Learning Aim D Flashcards
(14 cards)
1
Q
Benefits, features and functions of tangible and intangible products
A
- design – functionality, ergonomics, usability, experience
- technology – interface, supportive technology, peripheral technology
- aesthetics – visual appearance, style, colour scheme, packaging
- unique selling point (USP)
- branding – brand personality and brand image
2
Q
Augmented product
A
- delivery
- warranty
- customer service
- installation
- after-sales service
3
Q
Product life cycle
A
- development
- introduction
- growth
- maturity
- decline
- diffusion of innovation
4
Q
Factors that determine pricing strategy
A
- USPs
- product differentiation (design, performance, branding)
- amount of competition (physical and digital)
- stage in product life cycle
- costs and need to make a profit
5
Q
Pricing strategies
A
- penetration
- skimming
- competitor-based
- cost-plus
- premium
- psychological
- destroyer
6
Q
Place distribution methods
A
- physical location (bricks and mortar)
- digital sales (clicks)/e-commerce/apps
- bricks and clicks
- means of distributing product
7
Q
Promotion channels
A
- print (newspaper, magazine, billboards, etc.)
- digital (streaming, email, social media)
- broadcast (TV, radio)
- traditional (direct mail, telephone, face-to-face)
8
Q
Promotion methods
A
- advertising (above/below the line)
- sponsorship/endorsement
- public relations (PR/OPR)
- social media/influencers
- personal selling/special offers
- product placement
- trade shows/events
- guerrilla marketing
9
Q
Employees must
A
- be appropriately trained
- be motivated
- be suited to the role
- have the right attitude
- give consistent/reliable service
- exceed expectations
- buy into brand concept
10
Q
Process elements
A
- handling orders
- delivery methods
- customer service process
11
Q
Physical evidence includes
A
- product-related (signage, displays, uniforms)
- environment (ambience, mood, sensory elements)
- online/digital media
12
Q
Benefits of coordinated marketing mix
A
- organisational focus
- maximised synergy
- budget economies
- clear brand positioning
- competitive advantage
- integrated customer journeys
13
Q
Marketing mix in B2B contexts
A
- importance of price/negotiation
- personal selling/trade promotion
- relationships/service
14
Q
Impact of digital technology
A
- instant communication
- increased data
- encourages innovation
- broader customer base
- price transparency
