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Business > Marketing: Marketing Strategies > Flashcards

Marketing: Marketing Strategies Flashcards

1
Q

why is market segmentation importnat

A

one strategy for the entire market wont effectively meet specific consumer needs and wants

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2
Q

what are the three steps in choosing a target market

A
  1. dividing the market into segments
  2. analyse which segment is most attractive
  3. choose target market + tailor marketing strategies to them
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3
Q

what is the aim of market segmentation

A

boost market share, sales and profits by understanding the needs of the target market

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4
Q

what are the four segmentation variables

A
  1. demographic
  2. geographic
  3. psychographic
  4. behavioural
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5
Q

define the demographic variable

A

personal features
eg. age, gender, income

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6
Q

what segmentation variable is the most common

A

demographic

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7
Q

define the geographic variable

A

dividing the market based on geographic location

eg. regions, climate, rural v. urban living

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8
Q

define the psychographic variable

A

dividing the market by psychological factors

eg, lifestyle, motives, personality, socioeconomic

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9
Q

define the behavioural variable

A

dividing the market by a customers relationship with the product

eg. product knowledge, benefit expectations, loyalty, price sensitivity

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10
Q

define differentitation

A

the creation of products/features that distinguish a business from its competitors

make it stand out

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11
Q

what are three points of differentiation

A

eye-catching packaging
better features
value for money

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12
Q

is customer service an example of differntiation of a business

A

yes

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13
Q

is it beneficial for a business to differentiate themselves through being environmentally-focused, as well as being ethical (not being harmful to people, animals or the planet

A

yes

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14
Q

is convenience (being able to attain a product easily) a good point of differentiation

A

yes

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15
Q

define positioning

A

creating an image for a product or brand that distinguishes it from competitors

how the target market views the business

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16
Q

what are four examples of positioning

A

price
quality
luxury
safety

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17
Q

what is the process of positioning a product

A
  1. decide what position the business wants to create
  2. develop a marketing mix that will build this image
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18
Q

how would a business reposition a product, and why is it beneficial

A

how: new packaging, features or promotion
why: regain market share, improve profits

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18
Q

how would a business reposition a product, and why is it beneficial

A

how: new packaging, features or promotion
why: regain market share, improve profits

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19
Q

what are the three points when discussing product

A
  1. tangible v intangible
  2. branding
  3. packaging
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20
Q

define product

A

a good or service thats offered to the market for exchange, with the aim of satisfying a need or want

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21
Q

define tangible products

A

physical objects that can be owned- goods
eg. car

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22
Q

define intangible products

A

products that cannot be touched or owned-services
eg. getting a haircut

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23
Q

define the total product concept

A

receiving both tangible and intangible products simultaneously

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24
Q

define branding

A

collection of features that identify a product and differentiates it from competitors

eg. logos, slogans

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25
Q

define brand symbol

A

an image that identifies a business or its products
eg. the golden arches for maccas

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26
Q

why is branding important for customers

A
  • helps in identifying products that they like, so they may continue buying them
  • a way to evaluate quality of a product; if buying from a trusted brand they know it is good quality
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27
Q

why is branding important for businesses

A

differentiates them from others
encourages brand loyalty

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28
Q

what are the three types of branding strategies

A
  1. manufacturers brand
  2. private/house brand eg. coles
  3. generic brand
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29
Q

define manufacturers brand

A

owned by the manufacturer and is widely recognised and available

eg. coca cola

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30
Q

define private/house brand

A

owned by retailers/wholesalers and typically sold at a lower price because their products are cheaper to produce

eg. coles beans

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31
Q

define generic brand

A

products that dont have a brand name, only the product name and usually sold in plain packaging

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32
Q

what is the function of packaging

A

protection of product
gains customer attention using bright colours
creates convenience for transporting, storing and using products

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33
Q

define labelling

A

part of the product or packaging that provides important information

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34
Q

what does labelling consist of

A

information- eg. use by date, country of origin
promotion- promotes businesses other products
protection- cant protect customers

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35
Q

why is price important to the customer

A

it indicates value of the product

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36
Q

why is price important to the business

A

allows business to generate revenue and make profit

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37
Q

what effect does having a product priced too high or low on a customer

A

high: turn off customers/reduce sales
low: business may not cover costs and may be seen as cheap

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38
Q

what are the main pricing methods

A

cost based pricing
market based pricing
competitors price

39
Q

what is the cost based pricing method

A

calculating total cost of production and adding a percentage for profit

40
Q

what is the market based pricing method

A

interaction between quality available and how many customers will buy

41
Q

what is the competitors price method

A

selling price over cost though also evaluating competitors pricing

42
Q

what are the main pricing strategies

A

price skimming
price penetration
loss leader
price points
bundle pricing
premium/prestige pricing

43
Q

what is the price skimming strategy

A

charging the highest possible price for the product during the introduction stage of the life cycle.

44
Q

what is the price penetration strategy

A

charging the lowest price possible for a product.

45
Q

what is the loss leader strategy

A

sold at or below cost price.

46
Q

what is the price points strategy

A

selling products only at pre-determined prices.

47
Q

what is the bundle pricing strategy

A

customers gaining a package of goods and services in addition to the tangible good they purchased.

48
Q

what is the premium/prestige pricing strategy

A

a high price is charged to give the product a sense of quality and status.

49
Q

What is the main objective of price skimming?

A

To recover the costs of research and development as quickly as possible before competition enters the market.

