Midterm Flashcards Preview

Marketing > Midterm > Flashcards

Flashcards in Midterm Deck (63)
Loading flashcards...
1

Burtons "to build the best snowboard out there"

focused on benefits offered to the customer

2

SWOT Analysis

Strengths, weaknesses, opportunities, threats

3

ben&jerrys ideals

social responsibility. 3 part mission.

4

business firm

privately owned. earns profit

5

non profit org

serves customer but does not make profit

6

cash cows

large amounts of cash, slow growth. more than they can invest profitably in themselves. Cash goes to overhead and other investments.

7

stars

high share, high growth rate. may need more money to fund. often become cash cows

8

question marks

low share, high market growth. Need a lot of cashto maintain market share

9

dogs

low shares, slow growth. little promis

10

Market penetration

strategy to increase sales of CURRENT PRODUCTS in CURRENT MARKETS

11

Market Development

CURRENT PRODUCTS to NEW MARKET

12

Product Development

NEW PRODUCTS to CURRENT MARKETS

13

Diversification

NEW PRODUCTS to NEW MARKETS

14

Planning phase of Strategic Marketing Process

SWOT, Market-Product goal setting, Marketing Program

15

Implementation phase of Strategic Marketing Process

Obtaining resources, designing marketing org. heirarchy, developing planning schedules, executing the marketing program

16

Evaluation Phase of Strategic Marketing Process

compares the results with goals

17

Exclusive dealing

arrangments with reseller to handle only their products. not competitiors

18

Requirement contracts

requires buyer to purchase certain amount for a certain time period

19

territorial distributorships

manufacturer gives distributer sole rights to sell in an area

20

tying arrangment

buy one, must buy the other

21

consumer bill of rights

right to safety, to be informed, to choose to be heard

22

moral idealism

considers certain individual rights/duties as universal

23

utilitarianism

focuses on if benifits exceed costs, behavior is ethical

24

triple bottom line

orgs need to improve life, the planet and make profit

25

evaluative criteria

the objective attributes of a brand and subjective like brand prestige

26

consideration set

the group of brands that are considered

27

reciprocity

industrial buying practice where organizations agree to by each other's good. Legal, but Justice Department disapproves

28

Supply Partnership

when a buyer and its supplier adopt mutually beneficial objectives, policies and procedures to lower costs or increase value of products.

29

new buy

fiirst time buyer of a product/service

30

straight rebuy

reordering existing product from list of acceptable suppliers