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Kotler & Keller
Chapters 12, 20, 14 &15
90
Marketing
Undergraduate 4
04/17/2012

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Term
Product policy
Definition
The management of products from the time thay are introduced until they are removed from the marketpalce
Term
3 compenents of the Market Offering
Definition
1.Value-bsed prices
2.Product features and quality
3.Services mix and quality
Term
5 PRODUCT LEVELS
Definition
-Customer value hierarchy
1.Core benefit/service
2.Basic product
3.Expexted product
4.Augmented product
5.Potential product
Term
4 Market Strategies
Definition
1.Market Penetration
2.Product Development
3.Market Development
4.Diversification
Term
Market Penetration
Definition
Existing market, existing product
Term
Product Development
Definition
Existing market, new product
Term
Market DEvelopment
Definition
new market, existing product
Term
Diversification
Definition
new market, new product
Term
5 Consumer Good Classifications
Definition
1.Convenience goods
2.Shopping Goods
3.Specialty goods
4.Unsought goods
5.Economics
Term
Convenience goods
Definition
Staples
Impulse goods
Emergency goods
Term
Shopping goods
Definition
???
Term
credence goods
Definition
Product can't be verified by avg. consumer
Term
3 Industrial goods classification
Definition
1.Materials and parts
2.Capital items
3.Supplies/business services
Term
Product item
Definition
SKU
Term
Prodcut mix
Definition
all products that a particular seller offers for sale to buyers
Term
Product line
Definition
group of products that are closely related
Term
Product width
Definition
the total no. of product lines offered
Term
Product line lenght
Definition
the number of items in a given product line
Term
Depth of average product line
Definition
total no. of items/by the total no. of lines
Term
Down-Market Stretch
Definition
(line stretching)
Term
Up market stretch
Definition
(line stretching)
Term
two way stretch
Definition
(line stretching)
Term
Product-line pricing
Definition
(Product-Mix Pricing)
Term
Optional-feature pricing
Definition
(Product-Mix Pricing)
Term
Captive-product pricing
Definition
(Product-Mix Pricing)
Term
Two-part pricing
Definition
(Product-Mix Pricing)
Term
By-product pricing
Definition
(Product-Mix Pricing)
Term
Product-bundling pricing
Definition
(Product-Mix Pricing)
Term
The 5th p
Definition
Packaging
Term
VIEW Model (packaging)
Definition
Visibility
Information
Emotional appeal
Workability
Term
6 Categories of New Products
Definition
1.New to the world
2. new product lines
3.Additions
4.Improvements
5.Repositionings
6.Cost reductions
Term
4 reasons why new products fail
Definition
1.shortage of important ideas
2.exec pushes favorite idea in spite of negative research
3.idea is good but the market is too smal or fragmented
4.product is not well designed
Term
4 more reasons why new products fail
Definition
5.incorrect positioning ie overpriced
6.insufficient distribution
7.Capital shortages occur
8.competition
Term
Venture team
Definition
cross functioning group charged with developing a specific product or business
Term
7 steps in new product developement
Definition
1.Idea generation
2.idea screening
3.concept deve and testing
4.marketing strategy deve
5.Business analysis
6.Product develpment
7.Market testing
8. commercialize
Term
Conjoint Analysis
Definition
calculates utlity score from consumers rank ordering of attributes
Term
Utility scores
Definition
finds the best combination of attributes

score ranges indicate importance of a given factor
Term
Market Potential=
Definition
(no. of possible buyers)*(avg. selling price)*(avg. no. of purchases by each buyer)
Term
Break-even analysis
Definition
how many units must be sold to cover fixed cost and variable cost per unit
Term
Problems with break-even analysis
Definition
Assumes fixed price and fixed variable cost
Term
Payback
Definition
number of years to pay back original investment.
Year cumulative margin equals fixed costs
Term
Problems with Payback
Definition
Ignores time-value of money, Risks, Opportunity cost, absolute size of the investment
Term
Regular test market
Definition
Distribution: normal channels
Term
Controlled(forced) test market
Definition
Distribution: Bypasses normal channels
ie grocer is paid for shelf space
Term
Payback
Definition
number of years to pay back original investment.
