Unit 4 - Marketing Flashcards
1
Q
above-the-line promotion
A
any form of advertising through the mass media made by third parties, e.g. TV spot
2
Q
advertising
A
method of informative and/or persuasive promotion that is usually paid for
3
Q
agent
A
negotiators who help to sell the vendor’s product, e.g. real estate agents
4
Q
B2B
A
(business to business) online trade conducted directly for business customers rather than the end user
5
Q
B2C
A
(business to consumer) online trade conducted directly for the end-user
6
Q
below-the-line promotion
A
promotional methods that do not directly use the mass media, e.g. loyalty cards
7
Q
branding
A
use of an exclusive name, symbol or design to identify a specific product or business
8
Q
cash cow
A
term used in the Boston matrix: product with a large market share in a low growth market
9
Q
channel of distribution
A
ways that a product gets from the producer to the consumer
10
Q
consumer goods
A
products bought for personal consumption: consumer durables (cars, computers) and consumer non-durables (food, fresh flowers)
11
Q
consumer profile
A
characteristics of customers in different markets, e.g. age, gender, income
12
Q
cost-plus pricing
A
setting prices based on unit costs and then adding a specific amount or percentage profit
13
Q
differentiation
A
any strategy used to make a product appear to be dissimilar from others, e.g. quality, branding, packaging
14
Q
direct marketing
A
any promotional activity that involves making direct contact with customers, e.g. door-to-door selling, direct selling
15
Q
direct selling
A
salesmen deals with the customer face to face
16
Q
distribution
A
process of getting products to customers at the right time and place in the most cost-effective way
17
Q
distributors
A
independent businesses that act as intermediaries by specialising in the trade of products
18
Q
dog
A
term used in the Boston matrix: product with a low market share in a low growth market
19
Q
e-commerce
A
trading of goods and services via the internet
20
Q
e-tailers
A
businesses that operate predominantly online, e.g. Dell
21
Q
ethical marketing
A
moral aspects of a firm’s marketing strategies
22
Q
exporting
A
selling domestically produced goods and services to overseas buyers to gain access to larger markets
23
Q
extension strategy
A
attempt to lengthen the life-cycle of a particular product
24
Q
global marketing
A
marketing of a product by using the same strategy in various countries to gain from marketing economies of scale
25
intermediaries
agents or firms that act as a middle person in the chain of distribution between producer and consumer
26
international marketing
marketing of a firm’s product in foreign countries
27
market leadership
firm that dominates the market share in a particular market
28
market orientation
business focuses on making products that they can sell, rather than selling products that the can make
29
market research
marketing activities designed to discover opinions, feeling and habits of potential and existing customers
30
market segmentation
process of categorising customers into distinct groups with similar characteristics and similar wants and needs
31
market share
value of the firm’s sales revenue as a percentage of the industry total
32
market size
value of sales revenue from all businesses in a particular market
33
marketing
management of predicting, identifying and meeting the needs and wants of customers at a profit
34
marketing mix
main elements of a firm’s marketing strategy: product, price, promotion, place (4 Ps)
35
marketing objectives
targets that the marketing department wishes to achieve
36
marketing plan
document outlining a form’s marketing objectives and strategies for a specified time period
37
marketing planning
process of devising marketing objectives and appropriate strategies to achieve these goals
38
marketing strategy
any medium – to long-term plan to achieve the firm’s marketing objectives
39
online presence
business has a dedicated website for e-commerce
40
packaging
ways in which a product is presented to the consumer
41
penetration pricing
setting low prices to gain entry into a new market
42
position map
visual aid that shows customer perception of a product or brand in relation to others in the market
43
predatory pricing
setting prices so low that rivals cannot compete at a profitable level
44
price discrimination
charging different prices to different groups of customers for the same product, e.g. different entrance fee for adults and kids
45
price skimming
setting very high prices for innovative or high-tech products
46
price war
firms compete by a series of intensive price cuts to threaten the competitiveness of rival firms
47
primary research
collection of new data as the information does not currently exist
48
product
any physical or non-physical good or service that is purchase by customers
49
product design
physical aspects of a product and the process of adding value to it
50
product life cycle
typical process that products go through: introduction, growth, maturity, decline
51
product line
varieties of a particular product that serves the same purpose in a particular market, e.g. BMW mini includes hardtop, convertible, cooper S
52
product mix
different product lines that a business produces, e.g. BMW produces Mini, 3 series, Roll-Royce
53
product orientation
business focuses on making products that can make, rather than making products that they can make
54
product portfolio
range of products owned and developed by a firm at any point in time
55
product range
all product lines of a firm’s product mix
56
promotion
methods used to inform, persuade or remind people about a firm’s products or brands
57
promotional mix
combination of individual promotional methods used by a business, such as advertising, packaging
58
publicity
process of promoting a business and its products by getting media exposure without directly paying for it
59
qualitative market research
focuses on comments, suggestions, opinions
60
quantitative market research
focuses on collection of numerical data
61
question mark
(or problem child) term used in the Boston matrix: product with a small market share in a high growth market
62
quota sampling
