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business management 1/2 > unit 2 aos2 > Flashcards

unit 2 aos2 Flashcards

1
Q

marketing

A

the process of implementing strategies to price, promote, and distribute products to current and potential customers.

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2
Q

customer base

A

is a group of consumers who continuously purchase goods and services from a business.

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3
Q

customer profile

A

a specific description of the type of person a business is selling to, including their demographic, and geographic characteristics

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4
Q

business objectives (+4 examples)

A

are the goals a business intends to achieve. increasing sales, increasing market share, improving levels of customer satisfaction, increasing profit

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5
Q

brand identity

A

is the unique set of values a business seeks to portray to its customers.

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6
Q

internal environment

A

involves factors within a business that a business has control over

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7
Q

3 internal factors that affect marketing

A

owners and managers, employees, corporate culture

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8
Q

how do owners and managers affect marketing

A

they need to have the skills to build a customer profile and they must ensure marketing strategies will meet business objectives

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9
Q

how do employees affect marketing

A

being friendly and polite to customers is essential when expanding the customer base and enhancing brand identity.

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10
Q

how does corporate culture affect marketing

A

a sucessful marketing strategy will become an integral part of the way business is done

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11
Q

corporate culture

A

the shared values and beliefs of a business and its employees

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12
Q

operating factors

A

are the primary external factors impacting a business which it has some control over

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13
Q

3 operating factors that affect marketing

A

customers, suppliers and competitors

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14
Q

how do customers affect marketing

A

a marketing strategy that is not customer focused will fail.

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15
Q

how do suppliers affect marketing

A

choosing suppliers that will provide goods at a high quality will boost customer satisfaction and lead to stronger brand identity

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16
Q

how do competitors affect marketing

A

part of a marketing strategy is to distinguish the business from it’s competitors

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17
Q

macro factors

A

are social, legal, technological and economic conditions that a business operates in and has no control over

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18
Q

4 macro factors that affect marketing

A

economic, technological, legal, social

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19
Q

how do economic factors affect marketing

A

Periods of strong economic growth (Higher disposable income of customers) can be favourable times to establish a business or to expand the customer base.

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20
Q

how do legal factors affect marketing

A

Complying with legal regulations and being socially responsible = more loyal customers & Positive brand image.

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21
Q

how do technological factors affect marketing?

A

Making use of available technology to promote the business, through the use of a website presence, a dedicated phone app and the use of social media is essential in a global marketplace

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22
Q

how do social factors affect marketing

A

The business owner needs to be aware of the social issues that affect potential customers and ensure that the marketing plan takes account of these.

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23
Q

market dimensions

A

are an indication of the total number of potential customers who could purchase a product from a business in a particular market

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24
Q

market segmentation

A

is the process of dividng a market into different groups of consumers that share similar characteristics

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25
Q

4 types of market segments

A

demographic, geographic, psychographic, behavioural

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26
Q

target market

A

is a specific group of consumers that a business aims its marketing efforts towards. includes a primary and secondary target market.

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27
Q

consumer behaviour

A

is the actions of those who purchase goods and services for consumption

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28
Q

consumer trends

A

are developed patterns in consumer behaviours, attitudes and values

29
Q

what are the 7Ps of marketing?

A

Product, Price, Place, Promotion, People, Physical Evidence and Process.

30
Q

product

A

is a good or service that is offered to consumers to satisfy a need or want. could be a tangible or intangible product

31
Q

3 marketing considerations relating to product

A

branding, packaging and quality

32
Q

price

A

is the amount that a customer pays for a good or service.

33
Q

3 types of pricing strategies

A

cost-plus pricing, competition based pricing, penetration pricing.

34
Q

cost plus pricing

A

A business determines a product’s price by taking the unit cost and adding a percentage markup to determine the sale price.

35
Q

competition based pricing

A

A business sets a price similar to its competitors’ price.

36
Q

penetration pricing

A

A business sets a lower price than competitors when first entering a market in order to quickly gain market share.

