Marketing Flashcards
What are the 4 elements to marketing?
Product
Price
Promotion
Place
List 3 factors that can affect a business’s marketing mix
Changes in technology
Customers’ needs and wants
How competitive the market is and what a business’s competitors are doing
Give an example of what could affect the price of the product
The cost it is to make, depending on what quality you want you product
Are products more likely to be cheaper online or in store, and why?
In stores it’s usually fixed prices.
What can be useful to know about the structure of the market for a business?
The market size and the market shares it has
What is meant by the term ‘market size’?
It is the number of individuals within the market which are potential buyers or sellers of products.
Can also mean the total value of products in the market
What is meant by the term ‘market share’?
It’s the proportion of the total sales within the market that is controlled by the business.
Other than the market share and market size, what else is useful to know?
How a market is segmented.
What does segmentation mean?
When people within a market are divided into different groups.
Why is it useful to know the different market segments?
It can allow a business to identify their target market.
What are demographics? Give examples
Identifiable characteristics that people within one population might have.
Age, Income, Gender
Other than demographics, how else is the market segmented?
Location
Lifestyle
Why is market research important?
It helps a business understand its customers and competitors
Customers’ needs may include things like:
Type of product, the quality of a product, the price, the convenience of where it’s sold and how much choice they have if a range of products.
Market research helps businesses to:
Make informed decisions- what products to sell, price etc.
Increase sales- adjust their prices
Stay competitive-develop things before competitors do
Reduce risks
What is primary research?
Collecting information for yourself; getting information from customers or potential customers.
Why is primary research useful?
You can find out new information and get customers’ views
What are useful ways for small businesses to carry out primary research?
Research over the telephone or internet.
Advantages of primary research
Up-to-date
Relevant
Specific to your business
Specific to the target market
Disadvantages of primary research
It’s expensive and time-consuming
Primary research
Questionnaires:
Documents with questions.
Cheap and good for large geographical area, likely many people won’t respond
Primary Research
Surveys:
Collect information from people e.g. over the phone or using questionnaires.
Phone surveys more likely to get a response, could be expensive
Primary Research
Interviews:
Asking people face to face
Good rate of response but can be expensive
Primary Research
Focus Groups:
Small group of people discuss feelings about product.
Faster than surveys, quieter individuals don’t get opinion heard