Marketing Mix Flashcards

1
Q

what is the marketing mix?

A

the combination of product, price, place and promotion for any business venture

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2
Q

what is the product portfolio? + benefits

A

the mix of products the business produces and sells
- spreads fixed costs
- allows the targeting of wider markets
- opportunity for growth

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3
Q

what is a unique selling point (USP)?

A

something that differentiates the product from its rivals

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4
Q

what is branding?

A

a name, term, sign, symbol or design that identifies a seller’s products and differentiates them from their competitors

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5
Q

why is increasing brand awareness important?

A
  • create brand loyalty
  • differentiate the product
  • develop a brand image
  • retailers will be more willing to stock
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6
Q

what are the downsides of increasing brand awareness?

A
  • high cost of advertising
  • loss of brand value for one product can affect a whole range
  • brands invite competition
  • high cost of research and development
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7
Q

what are the 6 purposes of packaging?

A

design, convenience, inform, protect, cost, environment

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8
Q

what is a marketing plan? + advantages and disadvantages

A

a detailed statement of how the company’s marketing strategy will be put into action
ad: forces a business to think about the future, improve co-ordination, ensures objects are achieved
dis: costly and time-consuming, can de-motivate employees

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9
Q

what is product differentiation?

A

making your products different from the competition, and separating your brand from competitor brands

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10
Q

how can products be differentiated?

A

methods of promotion, packaging, quality and reliability

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11
Q

what is the product life cycle?

A

has to do with the life of a product in the market with respect to sales

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12
Q

what are the stages of the product life cycle? and what happens in each

A

development – high costs (R&D, market research, product design)
introduction – product is launched, sales are usually slow
growth – sales increase, starts to earn enough money to pay back their initial investments
maturity – sales increasing/revenue increasing
saturation – there is slower rate of growth
decline – sales begin to fall (support the product or remove it from the market)

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13
Q

what are extension strategies?

A

medium-/long-term plan for lengthening the life cycle of a product or brand, or
to generate more sales

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14
Q

what are some examples of extension strategies?

A

change appearance, new feature, new promotions

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15
Q

what are reasons for change in the product life cycle?

A

fall in demand, recession, goods available from other supplier

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16
Q

what is the boston matrix?

A

shows the market share of each of business’ products and the rate of growth of the markets in which they operate

17
Q

what are cash cows?

A

high market share in a relatively slow growing or declining market

18
Q

what are question marks?

A

low market share in a high growth market

19
Q

what are stars?

A

high market share in a high growth market

20
Q

what are dogs?

A

low market share in a low growth market

21
Q

how does the boston matrix help?

A
  • gives a method for analysing a business
  • problem child (do they need to be taken off the market)
  • stars (do they need more promotion)
  • cash cows (is money being wasted on promo?)