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EPHE 253 > Marketing > Flashcards

Marketing Flashcards

1
Q

what are the 4 alternative approaches?

A

Education, Persuasion, Behavioural Modification, Social Influence

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2
Q

Persuasion

A

Facts and motivation, more about selling, finding motivational moments/statements. Emotional messages.

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3
Q

behavioural modification

A

minimize thoughts and make outcome more motivating. positive reinforcements. setting up an environment to predispose choice; change behaviour. (discounts…. more bike racks)

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4
Q

social influence

A

change and influence community norm so theres pressure to conform!!! e.g. recycle

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5
Q

educational

A

health professionals; if they only know; all about knowledge… “if they know, they’ll do”

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6
Q

What are the key features of social marketing?

A

Consumer behaviour is bottomline; Cost effective; all strategies begin wit the consumer; 4 P’s, markets are segmented; competition recognized

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7
Q

what are the 4 P’s ?

A

product, price, place, promotion

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8
Q

what are the other 2 P’s?

A

principles and public

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9
Q

what are principles?

A

ensuring that your marketing strategy is congruent with your philosophical framework… And filter

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10
Q

what is under philosophical framework?

A

under principles: values, vision, beliefs, mission, plan

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11
Q

what is filter?

A

under principles: inclusive, accessibility

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12
Q

what does product start with?

A

pose the right product for customers and beings with research ei analytical, targets

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13
Q

Characteristics of the product?

A

diffusion of innovation IMPORTANT

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14
Q

what is relative advantage?

A

Part of qualities of product: better when the do now; time,cost, convenience, fun.

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15
Q

what is compatibility?

A

Under qualities of product: values, beliefs, needs… biking to help planet (even tho you hate exercising), end up doing you good.

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16
Q

what is complexity?

A

Under qualities of product: thin of apple. keep it simple. people will like it better when they know how to use it. more practical.

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17
Q

what is Trialability?

A

under quality of product: the extent to which the product can be experimented with limited basis before making a firm decision

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18
Q

what is observability?

A

under product quality: the product needs to show results

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19
Q

what is minimal risk?

A

part of product quality: modest commitment; minimal uncertainty, ex) money time and health

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20
Q

what is under market position?

A

low-cost leader; technology leader; quality leader; service leader

21
Q

what is the price? (SM)

A

the cost that the target market associates with the behaviour

22
Q

what is the price in traditional aspect?

A

the amount of money charged for a product or service

23
Q

wha tare the 2 types of price?

A

monetary and non moneTARY

24
Q

WHAT IS MONETARY?

A

tangible - physical factors: fees… price for charges for product and services

25
Q

what is non monetary?

A

intangible eg) time, effort, energy, psychological risks And losses - non physical factors

26
Q

what is pricing objective?

A

Exchange Theory: what we offer the target market (benefits) has to be equal to or greater than what they have to give (costs)

27
Q

what are types of costs?

A

exit/entry/monetary/non-monerary

28
Q

what are exit costs?

A

costs associated with chucking out old behaviour

29
Q

what are entry costs?

A

costs associated with adopting new behaviour

30
Q

what are some types of decreasing monetary costs?

A

bulk discounts, coupons, seasonal discounts, promotions, etc

31
Q

how to decrease costs in non monetary aspect?

A

usage time and effort/ psychological and physical

32
Q

how to decrease non monetary costs of usage time and effort?

A

do two things at once to save time (super sets)

33
Q

how to decrease psychological costs?

A

free trial, endorsement from credible source, enhance rewards

34
Q

how to decrease physical cost?

A

certificate of approval from “authority”?

35
Q

How to increase monetary benefits?

A

Rebates/allowances/cash incentives/price adjustments

36
Q

how to increase non monetary rewards?

A

recognition and appreciation

37
Q

hypothetical question: if a poster is advertising something, where is the placement? (IMPORTANT FOR EXAM)

A

the placement of advertising is not the place where the poster is but rather the place the poster tells people to get more information at that destination

38
Q

what is place and positioning?

A

“making access convenient”

- where the target market will perform the behaviour, acquire the product or services

39
Q

what is the objective for placement?

A

develop strategies that make it as convenient and pleasant as possible to perform the behaviour or get the service and make the competing behaviour less convenient

40
Q

what are some ways to enhance product convenience ?

A
  • closer location
  • extend hours
  • more appealing location
  • be on site
  • increase adoptive behaviour
41
Q

what is promotion?

A

persuasive communications designed to highlight product benefits, features and tangible objects or services

42
Q

what is message creation part of?

A

main part of promotion

43
Q

what does message creation consist of?

A

meaningful (pointing out benefits)
believable (deliver promise)
distinctive (better than competition)

44
Q

what is pretesting?

A

focus groups/personal interviews/professional review/ theatre or natural exposure testing … basically trying to put out a certain message

45
Q

what is the diffusion of innovations theory?

A

It is best to use as many channels of promotion as possible to create awareness of and interest in your program, because different channels reach different people… basically be more diverse to reach more people

46
Q

what is advertising?

A

a paid message in mass media

47
Q

what is publicity?

A

a free message in mass media ex) stories, service announcements, news releases

48
Q

what are sales promotions?

A

open houses, bumper stickers, “coupons”, t-shirts, fridge magnets… really gimmicky techniques

EPHE 253 (7 decks)

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