Marketing Flashcards

1
Q

What is Marketing

A

The managing process that identifies, anticipates and satisfies customer requirements for profitability

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2
Q

Product- Orientated approach to marketing

A

Focus on skills, knowledge & systems needed to produce a specific product

  • research done focuses on the characteristics of the product
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3
Q

Market- Orientated approach to Marketing

A
  • focus on satisfying needs & wants
  • do market research on an on-going basis in order to identify new trends
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4
Q

The marketing process

A

1.Market research & development
2. Promotion
3. Logistics/ distribution
4. Sales

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5
Q

What are the aims of the marketing function

A
  • increase market share by maintaining a competitive advantage
  • broadening the target market by developing new products/ improving the current ines
  • identifying new markets so business can grow
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6
Q

Market segmentation

A

Divides the overall market into different groups to focus the business resources on customers with similar characteristics

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7
Q

What does market segmentation look at

A
  • Income bracket
  • Lifestyle
  • geographical area
  • cultural grouping
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8
Q

What is the marketing mix and are its components

A

Element used to ensure products/ services are marketed effectively
- product
-place
- price
- promotion

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9
Q

Different types of products

A
  • Consumer goods
  • Consumer services
  • Producer goods
  • Producer services
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10
Q

What makes a product successful

A
  • satisfies needs & wants
  • design
  • cost
  • competitive advantage
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11
Q

Steps taken to develop a product

A
  1. Generate ideas
  2. Research/ filter the ideas
  3. Feasibility and viability studies
  4. Build prototype
  5. Market testing
  6. Product launch
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12
Q

Product life cycle

A

1.Development
2. Introduction
3. Growth
4. Maturity
5. Decline/ withdrawal

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13
Q

How can you extend the product life curve

A
  • Variation
  • New market
  • Development
  • Distribution channels
  • promotion
  • price
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14
Q

What is the importance of packaging

A

Protection of products
Makes product handling easier
Promotes product( appealing)
Reinforces brand image

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15
Q

Price

A
  • can indicate quality
  • must be able to recover costs
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16
Q

Pricing objectives

A
  • cover production costs
  • increase profit
  • competitive edge
  • increase business market share
17
Q

What are the different types of pricing strategies

A

Cost-plus pricing
Competitive pricing
Pentration pricing
Promotional pricing
Price skimming
Psychological pricing

18
Q

What should you consider when deciding in a distribution channel

A
  • Type of product
  • location of customers
  • Purchase timing
  • Competitors
19
Q

What is promition

A

Is about giving the customer information about the products

20
Q

Advertising steps

A
  1. Set objectives
  2. Advertising budget
  3. Design advertising campaign
  4. Media selection
  5. Evaluate success
21
Q

What are the types of promotion techniques

A
  • Price
  • Free samples
  • Competitions
  • Point of sale displays
22
Q

Personal sales

A

Used when there are variations of the product/ service

23
Q

What is an advantage of international marketing

A

Access to better quality material
Cheaper labour
Bigger market

24
Q

What is the disadvantage of International marketing

A

Greater competition

25
Trade agreements
Increase trade Gain access to goods not produced locally Increase markets for manufacturers
26
Export subsidies
Helps businesses keep prices low in order to compete in nationwide markets
27
Import duties
Tax paid to SARS for imports Supports local businesses
28
Important quotas
Protect the sustainability and growth of our local economy Restricts the volume of goods imported
29
CPA
- fair Ts and Cs - fair & honest dealings - privacy & choice - right to disclosure of information
30
What is the CIPC
Companies Intellectual Property’s Commission
31
Intellectual Property law
Protects person who holds IP rights Ensures the correct people receive benefits such as financial gain & recognition.
32
Collective marks
Help distinguish products by geographical origin
33
Patents
Gives protection of sole rights to a product for a certain period of time
34
Industrial design
Product’s aesthetic appeal
35
Trademark
Symbol/ word legally registered to help a product from a competitor’s