Marketing Flashcards
What are the 7 P’s of marketing?
1) Positioning
2) Product
3) Packaging
4) Place
5) People
6) Promotion
7) Price
_ is the way the customers perceive the enterprise and its products/_ in their _.
Positioning, services, minds
What are the three perspectives of positioning?
1) Enterprise perspective
2) Competitive perspective
3) Customers’ perspective
Here, the enterprise scans the market environment and decides to position itself.
Enterprise perspective.
Here, the enterprise has to differentiate itself from competitors.
Competitive perspective.
It is a perspective of positioning the way customers perceive the enterprise and its products/services in their minds.
Customers’ perspective.
A _ is the in-/tangible good that the
enterprise offers to its customers.
product
What are the four general types of products that are marketed by enterprises?
1) Breakthrough products
2) Differentiated products
3) Copycat products
4) Niche products
_ products offer new performance benefits and may double the performance at half the cost.
Breakthrough
_ products try to claim a new space in the mind of the customer.
Differentiated
_ products have little impression on the consumer’s mind, have aggressive advertising, and costs greater than leading brands.
Copycat
_ products have lower reach, visibility,
and top of mind.
Niche
What are the three purposes of packaging?
- Packaging identifies the product
- Packaging differentiates the product from its competitors
- Packaging lengthens the lifespan
_ sell, push, distribute, promote, and price the product as well as are being regular contact points between the enterprise and its market.
People
_ depends on the business objectives set by the enterprise.
Pricing
