CH 17-18 Flashcards by Clay Casassa

Flashcards in CH 17-18 Deck (8)

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involves engaging directly with carefully
targeted individual consumers and customer communities to both
obtain an immediate response and build lasting customer
relationships.

Direct and digital marketing

includes annoying and offending
customers.

• Irritation

includes taking unfair advantage of
impulsive or less-sophisticated buyers.

Unfairness

includes “heat merchants” who
design mailers and write copy designed to
mislead consumers.

Deception

includes identity theft and financial
scams.

Fraud

A company achieves the lowest production and
distribution costs and allows it to lower its
prices and gain market share.

Overall cost leadership strategy:

A company concentrates on creating a highly
differentiated product line and marketing
program so it comes across as an industry
class leader.

Differentiation strategy:

A company focuses its effort on serving few
market segments well rather than going after
the whole market.

Focus strategy:

CH 17-18 Flashcards Preview

MARK 3336 > CH 17-18 > Flashcards

involves engaging directly with carefully
targeted individual consumers and customer communities to both
obtain an immediate response and build lasting customer
relationships.

Direct and digital marketing

includes annoying and offending
customers.

• Irritation

includes taking unfair advantage of
impulsive or less-sophisticated buyers.

Unfairness

includes “heat merchants” who
design mailers and write copy designed to
mislead consumers.

Deception

includes identity theft and financial
scams.

Fraud

A company achieves the lowest production and
distribution costs and allows it to lower its
prices and gain market share.

Overall cost leadership strategy:

A company concentrates on creating a highly
differentiated product line and marketing
program so it comes across as an industry
class leader.

Differentiation strategy:

A company focuses its effort on serving few
market segments well rather than going after
the whole market.

Focus strategy:

Decks in MARK 3336 Class (7):

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CH 17-18 Flashcards Preview

MARK 3336 > CH 17-18 > Flashcards

involves engaging directly with carefullytargeted individual consumers and customer communities to bothobtain an immediate response and build lasting customerrelationships.

Direct and digital marketing

includes annoying and offendingcustomers.

• Irritation

includes taking unfair advantage ofimpulsive or less-sophisticated buyers.

Unfairness

includes “heat merchants” whodesign mailers and write copy designed tomislead consumers.

Deception

includes identity theft and financialscams.

Fraud

A company achieves the lowest production anddistribution costs and allows it to lower itsprices and gain market share.

Overall cost leadership strategy:

A company concentrates on creating a highlydifferentiated product line and marketingprogram so it comes across as an industryclass leader.

Differentiation strategy:

A company focuses its effort on serving fewmarket segments well rather than going afterthe whole market.

Focus strategy:

Key Links

Subjects

Company

Find Us

Brainscape's Knowledge Genome^TM

involves engaging directly with carefully
targeted individual consumers and customer communities to both
obtain an immediate response and build lasting customer
relationships.

includes annoying and offending
customers.

includes taking unfair advantage of
impulsive or less-sophisticated buyers.

includes “heat merchants” who
design mailers and write copy designed to
mislead consumers.

includes identity theft and financial
scams.

A company achieves the lowest production and
distribution costs and allows it to lower its
prices and gain market share.

A company concentrates on creating a highly
differentiated product line and marketing
program so it comes across as an industry
class leader.

A company focuses its effort on serving few
market segments well rather than going after
the whole market.