Marketing Year 10 Flashcards
What are the 4Ps?
Product, Price, Place, Promotion
What is qualitative market research?
Research that gathers people’s opinions and attitude
What is quantitative market research?
Research that gathers numerical data for analysis
What is primary research?
First hand research that gathers direct answers to the research question
What is secondary market research?
Research that was gathered for a different purpose, it indirectly helps with the research question
Give 4 examples of primary research methods
questionnaires, interviews, trialling, focus groups
Give 4 examples of secondary research methods
MINTEL reports, news items, competitor information, internal sales data
Give 5 pricing methods
price skimming, cost-plus, penetration, competitor, promotional
What is the pricing strategy called when businesses charge a high price to target customers who will pay most
price skimming
What is the promotional strategy called when a business makes no profit on a sale but expects customers to buy other products?
loss leader
Explain the cost-plus pricing method
A business works out the cost of a product and then adds a desired percentage on to each product
Give 5 examples of how to segment the market
age, gender, lifestyle/interests, income, location
When doing market research, give 3 ways of selecting your sample population
Random, quota, stratified
How does random sampling work?
Everyone in the population has an equal chance of being included in the survey
How does quota sampling work?
quota sampling requires that representative individuals are chosen out of 1 specific subgroup
How does stratified sampling work?
The population is divided (“stratified”) by the most important variables such as income, age and location. The required number is then drawn from each stratum.
Give 5 methods of Promotion for a business
Advertising, Public Relations, Direct marketing, personal selling, sales promotions
Give 3 methods of advertising and comment on the price and reach
Bus stops - cheaper and local
TV - expensive and mass reach
Newspapers - quite expensive and targeted reach
Give 2 examples of sales promotions
Buy One Get One Free (BOGOF) and loyalty cards
Give 2 examples of direct marketing
Cookies on computers, email adverts
What is Public Relations?
Indirect promotion when a business raises its company profile by supporting causes eg local events and campaigns McDonalds litter picks
Give examples of companies that use personal selling
car company 1-to-1 sales staff or double glazing calling up
What are the 4 stages of the product life cycle in order?
Introduction, Growth, Maturity, Decline
In the product life cycle, what does the curve up from the maturity stage show?
Extension strategies