Chapter 14 Flashcards
(50 cards)
Q: What are strategic launch decisions?
A: High-level choices (platform + action) that set overall direction—who we’ll sell to and broad “how.”
Q: What are tactical launch decisions?
A: Marketing-mix details (communication, distribution, pricing) that execute the strategy.
Q: What are strategic givens?
A: Pre-made constraints (budgets, channels, regs) that cannot initially be changed.
Q: List the five requirements of an effective market-launch plan.
A: (1) Treated as key step;
(2) Starts early;
(3) Built on good market intel;
(4) Adequate human/financial resources; (5) Sales & support staff included on team.
Q: Three types of demand a launch can seek?
A: Primary, replacement, selective.
Q: Three permanence options?
A: In-to-stay, in-to-stay-if-goals-met, temporary.
Q: Three aggressiveness levels?
A: Aggressive, cautious, balanced.
Q: Name two product-line replacement patterns.
A: Butt-on, season switch (others: roll-in/roll-out, downgrading, splitting channels).
Q: Image strategies?
A: New image, major change, or no image change.
Q: Five factors that speed diffusion.
A: Relative advantage, compatibility, complexity (low), trialability, observability.
Q: Rogers’ adopter categories in order.
A: Innovators, early adopters, early majority, late majority, laggards.
Q: Difference between continuous and discontinuous innovation (compatibility).
A: Continuous needs little learning; discontinuous requires major learning.
Q: According to Moore, innovators + early adopters = ________.
A: Visionaries (the “chasm” lies before pragmatists).
Q: Three criteria in choosing a target market.
A: Market potential, product–need fit, firm’s capacity to compete.
Q: Template for a product positioning statement.
A: “Buyers in the target market should buy our product rather than others because ____.”
Q: Define the cash-to-cash (time-to-break-even) metric.
A: Time from initial cash outlay to receipt of first revenues.
Q: Two broad positioning modes.
A: By attribute (feature/function/benefit) or by surrogate/metaphor.
Q: Define brand equity.
A: Added value from brand awareness, loyalty, perceived quality, and associations.
Q: Two directions of brand extensions.
A: Vertical (up-/down-scale in same category) and horizontal (into new categories).
Q: Umbrella vs individual brand strategy?
A: Umbrella: company name on all products; Individual: each product gets its own brand.
Q: What is global brand leadership?
A: Coordinated worldwide strategy + investment to build global brand equity.
Q: List four functional roles of packaging.
A: Containment, protection, display, information/persuasion (also safety).
Q: Two advantages of a strong brand for new launches.
A: Encourages loyalty; lowers advertising cost (recognition).
Primary demand –
Getting buyers to adopt an entirely new category.
