CHAPTER 2 Flashcards

1
Q

marketing and promotion model?

A

1- marketing strategy and analysis

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2
Q

marketing strategy and analysis consists of?

A

1- opportunity analysis
2- competetive analysis
3- target marketing

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3
Q

market opportunity?

A

areas which may have potenial demand trends, where the companies believes customers needs are not being satisfied or can be satisfied better and where it can compete and make profits

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4
Q

competitor analysis?

A

identify competitors weather they are direct or in direct and local or international

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5
Q

what are SCA and USP?

A

1- high quality products
2-supperior customer service
3- dominating distribution channels
4- brand image

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6
Q

target marketing?

A

After evaluating the opportunities presented by various market segments, including a detailed competitive analysis, the company may select one, or more, as a target market.

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7
Q

target marketing process?

A

1- identifying markets
2- market segmentation
3- select a target market
4- positioning through market strategy

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8
Q

market segmentation?

A

Dividing a market into distinct groups
With common needs
Who respond similarly to a marketing situation

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9
Q

bases for market segmentation?

A

1- demographic ( age, gender)
2- geographic (city, region)
3- behavioral (usage rate, loyalty)
4- psychographic ( social class)

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10
Q

types of target segmentation strategy?

A

1- undifferentiated
2- differentiated (kia motors)
3- concentrated (lambo, ferarri)

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11
Q

what are the positioning strategies?

A

1- attributes and benefits (volvo cars safety)
2- price/ quality ( star bucks)
3- usage ( pledge)
4- product class( karnavalita)
5- product users( birell)
6- competitors
7- cultural symbols( mac clown)

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12
Q

product marketing mix?

A

1- product
2- pricing
3- place
4- promotion

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13
Q

product decisions?

A

1- packaage
2- design
3- warranties
4- performance

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14
Q

main goals of branding?

A

1- awareness
2- loyalty
3- image

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15
Q

types of channels?

A

1- direct( used while selling expensive products)
2- indirect (producer, wholeseller, retailers, consumer)

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