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Walker G
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Decks in this class (55)
CHAPTER 1
- Know the different aspects that marketing encompasses.
- Understand the marketing concept and how it relates to the marketing management process.
- Learn the elements of the marketing mix.
1
cards
Introduction (1)
Marketing is a specialized type o...,
Is marketing a process,
Marketing as a process means that...
13
cards
Introduction, Definitions, Marketing Concept, Selling Concept (1)
If business is a chess match then...,
Practical experience teaches that...,
Practical experience teaches that
47
cards
Managing the Marketing Process, 7-P's (1)
Before starting this marketing pr...,
Before starting this process a ma...,
What is a begin with the end in m...
71
cards
CHAPTER 2
- Understand why marketers need marketing research
- Define marketing research and its importance
- Describe why and how to conduct marketing research
1
cards
Introduction, Overview of Marketing Research Process (2)
How can a firm know what consumer...,
Marketers need _______ to know ho...,
Marketeers need data to
13
cards
Step 1 (2)
What is important about the marke...,
The marketing process helps the m...,
What are some reasons to develop ...
16
cards
CHAPTER 3
- Understand how to segment markets and why doing so is important
- Learn how to successfully select a target market for a product or service
- Create a buyer persona from a customer segment
1
cards
Segmentation (3)
Marketing segmentation is,
The essence of segmentation is to...,
Why is it important to divide the...
18
cards
CHAPTER 4
- Define what positioning is and why it is important to marketers
- Describe how positioning helps brands and products have greater success
- Explain how to position products and discuss common positioning problems
1
cards
Positioning (4)
What is positioning,
Positioning is a ______ for defin...,
Positioning can and should occur ...
16
cards
Positioning Strategies (4)
What is the value of being first,
Is being first a powerful positio...,
Products that consumers recognize...
6
cards
CHAPTER 5
- Understand the overall buyer behavior process.
- Know how companies can use the buyer behavior process to help market to consumers.
- Recognize the variations that could occur in the buyer behavior process.
1
cards
The Buyer Behavior Process (5)
What is the buyer process,
Will the buyer process be differe...,
What are the steps stages of the ...
39
cards
Maslow's Hierarchy of Needs (5)
What are physiological needs,
What are safety needs,
What are social needs
13
cards
Business to Business Buying Process (5)
A business can refer to,
With consumer purchases the trans...,
Which will have a greater impact ...
10
cards
CHAPTER 6
- Define the types of product attributes.
- Describe the types of consumer products and services.
- Know the stages in the product life cycle and how to apply marketing strategies for each stage.
- Learn the types and functions of product packaging.
- Understand how new packaging trends are used to help market products.
1
cards
CHAPTER 7
SERVICES MARKETING
- Understand what services are and how they are marketed differently than products.
- Define what is meant by “customer experience” and how it relates to services marketing.
- Understand customer journey mapping as a way to architect excellent customer experiences.
- Discuss Customer Lifetime Value and the set of benefits that relate to it.
- Learn what a services blueprint is and how it helps marketers offer better services.
1
cards
Introduction, Services and Service Marketing (7)
As consumers we are increasingly ...,
Services make up a major and ____...,
Services are prominent in the eco...
30
cards
The Customer Journey (7)
A good way to look at the relatio...,
If the experience goes well the r...,
How can customer loyalty impact a...
67
cards
Evaluating Services (7)
The characteristics of services _...,
When do consumers evaluation of s...,
What is one of the most useful wa...
14
cards
The Customer Experience (7)
Cause the characteristics of serv...,
Customer experience is a major fa...,
Orchestrating a great customer ex...
11
cards
Characteristics of Services (7)
What are the four unique characte...,
Services are intangible because y...,
Services are _____ because you ca...
72
cards
CHAPTER 8
Yes
1
cards
Introduction (8)
BRANDS AND BRAND MANAGEMENT
- Learn the different functions of a brand
- Identify the different brand elements
- Develop a brand map for brand associations
- Understand how to create a strategy for a cohesive brand image
17
cards
Brand Identification: Measuring Brand Awareness (8)
Recall that one _______ of a bran...,
What are two metrics for brand,
Does this survey question gauge b...
