Bdsm

Question 1

Parts of the business model canvas

Answer 1

Key partners
Key activities
Key resources
Cost structure
Value proposition
Customer relations
Distribution channels
Customer segmentation
Revenue streams

Question 2

Part of a market

Answer 2

Seller
Buyer
Meeting
Regulations/norm
Other stakeholders

Question 3

Parts of the situation analysis

Answer 3

Macro - environment
Micro - market and industry
Company

Question 4

Parts of the Macro

Answer 4

PESTLE
Political
Environmental
Social and cultural
Technical
Legal
Economical

Question 5

Parts of the Micro

Answer 5

Market analysis - size and growth
Industry analysis - Porter’s 5 forces
Competitor analysis
Customer analysis - Segmentation and positioning

Question 6

Company analysis

Answer 6

SWOT

Question 7

Marketing Mix

Answer 7

Product
Price
Place
Promotion
People
Process
Physical evidence

Question 8

Generic strategy for competitive advantage

Answer 8

Target: Broad or Narrow
Advantage: Low cost or Product uniqueness

Cost leadership, differiation, focus strategy (low cost, differentiation)

Question 9

Product life cycle

Answer 9

1. Product development
2. Introduction
3. Growth
4. Maturity
5. Decline

Question 10

Competitive behaviour

Answer 10

Conflict
Competition
Co excistence
Cooperation
Collusion

Question 11

Boston consulting group: Growth-Share Matrix

Answer 11

Market growth vs. Relative market share.

Dog, cow, question markCorport, star.

Question 12

Corporate Social responsibility (triangle)

Answer 12

Philantropic, Ethical, Legal, Economical.

Question 13

Parts of corporate social responsibility

Answer 13

Physical environment, Social, consumer, supply chain, employee reletions.

Question 14

Consumer behavior, purchase actors

Answer 14

Initiator, influencer, decider, buyer, user.

Question 15

Consumer decision-making process

Answer 15

1. Need recognition
2. Search for info
3. Evaluation of activities
4. Purchase decision
5. Post-purchase evaluation

Question 16

B2B factors of purchase

Answer 16

Few actors
Often complex buying
Specific requirements
Prices are negotiated
Choice factors: Quality, price, continuity, risk, personal likes.

Question 17

Customer retention strategy

Answer 17

Deliver consistent service
Cross-selling, asking for referrals
Priority for increasing customer loyalty
Priority of retention

Question 18

Segmentation methods

Answer 18

Behavioral
Benefits
Purchase occasion
Purchase behavior
Usage
Perception benefits

Psychological
Lifestyle
Personality

Profile
Demographoc
Social economic
Geographic

Question 19

Requirements for effective segmentation

Answer 19

Measurability
Accessibility
Sustainability
Actionability

Question 20

Product strategies for growth (Arisoff matrix)

Answer 20

Existing or new: Marker, product.
Market penetration, product development.
Market development, diversification.
Risk goes up with new.

Question 21

Basic product model

Answer 21

Core product
Actual product
Augmented product

Question 22

Product mix and product line

Answer 22

Product mix - total set of brands marketed by a company
Product line - Group of brands closely in functions
Range - Differences in customer needs
Width - Number of product lines
Depth - Number of product variants

Question 23

Product hierarchy

Answer 23

1. Need family
2. Product family
3. Product class

Question 24

Positioning is the choice of…

Answer 24

Target market: Where to compete

Differential advantage: How we compete

Question 25

Addvertising goals

Answer 25

``` AIDA Attention Interest Desire Action ```

Question 26

Types of needs

Answer 26

Physical Social Psycological

Question 27

Percieved benefits of a market offer

Answer 27

Product benefits Service benefits Relational benefits Image benefits

Question 28

Periceved sacrifice of a market offer

Answer 28

Monetary cost Time costs Energy costs Psycological costs

Question 29

What is a business mission

Answer 29

"A broadly defined, enduring statement of purpose that distinguishes a business from others of its type

Question 30

How does businessmisson, strategic vision and strategic objectives relate?

Answer 30

BM - Basic objectives and values. SV - What is aimed to reach SO - How the goals should be reached.

Question 31

What is the difference between Data, information, knowledge.

Answer 31

Data - facts Information - tells something Knowledge - being able to extract meaning from the information

Question 32

What is a brand

Answer 32

- Relationship - Recognition - Prejudice - Extra value - Safety (confidence in brand)

Question 33

Price triangle

Answer 33

Customers - Needs and willingness to pay Competitors - Offering, prices Company - Offering, cost

Question 34

What different distribution channels are there?

Answer 34

B2C Producer - Agent - Wholesaler - Retailer - Consumer B2B Producer - Agent - Distributor - Business customer Services Service provider - Agent -C/B

Question 35

What factors are there in channel strategy

Answer 35

Channel selection Distribution intensity Channel integration

Question 36

Options of promotional mix

Answer 36

``` Mass marketing (ads, sales promotion, public relations) Direct marketing (Personal selling, exhibitions, digital marketing) Digital marketing (Digital promotions and social media communications) ```

Question 37

Characteristics of services

Answer 37

Intangibility Inseparability Variability Perishability

Question 38

Porters 5 forces

Answer 38

Gives the attractiveness and profitability of an industry. - Supliers - New entrants - Competitors - Substitutes - Customers

Question 39

kano model

Answer 39

Kano model

Question 40

What are the sources of competitive advantage?

Answer 40

Better quality Faster response to needs Closer relationship (Cheaper)

Question 41

Business model over time

Answer 41

Research for initial BM Start a business and adapt to the market. Scale the BM

Question 42

A good strategic positioning:

Answer 42

Clarity Consistency Competitive Credible

Question 43

Parts of a market-oriented pricing

Answer 43

``` Costs Competitors Customer value Effect on distributors/retailers Marketing strategy ```

Question 44

Focus of market mix for service

Answer 44

People Process Physical evidence

Question 45

Customer retention

Answer 45

``` Target good retention customers Bonding with the customers Internal marketing Fulfill promises Solve problems ```