CHAPTER 2 Flashcards
marketing and promotion model?
1- marketing strategy and analysis
marketing strategy and analysis consists of?
1- opportunity analysis
2- competetive analysis
3- target marketing
market opportunity?
areas which may have potenial demand trends, where the companies believes customers needs are not being satisfied or can be satisfied better and where it can compete and make profits
competitor analysis?
identify competitors weather they are direct or in direct and local or international
what are SCA and USP?
1- high quality products
2-supperior customer service
3- dominating distribution channels
4- brand image
target marketing?
After evaluating the opportunities presented by various market segments, including a detailed competitive analysis, the company may select one, or more, as a target market.
target marketing process?
1- identifying markets
2- market segmentation
3- select a target market
4- positioning through market strategy
market segmentation?
Dividing a market into distinct groups
With common needs
Who respond similarly to a marketing situation
bases for market segmentation?
1- demographic ( age, gender)
2- geographic (city, region)
3- behavioral (usage rate, loyalty)
4- psychographic ( social class)
types of target segmentation strategy?
1- undifferentiated
2- differentiated (kia motors)
3- concentrated (lambo, ferarri)
what are the positioning strategies?
1- attributes and benefits (volvo cars safety)
2- price/ quality ( star bucks)
3- usage ( pledge)
4- product class( karnavalita)
5- product users( birell)
6- competitors
7- cultural symbols( mac clown)
product marketing mix?
1- product
2- pricing
3- place
4- promotion
product decisions?
1- packaage
2- design
3- warranties
4- performance
main goals of branding?
1- awareness
2- loyalty
3- image
types of channels?
1- direct( used while selling expensive products)
2- indirect (producer, wholeseller, retailers, consumer)
