Term
| If a brand is massive, how much force does it need? |
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Definition
| The more massive a brand, the more force it needs to change/reposition it. |
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Term
| Instead of measuring what consumers SAY they do what should you measure? |
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Definition
| You should measure what consumers ACTUALLY do. |
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Term
| True or False: No matter how much you invest, one mistake can undermine the whole brand. |
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Definition
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Term
| If your brand is dispersed, what should you do? |
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Definition
| You shouldn't fight it, but instead accept it and work with it. |
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Term
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Definition
| The value in a brand name |
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Term
| What is AMA and what is their definition of marketing? |
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Definition
| AMERICAN MARKETING ASSOCIATION. They define marketing as performance of business activities that direct the flow of goods and services from producer to consumer or user. |
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Term
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Definition
Product
Promotion
Price
Place |
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Term
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Definition
| Social process directing and economy's flow of goods/services from producer to consumer in ways that match supply and demand and accomplishes society's objectives. |
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Term
| What is required to perform micro marketing? |
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Definition
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Term
| What does critic say about marketing? |
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Definition
| It is 3/4- 9/10 its idle waste. |
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Term
| What does Kotler say about Marketing? |
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Definition
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Term
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Definition
| Performance of activities that seek to accomplish an organization's objectives by anticipating customer needs and directing a flow of need-satisfying goods/services from producer to consumer. |
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Term
| What are some Marketing activities |
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Definition
The 4 P's.
Demand Analysis
Strategic Planning
Competitive Analysis
Environmental Analysis
Setting Objectives/Goals
Monitor Success
Marketing Research
Marketing Information System
Buying |
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Term
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Definition
| Involves the number of people/characteristics. It is buyer behavior and needs or desires. |
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Term
| What is Environmental Analysis? |
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Definition
| Involves political, legal, technological and culture. |
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Term
| Why is monitoring success important? |
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Definition
| It is a control mechanism |
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Term
| What do Products involve? |
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Definition
Product Development
Product Line Decisions
Branding/Trademark
Packaging |
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Term
| What does Product Line decisions encompass? |
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Definition
The breadth
The width
The deletion |
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Term
| What does Promoting involve? |
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Definition
Advertising
Personal Selling
Sales Promotion
Publicity |
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Term
| What encompasses advertising? |
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Definition
Copy
Media Mix
Media Selection
Scheduling
Budget |
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Term
| What encompasses Selling? |
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Definition
Selection
Training
Motivation
Compensation |
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Term
| What does Distribution involve? |
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Definition
The degree of distribution
The type of Distributor
The type of service
The type of image
The location of distributions
Inventory levels
Product placement
Shelf facings |
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Term
|
Definition
The price to ultimate consumer
The rice to the middlemen
Product Line Pricing
Flexibility
Discounts/Allowances
Geographic terms |
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Term
| What makes up the Marketing Plan? |
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Definition
Marketing budget
Marketing Objectives
Target Market
Marketing activities
Time frame
Expected results
control mechanisms |
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Term
| What should be the first consideration in the marketing plan but isn't? |
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Definition
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Term
| What actually is the first consideration in Marketing Plans? |
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Definition
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Term
| Who makes up the Intermediaries? |
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Definition
Wholesalers
Retailers
Financial Organizations
Media
Advertising agencies
Telecommunication companies
Computer companies
Market research companies |
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Term
| What does the Generic view of marketing made up of? |
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Definition
S.U [Social Units.]
They are made up of 2 or more s.u's |
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Term
| What are the s.u's trying to do? |
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Definition
Trying to facilitate an exchange.
Try to maximize the probability that the exchange/influence has taken place |
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Term
| What are the criticisms of Marketing? |
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Definition
Dangerous because creates artificial demand
Responsible for unsafe products
Planned obsolescence
Easy credit [though not so much anymore]
Deceptive/annoying advertising
Increase cost of products
Pollution
Scarce resources |
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Term
| What are the benefits of marketing? |
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Definition
Increased information
Increased choice
Standard of living
Improved products
Convenience |
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Term
| What is the philosophy of the marketing concept? |
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Definition
| It is the philosophy of doing business |
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Term
| What does Marketing concept have |
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Definition
Consumer focus, goal orientation, marketing strategy
A consumer focus-in business BECAUSE of consumer. this doesn't mean you make decisions based on what consumer says but you keep the consumer in mind [which is key]
Goal Orientation- Need to achieve goals. Coul be profits, etc.
