Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

Management in the food and the beverage industry > Marketing > Flashcards

Marketing Flashcards

You may prefer our related Brainscape-certified flashcards:
Gourmet Food flashcards
1
Q

Defn?

A

mix of

  • branding
  • building customer relations
  • COO
  • market research
  • market planning
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

7P

A
  1. Place
  2. Price
  3. Promotion
  4. People
  5. Physical Environment
  6. Process
  7. Product
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

Place

A 
Retail
wholesale
mail order
internet
direct sales
peer to peer
multi channe
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

Price

A 
skimming
penetration
psychological 
cost plus
loss leader etc
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

promotion

A 
special offers
advertising
endorsements
user traits
direct mailing 
leaflet/posters
free gifts
competitions
joint ventures
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

People

A

Employees
management
culture
customer service

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

Process

A

How consumed?

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

Physical Environment

A 
smart
run-down
interface
comfort
facilities
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

Product

A 
design
tech
usefulness
convenience
value
quality
packaging
branding
accessories
warranties
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

3 Brand P

s

A

brands are PROMISES which frame the POSITIONING in minds of stakeholders and which structure their expectations. Ideally these expectations match the promises which are realized and experiences through brand PERFORMANCES

Effective brands deliver consistently on their promise by meeting or exceeding expectations thereby reinforcing the positioning and the credibility of the promise.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

Brand Promises

A

famous grouse - Reminder ads ( character, music, story )

Tag lines like Lidl wines - Big on Quality, Lidl on price

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

3BPs

A

Promises
Positioning
Performance

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

Promises

A

what promises your brand makes to the customers

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

Positioning

A

Current, how do you position your brand

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

Performance

A

What performance can customers expect

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

Brands?

A 
-distinguished 
name
-&/or symbol
-intended to identify goods/services 
- purpose : for seller/differentiate from competitor ( Pepsi, coca cola)
17
Q

Brand functions/benefits

A
  1. Identification
    ( aids buyer recognition and eases comparison)
  2. Reduced level of perceived risk ( psychological reassurance, signify quality)
  3. Signify brand personality ( coca - cola , if person patriotic , optimistic , family oriented and also encapsulates americal value system)
18
Q

Key brand concepts

A
  1. Identity
  2. Position
  3. Image
  4. Equity
19
Q

Identity

A

How marketers want the brand to be perceived

what the brand stands for

20
Q

Position

A

That part of identity and proposition that the marketers want to communicate.

21
Q

Image

A

how customer perceives brand

- user image, occasion image, personality, salience and product image)

22
Q

Equity

A

Assets and liability linked to brand

brand name, perceived quality, loyalty and associations

23
Q

Brand Identity Prism

A

Physique, Personality, Relationship, Culture, Reflection and self-image

24
Q

Physique

A

Main physical strength of the brand and core added values

25
Q

Personality

A

Human characters that best represent identity ( use of celebrities)

26
Q

CUlture

A

Set of values central to the brand

27
Q

Relationship

A

How brand behaves and acts towards others . It’s relationship with consumers

28
Q

Customer reflection

A

the way consumer sees the brand

29
Q

Self-image

A

consumer uses brand for self reflection of these personality traits

30
Q

Digital Marketing

A
  • Content , design and data
  • organisational culture
  • personalisation

( eg - Burberry )

31
Q

COO

A

origination

willingness to buy the product ( Scotch)

32
Q

COO effects

A

Can add or defract from brand image ( Scotch and Indian whisky)

can be confusing

tangible for evaluation

( german engineered, swedish made in china etc.)

Laws against misleading ( Scotch whisky assoc.)

Also strong association in the wine sector ( French wines ) Price is directly prop to COO

33
Q

Market Research

A 
Customers?
Their needs?
Market env?
Current trends?
Future trends?
level of customer satisfaction?
future customer needs?
how communicating?
34
Q

Marketing Metrics

A
  • Sales ( value/vol)
  • gross margin
  • awareness
  • market share vol
  • no. of new products
  • relative price
  • customer satisfaction/dissatisfaction
  • availability/distribution
  • profit/profitability
35
Q

Performance measures

A
  • customer satisfaction
  • customer loyalty
  • customer retention
  • new customer acquisition
    -Repeat purchasing frequency
    product quality
  • new product success

Management in the food and the beverage industry (7 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions