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Accounting > marketing > Flashcards

marketing Flashcards

1
Q

What is marketing?

A

Marketing is the activity for creating, communicating, delivering, and exchanging offerings that benefit the organization, its stakeholders, and society at large.

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2
Q

ultimate consumer

A

The target market for a product

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3
Q

organizational buyer

A

people who represent a business when buying a product

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4
Q

customer value requirements

A

performance, pricing, information, customer service

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5
Q

market orientation 3 parts

A

collect info, share info, create customer value

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6
Q

marketing concept

A

assumes only that happy custoners will return org should ssatisfy customer and achieve org goals

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7
Q

marketing mix

A

controllable factors Produc,Price,promotion,place

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8
Q

strategy

A

how to achieve goals of customer and org

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9
Q

portfolio matric

A

where we want to go stars,dogs,problemchildren, cash cow

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10
Q

Diversification anaylisis

A

Market penetration, Market development, Product development,diversification

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11
Q

THree stages of marketing process

A

Planning, Implementing, Evaluation

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12
Q

SWOT

A

Strengths Weaknesses Opportunities Threats

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13
Q

market segmentation

A

putting buyers into groups or segments

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14
Q

marketing research

A

Collecting data to fix a marketing problem and opportunity

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15
Q

five step marketing research approach

A

find problem, research plan, collect info, analyze data, take marketing action

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16
Q

three types of marketing research

A

Exploratory,Descriptive, Causal

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17
Q

Explorative REasearch

A

ideas about a vague problem

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18
Q

Descriptive research

A

THe frequency something occurs and extent of relationship between two factors

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19
Q

Causal research

A

examines the extent one factor affects another EG experiments and test markets

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20
Q

Purchase decision process

A

problem recognition, information search, alternative evaluation, purchase decision, post purchase behavior.

21
Q

Problem recognition

A

Functional need and psychological need

22
Q

search for info

A

internal search and external search

23
Q

alternative evaluation

A

evaluative criteria the things you are looking for in a product Consideration set

24
Q

Purchase decision

A

may wait for cheaper or go buy somewhere else

25
Q

Postpurchase behavior

A

dissatisfied customers tell more people about their experience than satisfied Cognitive dissonance AKA buyers remorse

26
Q

production orientation

A

late 19th centuryProducts sell themselves doesnt focus on market needs

27
Q

Sales orientation

A

1920-1950 disregard consumer needs aggressive sales techniques

28
Q

market orientation

A

1950*2000 commitment to researching and responding to customer needs

29
Q

Societal marketing orientation

A

Organization exist to satisfy customer wants and preserve individuals best interest

30
Q

marketing plan

A

marketing activites for a short period of time

31
Q

phases of strategic marketing process

A

3 phases how do we pay how do we do how we improve

32
Q

situational influences

A

physicla/social surrounding temporal effects purchase task antecedent state

33
Q

psych influences

A

motivation maslows needs physiological needs safety needs social needs personality perception motivation values attitude lifestyle

34
Q

sociocultural influences

A

reference groups family membership group dissociative group family

35
Q

market research

A

defining a marketing problem collecting info and taking action

36
Q

5 step marketing research approach

A

define problem revelop research plan collenct relevant info develop findings take marketing action

37
Q

secondary data

A

facts and figures already recorded save time and money

38
Q

primary data

A

new facts and figures accurate but expensive info

39
Q

observation research

A

record behavior process of people like grocery store

40
Q

ethnographic research

A

study of culture and behavior of people

41
Q

focus groups

A

seven to ten people who participate in groups

42
Q

survey research

A

open ended close ended dichotomous multiple choice semantic differential and likert

43
Q

open ended

A

answer in own words

44
Q

close ended

A

make a selection

45
Q

dichotomous

A

yes or no

46
Q

multiple choice

A

choose response

47
Q

semantic scale

A

check spaces with words that describe product

48
Q

likert

A

mostly agree to mostly disagree

Accounting (19 decks)

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