Marketing 1.3 Flashcards
LECTURES 1,2,3 (22 cards)
Cornerstones marketing strategy
QIBC quality innovation brand image ongoing customer ship
high market growth- high market share
stars
low market growth high market share
cash cow
high market growth low market share
question marks
low market growth low market share
dogs
the 3 R’s
relationship, response, reputation
4 P’s
product, place, promo, price
AIETA
awareness, interest,evaluation,trial, adoption
AIDA
attention,interest,desire,action
Hierachry of effects model
awareness knowledge liking preference conviction purchase
Budget 4 types
percentage of sales, objective-task, affordable, comparable-parity
Types of ads
sender, target audience, media, message
Marketing elements 6
personal selling, direct marketing, ads, discount, sponsorship, public relations
Hierachy of needs bottom to top (5)
physiological needs, safety, social, personal, self actualization
Segmentation catagories 4
geo,demo,phycho, behaviour
SMART
specific, measurable,acceptable,realistic, time bound
Micromarketing
focus on individual firm
meso
all activities developed by several organisations, in the same sector or supply chain
Macro
looking at a market as a process that must function for a society to realise its economic objectives.
Transactional marketing
getting new customers, succes is a sale, short term, limited CS, quality is production concern
Macroenvironmental factors
DESTEP demo econo, social techno, ecolo, politic
MESOenvironmental factors
customers, suppliers, intermediaries, competitors, public groups, stakeholders
