CH 17-18 Flashcards Preview

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Flashcards in CH 17-18 Deck (8)
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1

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

2

includes annoying and offending
customers.

• Irritation

3

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

Unfairness

4

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

Deception

5

includes identity theft and financial
scams.

Fraud

6

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

Overall cost leadership strategy:

7

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

Differentiation strategy:

8

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

Focus strategy: