Brainscape's Knowledge GenomeTM


Top Flashcards (Certified)
All Flashcards

Marketing Analytics > Quiz > Flashcards

Quiz Flashcards

Répondre à des questions de cours basiques (51 cards)

Start Studying
1
Q

What are the 3 levels of product ?

A

1) Core product value
2) Actual product value
3) Augmented product value

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

What is the Core product value ?

A

The Core product value : The main reason for wanting this product

Exemple for a car : To travel from a point to another

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

What is the Actual product value ?

A

The Actual product value : The physical second reason for wanting this product (Quality, Brand, Packaging, Features, …)

Exemple for a car : Quality interior, fuel consumption, camera, …

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

What is the Augmented product value ?

A

The non-physical second reason for wanting this product mainly services.

Exemples : Services / Phone line / Customer service / Delivery / Warranty / Repairs / Credit

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

What are the 7 functions of packaging ?

“THIS PSP”

A

The 7 functions of packaging are:

1) Transportation
2) Handling
3) Information
4) Storage
5) Protection
6) Support of the branding and the positioning
7) Promotion

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

What are the 7 Ps of Services Marketing which derived from the 4Ps Marketing Mix ?

A

The 7 Ps of Services Marketing :

1) Promotion
2) Product
3) Price
4) Place
5) People
6) Physical evidence
7) Process

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

Give some exemples of these 7 Ps in case the service is service in a restaurant.

A

1) Product = Food in a reastaurant + Atmosphere + Accessibility + Theme
2) Promotion = Sometimes in the menu
3) ¨Price = In the menu
4) Place = The restaurant or in home if there is delivery
5) People = Friendly staff, Customer involvement, Co-creation
6) Physical Evidence = Design, decor, menus
7) Process = Quick delivery

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

What are the 4 dimensions of brand equity suggested by Young & Rubicam ?
DR. KE

A

4 dimensions of brand equity :

1) Differentiation
2) Relevance
3) Knowledge
4) Esteem

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

What are the 3 levels of brand positioning ?

A

3 levels of brand positioning :

1) Product attributes
2) Product desirable benefit
3) Belief and values

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

What are the starting point, focus, means and ends of the selling concept ?

A

The selling concept :

1) Starting point = Factory
2) Focus = Existing products
3) Means = Selling and promoting
4) Ends = Profits through sales volume

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

What are the starting point, focus, means and ends of the marketing concept ?

A

The marketing concept :

1) Starting point = Market
2) Focus = Customer needs
3) Means = Integrated marketing
4) Ends = Profits through customer satisfaction

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

What are the 3 Marketing Mixes of the Integrated marketing mix ?

A

1) 7 Ps of the Services Marketing
2) 4Cs
3) 4As

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

What are the 4Cs which are a more consumer-orientated version of the 4Ps Marketing Mix ?

Cs/Cc/Con/Com

A

1) Customer solution
2) Customer cost
3) Convenience
4) Communication

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

What are the 4As of Marketing which help creating value for customer ?

cfcw

A

1) Acceptability
2) Affordability
3) Accessibility
4) Awarness

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

What are the 2 approaches to value ?

A

1) Uni-dimensional value

2) Multi-dimensional value

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

What is the uni-dimensional approach to value ?

A

The uni-dimensional approach to value is:

  • Benefits (Pleasure, Utility, Esteem, Convenience, etc.)
  • Costs (Price, Psychological cost, Time, Effort, etc.)
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

What is the multi-dimensional approach to value ?

A

Multi-dimensional approach to value and 3 values:

1) Utilitarian value
2) Hedonic value
3) Social value

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

What are the 3 components of Utilitarian value ?

CIE

A

Utilitarian value is composed of 3 values:

1) Convenience value
2) Informational value
3) Economic / Monetary value

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

What are the 4 components of Hedonic value ?

RARE

A

Hedonic value is composed of 4 values:

1) Recreational value
2) Aesthetic value
3) Reassurance value
4) Epistemic value

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

What are the 3 components of the Social value ?

ESS

A

Social value is composed of 3 values:

1) Esteem value
2) Social ties / Connective value
3) Social learning value

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
21
Q

What are the 4 major segmentations ?

Study These Flashcards
A

The 4 major segmentation are :

Which need a Generic communication :

1) Geographic
2) Demographic

Which need a Personal communication :

3) Psychographic
4) Behavioral

22
Q

What are the 5 requirements for effective segmentation ?

MASDA

Study These Flashcards
A

The 5 requirements for effective segmentation are:

1) Measurable
2) Accessible
3) Substantial
4) Differentiable
5) Actionable

23
Q

What are the 4 market targeting strategies ?

Study These Flashcards
A

4 market targeting strategies :

1) Mass or Undifferentited Marketing
2) Segmented or Differentiated Marketing
3) Niche or Concentrated marketing
4) Local, Individual or Customised marketing or Micromarketing

24
Q

What are the 4 Cs / Criteria for a successful positioning strategy ?