50
Q

What term is used to describe how price penetration is used to achieve a large market share?

A

mass marketing

51
Q

What is the main disadvantage of price penetration?

A

It is more difficult to raise prices significantly than to lower them. Consequently, a business may be locked into a low sales revenue until it substantially modifies the product at a later stage.

52
Q

define promotion

A

describes the methods used by a business to inform, persuade, and remind a target market about its products. To sell more of its products, a business must change customers’ behaviour through information or persuasion.

53
Q

define advertising

A

paid, non-personal message communicated through a mass medium. An essential tool for successful marketing.

54
Q

define advertising media

A

refers to the many forms of communication used to reach an audience.

55
Q

define personal selling

A

involves the activities of a sales representative directed to a customer to make a sale.

56
Q

define relationship marketing

A

the development of long-term and cost-effective relationships with individual customers.

57
Q

define sales promotion

A

use of activities or materials direct inducements to customers

58
Q

define publicity

A

any free news story about a business’s products.

59
Q

define public relations/PR

A

are those activities aimed at creating and maintaining favourable relations between a business and its customers.

60
Q

define promotional mix

A

the various promotion methods a business uses in its promotional campaign.

61
Q

define promotion mix

A

advertising, personal selling & relationship marketing, sales promotion, publicity & public relations.

62
Q

what is the communication process

A

a channel used for carrying a message

63
Q

what is an opinion leader

A

a person who influences others eg. actors, athletes, celebrities

64
Q

why do consumers trust word of mouth more than business sponsored commercials

A

because they place more trust in someone they know, rather than a business

65
Q

what are the four distribution channels

A

producer → customer
producer → retailer → customer
producer → wholesaler → retailer → customer
producer → agent → wholesaler → retailer → customer

66
Q

what are the three channel choices of distribution

A

intensive distribution
selective distribution
exclusive distribution

67
Q

define intensive distribution

A

a business saturating the market with its products. eg. milk, food, lollies (mass marketing)

68
Q

define selective distribution

A

using a moderate proportion of possible outlets. eg. clothing, furniture and electrical appliances. (segmentation)

69
Q

define exclusion distribution

A

only using one retail outlet for a product in a large geographic area. commonly used for exclusive, expensive products eg. ferraris (niche)

70
Q

what are the three physical distribution issues

A

transport
warehousing
inventory

71
Q

transport as physical distribution depends on..

A

the type of product and degree of service provided by the business. Most common methods are rail, road, sea and air.

72
Q

what is warehousing

A

a set of activities involved in receiving, storing and dispatching goods. A warehouse acts as a central organising point for delivery of products.

73
Q

why is an inventory control system necessary

A

to efficiently control stock levels. if a business carries too much stock, it results in lost sales or stock out costs.

74
Q

what are the 3 extended Ps

A
  1. people
  2. processes
  3. physical evidence
75
Q

what is people within the extended Ps

A

the nature of the interaction between the customer and the employee delivering the service

76
Q

how do you get “people” right

A

have qualified staff, and have them trained efficeintly.
should have high customer service

77
Q

what are processes within the extended Ps

A

the sets of activities that businesses follow when delivering a service

78
Q

should processes be easy to follow and simple

A

yes

79
Q

what is physical evidence

A

the environment where the service is delivered
eg. location, furniture, hygiene and music

80
Q

what is e-marketing

A

practice of using the internet to perform marketing activities. Customers are having an increasing expectation of businesses having an online presence.

81
Q

what are advantages of e-marketing

A

-Effective way to attract new customers
-More convenient

82
Q

what are disadvantages of e-marketing

A

-Increased customers=increased competitors
-Competitors sell same products at lower prices

83
Q

what is a web page

A

conveys information in the form of a combination of text, graphics, animation and video. The home page often includes basic information about the business- available products, ordering facilities and location.

84
Q

what is a podcast

A

Distribution of digital audio or video files across the internet. Is helpful in marketing as many podcasters sell advertising the same way as radio stations. Ads reach the correct audience.

85
Q

what is a blog

A

online diary or journal, is informal.

86
Q

what is an SMS

A

text messages sent to customers showcasing deals and arrival of goods.

87
Q

what is social media advertisement

A

inexpensive, easy to use and monitor, effective in gaining exposure, is accurate in measuring reach of marketing. The main disadvantage is consumers writing negative things online and the company unable to censor it.

88
Q

what is global branding

A

the worldwide use of a term/symbol/logo to identify products.

Is cost effective- one ad for a number of locations, name is linked to new products on the market. eg. sony, coca-cola, mcdonalds

89
Q

what is standardisation

A

assumes the way a product is used, and that it satisfies the same needs globally. “one size fits all”

90
Q

what is customisation

A

assumes the way the product is used, and is altered between countries. It adapts to the needs of the country. Is less used than standardisation.

91
Q

what are the three ways of global pricing

A
  1. customised pricing
  2. market customised
  3. standardised pricing
92
Q

what is customised pricing

A

products are different prices in different countries. determinant is the cost-plus pricing method.

93
Q

what is market customised pricing

A

prices set according to local market conditions. Prices are lower in an area that has competition, than a place where the business has a monopoly.

94
Q

what is standardised pricing

A

charging customers the same price all over the world.

95
Q

what are the risks of standardised pricing

A

domestic business may undercut standardised price and changes in the exchange rate may negatively impact on the exported price.

Business (9 decks)

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