Integrated, comprehensive markeitng strategy |
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Term
| What are the Marketing typologies? |
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Definition
Marketer
Product
Target Market |
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Term
| What does the marketer typology include? |
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Definition
Was business, but now also
Social organizations
cultural organizations
political organizations
knowledge organizations
religious organizations
individual |
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Term
| What does the Product Typology include? |
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Definition
It was first only durables, non-durables [consume quickly]and service.
now also includes
person
place
ideas |
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Term
| What does the target market typology include? |
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Definition
First was consumers, government, industry, international.
Now also includes
suppliers
stockholders
board of directors
employees
unions
special interest group
general public |
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Term
| What are the environmental forces? |
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Definition
Economic
Competitive
Political
Technological
Sociocultural
Legal and Regulatory |
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Term
| What is Cross-cultural analysis? |
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Definition
| An evaluation of cultures across regions. |
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Term
| What does cross cultural analysis involve? |
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Definition
Involves
market research
values
customs of country
cultural symbols
currency exchange rate |
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Term
| What is involved in the Global Marketing Strategy? |
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Definition
Licensing
Joint Venture
Exporting
Direct Investment |
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Term
|
Definition
| gives you the right to sell |
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Term
| what is involved in franchising |
|
Definition
|
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Term
|
Definition
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Term
| Back translating can avoid what? |
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Definition
| It can avoid awkward foreign translations |
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Term
| What is looking at exchange rates an example of? |
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Definition
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|
Term
| Colgate tooth powder is what type of force? |
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Definition
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|
Term
True or false:
Legal and regulatory forces do not inhibit company success |
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Definition
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Term
| When should environmental scanning be done? |
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Definition
| Environmental scanning should be done periodically and when entering a new market. |
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Term
| Traditionally, when was marketing seen as appropriate? |
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Definition
| It was seen as appropriate when Supple was greater than demand |
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Term
| What occurs when supply is greater than demand or demand is negative? |
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Definition
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Term
| What is the most difficult market? |
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Definition
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Term
| What is the market challenge for disabuse demand? |
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Definition
| The market challenge is to change people's opinion. |
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Term
| What should you do in a disabuse demand market? |
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Definition
| You should employ conversional marketing to alter people's perception of the product or service |
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Term
| What is common in a new business in terms of demand? |
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Definition
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Term
| What should you try to do when you have no demand? |
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Definition
| You should try to create demand |
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Term
| What type of marketing is used to create demand? |
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Definition
| To stimulate or create demand you need to use stimulational marketing |
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Term
|
Definition
| A subconscious demand that is recognized once something triggers it |
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Term
| What do you want to do, demand wise, when you have Latent demand? |
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Definition
| You want to develop demand |
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Term
| What type of marketing develops demand? |
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Definition
|
|
Term
| What is the second most difficult market? |
|
Definition
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Term
| What is the question involved with faltering markets? |
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Definition
| The question of how to turn it back around |
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Term
| What should you do in a Faltering market? |
|
Definition
Ultimately revitalize demand and
Cut back on Promotion
Decrease price
Cut distribution |
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|
Term
| What is the second most difficult market? |
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Definition
| One with a faltering demand |
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Term
| In a faltering market, you need to revitalize demand by what type of marketing? |
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Definition
|
|
Term
| what is an example of faltering demand? |
|
Definition
|
|
Term
| What is done in with overfull demand? |
|
Definition
|
|
Term
| Why is de-marketing done? |
|
Definition
|
|
Term
| What is overfull generally? |
|
Definition
| When demand is greater than supply |
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|
Term
| what is an example of overfull demand |
|
Definition
Snack wells
State of Oregon |
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Term
| When demand is greater than supply what could the two demands be? |
|
Definition
Unwholesome demand
overfull demand |
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Term
| What is unwholesome demand? |
|
Definition
| The demand for illegal or immoral products |
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Term
| What do marketers want to do with unwholesome demand? |
|
Definition
| They want to destroy the demand |
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Term
| How do marketers destroy the demand in unwholesome demand? |
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Definition
| They counter market with the use of organizations or law enforcement |
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Term
| When supple always equals demand, what type of demand is it? |
|
Definition
|
|
Term
| What type of marketing is done with full demand? |
|
Definition
|
|
Term
| What does maintenance marketing do? |
|
Definition
|
|
Term
| What type of demand is equal at times or over a period of time but not ALL the time? |
|
Definition
|
|
Term
| What needs to be done with Irregular demand? |
|
Definition
| demand needs to be synchronized |
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|
Term
| What type of market synchronizes demand? |
|
Definition
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