37
Q

place

A

is an element of the marketing mix relating to how a business distributes its product to customers

38
Q

3 types of distribution channels

A

product to customer, product to retailer to customer, producer to wholesaler to retailer to customer

39
Q

promotion

A

is the marketing communications used by a business to inform, promote, and remind its target market about its product.

40
Q

3 promotional strategies

A

advertising, sales promotions, public relations

41
Q

people

A

are the individuals that influence a customer’s perception of a business and its products

42
Q

physical evidence

A

is the environment in which the business and customer interact

43
Q

3 elements of a business’s physical evidence

A

facilities, interior design, ambience

44
Q

process

A

is the procedure set in place throughout the entire customer purchasing experience at a business.

45
Q

3 methods to improve a customer’s purchasing experience

A

information, efficient service, knowledgeable staff

46
Q

technological developments

A

are the invention and innovation of tools that solve problems and enhance processes

47
Q

3 advantages of using social media to market

A

cheaper, businesses can reach a wider audience, there is potential for businesses to collaborate with content creators to promote their brand

48
Q

3 disadvantages of using social media to market

A

may be difficult to use for certain age groups (elderly), large risk of security breaches, business may recieve negative comments on posts which may damage its reputation.

49
Q

3 advantages of using email marketing

A

The business can send emails containing surveys or questionnaires to collect customer feedback, can direct customers to a business’s website increasing website traffic, businesses can send emails out quickly because they are automated

50
Q

3 disadvantages of email marketing

A

Customers may become frustrated by receiving constant emails, time-consuming for the business to design and implement the campaign, can be expensive for the
business as they need additional employees to manage the emails

51
Q

6 ways a business can market using technology

A

social media, email marketing, search engine optimisation, AI, data analytics, management of data

52
Q

search engine optimisation

A

is a process used by businesses to ensure their website ranks higher in search results when customers search for goods or services related to the business online.

53
Q

3 advantages of search engine optimisation

A

Websites that rank high on search engine result pages are often considered to be trustworthy, more website traffic, can increase sales

54
Q

3 disadvantages of search engine optimisation

A

businesses that pay for a higher website rank will recieve priority, it takes time for it to be effective, it can be expensive to devise strategies

55
Q

3 advantages of using AI to market

A

Customers who receive personalised messages may feel valued, An automated marketing process allows for faster business decisions, Chatbots increase productivity

56
Q

3 disadvantages of using AI to market

A

not always reliable, customers may prefer to speak to humans, can be expensive

57
Q

data analytics

A

is the process of examining information that has been collected by businesses in order to draw conclusions and make effective decisions.

58
Q

management of data

A

is the practice of collecting, organising, using, and storing data securely so businesses can use this information to make effective decisions.

59
Q

public relations (PR)

A

is communicating an intended message to the public to create and sustain a positive business reputation.

60
Q

4 types of PR goals

A

improved business reputation, increase customer demand, improved public recognition, improve an unfavuorable business image

61
Q

planned public relations

A

is a business proactively communicating intended messages to various publics

62
Q

5 types of planned public relations strategies

A

media releases, publications, events, sponsorships, social media

63
Q

crisis public relations

A

is a business reactively communicating to various publics in response to an issue that can negatively affect its reputation

64
Q

corporate social responsibility

A

is the ethical conduct of a business beyond legal obligations, and the consideration of social, economic, and environmental impacts when making business decisions.

65
Q

green marketing

A

is an advertising strategy that involves highlighting the environmental benefits of a good or service.

66
Q

2 advantages of green marketing

A

Greater customer loyalty can be generated as the business is committed to promoting the wellbeing of the environment. Engaging in green marketing will allow businesses to gain access to new markets and a larger audience

67
Q

2 disadvantages of green marketing

A

It may be considered greenwashing if the product is incorrectly advertised as being sustainable or eco-friendly by the business. It can be costly for a business to get certifications

68
Q

customer privacy

A

is the administration and protection of sensitive, personal information that customers provide during their interactions and transactions with a business.

69
Q
A

business management 1/2 (6 decks)

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