Module 4 Flashcards
1
Q
Marketing: product
A
- quality
- performance
- design
- novelty
- colours
- size
- customisation
- packaging
- continence
2
Q
Marketing: price
A
- list price
- discounts
- auction
- negotiations
- payment terms
- special offered
- segment pricing
3
Q
Marketing: promotion
A
- comms
- ads
- PR
- word of mouth
- social media
- fairs
- competition
- point of service
- brand
4
Q
Marketing: place
A
- location
- layout
- distribution channel
- retail
- wholesale
- internet
- telephone
- face to face selling
5
Q
Marketing: people
A
- relationship
- service
- advice
- support
- partnership
6
Q
Communication tools
A
- word of mouth
- relationship and networks
- social networking
- blogging
- guerilla marketing
- newspaper
- tv
ECT
7
Q
Communication campaign
A
1) launch
- create brand awareness, stimulate purchase
2) take off
- create brand attitude, facilitate purchase
3) growth
- continue to facilitate purchase, restate brand attitude and identity
4) create brand advocacy
- cement customer relationship
8
Q
Advantages and disadvantages of distribution channel and supply push
A
Advantages:
- fewer buyers to communicate with
- less capital needed to invest in direct consumer communication
- potential to leverage market with distribution channels gaining wider market coverage quicker
Disadvantages:
- high value Infrequent buyers are high-risk need for ID and details info about buyer Incentives
- Lack of direct influence and control over end consumer
- buyer may have a dominant negotiating position regarding price
- By May deemphasise brand and not cement consumer loyalty