Marketing Flashcards

1
Q

What is an advertising campaign?

A

A series of advertisements to encourage sales, often using different advertising media

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2
Q

What is advertising media?

A

The methods by which a business can advertise a product. Includes newspapers, social media, TV and radio

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3
Q

What is census data?

A

Data collected by the Government every 10 years, questioning the entire population on their income, occupation etc.

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4
Q

What is competitor pricing?

A

When a price is set based on prices charged by competitor businesses for a similar product

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5
Q

What is cost-plus pricing?

A

A pricing method that adds a percentage of profit to the total costs of making a product. This gives the selling price.

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6
Q

What is decline?

A

Final stage of the product lifecycle

When sales are falling as the product or service is seen by customers as being old and they switch to newer products and services

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7
Q

What is design?

A

An important element in a number of different products, especially where style and technology work together

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8
Q

What is digital distribution?

A

The distribution of goods and services digitally by downloading from a website

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9
Q

What are focus groups?

A

Selected small groups of customers who give their opinion on products – a method of market research

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10
Q

What is growth?

A

Stage 2 in the product lifecycle

When sales are growing strongly as the new product or service becomes known

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11
Q

What is innovation?

A

The improvement on an original idea, which will often involve using new processes. It is closely linked to design, where new ideas can be used in a product due to changes in design

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12
Q

What is internal data?

A

Secondary data already within a business based on past performance

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13
Q

What is an interview?

A

A question sheet filled in by the person conducting the interview

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14
Q

What is an introduction?

A

Initial stage of the product lifecycle.

When a product or service is first on sale

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15
Q

What is invention?

A

The introduction of a totally new product or feature

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16
Q

What is marketing?

A

Finding the needs of consumers and demonstrating how a business fulfils those needs in a way that increases sales

17
Q

What is market data?

A

Information that help marketing decisions. It includes data on such things as market shares, changes in demand and the effect of promotions

18
Q

What is market research?

A

The collection of data on consumer habits to help decision-making in marketing

19
Q

What is market segmentation?

A

Splitting the market for a product into different parts, or segments

20
Q

What is market share?

A

The percentage of total sales of a product that a business has made.
If a business sells 20,000 products and the total market for that
product is 50,000, then the business has a market share of 40%

21
Q

What is maturity?

A

Stage three of the product lifecycle.

When sales are at their highest level

22
Q

What are the 4P’s of the marketing mix?

A

Price, Promotion, Place & Product

23
Q

What is penetration pricing?

A

When a price is set lower than the competitor businesses. Often used by new businesses to break into a market. This should only be
seen as a short-term strategy

24
Q

What is physical distribution?

A

The distribution of goods using a physical presence such as a shop or office

25
Q

What are point of sale promotions?

A

Includes price reductions, loss leaders, competitions and free samples

26
Q

What is primary research?

A

Data collected first-hand, often in the form of surveys. Sometimes referred to as field research

27
Q

What is product life cycle?

A

The life of a product, usually shown as a graph divided up into four stages: introduction; growth; maturity; and decline

28
Q

What is promotional pricing?

A

Where prices are reduced to give products a boost or to sell off old stock. Most commonly seen as sales in shops

29
Q

What is qualitative data?

A

Data based on opinions of those being asked

30
Q

What is quantitative data?

A

Data collected that is based on facts or numbers, usually easier to analyse than qualitative data

31
Q

What is a questionnaire?

A

A question sheet filled in by the consumer

32
Q

What is research and development?

A

Used to help introduce both new and existing products.

The research may be testing products in a laboratory or conducting market research by interviewing customers

33
Q

What is secondary research?

A

The collection of data using research or information provided by others, such as magazines, journals and the internet.
Often called desk research

34
Q

What is price skimming?

A

Where a new product is more advanced than that of competitors; a price is set high as some customers are willing to pay higher prices to own the newest technology.

35
Q

What is a target market?

A

The group of customers to whom a business aims to sell its products.
The target market may be other businesses as well as consumers

36
Q

What are trials?

A

Used to test whether customers will buy a product