Marketing

Question 1

4P ?

Answer 1

• Product
• Price
• Promo
• Place

Question 2

ST - (D)P

Answer 2

Segmenting / Targeting then Differentiating & Positioning

Question 3

Definition of a market

Answer 3

A group of individuals or organisations having the willingness and ability to buy goods or services to satisfy a particular class of wants or needs

Question 4

3 markets dimensions ?

Answer 4

What ? (What solutions sought after ?)
Who ? (Who are the buyers to satisfy ?)
How ? (How buyers’ need are satisfied ?)

Question 5

3 parameters to measure how attractive is a market ?

Answer 5

• Market Size
• Market and submarket growth
• Sensitivity to Economic and Seasonal Trends

Question 6

Penetrated market = ?

Answer 6

The set of consumers who are buying the company’s product

Question 7

The potential market = ?

Answer 7

The maximum of what would be feasible ?

Question 8

Market potential = ?

Answer 8

Max (how many x how much x how often)

Question 9

Market saturation rate = ?

Answer 9

(Actual total sales of all suppliers of a product / service) / (Market potential for this product/service)

Question 10

Market penetration rate = ?

Answer 10

Company’s total sales in the market / Market potential for this market

Question 11

The life cycle of a market

Answer 11

Development - Growth - Shakeout - Maturity - Decline (competitors start leaving)

Question 12

What is consumption behavior ?

Answer 12

Consumer Behavior (CB) reflects the totality of consumers’ decisions with respect to the acquisition, consumption and disposition of goods, services, activities, people, etc. by (human) decision-making units over time.

Question 13

6 M? ?

Answer 13

Market / Mission / Message / Media / Measurement