Marketing Mix Flashcards
“Marketing Manager”
James Culliton (1948)
“Concept of the Marketing Mix” which included the following:
Neil Borden (1964)
Product Distribution channels Packaging
Planning Personal selling Display
Price Advertising Servicing
Branding Promotion Physical handling
“Basic Marketing: A Managerial Approach” which grouped the aspects of marketing into the four categories
“A product is more than just a physical product - fulfills some psychological needs and the assurances that service facilities will be available”.
Jerome McCarthy (1964)
(4 P’s: Product, Price, Place, and Promotion)
“__________ is the set of controllable variables a firm can use to influence buyer response.”
“__________ is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering and communicating customer value.”
Philip Kotler (1967)
Marketing Mix
Marketing management
Introduction of the 4 C’s to replace the 4 P’s of the marketing mix
Robert Lauterborn (1990)
__________ is the basis of any business. It is anything that can be offered to a market for attention or consumption that might satisfy, delight, and surprise the need or want of a target clientele
A product (good, service or virtual offering)
“Levels of Product Hierarchy”
1. __________ provides additional tangible and intangible features
2. __________ gives more than just the physical product to set it apart from competitors; ie. post-buying services
3. __________ offers generic product plus other attributes that consumers need
4. __________ actual product with tangible attributes
5. __________ fulfills the basic benefits that consumers want; What is the buyer really buying?
Potential product
Augmented product
Expected product
Generic product
Core benefit
In pharmaceutical marketing, drug products are classified as:
- Generic drugs
- Branded drugs
- Ethical or prescription drugs
- OTC drugs
- Ethical –OTC drugs
- Proprietary drugs
Product Considerations:
__________ refers to the total number of product lines that a manufacturer offers to its customers. It consists of 4 dimensions:
a. __________ number of product lines being sold
b. __________ number of total product types or items being sold, under each product line
c. __________ the total number of variations under each product type and line; variations include size, flavor, scent, or any other distinguishing characteristic
d. __________ refers to how closely related are the product lines to each other, pertaining to production and distribution
Product assortment
Width
Length
Depth
Consistency
Product consideration
Presentation or dosage form
Product Format
Product consideration
Name Decision
A. __________ a name, term, sign, symbol, design or combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors
B. __________ is part of a brand that can be vocalized
C. __________ part of a brand which can be recognized but is not utterable such as its symbol, design or distinctive coloring or lettering
D. __________ a brand or part of a brand that is given legal protection; protects the seller’s exclusive rights to use the brand name or brand mark
E. __________ the exclusive legal right to reproduce, publish and sell the matter and form of literary, musical or artistic work
Brand
Brand Name
Brand Mark
Trademark
Copyright
Name decision
Strategies:
a. __________ used for the introduction of new or modified products, less cost and advertisement are needed; INSTANT recognition and patronage because of the popularity of the first product
b. __________ an effort to use a successful brand name to launch newer product lines; usually, the dosage form is indicated after the product’s name
c. __________ seller markets two or more brands in the same product line or category or same generic equivalents
Blanket Family Name
Brand Extension
Multi-branding
Product consideration
Selecting a Brand Name for a Drug Product
__________ important role in adding value to the product and the perception of high quality
▪ Desirable qualities for a brand name:
Branding
a. Closely suggest something about the product’s benefits & qualities that the intended markets could associate with easily.
b. Easy to pronounce, recognize and remember c. Distinctive to readily arrest attention.
Product consideration
- Packaging Decision
__________ monitored by the __________- a marketing activity of creatively designing and producing the appropriate container or wrapper for a drug product suitable to target markets relative to the competition’s products
__________ part of the product packaging containing printed information about the product
__________ used to store, identify and ship the product to target markets
- a marketing activity of creatively designing and producing the appropriate container or wrapper for a drug product suitable to target markets relative to the competition’s products
Packaging
Product Management Group or Marketing Board of Manufacturers
Labelling
Shipping package
Product consideration
A group of products that are closely related due to either or the following similarities:
Product Line Decision
a. Function
b. Target customer group
c. Market outlet
d. Price range
e. Product manager handling
