Unit 3 Flashcards
What is the purpose of marketing?
The purpose of marketing is to meet the needs of customers and the organisation
What is the key term of marketing?
satisfying customers’ wants in a way that delights the consumers and also meets the needs of the organisation
What is the first stage of marketing
The first stage of marketing is to conduct market research in order to discover the wants of customers and the factors that influence those wants
What is the marketing mix?
An organisation will decide on suitable marketing techniques to ensure that customers are delighted
What are the “7 ps” in marketing mix?
-product
-price
-promotion
-place (distribution)
-people
-process
-physical environment (physical evidence)
Why do organisations use the marketing mix?
Organisations use the marketing mix in order to achieve their marketing objectives
What is the definition of marketing objectives?
The goals of the marketing function in an organisation
What is the definition of sales volume?
Measures the number of items sold or produced (such as the number of televisions sold)
What if the definition of sales value?
Measures the financial worth of the items sold (e.g. £30 million of televisions)
What is the equation for sales value?
Sales value = sales volume x average price
For example :
If a ‘99p store’ sells 100,000 items at 99p each, then its sales volume is 100,000 items and its sales value is £99,000
What is the definition of market size?
The volume of sales of a product (e.g. the number of computers sold) or the value of sales of a product (e.g. the total revenue from computer sales)
What is the definition of market growth?
The % change in sales (volume or value) of a generic product or service, over a period of time.
What is the equation of market growth
market size in year - market size in previous year
Market growth (%) = ———————————————————————- x 100
Market size in previous year
What factors influence market growth?
- economic growth : if countries wealth grows 3 % per annum (year), sales likely to rise in any given market
- the nature of the product : markets dealing with luxury products, tend to grow rapidly when economic growth is high
- changes in taste : as lifestyles change, new products, more popular while other decline
- social changes : way people live influence product sales
- fashion
What is the definition of sales growth?
The % change in sales (volume or value) for a specific business or product over a period of time
What is the equation of sales growth?
sales in that year - sales in previous year
Sales growth (%) = ———————————————————— x 100
Sales in previous year
What is the definition of market share?
The % or proportion of the total sales of a product or service achieved by a firm
What is the equation for market share?
Market share = Sales of one product or brand or company
————————————————————— x 100
Total sales in the market
What is the definition of brand loyalty?
A measure of the degree of attachment that a consumer has for a particular brand or product. High brand loyalty for one product will reduce the likelihood of a consumer switching to another brand
What is an example of marketing objectives?
- market positioning:
- try attract new market segments
What are the values of setting marketing objectives?
- to act as a focus for decision making and effort
- to improve coordination, giving teams and departments common purpose
- to motivate staff, improve performance by setting challenging, realistic, targets
- to establish priorities, so staff understand relative importance of different objectives
What are some benefits of setting marketing objectives?
-SMART (specific, measurable, achievable/attainable, realistic, time) set clear objectives, helps ensure staff meet same goal
-enable staff see if they succeeded or failed to meet expectations
-if members of department or team have common purpose, enabling managers to provide more united & coordinated approach to problem solving
-measurable and timed objectives allow managers and individuals to improve efficiency, practices worked effectively & staff able to learn from previous mistakes
What are some problems of setting marketing objectives?
- external changes not always easy to predict, marketing objectives may be based off of incorrect assumptions
- internal changes should be foreseeable, so less likely cause problems
- many potential marketing objectives, some cases some objectives may conflict
- may be unclear priorities, employees taking decisions to meet own needs rather meet objectives of business
- business may not have sufficient resources/marketing budget that’s little, enabling marketing departments to meet objectives
- if objectives imposed, not agreed, employees may not feel ‘ownership’ of objectives of department
- may be reluctant to set realistic objectives in times of difficulty
- people like to set ambitious targets, often means marketing objectives loss value because they’re too ambitious
What is external influences?
External factors are those outside the business, such as the state of the economy and the actions of competitors