method that involves segmenting the population and then select a certain number (the quota) of people in each market segment
63
random sampling
gives every person in the population an equal chance of being selected
64
repositioning
strategy that involves changing the market’s perception of a product or brand
65
retailer
seller of products to the general public that operate in outlets
66
sales forecasting HL
quantitative technique that estimates the level of sales a business expects to achieve
67
sales promotion
short-term incentive designed to stimulate demand for a product, e.g. discount coupons
68
sampling
practice of selecting a representative group (known as a sample) of a population for primary research purposes
69
secondary research
gathering data and information that has already been collected by another party
70
slogans
catchphrases designed to represent the essence of a business or its products
71
snowballing
sampling method that relies on “word of mouth” (through friends, family, colleagues) to increase the sample size
72
social marketing
vany activity that seeks to influence social behaviour to benefit the target audience
73
spam
unsolicited messages via email
74
sponsorship
promotional technique that involves funding, supporting or donating resources for an event in return for prominent publicity
75
star
term used in the Boston matrix: product that have a large market share in a high growth market
76
stratified sampling
subdivides the population into segments with similar characteristics and selects a number of respondents from each stratum that is proportional to the population
77
targeting
each distinctive market segment can have its own marketing mix
78
telemarketing
use of telephone systems to sell products directly to potential customers
79
unique selling Point USP
any aspect of a product that makes it stand out from those offered by rival businesses
80
viral marketing
promotional technique that relies on the use of online social networks like email, blogs, YouTube
81
wholesalers
businesses that purchase large quantities of products from manufactures and then break the bulk purchases into smaller units for resale to retailers
82
word of mouth
spreading of messages about a firm and its products
83
Boston Matrix
marketing tool for analysing the product portfolio of a business; it shows whether products have high or low market share and operate in high or low market growth industries
84
brand awareness
extent to which potential customers recognise a particular brand
85
brand development
long-term product strategy that involves strengthening the name and image of a brand to boost its appeal and sales
86
brand loyalty
occurs when customers buy the same brand of a product time and time again because they are devoted t the brand
87
brand value
premium that customers are willing to pay for a brand above the value of the product itself
88
business etiquette HL
manners and customs by which business is conducted in different countries
89
C2C
(consumer to consumer) e-commerce platform that enables customers to trade with each other
90
cluster sampling
sample is chosen in a particular area when getting feedback involve too much time or travelling (e.g. a street, a shopping centre, a town)
91
convenience sampling
uses people that are easy to reach (e.g. students use their classmates and friends)
92
cultural exports HL
commercial transfer of ideas and values, e.g. US fast-food
93
cyclical variations HL
fluctuations in sales linked to the economic cycle
94
direct investment HL
business sets up production and/or distribution facilities in overseas markets
95
extrapolation HL
forecasting technique used to identify the trend by using past data and extending this trend to predict future sales
96
focus group
forming small discussion groups to gain insight into the attitudes and behaviour of respondents
97
guerrilla marketing
strategy that aims to catch the attention of customers through unusual, unconventional or shocking techniques
98
licensing HL
third-party firm buys the right to produce goods of another business
99
logo
visual symbol to represent the business, its brands or its products
100
loss leader pricing
market-led pricing strategy that involves setting the price of a product that is below its cost of production
101
market skimming
firm sets price for new and innovative products high in order to gain customers who will pay almost any price to get the product
102
mass marketing
undifferentiated marketing which ignores targeting individual market segments
103
moving average HL
used to find the underlying trends by smoothing out variations in a data set caused by seasonal, cyclical and random variations
104
niche marketing
targets specific and well-defined market segments
105
people HL
seven Ps model: employees who interact with customers, thereby delivering the service to customers
106
physical evidence HL
seven Ps model: tangible aspect of a service, e.g. luxury hotel with a welcoming lobby
107
place
distribution of products
108
price war
firms compete by a series of intensive price cuts to threaten the competitiveness of rival firms
109
process HL
seven Ps model: ways in which the service is provided or delivered, including after-sales care
110
product differentiation
strategy used to make the product appear to be distinct from others, such as quality, branding, packaging
111
psychological pricing
rounding down numbers such as 9.90€
112
public relations
business activities aimed at establishing and protecting the desired image of an organisation
113
random variations HL
unpredictable variations in sales revenue caused by irregular factors that couldn’t be predicted
114
seasonal variations HL
periodic fluctuations in sales revenue over a specific time period, such as certain months
115
seven Ps model HL
marketing of services which includes 3 additional Ps in addition to the traditional 4 Ps
116
social networking
individuals use particular platform to build social relationships between people
117
specialty channel of distribution
any indirect way to distribute products that does not involve retailers, e.g. e-commerce, vending machines, mail order
118
time series analysis HL
sale forecasting technique that attempts to predict sales levels by identifying the underlying trend