Cla/Con/Cre/Comp

Study These Flashcards
A

4 Criteria for a successful positioning strategy :

1) Clarity
2) Consistency
3) Credibility
4) Competitiveness

25
What is a ad with SUCCES ?
1) Simple 2) Unexpected 3) Concrete 4) Credible 5) Emotional 6) Stories
26
What are the 6 cases for New Products ? Npl/Apl/Np/Ap (R & I)/Cr/R
6 cases of new products : 1) New product lines 2) Additions to existing product lines 3) New to the world products 4) Revisions & Improvements 5) Cost reductions 6) Repositioning
27
What are the 8 major stages in new product development ? Ig/Is/CDT/MSD/BA/PD/Tm/C
``` Step 1: Idea Generation Step 2 : Idea Screening Step 3: Concept Development and Testing Step 4: Marketing Strategy Development Step 5: Business Analysis Step 6: Product Development Step 7: Test Marketing Step 8: Commercialization ```
28
What are the 2 price strategies ?
2 price strategies : 1) (Slow or rapid) Skimming price strategy 2) (Slow or rapid) Penetration price strategy
29
What is the skimming price strategy ?
Skimming price: to set a relatively high price for a product or service at first, then lower the price over time. Exemple of Rapid Skimming strategy : Apple or Coca-Cola. Exemple of Slow Skimming strategy : Louis Vuitton
30
What is the penetration price strategy ?
Penetration price: to set a relatively low price for a product or service at first, then higher the price over time. Exemple of Rapid Penetration strategy : Ouibus Exemple of Slow Penetration strategy : Lidl or Ryanair.
31
What are the 4 Types Strategic Business Units (SBUs) defined by the Boston Consultancy Group ?
The 4 types strategic business units (SBUs) / types of innovative products: 1) Star 2) Cash cow 3) Dog 4) Question mark
32
What is a price ?
A price is the amount of money, a dynamic and ongoing value, that a buyer gives to a seller in exchange for a good or a service.
33
What are the 2 Types of value-based pricing ?
2 Types of value-based pricing: 1) Good-value pricing 2) Value-added pricing
34
What are the 2 Types of cost-based pricing ?
2 Types of cost-based pricing: 1) Cost-plus pricing (markup pricing) 2) Break-even pricing (target return pricing)
35
What are the 10 price adjustments ? Cd/Qd/Sd/Csp/Pfp/Lp/Tp/Pp/Gp/Daip
10 price adjustments: 1) Cash discount (Ex: Bills promptly paid) 2) Quantity discount (Ex: Jacques Desange) 3) Seasonal discount (Ex: Vacation sites) 4) Customer-segment pricing (Ex: Cinema for adults, students or childrean) 5) Product-form pricing (Ex: Economy and Business Class seat on a flight) 6) Location pricing (Ex: Concert hall) 7) Time pricing (Ex: Happy Hours) 8) Psychological pricing (Ex: €0.99 instead of €1) 9) Geographical pricing (Ex: Pizza delivery) 10) Dynamic and Internet pricing (Ex: Ebay)
36
What is the definition of distribution ?
The value delivery network composed of manufacturers, suppliers, distributors that makes a product available for use or consumption by the consumer
37
What is the definition of retailing ?
All the activities that adds value to the products and services sold to consumers for their personal, family, non-business use. Levy and Weitz, 2012
38
What are the 3 main distribution strategies ? Ed/Sd/Id
3 main distribution strategies : – Exclusive distribution – Selective distribution – Intensive distribution
39
What are the 3 main channel organisations ?
3 main channel organisations are : 1. Vertical Marketing System (VMS) 2. Horizontal Marketing System 3. Multichannel distribution system (Cross-channel & Omni-channel)
40
What are the 3 vertical marketing system ?
3 vertical marketing system : 1) Corporate VMS 2) Contractual VMS 3) Administered VMS
41
What are the 6 Ps of the retailing mix ?
6 Ps of the retailing mix : - Merchandise (assortment) (Product) - Price - Advertising & Promotion - Location (Place) - Customer Services and Selling (Personnel) - Store Layout, Merchandising and Design (Presentation)
42
What are the 6 new retail concepts ? JGt/DPT/TiM/Pus/3Prs/Ss
The 6 new retail concepts : 1) Just Go technology 2) Digital/physical touchpoints 3) Touchpoint in mobility 4) Pop-up stores 5) Third-place retail store 6) The showroom store
43
What is the communication breakdown ?
Communication breakdown: Difference between Receiver’s interpretation and Sender’s Intentions
44
What are the 3 types of message appeals ? REM
The 3 types of message appeals: 1) Rational 2) Emotional 3) Moral
45
What is the AIDA model ?
It is a model to describe the way a consumer see an ad and act to consume. 1) A - Attention 2) I - Interest 3) D - Desire 4) A - Action
46
What are the 3 models of connexion between customer and the brand ?
3 models of connexion between a customer and a brand : 1) The AIDA model 2) The Forrester model 3) The Mc Kinsey Model : Customer Decision Journey
47
What are the 2 strategies to choose promotional tools ?
2 strategies to choose promotional tools : 1) PUSH Strategy 2) PULL Strategy
48
What is the PUSH Strategy ?
The Push strategy is: 1) Producer markets to members of distribution channels 2) The wholesaler / the retailer do reselling marketing activities
49
What is the PULL strategy ?
The Pull strategy is: 1) Producer markets directly to final customer 2) Consumer demands at the retailer 3) Retailer demands at the producer
50
What is the IMC / Integrated marketing Communications ?
IMC - Integrated Marketing Communications is the coordination of messages across multiple communication channels to achieve a marketing objective.
51
What is the difference between a customer and a consumer?
Customers = People who buy the product and the people who influence the person who buy it. Consumers = People who uses the product

Marketing Analytics (8 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2025 Bold Learning Solutions. Terms and Conditions