Book1 Flashcards
(292 cards)
Business
Any unincorporated firm such as a sole trader or partnership.
Company
Any incorporated firm such as a private limited company (Ltd) or public limited company (Plc)
Asset-led Marketing
A business strategy based on the core strengths (core competencies) of the firm. Businesses that adopt this approach use their core assets, such as brand name, to develop and launch new products.
Market Orientation
An outward-looking approach basing product decisions on consumer demand, as established by market research
Product Orientation
A philosophy that focuses on the internal capabilities of the firm rather than on the desires and needs of the marketplace
Marketing
The action or business of promoting and selling products or services, including market research and advertising to satisfy customers.
Unique Selling Point (USP)
Something that makes a product stand out from its competitors
Product
A thing that you can touch (tangible) that you can offer for sale to your customers.
Differentiation
The extent to which consumers view your product or service as being different from those of rivals.
Product Portfolio
The range of products or brands provided by a business
Brand
A name, term, sign, symbol, or design, or a combination of these, that identifies the products or services of a seller and differentiates them from those of competitors
The 4P’s
Product, Price, Place, Promotion
Product Life Cycle
The stages through which goods and services move from the time they are introduced on the market until they are taken off the market.
Extension Strategy
Method used to increase the life of a product and prevent it falling into decline
Cash Flow
The inflows and outflows of cash through a business
Introduction Stage
The initial stage of a product’s life cycle; its first appearance in the marketplace, when sales start at zero and profits are negative
Growth Stage
The second stage of the product life cycle when sales typically grow at an increasing rate, many competitors enter the market, large companies may start to acquire small pioneering firms, and profits are starting to be made.
Maturity Stage
Stage of the product life cycle when industry sales reach their peak, so firms try to rejuvenate their products by adding new features or repositioning them
Saturation Stage
That stage of the product life cycle where additional growth in the market is very difficult as there are too many competitors.
Decline Stage
Stage of the product life cycle when sales decline and the product might eventually exit the market
The Boston Matrix
A model which analyses a product portfolio according to the growth rate of the whole market and the relative share of a product within that market; a product is placed in one of four categories - star, cash cow, problem child or dog
Dog
In the Boston Matrix this is a product experiencing low market share in a low growth market.
Star
In the Boston Matrix this is a product with a high market share of a high growth market.
Problem Child
In the Boston Matrix this is a product that has a small share of a fast growing market