Shared Flashcard Set

Details

Marketing - 4 - IESEG
Marketing Mix,Implementation
13
Marketing
3rd Grade
12/09/2010

Additional Marketing Flashcards

 


 

Cards

Term
What is the marketing mix made of ?
Definition
Product, Place, Price,Promotion
Term
What are the 5 characteristics of a product ?
Definition
Product attributes, branding, packing, labeling, product support services
Term
What are the four types of benefit given by a product ?
Definition
Security, Comfort, Prestige, Privacy
Term
What are the different kinds of consumer goods ?
Definition
Convenience, Shopping, Specialty, Unsought
Term
What are the four characteristics of a service ?
Definition
Intangibility, Inseparability, , Variability, Perishability
Term
How many gaps is there in the service quality model ?
Definition
5
Term
What is the Gap 1
Definition
Expected service by customer vs Perception of consumers' expectations by management
Term
What is the Gap 5 ?
Definition
Difference between perceived and expected service (customers not satisfied)
Term
What is brand equity made of ?
Definition
The brand loyalty,
name awareness, perceived quality, product associations + intangible assets
Term
What are the 4 branding decisions ?
Definition
Brand-sponsor decision, Brand-name decision, Brand-strategy decision, Brand repositioning decision
Term
What are the 4 types of brand names ?
Definition
Individual, Family (blanket), Separate family names, company individual names
Term
What is the product mix ? What is it made of ?
Definition
The product mix is all the product lines offer, in terms of width (number of lines), length (number of products in the line) and depth (number of version of a product)
Term
What is the difference between an agent and a broker ?
Definition
Both bring the buyer and seller together. The agent is in partnership for the long term, the broker is contractual
Supporting users have an ad free experience!