15
cards
Brand Differentiation: Building Associations (8)
Brand s differentiation comes fro...,
What different association can co...,
The many associations that come t...
16
cards
Brand Value (8)
Why is something worth more becau...,
If consumers think of a brand whe...,
There is a reputation that the co...
15
cards
Branding Strategy Levels (8)
There are different ______ by whi...,
What are three levels by which a ...,
What is umbrella branding
31
cards
Brand Identity vs. Brand Image (8)
What is brand identity,
The brand identity is the way tha...,
Brand identity is the ____ image ...
29
cards
CHAPTER 9
0
cards
CHAPTER 10
PRICING PRODUCTS AND SERVICES
- Know basic pricing terminology
- Understand the general approaches to setting prices
- Understand the psychological aspects of pricing
- Create a general price range for a good or service
8
cards
Pricing Terminology (10)
A _______ is what is being charge...,
What is price,
What is value
51
cards
Pricing Models (10)
What are the three pricing models...,
What is cost based pricing,
Cost based pricing is a method in...
58
cards
Other Pricing Strategies (10)
We previously discussed the prici...,
Beyond the three pricing models t...,
With dynamic pricing a ______ rat...
34
cards
Psychological Strategies in Pricing (10)
There are also pricing strategies...,
What is odd even pricing,
What is the psychology behind odd...
42
cards
CHAPTER 11
- Understand the elements of the promotional mix (marketing communication mix)
- Describe the characteristics of the different advertising media and their best uses
- Learn how to break through the promotional clutter
1
cards
Promotions Introduction (11)
Marketing is _____ then promotion...,
Is marketing only limited to area...,
What is promotions
12
cards
The Promotional Mix Pieces (11)
What is a sales promotion,
What are the two important charec...,
Sales promotions are short term m...
48
cards
Advertising (11)
What is advertising,
Advertising is external _______ t...,
What is the first step a marketer...
26
cards
Advertising Measurement Terms (11)
How do you know if advertising is...,
What is reach,
Reach is the ______ of people who...
28
cards
How to Set Up an Advertising Campaign 101 (11)
What is an add campaign,
An add campaign are a series of a...,
How long do add campaigns run
16
cards
The Promotional Mix Elements Working Together (11)
All of the pieces should ______ t...,
What is integrated marketing comm...,
A cohesive combination of marketi...
20
cards
CHAPTER 12
0
cards
CHAPTER 13
SOCIAL MEDIA MARKETING
- Learn the trends in the changing landscape of social media
- Understand general social media marketing tips
- Know the social media platforms and their uses
- Be aware of resources for monitoring a brand on social media
1
cards
Introduction, Social Media Landscape (13)
What is social media,
Social media itself is a pretty _...,
Social media refers to
16
cards
Social Media Marketing (13)
What is social media marketing,
Social media marketing is using t...,
When we talk about marketing on s...
11
cards
CHAPTER 14
DISTRIBUTING PRODUCTS
- Define what distribution channels are and describe why they are needed
- Identify and compare the broad classes of distribution channels
- Recognize distribution channel design considerations and channel management challenges
1
cards
Overview of Channels (14)
What is a channel,
What is distribution,
The inability to find the best di...
33
cards
Types of Channels (14)
All types of channels are either,
When learning about channels the ...,
What is a direct channel
53
cards
Channel Design (14)
The process of designing the idea...,
What is dual distribution,
Most brands will practice ____ di...
17
cards
CHAPTER 15
THE MARKETING ENVIRONMENT
- Recognize the (potential) influence of the immediate environment on an organization
- Interpret the (potential) influence of the external environment on an organization
- Understand environmental scanning for an industry or company
7
cards
The Marketing Environment (15)
The marketing environment include...,
The marketing environment include...,
What includes all of the forces t...
41
cards
The External Environment (15)
The external environment is the,
What are the three characteristic...,
It is dynamic ever changing and s...
35
cards
Environmental Scanning (15)
Environmental scanning is the pro...,
Environmental scanning is the pro...,
What is the purpose to environmen...
13
cards
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