers to buy a product, emphasising it’s desirability.
Product Placement: when a firm pays for it’s product to be used in films or T.V. programmes
Product Endorsement: when celebrities are paid to wear and use a companies products
Discuss the advantages and disadvantages to product endorsement.
Advantages
- People want to buy products associated with the celebrity
- As the celebrity succeeds then so can the product
Disadvantages
- Can be a very expensive method of promotion
- Celebrity chosen has to match the image of the product
- Negative publicity from the celebrity can damage the reputation and sales of your product.
Describe the development stage of a product.
- R&D of the product, e.g. market research and developing a prototype
- No sales, high costs,no profit