Year cumulative margin equals fixed costs
Term
Problems with Payback
Definition
Ignores time-value of money, Risks, Opportunity cost, absolute size of the investment
Term
Regular test market
Definition
Distribution: normal channels
Term
Controlled(forced) test market
Definition
Distribution: Bypasses normal channels
ie grocer is paid for shelf space
Term
Simulated test market
Definition
Consumers shop in mock stores
Term
Electronic test market
Definition
Nielsen’s Market Decisions division and split cable technology
Term
Characteristics of Good Test Markets
Definition
.2 to 1.5% of population
Good media coverage
Appropriate demographics
isolated media and distribution
Term
Limitations of test markets
Definition
expensive, delays to market
Term
5 stages in the adoption process
Definition
Awareness
Interest
Evaluation
Trial
Adoption
Term
price
Definition
sum of all values that consemers exchange for the benefits of having a product
Term
Determining cost and taking traditional industry margins
Definition
common pricing mistake
Term
failing to revise price to capitalize on market changes
Definition
common pricing mistake
Term
setting price independently of the rest of the marketing mix
Definition
common pricing mistake
Term
failure to vary price by product item, market segment, distribution channels, and purchase occasion
Definition
common pricing mistake
Term
When to use price cues?
Definition
Infrequent purchases
New customers
design/quality/ size variations
seasonal items
Term
6 determinats of Price
Definition
1.Cost factors(FC,VC)
2.Competition
3.Customer Demand
4.Profit
5.Objectives and Policies of the Firm
6.Buyer Demand(eg Wal-mart, Target)
Term
6 steps in setting price
Definition
1.Selecting the pricing objective
2.Determining demand
3.Estimating cost
4.Analyzing competitors' offers
5.Selcting a pricing method
6.selecting the final price
Term
4 pricing objectives
Definition
1.Survival(as long as prices > VC and some FC)
2.Meet competition
3.Maximize current Profits
4.Maximize market share
Term
3 new product pricing objectives
Definition
Market Penetration
Market Skimming
Partial cost recovery(nonprofits)
Term
Peak-load pricing
Definition
depress peak demand
stimulate off peak consumptionreduce total resources needed to fill wants
Term
Who pays for FOB shipping
Definition
Buyer
Term
Who pays for FOB destinations
Definition
Seller
Term
cash discount
Definition
price reduction to uyer who pay bills promptly
Term
Quantity Discount
Definition
price reduction to those who buy in large quantities
Term
Cross price elasticity
Definition
if CP < 0, conplements
if CP > 0, substitutes
Term
possible 4 ps replacement SIVA
Definition
Solutions
information
Value
Access
Term
Value Network
Definition
system of partnerships that a firm creates to source, augment, and deliver its offerings
Term
Distribution channel
Definition
all firms that take title or assist in transferring title to a good or service as it moces from producer to final consumer
Term
Marketing channel
Definition
the distribution channel and suppliers, facilitators and markerting firms
Term
first 5 tasks performed in a marketing channel
Definition
1.Gathering data
2.Contacting potential buyers
3.Negotiating
4.Assuming risks
5.Estalishing contractial arrangements
Term
second 5 tasks performed in a marketing channel
Definition
6.transferring title
7.Communications
8. Financial arrangements
9.Serviving
10.Inventory, transportation, storage
Term
Advantages of Direct Distribution
Definition
reduce overall cost
closer to customer
control
availability of good lists
Term
Disadvatages of Direct Distribution
Definition
higher advertising/ contact costs
assumes inelasticity to some service reductions
shipping times
item availability
Term
Manufacturer reps
Definition
independent salespersons working on behalf of several different companies of an industry. Selling non-competing goods
Term
Pros of using reps
Definition
narrow product line
new firm
reduce overhead
Term
Cons of using reps
Definition
Commission rate
tendecy to terminate reps if the sales volume is high
Term
Industrial Distributors
Definition
store, deliver, service, financing, and light assemly
Handel competing goods
Term
VIMS
Definition
Vertically Integrated Marketing System
Term
Coporate VIMS
Definition
ownership of some channel members
Term
Administered VIMS
Definition
cooperation is due to the size and power of a channel member
Term
Contractial VIMS
Definition
cooperation is via contract
Term
3 tradeoffs in logistics
Definition
1.cost vs revenue from improved service
2.transportation cost vs inventory costs
3.inventory carrying cost vs order processing costs as average order quantity increases
Term
4 causes of channel conflict
Definition
1.goal incompatibility
2.Unclear roles and rights
3.Differences in perception
4.Intermediaries' dependence on manufacturer
Term
exclusive distribution
Definition
seller allows only certain outlets to carry its products
Term
exclusive dealing
Definition
seller requires dealers not to handle competing products
Term
tying agreements
Definition
an agreement where the sale of one product is tied to the purchase of a related product
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